Internal Sustainability Communication and the Influence on Corporate Culture: A Qualitative Survey of Sustainable Companies in Germany

Abstract

Nowadays, sustainability is becoming increasingly important not only in society but also in companies. The objective of this study is to determine the potential of internal sustainability communication in shaping the Corporate Culture of sustainable companies. The research questions are dedicated to the goals, measures, and effects of internal sustainability communication with regard to Corporate Culture. To answer these questions, 15 qualitative expert interviews were conducted. A ranking of the 200 most sustainable companies in Germany was chosen as a sample to recruit the interview partners. The study was able to identify diverse potentials of internal sustainability communication with regard to shaping Corporate Culture. When considering the three dimensions of sustainability, it became clear that ecological and social sustainability are increasingly dealt with, while the economic dimension is neglected. This study shows that internal sustainability communication can positively influence the Corporate Culture as a whole and ultimately also individual employees in their attitudes and actions with regard to sustainability issues. However, the potential identified must be considered in the context of the individual Corporate Culture, such as the structural and personnel premises, to be able to discuss the extent to which the potential can be exploited in the best possible way. This study provides starting points for further research in this dynamic field as well as practical insights for application in employee communication.