Triggering Sustainability Communication in B2B Contexts

This research article examines the processes involved in adopting corporate sustainability communication within a B2B context. It utilizes a combined action research and sensemaking approach to document the moments leading up to the initiation of external sustainability communication. The study focuses on a case company in the heavy industry sector that had previously maintained silence regarding its sustainability practices but has recently decided to enhance transparency. The findings indicate that corporate silence can be disrupted by triggering events that lead to moments of realization for organizational members, which in turn initiates sensemaking processes. The article details how various actors participate in the meaning co-construction of sustainability communication and highlights the complexity of these processes. Additionally, it discusses the implications of a sensemaking approach for understanding sustainability communication and the potential for societal actors to influence its role and content. The paper contributes to the literature by coupling action research with sensemaking to explore internal organizational dynamics in sustainability reporting.