Aspiration, Appearance, Argumentation or Attack? How Companies Position Themselves on Social Media in the Climate Debate

04.09.2026

Companies are increasingly using social media platforms such as X (formerly Twitter) to convey information rather than to engage in dialogue. What kinds of relationships with stakeholders are they building in the process? RIFS researchers analysed tweets concerning climate action from DAX-listed companies during the height of the Fridays for Future protests. Their findings show that while companies attempt to project shared values, they rarely communicate measurable climate targets. At times, however, they also engage in lively discussions with climate activists or distance themselves from the activists’ expectations.

The climate debate is also being played out by companies on social media.

“Our study shows that communication is not merely a tool for engaging stakeholders – rather, it helps to establish these relationships in the first place. By examining how companies position themselves in relation to societal expectations, we have gained new insights into how stakeholder engagement and corporate legitimacy are negotiated on social media,“ explains lead author Silke Niehoff.

In a first step, the researchers examined the Twitter activity of Fridays for Future from 1 August 2018 to 10 October 2022 and identified 212 climate-related hashtags. They then searched the Twitter accounts of DAX-listed companies that contained these hashtags. This yielded 1 662 corporate tweets, which they narrowed down to 227 conversations for the final analysis.

The analysis addressed two key questions:

To what extent does the company demonstrate a willingness to engage in dialogue?
Does it align itself with the social expectations expressed by the hashtag, or does it distance itself from them?

Four basic types of stakeholder engagement were identified through this analysis:

(1) Aspiration: 50 of the 227 tweets.

Companies commit to the general goal of combatting climate change and discuss specific projects, targets, milestones or plans. The information provided offers new entry points for discussion.

One company, for example, stated that 100 per cent of its electricity in Germany is already sourced from renewable energy and provided a link to further information.

The [company's name] electricity requirements in Germany are already covered 100% by renewable energies. More on the topic of #climate protection 👉 [link]

(2) Appearance: 107 of the 227 tweets.

Here, companies emphasize shared social values and the actions they are taking against climate change, but offer few opportunities for further interaction.

#CEO [name of CEO]: With our strategy and the opportunities arising from the even closer cooperation with [name of other company], we will fulfil our role as a driver of the #energytransition in #Germany and #Europe.

(3) Argumentation: 13 of the 227 tweets.

In this approach, companies distance themselves from societal expectations, but continue to engage seriously with issues by defending their position, addressing criticism and presenting arguments.

Dear [@ name of stakeholder] we will probably need coal-fired power plants until 2038. Why not use the most efficient coal-fired power plant with the lowest #CO2 emissions by then? We look forward to an exciting discussion!

According to the analysis, this led to some of the highest-quality interactions: companies responded to stakeholders relatively frequently, and conversations generally stayed on topic.

(4) Attack: 38 of the 227 tweets.

In these cases, companies distance themselves from climate activists' expectations and show little willingness to engage in dialogue. While a large proportion of these tweets use climate-related hashtags, they do not address the activists' core issues or positions. One company, for example, warns of the potential dangers of demonstrations in coal-mining areas, yet fails to address the concerns raised by such protests.

#[name of hashtag] “Hunt against the #coal” – [name of chairman], Chairman of the Works Council of [name of company], defends the planned #clearings. He accuses environmentalists of blackmail.

A picture emerges – even without dialogue

“Our study demonstrates that social media communication by DAX-listed companies extends beyond direct dialogue. Companies also shape their stakeholder relationships by positioning themselves within societal debates – for instance, through their own interpretations of various hashtags. This communication, in turn, can shape expectations of the company and influence its future development,” says Silke Niehoff. Even if no dialogue in the strict sense takes place, a certain image of the company and its position on social and environmental issues emerges. The four identified communication types demonstrate different ways in which corporate positions on climate action can manifest on social media, offering avenues for further research and practical implications for corporate communication design.

Niehoff S, Reißig M, Beier G (2026), "Aspiration, appearance, argumentation or attack? Reconstructing stakeholder engagement images of German industrial companies on social media". Corporate Communications: An International Journal, Vol. 31 No. 7 pp. 81–105, doi: https://doi.org/10.1108/CCIJ-07-2025-0181