Words build worlds: corporate communication, brand politicization, and sustainability rollback

Purpose This commentary aims to examine corporate communication as a mechanism through which sustainability rollback is constructed, amplified and normalized. It argues that firms are not merely affected by these developments but may actively shape them through communication practices, brand positioning and stakeholder engagement. Design/methodology/approach The paper adopts a conceptual commentary approach and develops a critical perspective on the communicative dimensions of sustainability rollback. Findings Sustainability rollback is not only a political phenomenon but also mediated through consumer-facing narratives. Consumers and other stakeholders interpret corporate actions through political and identity-based lenses. Corporate communication practices, including misinformation, disinformation, propaganda, greenwashing, greenhushing and brand politicization, contribute to the normalization of sustainability rollback by reshaping perceptions of what constitutes legitimate corporate conduct. Rather than serving as neutral communication channels, firms may inadvertently reinforce broader political dynamics that undermine sustainability commitments. Research limitations/implications Future research should examine how corporate communication strategies influence the legitimacy of sustainability norms across different political and cultural contexts. Practical implications Managers should critically assess the broader societal consequences of their communication strategies. They need tools that help identify how corporate narratives may unintentionally reinforce polarization, misinformation and the erosion of sustainability commitments. Social implications By normalizing sustainability rollback, communication practices can have significant consequences for environmental protection, social equity, human rights and public well-being. Originality/value A marketing and consumer behavior perspective to emerging debates on sustainability rollback identifies corporate communication as a strategic battleground where sustainability norms are either reinforced or undermined. It proposes futures literacy as a means of strengthening reflexivity, enabling firms to recognize blind spots, challenge dominant narratives and evaluate the long-term social value implications of their communication and strategic choices.