What is it about?
This study analyzes letters from CEOs of selected airlines in 2019 and 2021, employing appraisal theory to explore shifts in messaging strategies. The analysis reveals that while 2019 communications emphasized economic considerations, by 2021, a more ethical approach emerged, with increased use of terms like “sustainability”, “concern”, and “regulation”. This shift reflects a growing awareness of moral responsibility regarding environmental impact. However, the focus on ethical language raises questions about clarity and accessibility for stakeholders. Organizations must prioritize transparent, relevant communication to build trust, as vague language can foster skepticism about corporate commitments, highlighting the need for balanced, objective reporting in sustainability efforts
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Why is it important?
This academic contribution can prove significant as it highlights a shift in CEO communication strategies in the airline industry from economic to ethical considerations between 2019 and 2021. By utilizing appraisal theory, the study uncovers an increased emphasis on sustainability and moral responsibility, reflecting the industry's growing awareness of environmental impacts. This shift has implications for stakeholder communication, particularly regarding message clarity and accessibility.
Perspectives
I feel the paper can prove useful because it sheds light on how airline CEOs are increasingly integrating ethical concerns into their messaging. This awareness of environmental responsibility is important for understanding industry trends and improving stakeholder engagement, even if it raises questions about communication clarity.
Franca Poppi
Universita degli Studi di Modena e Reggio Emilia
Read the Original
This page is a summary of: Framing sustainability in CEOs’ letters, Language and Dialogue, May 2025, John Benjamins,
DOI: 10.1075/ld.00197.pop.
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