Navigating the New Normal: Sustainability Communication Strategies of Egyptian Businesses in the Post-Pandemic Period

Prof Salma A. Fathy; Dr. Tamer M. El-Sayed

Authors

Prof Salma A. Fathy Department of Strategic Management, Ain Shams University, Egypt
Dr. Tamer M. El-Sayed Faculty of Business Administration, Helwan University, Egypt

Keywords:

Sustainability communication, corporate social responsibility, post-pandemic recovery, Egyptian businesses

Abstract

The COVID-19 pandemic has transformed the landscape of corporate communication, compelling organizations to re-evaluate their sustainability strategies and stakeholder engagement approaches. This paper investigates how Egyptian businesses have adapted their sustainability communication in the post-pandemic period to address shifting expectations and emerging challenges. Through a mixed-methods approach combining content analysis of corporate reports and in-depth interviews with communication professionals, the study identifies key themes, including transparency, digital engagement, and community-centered narratives. The findings reveal that many companies have integrated health, social equity, and environmental priorities into their sustainability messaging, leveraging digital platforms to maintain trust and demonstrate resilience. The paper discusses the implications of these practices for reputation management, stakeholder relationships, and long-term sustainability performance. By illuminating effective communication strategies, this research provides insights for business leaders and policymakers seeking to navigate the “new normal” in Egypt’s evolving socio-economic context.

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