No contradictions : Identity work of managers working for sustainable enterprises

Sammanfattning: This is a study about the identity work of managers working for sustainable enterprises. Contrary to CSR managers who are constantly managing tensions between achieving social and environmental goals while working at a company whose aim is to maximise profits, the identities of managers working for sustainable enterprises, do not indicate that they are experiencing contradictions between sustainable and commercial discourses. We show how the managers' self values and beliefs are aligned with their role and the organisational goals of the company. These managers, above all, focus on facilitating sustainability and use commercial and economic tools to reach their goals. In addition, our study shows a dominant theme of self- actualization that surrounds and influences the managers' identities. Drawn by the sustainability field, these managers seem to have found in their workplaces, a perfect platform to fulfil themselves. Finally we show how these managers become political actors directing their actions towards changing systems in society. We argue that our findings can be an example of a broader shift towards sustainable discourses in businesses, where we can also see reflexivity gaining ground as a form of managerial practice in organisations. We suggest that there can be hope found in these new organisations, and that it might be possible to strive towards social, environmental and economic goals at the same time.