Building Stakeholder Trust Through Industry Leadership in Sustainable Development

Sustainable marketing has become essential due to increasing sustainability risks, regulatory pressures and increasing consumer interests. Despite its growing importance, a significant trust deficit undermines stakeholder trust. This study explores the landscape of industry-specific sustainable marketing practices and identify remedies for the low level of stakeholder trust by examining the development of sustainable marketing in the Swedish textile service industry from 1996 to 2024, focusing on trust-building measures. Using a long-term qualitative approach, the research analyzes annual reports, websites, printed materials, Facebook posts, and semi-structured interviews. Findings show a shift from vague, compliance-driven efforts to more detailed and validated sustainable marketing, highlighting a move towards more accountable, transparent, and authentic practices, which are also indicated as foundational for increased trust. Additionally, the results suggest that proactive and more radical approaches that exceed compliance and stakeholder demands can further enhance trust by positioning companies as industry leaders in sustainability.