Author(s): Hazem Rasheed Gaber, Mona Arslan
This article explores how firms embed sustainability in Egypt in their brand strategy as an example of a developing country. It also examines how these organisations communicated their sustainability practices on digital platforms, including websites and social media, during the post-Covid period. The study employed a qualitative research approach, conducting nineteen in-depth online interviews with brand managers of local Egyptian firms across various industries. The interviews were conducted online and were analysed using thematic analysis. The analysis indicated that the conceptualization of the notion of sustainability stems from how local brands do business. It showed that the concept of sustainability is still relatively new for local businesses. Furthermore, it showed that government policy and economic status can impact the extent of being a sustainable local brand. Finally, it showed that sustainability was intended, created, but not fully communicated by local brands during and after the pandemic. This study contributes to the marketing literature by examining how local brands communicate their sustainable business practices. Thus, it examines that emerging concept from the firms’ perspective. Most of the existing literature focuses on the impact of sustainability on consumer behaviour. This study provides useful insights for managers and policymakers when promoting sustainable business practices in developing countries.