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