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Although emotional tensions related to organizational sustainability have been identified, little is known about how employees aim to resolve such situations. This study aims to explore how employees use sensemaking to resolve emotionally tense situations concerning organizational sustainability.

The authors studied a case in which, while employees attached positive emotions to organizational sustainability, external stakeholders viewed it negatively. Specifically, the study analyzed how employees used sensemaking to resolve such tense experiences and how this sensemaking eventually influenced their actions. To this end, the authors interviewed 25 employees at an energy company who had experience participating in its sustainability work.

The analysis revealed three sensemaking mechanisms for resolving emotional tensions related to organizational sustainability caused by discrepancies between external reputation and internal personal experience: rational sensemaking, experiential sensemaking and identity work. The complexity of sensemaking was reflected in the mixed-use of these three mechanisms, as employees constantly moved from one to another.

This study demonstrates employees’ tendency to defend their positive emotions about their organization’s sustainability in tense situations. It further provides insights into related sensemaking processes and shows how they can result in different levels of action.

The paper explores processes associated with the adoption of corporate sustainability communication in a B2B context. It employs a combined action research and sensemaking approach to document moments that precede the initiation of external sustainability communication.

The paper is the outcome of an action research project, where we examine the case of one industrial company that was silent on its multiple sustainability-related practices, but recently decided to become more transparent to the outside world. A processual approach to sensemaking is adopted to show how organisational and non-organisational members actively participated in meaning co-construction.

Corporate silence can be disrupted by triggering events that cause moments of sudden realisation for organisational members, eventually leading to the initiation of sensemaking processes inside the organisation. Once this occurs, the possibility of externally communicating sustainability appears a feasible and strategic approach to pursue. We document how different actors are involved in meaning co-construction and how the entire process of sensemaking unfolds.

A sensemaking approach sheds light on the complexity of sustainability communication, where multiple actors are involved. This is a useful approach to consider in order to couple sustainability with other organisational practices. Moreover, sensemaking opens a window of opportunity for various societal actors' interventions to shape the role and content of sustainability communication.

The paper offers an original, theoretically informed methodological contribution to the literature on sustainability communication by coupling a sensemaking approach with action research. The approach is employed to examine the role of internal organisational actors in sustainability reporting processes, an area that has received scant attention.