Models for sustainability communications: a comparative study in Chile, Colombia and Ecuador
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Abstract
This study analyzes the communication contexts in which large organizations in Chile, Colombia, and Ecuador manage their sustainability communications, as well as their main characteristics, strategic orientations, and structural differences within the Latin American organizational landscape. A non-experimental, quantitative methodology was adopted through a survey of 75 organizations in the three countries. The instrument was adapted from the Communication and Sustainability Convergence Model, which evaluates the level of integration between sustainable practices within organizations, their communication formats, and relationships with society. The results show a general recognition of the strategic value of sustainability, but with variations in implementation and impact in each country. Chilean and Colombian organizations mainly execute symmetrical and participatory communication models in which sustainability is aligned with the institutional purpose and reflected through dialogue with stakeholders. In contrast, Ecuadorian organizations show a more instrumental orientation in their practices, with one-way dialogues focused primarily on strengthening corporate reputation and achieving business objectives. These differences stem from contextual factors such as the maturity of regulatory frameworks, social pressure, and the organizations’ track record in sustainability. The study concludes that sustainability communications can reach its transformative potential when it is integrated into organizational culture through two-way communication practices.
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