Sustainability and Communication: reflections on discourses and practices in organizations

Abstract

Communicate the status of "sustainable organization" is, without question, a way to strengthen the image and reputation in the market. Conversely, it is understood that sustainability, as value and organizational practice, requires the balance in thinking and acting, with regard to economic, social, environmental and cultural aspects. In this context, the aim of this essay is to reflect on discourses and  sustainability practices , highlighting the actions of individuals in cultural change that is necessary for the construction of new organizational realities. By questioning "sustainable organizations", within a scenario of low effectiveness of actions, it discusses the stakeholders relations policy, especially with employees. It supports the process of managing people centered on a communicative perspective that suggests the dialogue as a strategy for designing sustainability as a real value.