Digital Communication of Conscientious Brands: Case Studies

In the actual context, it is increasingly crucial for brands to act with a conscience and communicate their environmental and social commitments to gain social legitimacy from stakeholders. Despite the relevance of this issue, limited studies provide insight into conscientious communication. Specifically, there is a dearth of research in the conscientious brand literature on how conscience-driven brands can communicate in digital environments. Indeed, brands may benefit from digital touchpoints by increasing social acceptance. The proposed paper aims to provide a conscientious communication definition and explore requirements that conscientious brands can fulfil to communicate their conscientiousness to stakeholders in the online context. The findings emerging from secondary data-based case studies offer a preliminary definition of conscientious communication and initial answers to what conscientious brands communicate (main contents), to whom (main audience), for what objectives (functions), how (main principles) and where (main digital means and channels) they communicate. Furthermore, the paper provides a compass to orient managers and practitioners toward conscientious communication strategies and practices to achieve environmental, social, and governance goals. This study broadens the debate on conscientious brands and offers theoretical insights into social legitimacy. Finally, it paves the way for future research in this emerging field.