Strategic Marketing Narratives in the Global Decarbonisation Era: A Content Analysis of Corporate Communication Practices
DOI:
https://doi.org/10.65582/gd.2026.006Keywords:
Strategic Marketing, Sustainability, Decarbonisation, Qualitative Content Analysis, Corporate Communication, Automotive Sector, IT/Technology Sector, Europe, USAAbstract
This study comparatively examines the strategic marketing narratives used by companies in different sectors and regions during the global decarbonisation transition. It analyses sustainability reports, corporate web content, and press releases published between 2020 and 2024 by eight companies in the automotive and IT/technology sectors in Europe and the United States. Using qualitative content analysis and a structured comparative design, the study compares how firms position themselves in the transition to a low-carbon economy at regional and sectoral levels. The findings indicate that all companies frame climate action through innovation and leadership, but European firms emphasise regulatory compliance, measurability, and long-term commitments, whereas US firms more often foreground rapid transformation, entrepreneurial leadership, and social values. Automotive companies rely more heavily on technical and process-oriented discourse, while IT/technology companies more frequently use ethically framed and stakeholder-oriented narratives. Overall, the study offers an initial comparative assessment showing that sustainability discourse functions not only as a communication tool but also as a strategic mechanism through which firms seek legitimacy, stakeholder trust, and influence over the pace and credibility of decarbonisation pathways.
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