Den hållbara resan genom socialt ansvar

Sammanfattning

The primary aim of the following study is to examine how a brand can achieve social sustainability by integrating ethical Corporate Social Responsibility (CSR) into their communication of reports. This thesis will study the two active fashion brands GANNI and H&M Group with material that consist of two qualitative content analyses of “GANNI Responsibility Report 2021” and “H&M Group Annual and Sustainability Report 2021”. By conducting a comparative study, this thesis shows that as part of a brand's communication towards the consumer, it is of efficiency to integrate ethical CSR as a part of a brands’s marketing strategy. Both H&M Group and GANNI integrate ethical CSR into their brands to sustain credibility and accountability in order to achieve social sustainability. However, the study further shows how including ethical CSR as part of the communication, could potentially not benefit companies positively and can trigger stakeholders' skepticism and cynicism.