Refugees as economic factors or subjects of solidarity? A qualitative analysis of German corporations’ political advocacy during two migration crises

Purpose The 2015 and 2022 European refugee crises sparked vivid societal debates about how to deal with migration. While Germany played a central role as a main host state, German companies have only slowly started to enter the issue arena on migration. This study investigates how DAX-listed companies framed refugees during both crises by analyzing public statements by CEOs and board members, and examining the alignment between these positions and corresponding CSR initiatives to see whether they walked their talk. Design/methodology/approach A qualitative framing analysis identified the corporate framing of refugees. The sample included 124 statements from corporate influencers, i.e. CEOs and board members, drawn from direct quotes in traditional and social media in 2015 and 2022. CSR activities were identified through refugee-related initiatives reported in annual and sustainability reports (N = 50). Findings The findings reveal a shift and increase in framing between the two crises: in 2015, refugees were primarily discussed in the context of economic considerations, whereas in 2022, more corporate voices entered the debate, expressing greater empathy. The study also uncovers that corporations largely walked their talk, as corporate actions were adapted to match communication strategies in each period. Originality/value This research contributes to communication management research and practice by exploring corporate political advocacy in the complex and controversial issue arena of migration, placing corporations both as independent but powerful voices and as adaptable to fit prevailing public sentiment.