Research on the practical dilemmas and optimization paths of enterprise communication driven by sustainable development theory

Abstract

With the in-depth popularization of the concept of sustainable development on a global scale, enterprise communication is facing an urgent demand for transformation from "information disclosure" to "value communication". Using the case analysis method, this paper systematically studies the driving effect and internal logic of the concept of sustainable development on enterprise communication, and analyzes the practical dilemmas in the communication process, such as narrative distortion, lack of two-way communication, and insufficient public empathy. The study finds that current sustainable enterprise communication faces three dilemmas: (1) Narrative distortion, there is a systematic disconnection between the publicity commitments and actual actions, (2) One-way communication, there is a lack of dialogue circulation and interactive feedback with the public, (3) Insufficient empathy, enterprises prefer data-centered rational narratives and grand abstract strategic expressions, and lack the narrative ability to connect with the public's daily life and emotional experience. In response to the above dilemmas, this paper proposes three optimization paths: building a credibility system based on practices, establishing a two-way communication mechanism between enterprises and the public, and enhancing the effect of communication resonance with emotional narratives. The optimization of enterprise sustainable communication is not only a strategic issue, but also a matter of value choice. Only by transforming sustainable development from "marketing rhetoric" to "code of conduct" and upgrading from "compliance disclosure" to "value co-creation" can enterprise communication truly win public trust and realize the deep coupling between the sustainable development concept and corporate social responsibility.