The Role of Sustainability Communication in Influencing Brand Image

Abstract

As sustainability becomes a strategic prerequisite rather than a competitive differentiator, companies increasingly rely on brand identity and communication strategies to shape customer perception and build trust. This study explores how sustainability communication influences a company’s brand image using Polestar as a single case study. Guided by theories of brand identity, brand image, and corporate social responsibility (CSR), the study employs a qualitative approach based on semi-structured interviews with both Polestar employees and customers. The findings reveal that effective sustainability communication is perceived as credible, consistent, authentic, and transparent, particularly when supported by visible actions and long-term commitments. However, skepticism persists towards sustainability claims, especially when communication lacks clarity or emotional resonance. The study emphasizes that brand image is shaped not only by what companies communicate, but also by how customers interpret these messages based on personal values, experience, expectations, and broader culture and social influence. The study concludes that sustainability communication can enhance brand image when it aligns with brand identity and resonates with customer expectations. These findings deepen the understanding of how companies could build trust in markets where sustainability is no longer a point of differentiator, but a strategic baseline.