Framgångsrik hållbarhetskommunikation - vad är det? : En tematisk analys av Naturkompaniet, Systembolaget och MAX Burgers hållbarhetskommunikation på Instagram

Sammanfattning: This study aims to investigate how companies perceived as sustainable by consumers engage in sustainability communication on social media. An abundance of information is common in today's digitized society - how do you as a company push through the noise - especially, with a serious message that does not belong on social media? The basis for determining which companies succeed in their sustainability communication is based on the Sustainable Brand Index Report from 2022. The selection and criteria resulted in three companies from three different industries for our analysis: Naturkompaniet, Systembolaget and MAX Burgers. We have reviewed all companies' Instagram and after the selection, 5 Instagram posts from each company are analyzed. The analysis is based on theories about sustainable communication, emotions and cognitive load on the part of the recipient. Models that are explained and intended to be the basis for results and analysis are the Affect–reason–involvement model (ARI model) and the Communication via Syncretic and Analytic Cognition Scale (CASC scale) as well as the Limited Capacity Model of Motivated Mediated Message Processing (LC4MP). To answer the research question "How do Systembolaget, Naturkompaniet and MAX Burgers present their sustainability communication on Instagram?" and the sub-question "How do Systembolaget, Naturkompaniet and MAX Burgers use emotional aspects and how do they take into account the recipients' cognitive load in their sustainability communication on Instagram?" in relation to the theories, we use a thematic content analysis. The analysis resulted in four overarching themes found: Behavior Change, Memorable, Encouraging and Serious Undertone. The conclusion is that companies that carry out successful sustainability communication present their messages in a simple way which is easy to understand, often with humorous elements and relatable factors.