Sensemaking in sustainability advocacy: A communication manual for Sabi Skin

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ID: 285360
2025
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Abstract
This study explores Karl Weick’s Sensemaking Theory to examine the organizational communication challenges faced by Sabi Skin, an SME in the Philippine skincare industry, in communicating its sustainability advocacy to external stakeholders. A comprehensive communication audit was conducted, covering message, design, and external communication analyses, supported by semi-structured interviews with the founders and select Instagram followers. The audit revealed a gap between Sabi Skin’s sustainability messaging and stakeholder perception. While the brand’s visual identity used earthy aesthetics to communicate sustainability, the absence of a structured and explicit messaging plan resulted in equivocality that hindered engagement and understanding. Sensemaking theory guided both the audit and production phases, providing a framework for interpreting stakeholder feedback and aligning sustainability messages with audience identities, values, and prior experiences. This clarified how stakeholders interpret the brand’s sustainability efforts and emphasized the need for a coherent narrative. Based on this, a Communications Manual and Social Media Toolkit were developed. The manual established messaging guidelines to strengthen clarity and consistency, including tone, voice, and thematic pillars such as natural and safe ingredients, sustainable packaging, and a Filipino-centered identity. The toolkit offered templates, sample captions, and a content calendar for Instagram to ensure sustainability messaging resonates with the target demographic while reducing ambiguity. By integrating sensemaking into both diagnostic and solution-building stages, this study shows how SMEs in a consumption-driven environment can bridge perception gaps in sustainability communications, with strategic tools designed to enhance stakeholder comprehension, trust, and engagement, positioning Sabi Skin as a credible advocate for sustainable beauty practices.
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persistent_1760655378_68f17812ac54e Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Dalisay, Beatrix Ann Aya
Journal Malay Journal
Year 2025
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdb_comm/118
Keywords Keywords not found

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