Marketing and Communicating the Transition : Exploring the Sustainable Rebranding of Extractive Companies

Aim: This study aims to explore the branding practices of firms in the extractive industry (specifically, mining and oil & gas) and investigate how the firms can position themselves as sustainable firms. Methodology: From the lens of the Corporate Rebranding Framework and the Legitimacy Theory, the research adopts a qualitative approach, based on nine semi-structured interviews with professionals responsible for sustainability and corporate communications in extractive companies, complemented by document analysis. The findings are subsequently analysed using thematic analysis. Findings & Conclusion: The findings demonstrate that multinational extractive companies adopt a multidimensional approach in their transition toward sustainability. First, they implement sustainable working models comprehensively across departments and operational activities, ensuring genuine engagement with sustainable practices. Subsequently, these integrated practices are strategically communicated to all stakeholder groups through appropriate channels, as different stakeholders require different modes of communication. The strategic integration of sustainability into business models, combined with its targeted communication, enables extractive companies to rebrand themselves as sustainable. Contribution of the Study: This study contributes to academic theory, industry practice and the Sustainable Development Goals (SDGs). Theory-wise, it adds up to the existing store of knowledge pertaining to sustainability marketing in the extractive industry. Practically, firms in this industry can refer to this study to navigate the journey of sustainably rebranding. Lastly, this study contributes to SDG 12 and 13, which are Responsible Consumption and Production and Climate Action respectively. These goals address the need for the responsible production of resources as well as ensuring minimal carbon footprints in production processes. Reflections on the Study and Suggestions for Future Research: This study covers how extractive companies rebrand towards sustainability. Future research could look into how these companies balance sustainability and profitability, cross-country comparison of regulatory standards in the industry and the evolution of sustainability communication in the industry over time.