Sustainability Discourse in Emerging Market multinationals: The Case of South Africa’s Largest Firms

Abstract

ABSTRACT Despite the crucial role that multinational enterprises (MNEs) can play in advancing sustainability, progress toward meeting the United Nations’ Agenda for Sustainable Development by 2030 has been slow. MNEs are partly responsible, and even though they recognize that they are part of a larger social, economic and ecological ecosystem, and that sustainability can enhance their long-term growth and viability, they have been slow to embrace it. The sustainability and MNE literature initially focused on the sustainability priorities found in developed market multinational enterprises (or DMNEs). Increasingly, “home-grown” (or indigenous) multinationals from emerging market regions have garnered more attention but research on sustainability in the emerging market context is still lagging, despite the fact that emerging markets – and its businesses – have potentially much to gain from embracing sustainability. This paper examines the sustainability discourse in South Africa and identifies the sustainability priorities of its largest indigenous firms. The sustainability reports of South Africa’s largest public firms in 2019 were analyzed using Centering Resonance Analysis (CRA). Results indicate that South African MNEs focus on business and societal aspects of sustainability, more so than on environmental protection initiatives. This finding likely reflects: 1) South Africa’s context and its sustainability priorities, 2) a diverse sectoral sample, 3) geographic dispersion of South African MNE subsidiaries (presence in other emerging, developed or developing markets with different sustainability priorities by market profile), or 4) a combination of these factors.