From documentary transparency to responsible clarity:
The potential for understanding in the sustainability communication of Patagonia and Fairphone
Abstract
Transparency has become a central value in corporate sustainability communication, although its uncritical application may generate information overload rather than understanding. This article critically examines the “transparency imperative” in marketing and proposes responsible clarity as an ethical framework oriented toward intelligibility. Through an exploratory qualitative analysis of the sustainability and activism web sections of Patagonia and Fairphone, the study evaluates textual features linked to potential comprehension. Findings indicate that transparency supports trust only when articulated through communication strategies that reduce cognitive load.
Keywords
Plain language, perceived transparency, sustainable marketing, cognitive load, corporate digital communicationReferences
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