Graduate Program

Communication Studies

Degree Name

Master of Arts (MA)

Semester of Degree Completion

Spring 2024

Thesis Director

Chigozirim U. Sodeke

Thesis Committee Member

Matthew J. Gill

Thesis Committee Member

Marita Gronnvoll

Abstract

The term “Sustainability” has come to stay as it is deeply integrated into our everyday life, although it seems complex to understand and engage with. The purpose of this thesis is to know how Unilever, a global consumer goods organization, makes meaning of its sustainability efforts. The method used to achieve this is a thematic analysis of Unilever’s campaign “What Planet Are You On?” a brand campaign documenting their sustainability efforts. Building on storytelling as a theoretical framework, it delves into the strategic use of stories as a communication tool for sustainability efforts, emphasizing its impact on brand narrative, stakeholder engagement, and effective communication of these efforts. The results of this analysis indicate an effective way to communicate sustainability is by embodying story archetypes which Unilever utilized through the heroic narrative communicated. Other findings may also guide organizations in developing and executing effective sustainability communication strategies. This study contributes to the owing body of knowledge on sustainability communication and storytelling as a lens through which we understand sustainability.

Download

Share

COinS