Preferred futures: Replacing all materials with wood : Futures triangle in researching branding strategies in forestry
Allenius, Päivi (2024-12-20)
Preferred futures: Replacing all materials with wood : Futures triangle in researching branding strategies in forestry
(20.12.2024)
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Julkaisun pysyvä osoite on:
https://urn.fi/URN:NBN:fi-fe2025020510176
https://urn.fi/URN:NBN:fi-fe2025020510176
Tiivistelmä
This thesis explores the role of climate change in the branding strategies of forestry companies and examines
their future perspectives on brand building. Recognizing that brand development is a long-term endeavor,
this research employs Sohail Inayatullah’s Futures Triangle to analyze how case companies integrate their
views on the past, present, and future into their branding efforts. The study conceptually addresses branding,
climate change as a wicked problem, and futures triangle theory.
Forestry companies, leveraging nature as their core material, prominently feature sustainability in their
branding. This thesis aims to delve into the use of wicked problems in brand building and assess how
Inayatullah’s Futures Triangle can guide forward-looking branding strategies within the forestry sector.
The research employs a qualitative methodology, encompassing desk research and semi-structured
interviews with key representatives from UPM, Stora Enso, and Metsä Group.
The desk research focuses on how these companies address climate change in their branding and
communication strategies, analyzing their differentiation tactics through company websites and annual
reports. The semi-structured interviews seek to uncover the tension between economic growth and
sustainability goals, and to explore the future of branding through Inayatullah’s six pillars of foresight. This
section aims to reveal how climate change influences brand identity, purpose, mission, values, messaging,
differentiation, and overall brand experience.
Through this research, the thesis provides a framework for addressing climate change and developing
sustainable branding strategies. By integrating foresight methodologies, the study offers insights into how
companies can anticipate future trends, challenges, and opportunities, enabling them to align their branding
efforts with the evolving environmental landscape. Inayatullah’s six pillars of foresight serve as a
foundational tool for envisioning diverse scenarios and crafting adaptable strategies essential for
contemporary branding.
their future perspectives on brand building. Recognizing that brand development is a long-term endeavor,
this research employs Sohail Inayatullah’s Futures Triangle to analyze how case companies integrate their
views on the past, present, and future into their branding efforts. The study conceptually addresses branding,
climate change as a wicked problem, and futures triangle theory.
Forestry companies, leveraging nature as their core material, prominently feature sustainability in their
branding. This thesis aims to delve into the use of wicked problems in brand building and assess how
Inayatullah’s Futures Triangle can guide forward-looking branding strategies within the forestry sector.
The research employs a qualitative methodology, encompassing desk research and semi-structured
interviews with key representatives from UPM, Stora Enso, and Metsä Group.
The desk research focuses on how these companies address climate change in their branding and
communication strategies, analyzing their differentiation tactics through company websites and annual
reports. The semi-structured interviews seek to uncover the tension between economic growth and
sustainability goals, and to explore the future of branding through Inayatullah’s six pillars of foresight. This
section aims to reveal how climate change influences brand identity, purpose, mission, values, messaging,
differentiation, and overall brand experience.
Through this research, the thesis provides a framework for addressing climate change and developing
sustainable branding strategies. By integrating foresight methodologies, the study offers insights into how
companies can anticipate future trends, challenges, and opportunities, enabling them to align their branding
efforts with the evolving environmental landscape. Inayatullah’s six pillars of foresight serve as a
foundational tool for envisioning diverse scenarios and crafting adaptable strategies essential for
contemporary branding.