Case Study

Corporate Communication
Domain Corporate Communication
Name of the Case: Brand Strategies in the new decade

Introduction

The recent pandemic has accelerated the shift towards responsible living and changed the role of
businesses and brands. Today, stakeholders for corporates - governments, partners and consumers
(especially millennials and gen Z), expect businesses and brands to play a much larger role and bring about
a positive change in society by addressing and articulating how they’re addressing major global challenges,
from climate change to conservation of biodiversity to protection of natural resources, reduction in carbon
emissions and much more. Responsible living has come to the forefront.

It is imperative to show how corporates are contributing to a better future for people and the environment.
As sustainability has become a mainstream business concern, more and more companies are
communicating their stories. Leading businesses are open about the challenges they face and explain the
important work they do to address complex social and environmental issues. By communicating our efforts
authentically in this direction, Tata Steel would demonstrate credibility, and earn greater trust and
recognition among stakeholders.

Background

Tata Steel Limited and Tata Steel Europe have again made it to the elite list of sustainability champions,
collated by the World Steel Association, for the fourth year in succession. The coveted recognition was
bestowed for outstanding sustainability efforts in 2020 and is an acknowledgement of Tata Steel’s efforts at
maintaining its leadership position as a world-class steel producer that focuses on the principles of
sustainability. Sustainability and responsibility towards the external ecosystem are at the core for Tata Steel.
Ensuring optimum utilization of resources, producing green steel, decarbonization, creating sustainable
products & solutions, preserving balance of flora & fauna in and around our areas of operation, spearheading
the steel recycling business in India, adoption of cleaner technologies, development of alternate materials
from natural resources are some of the multitudes of initiatives that Tata Steel is forging to drive its
sustainability agenda

Problem Statement/Challenges Faced

In today’s rapidly evolving scenario, Tata Steel needs to articulate and communicate its initiatives on
sustainability with the larger audience. Having been at the forefront of being a responsible corporate citizen
for several decades, Tata Steel now needs to achieve a shift in its perception towards being a strong brand
that has sustainability at its core. This needs to be done within an ecosystem where greenwashing is
prominent and there is a lot of communication around sustainability by almost all corporates at some or the
other levels.

Critical Case Questions

1. What are the strategies being adopted by top corporates to brand and convey sustainability?
2. Which corporates within & outside of Tata Steel are being perceived to leading the sustainability
agenda & why?
3. What lies at the core of how Tata Steel is perceived today?
4. What communications & engagements a steel corporate major like Tata Steel can own and drive and
make a mass movement of it amongst its stakeholders particularly generation x, y & z?
5. How can channels be leveraged to innovatively convey the core messages and engage with Tata
Steels stakeholders?