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Article published In: Language and Dialogue
Vol. 15:2 (2025) ► pp.305–331

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Framing sustainability in CEOs’ letters

Informativity vs. accessibility

 | University of Modena and Reggio Emilia
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Available under the Creative Commons Attribution (CC BY) 4.0 license.

For any use beyond this license, please contact the publisher at rights@benjamins.nl.

Open Access publication of this article was funded through a Transformative Agreement with University of Modena and Reggio Emilia.

Published online: 6 May 2025
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https://doi.org/10.1075/ld.00197.pop
Abstract
In recent years, the aviation industry has transformed its approach to carbon emissions disclosures due to public scrutiny and regulatory pressures. This study analyzes letters from CEOs of selected airlines in 2019 and 2021, employing appraisal theory to explore shifts in messaging strategies. The analysis reveals that while 2019 communications emphasized economic considerations, by 2021, a more ethical approach emerged, with increased use of terms like “sustainability”, “concern”, and “regulation”. This shift reflects a growing awareness of moral responsibility regarding environmental impact. However, the focus on ethical language raises questions about clarity and accessibility for stakeholders. Organizations must prioritize transparent, relevant communication to build trust, as vague language can foster skepticism about corporate commitments, highlighting the need for balanced, objective reporting in sustainability efforts.
Article outline
  • 1.Introduction
  • 2.The evolution and global Impact of corporate communication in the digital age
    • 2.1The role of CEO’s letters in corporate communication
    • 2.2Analyzing the CEO’s letter as a distinct genre
  • 3.The complex nature of transparency
    • 3.1Evolving communication strategies for transparency
  • 4.Aims of the study
    • 4.1Appraisal theory: An overview
    • 4.2Materials and method
  • 5.The analysis
    • 5.2Focusing on the co-text
      • 5.2.1Environment
      • 5.2.2Emission*
      • 5.2.3Sustainability
      • 5.2.4Sustainable
      • 5.2.5Environmental
  • 6.Conclusion
  • Notes
  • References
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