How CEOs use stories to communicate CSR identity – a study of the fashion industry
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School of Business |
Master's thesis
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Author
Date
2017
Department
Major/Subject
Mcode
Degree programme
Corporate Communication
Language
en
Pages
129
Series
Abstract
Objective of the Study The aim of this research project was to find out how CEOs in the fashion industry use stories when communicating their company’s CSR identity to stakeholders. The focus of the study was on the CSR communication of CEOs representing the fast, casual and luxury fashion markets mainly in Europe and the United States. To discover how these selected CEOs utilize storytelling in their CSR communication, the following research questions were formulated: 1) Do CEOs in the fashion industry use storytelling when communicating CSR identity to stakeholders in CSR reports? 2) Do they utilize certain storytelling elements in their CEO letters? 3) How unique is their CSR communication based on these stories? Theoretical Framework and Methodology The study’s theoretical framework discussed research from the field of corporate social responsibility, with a focus on CSR identity, and theories regarding corporate storytelling and CSR storytelling in particular. Based on this framework, the research continued to analyze the CEO letters in the sustainability reports of nineteen selected fashion brands representing the different dimensions of the fashion market: fast, casual and luxury fashion. A qualitative content analysis was then utilized to find out whether any storytelling characteristics could be detected from the CEO letters. Findings and Conclusions Based on the main findings of this study, CEOs in the fashion industry still have room for improvement when it comes to creating engaging CSR communication. The findings indicate that none of the studied CEOs use systematic storytelling when communicating their company’s CSR identity to stakeholders. Instead, they construct the meaning of CSR mainly through descriptions or descriptions with some story-like features. However, most of the studied CEOs utilize certain storytelling elements in their CSR communication, mainly through promoting trust and transparency based on their former and future CSR activities. Interestingly, most CEOs define their company’s CSR identity very similarly using the following themes: long-term, commitment, collaboration and change or improvement. There were some differences in the CSR communication between the fast, casual and luxury companies. Fast fashion CEOs emphasized a long-term, industry-wide approach that takes into account worker’s health and safety in defining what CSR means to them. In addition to this, casual fashion CEOs also highlighted the importance of creating new, innovative ways of doing business in the fashion industry. The CEOs in the luxury market focused more on their prideful history, former achievements, and the importance of quality and long-lasting design in defining their CSR identity. Based on these observations, some general recommendations for CEOs in the fashion industry were provided to help them create more appealing CSR communication through storytelling.Description
Thesis advisor
Moisander, JohannaKeywords
corporate social responsibility, CSR identity, storytelling, CEOs, fashion industry
