Analysis of Communication Strategies in Sustainability Reports to Foster Stakeholders’ Sustainability Mindset ^†

As sustainability becomes increasingly important for corporations across Europe, it is crucial to debate whether sustainability communication through sustainability reports fosters genuine mindset transformation among stakeholders. The study examines the communication strategies employed in sustainability reports by the European companies listed in the Forbes Global2000, with a focus on their alignment with Isabel Rimanoczy’s 12 principles of sustainability mindset. The focus on mindset transformation aligns with Sustainable Development Goals (SDGs), especially those related to responsible consumption and production (SDG12), climate action (SDG13), partnerships for the goals (SDG17), as well as their call for transformative change in business practices and stakeholder engagement, which is crucial for achieving long-term sustainability.

The study includes a content analysis of recent sustainability reports and evaluates how European corporations embed principles from the sustainability mindset content areas, such as ecological worldview, systems thinking, spiritual and emotional intelligence, within their reporting narratives and visuals. The study also considers the evolving regulatory landscape in the European Union, which transitions from the voluntary to mandatory ESG reporting and its implications for both report content and mindset development.

The findings indicate significant disparities in the sustainability reports across different sectors and countries, as well as their alignment with sustainability mindset principles. Some companies, particularly those in Northern Europe, demonstrate advanced integration of sustainability mindset principles; others tend to focus on compliance and risk mitigation with limited use of creative communication techniques and narratives.

This study identifies several communication strategies that promote mindset transformation, including cultural and regulatory synergy, stakeholder engagement and co-creation, and narrative authenticity.

The study’s results emphasize that, to achieve long-term sustainability impact, ensure active corporations’ contribution to the SDGs, and establish European Union sustainability reporting standards, regional differences must be considered, and the gap between compliance-based reporting and mindset change must be bridged. This study contributes to theoretical and practical discussions by proposing a model for evaluating sustainability reports based on their transformative nature. Additionally, the study provides practical recommendations for policymakers and corporations on harmonizing EU sustainability standards, disclosures, and sustainability mindset principles.