ESG communications by sustainable sports brands to prospective employees in consumer‐facing positions

Abstract

This study examines how sustainable sports brands strategically communicate their environmental, social, and governance (ESG) values to prospective employees, particularly those in retail positions who have the most direct contact with consumers. This study analyzed career and job opening pages from eight sustainability‐leading sports brands listed on the Business of Fashion Sustainability Index. The study employed a big data and text mining approach. The findings reveal that career pages primarily emphasize professional growth, well‐being, inclusive culture, and purpose‐driven work. In contrast, job opening pages focus on relational transparency, inclusivity, and operational excellence.