Branding Sustainably by Communicating Responsibly: An Exploration Through Stakeholders’ Lens

Abstract

Stakeholders place greater emphasis on sustainability and the ethical aspects of companies during decision-making. Hence, brand communication has become a formidable challenge in today’s dynamic and stakeholder-driven business landscape. This study explores how companies envision sustainable branding through responsible communication. It also examines the outcomes and attributes perceived by stakeholders in the Indian context. The sample includes Indian corporations that were awarded for their best corporate social responsibility (CSR) practices in 2022 by the Ministry of Corporate Affairs (MCA). Primary data were collected through focus group discussions (FGDs), and secondary data were obtained from online platforms of these corporations. The findings reveal that sustainability branding is crucial for remaining relevant in an ever-evolving market. Stakeholders increasingly endorse brands that foster meaningful connections and maintain consistent communication and action. Stakeholders also acknowledge that ‘sustainability’ is a multifaceted term with various interpretations, requiring thoughtful and transparent communication. This study is novel in its design. Additionally, by conducting FGDs with expert groups, this study captured nuanced perceptions grounded in practical experience, providing valuable insights into emerging sustainability trends and stakeholders’ interpretations.