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<lom:title>
  
<lom:langstring xml:lang="en">Gender differences in approaching sustainability: An analysis of multinational CEOs on LinkedIn</lom:langstring>

  
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<lom:description>
  
<lom:langstring xml:lang="en">In an era where corporate sustainability is both a moral imperative and a performative
practice, executive communication plays a pivotal role in shaping public expectations,
institutional legitimacy, and imagined futures. This thesis investigates the differences in how
men and women in CEO positions develop and communicate sustainability leadership on
LinkedIn, a platform where visibility is currency and leadership is continuously performed.
Drawing on a dataset of 682 original posts by 40 global CEOs, the study applies a hybrid
analytical framework that combines directed content analysis and thematic analysis,
identifying ESG categories (then divided into Sustainability Priorities and Sustainability
Language), Narrative Tone, Leadership Style, and Future Framing. Findings reveal that while
both men and women in executive positions engage deeply with sustainability discourse, they
do so through distinct rhetorical strategies. Women CEOs more frequently frame
sustainability as a disciplined exercise in innovation, performance, and accountability,
favoring strategic tone, technical language, and long-term planning. Men CEOs, by contrast,
tend to adopt visionary and emotional styles, positioning themselves as narrators of purpose
and collective ambition. These are not merely stylistic choices; they are gendered strategies
for credibility, shaped by platform rules and social norms. Women appear more constrained
by a logic of justification; men are more socially licensed to inspire. The study offers a
methodological blueprint for assessing sustainability narratives, presenting tools to decode
what is said about ESG, as well as how legitimacy is constructed through language. It also
demonstrates the symbolic asymmetries embedded in digital leadership performance, where
emotional authority and strategic vision are not equally distributed. By revealing the
gendered contours of future-making in corporate discourse, the thesis calls for a broader
rethinking of how we define leadership, value voices, and perform sustainability in the digital
public sphere.</lom:langstring>

  
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<lom:language>eng</lom:language>

  
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<lom:langstring xml:lang="en">gendered leadership</lom:langstring>

  
</lom:keyword>

  
<lom:keyword>
  
<lom:langstring xml:lang="en">sustainability communication</lom:langstring>

  
</lom:keyword>

  
<lom:keyword>
  
<lom:langstring xml:lang="en">LinkedIn</lom:langstring>

  
</lom:keyword>

  
<lom:keyword>
  
<lom:langstring xml:lang="en">ESG discourse</lom:langstring>

  
</lom:keyword>

  
<lom:keyword>
  
<lom:langstring xml:lang="en">digital platforms</lom:langstring>

  
</lom:keyword>

  
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<lom:langstring xml:lang="en">performative leadership</lom:langstring>

  
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<lom:datetime>2025-10-09T07:34:23.304Z</lom:datetime>

  
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<lom:vcard>BEGIN:VCARD
VERSION:3.0
N:Ramos;Roberta;
FN:Roberta Ramos
END:VCARD</lom:vcard>

  
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