We adapt, therefore we are – Bachelor thesis on CEO-letters in sustainability reports

Abstract

Background: CEO-letters in sustainability reports have opened a relatively new channel for CEOs for communication of companies’ engagement in CSR. As this channel has become one of the main communications channels for CEOs to communicate CSR, it is relevant that the communication corresponds to stakeholder expectations and leads to legitimacy and a good reputation, and thereby contributes to easier resource acquisition and thereby company success. Purpose and Research questions: This study aims to describe and analyse how CEO-letters in sustainability reports tackle the balance between economic, environmental and social concerns and how the development has been between over time. Our specific research questions are: 1. Which sustainability aspects are mentioned in CEO-letters of sustainability reports? 2. Are the companies reporting targets, strategies and results connected to all the three sustainability dimensions? 3. How has the development been over time (2007, 2009, 2012)? Methodology A study based on text analysis on four different companies (H&M, Ericsson, SCA and SEB) CEO-letters in sustainability reports was carried out using an abductive approach influenced by a deductive approach. The CEO-letters are from the years 2007, 2009 and 2012 and form the basis for an in-depth analysis where theories in CSR, institutionalism and legitimacy and reputation management are used as the point of departure. Result and conclusion Regarding both the chosen quantitative and qualitative factors, between the years 2007 and 2012, CEO-letters in sustainability reports have become more similar. It can be assumed that this is due to institutionalism, legitimacy and reputation management. The focus between the sustainability dimensions in CEO-letters has shifted during the studied period. 2007 the focus was either on environmental or social sustainability, whereas in 2009 the focus was either on environmental or social sustainability, or on both. In the year 2012, however, CEO-letters included a rather even division between all the three dimensions. The same analogy applies to targets, strategies and results presented in CEO-letters in sustainability reports. The economic aspects mentioned in CEO-letters do are more or less directed to shareholders and relate to the connection between sustainability efforts and long-term financial survival of the company. The most commonly communicated environmental aspect by all companies has been the reduction of carbon emissions. Stakeholder dialogues and collaborations, human rights and contributing to the society are the most common social aspects mentioned in the CEO-letters.