Representation of the triple bottom line. A mixed method approach to CSR communication of renewable energy companies

Tutor: Xavier Ramon VegasTreball de fi de màster de: Master in Strategic Communication and Public RelationsCompanies in the renewable energy industry communicate on their corporate social responsibility (CSR) to comply to reporting legislation and to try and gain a sustainable competitive advantage. The triple bottom line model distinguishes three different dimensions to which CSR activities can be assigned; the economic, environmental and social dimension. This dissertation takes a mixed method approach to find out on which dimension the emphasis lays on in the CSR reports of renewable energy companies. Furthermore, it aims to find out what topics and narratives are used by renewable energy companies to communicate about CSR activities. The CSR reports of Vestas (Denmark), Suzlon (India) and NextEra Energy (United States) were thoroughly analysed. It was found that in all three analysed reports, the social dimension was represented most heavily. Additionally, it can be concluded that the social and environmental dimensions form very apparent thematic areas across the analysed CSR reports