Branding work inclusion: exploring multimodal (re)presentation in the Scandinavian welfare state

Purpose This article investigates how promotional strategies used by work inclusion organizations reflect broader shifts in the role of work within occupational rehabilitation and active labor market policies (ALMPs). By situating the analysis in the historical trajectory from sheltered workshops to governance-oriented models of inclusion, the study examines how branding practices, viewed through the lens of brand society theory, reshape representations of work and welfare in the Scandinavian context. Design/methodology/approach A multimodal critical discourse analysis is conducted on promotional materials from two prominent organizations, Samhall (Sweden) and Work and Inclusion (Norway). The analysis is grounded in historical and theoretical perspectives, particularly the evolution of work in occupational rehabilitation and the concept of the brand society. Findings The findings indicate that promotional materials adopt corporate aesthetics and idealized portrayals of work, aligning with branding logics. The use of personal confessions as a branding tool raises ethical questions related to authenticity and agency. While promoting inclusion, these materials also reinforce support for national welfare state models. Originality/value This study contributes to the understanding of how branding practices intersect with work inclusion policy in Scandinavian welfare contexts. It offers an original theoretical synthesis of brand society and multimodal discourse analysis applied to ALMP implementation.