Sustainability as a business opportunity: a corpus-assisted discourse analysis of sustainable finance discourse

Abstract As sustainability becomes increasingly embedded in the practices of financial institutions worldwide, financial discourse is also adapting to reflect the new related societal values. This study aims to identify the discursive strategies employed by banks to frame their leadership in sustainability, present their sustainable products and services as business opportunities, and explore the development of dialogic relationships between banks and clients. Employing a corpus-assisted discourse analytical approach, a dataset of 2 million words comprised of sustainability-related reports publicly available on banks’ websites was analysed. The findings indicate a growing recognition of the significance of diversity and inclusion in senior leadership positions, with an observed increase in the representation of women. Moreover, banks position themselves as service providers and catalysts for transforming associated risks into business opportunities, leveraging various factors such as financial success, positive culture, and strong support for customers and employees. In terms of the bank-client relationship, the findings reveal a shift towards empowering clients and acknowledging their agency, encouraging them to make informed decisions and take charge of their financial well-being. This research sheds light on the evolving discursive practices within the realm of sustainable finance and provides valuable insights for both academia and the business sector.