This study aims to explore the framing of sustainability by analyzing print media articles over five decades. These news articles were taken from The Economist because of its large readership, broad reach and historical significance.
The study uses an inductive content analysis approach to analyze articles on sustainability and related aspects.
Ten frames categorized as traditional and emerging are observed in the analysis: environmental-centric focus, sustainability as a burden, multinational corporations’ role, ethics and sustainability dichotomy, compliance-driven sustainability, innovation-driven sustainability, greenwashing and authenticity, consumer demand for sustainability, local versus global sustainability and impact assessment. The study shows a comparative analysis of the frames. It reveals a clear transition from compliance-driven to innovation-driven sustainability, leading to the development of ng a framework that shows the evolutionary stages of business sustainability.
The implications of the identified themes extend beyond the academic sphere and have significant relevance to the general public. The study also offers insights into how the mainstream media shapes public perceptions and awareness of sustainability and facilitates stakeholder engagement and management by companies.
