Exploring the Role of Sustainability Communication for Company Performance

Sustainability communication is regarded as a key determinant in enhancing company performance across all dimensions of the Triple Bottom Line (TBL). This chapter examines company communication on sustainable development and analyses the extent to which it is directed towards different groups of actors. The selection of actors constitutes one element of a broader sustainability communication strategy, which may also encompass the choice of communication channels, the collection and utilisation of feedback, and adherence to reporting standards. The aim of this chapter is therefore to identify differences in the reported improvements in company economic performance among clusters of companies that direct their sustainability communication to different groups of actors. Drawing on empirical research conducted among 500 companies located in Poland, the analysis highlights variations among companies depending on the breadth of their communication practices, offering insights into how sustainability-oriented communication strategies correspond with performance improvement. The chapter provides empirical evidence that the scope of sustainability communication – understood as directing such communication to different groups of actors – is associated with differences in reported performance.