Carbon talk: comparing top brands’ climate change objectives

Abstract

Purpose

Climate change and carbon emissions are top of mind in all facets of society. This study aims to investigate what the world’s top brands are saying about carbon emissions and greenhouse gases (GHG). Through this inquiry, the authors hope to better understand what brands are saying, doing and if their actions are clear. Furthermore, the authors seek to uncover practices that may deter or enhance a brand’s effectiveness in communicating its current and future initiatives.

Design/methodology/approach

Each of the world’s top 50 brands’ (Forbes, 2020 Rankings) websites were assessed using a content analysis methodology. Key constructs and themes were identified first through a broad assessment, leading to a set of parameters (content items) that were used to assess each brand’s website. The results were then summarized.

Findings

Almost all of the world’s Top 50 brands attempt to articulate their current accomplishments and goals relative to carbon emissions and GHG. Generally, carbon falls under a broader discussion of their sustainability initiatives and objectives. While extensive, information on carbon emissions possesses a variety of terms for measures and initiatives, goal setting and actions. Stakeholders may find the information to be ambiguous and of limited use.

Originality/value

There are few, if any, assessments of how major brands communicate their current and future carbon emissions initiatives. The study uncovers tendencies and provides managers with practices that may enhance the effectiveness of their brand’s carbon emissions communications.

Citation

McIlvaine, V., Dahlquist, S. and Lehnert, K. (2023), "Carbon talk: comparing top brands’ climate change objectives", Journal of Business Strategy, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JBS-05-2023-0096