Sustainability communication in small and medium-sized enterprises as a driver of sustainable community development

From a macro-level perspective, small and medium-sized enterprises (SMEs) occupy a central position in the sustainable development trajectory, despite their comparatively smaller individual environmental impact than that of larger enterprises. Due to their widespread presence across sectors, SMEs are key actors in both sustainable development and the implementation of sustainability communication, as they are uniquely positioned to reach local communities. In this context, the aim of the study is to explore how small and medium-sized enterprises in Latvia understand and implement sustainability communication, and how these practices contribute to sustainable community development. To achieve the research objective, a mixed–methods research design was employed. As part of the study, a survey was conducted, involving 200 SME representatives in Latvia, along with four interviews with SME representatives and two in-depth interviews with sustainability experts. The study reveals that SMEs tend to focus on sustainability communication primarily to boost sales, strengthen branding, and enhance reputation. Only one-fifth of respondents reported using sustainability communication at its highest form, where the mode of implementation develops into sustainable community communication, facilitating dialogue with the broader public and stakeholder engagement. The current study's findings make a significant contribution to both theoretical and practical understanding of sustainability communication in the SME sector and serve as a foundation for further research and policy-making initiatives.