This study examines how Secil, a multinational cement company headquartered in Portugal, communicates and institutionalises its corporate social innovation (CSI) initiatives through various communication channels, focusing on its sustainability priorities established in 2022.
A deductive and mixed-method, predominantly qualitative approach is used to understand how Secil utilises various communication tools to highlight its sustainability priorities and integrate CSI within its messages, using the dimensions of The Rutgers Institute Corporate Social Innovation Model (RICSI) presented by Wirtenberg (2021). Thematic and frame analysis are employed to interpret Secil’s articulation of its sustainability and innovation priorities. The generic frame of responsibility serves as a lens through which we can comprehend the institutionalisation of CSI within Secil’s narratives. Through a meticulous examination of journalistic and advertising materials depicting sustainable practices, the study elucidates their correspondence with the foundational pillars of RICSI.
The analysis reveals that Secil’s CSI initiatives are primarily driven by coercive isomorphic pressures from sector-specific regulations and international bodies such as the European Union and the United Nations. The company develops innovative solutions through strategic partnerships with governmental bodies, local municipalities and cultural associations, aligning these with sustainable development goals. Whilst this approach potentially offers competitive advantages, the institutionalisation of CSI appears to be predominantly shaped by external regulatory requirements rather than voluntary organisational change.
Whilst the study’s reliance on sustainability reports, communication tools and CEO media interviews provides valuable insights, these sources may present an inherently optimistic view of organisational sustainability practices. This limitation suggests several promising avenues for future research. Subsequent studies would benefit from incorporating internal stakeholder interviews to understand communication strategy development, conducting comparative analyses across different market contexts and examining the longitudinal evolution of CSI communication.
This paper enhances the understanding of potential sustainability narratives used by multinational companies involved in traditionally polluting activities. It provides insights into how these companies integrate sustainability, innovation and communication in both theoretical and practical contexts. By applying the RICSI to strategic communication research, this case study highlights the crucial role of alignment, clarity of intent, stakeholder engagement and organisational culture in implementing CSI. This underscores the importance of strategic communication in this area.
