Elke Schüßler: What companies do (not) say about their sustainability
2026-03-20 In 2024, Edeka surprised the public with a political statement: The company took a stand against the AfD in an ad campaign. While this is not a typical sustainability claim, it highlights the central question of a new DFG project: How do companies communicate in an increasingly polarized society? Prof. Elke Schüßler (Leuphana) developed the project in close collaboration with Prof. Dennis Schoeneborn (Copenhagen Business School).
Sustainability communication has long been regarded as an effective way to win over customers: “Companies were often viewed positively when they presented themselves as sustainable — regardless of whether they were actually committed to sustainability or resorted to the often-criticized practice of greenwashing,” says Elke Schüßler of the Institute for Management & Organization. “Greenwashing” refers to a media strategy in which a company’s actions are portrayed as environmentally friendly, even if this is not true.
According to Schüßler, the situation today is more complex: “In the current political climate, it is no longer clear whether sustainability communication resonates with consumers or has the exact opposite effect.” Anglo-Saxon studies show that companies are increasingly refraining from publicly communicating their sustainability efforts — a phenomenon also known as “greenhushing.” The professor of Business Administration explains: “It appears that companies are deliberately choosing not to disclose their sustainability measures for fear of backlash from right-wing political circles.”
Based on company surveys and campaign analyses, the project examines whether European retail businesses, such as supermarkets and drugstore chains, also adapt their communication strategies to the political situation. It is expected that reactions on social media will shed light on the campaigns’ societal impact. According to Schüßler, knowledge transfer plays an important role, as well: “Together with the Transformation Lab and international partner institutions, we will develop formats in which science, business, and society can jointly explore responsible communication.”
At the Leuphana Transformation Lab, key questions of social change are examined collaboratively. It is part of the “Embracing Transformation” program, in which Elke Schüßler co-leads the research area “Organizing in Times of Crisis.” Pauline Börries, who is now a doctoral researcher in this area, was involved from the very beginning in drafting the proposal for the new DFG project. Schüßler is delighted: “Even during her master’s program in Management & Entrepreneurship, Pauline showed a keen interest in sustainability communication. We are happy that we could recruit such a talented early career researcher.”
Prof. Dr. Schoeneborn is also on board: “Dennis Schoeneborn was formerly a professor at Leuphana and co-foundend the Center for Organization & Social Transformation (LOST). The renowned expert in organizational communication participates in the project as a DFG-Mercator Fellow. This fellowship program enables us to reinforce our international collaboration,” emphasizes the project leader.
Prof. Dr. Elke Schüßler’s new project “Corporate Sustainability Communication in an Age of Polarization” is funded by the German Research Foundation (DFG). In collaboration with the research area “Organizing in Times of Crisis” and the LOST group, the project examines organizational practices in a changing society.