101 Chapter 6
6. Quantitave analysis
In this section the results obtained from a quantitative analysis carried out with the support of the corpus linguistic software AntConc will be presented.
In order to identify the linguistic make-up of the collected texts and investigate their phraseology and context of occurrence use has been made of tools such as wordlists, concordances and collocates.
6.1. Wordlist results
The analysis has started with the extraction of keyword lists (see table 6 below) for the three different corpora to discover what are the key areas around which Tetra Pak’s communication is built and what are the core principles the company places the highest value on.
Sustainability reports Web texts Facebook & blog texts
WORD Keyn. WORD Keyn. WORD Keyn.
13 TETRA PAK 2294 17 TETRA PAK 636 13 TETRA PAK 1342
17 FOOD 2218 18 CUSTOMERS 614 17 FOOD 1088
22 CUSTOMERS 1567 19 FOOD 598 20 SCHOOL 1011
24 PACKAGING 1420 22 ENVIRONMENTAL 543 21 MILK 1005 29 BUSINESS 1173 31 BUSINESS 348 26 CHILDREN 788 32 PRODUCTS 1107 35 VALUE 317 28 PROGRAMME 773 33 ENVIRONMENTAL 1097 40 WORKING 302 37 WATER 587 37 RECYCLING 984 43 PRODUCTS 294 40 FEEDING 530 40 EMPLOYEES 936 46 EMPLOYEES 286 43 DAIRY 504 42 DEVELOPMENT 865 47 DEVELOPMENT 278 47 WORLD 440
48 YEAR 747 48 PACKAGING 278 49 FARMERS 434
49 DAIRY 737 50 PEOPLE 271 52 PACKAGES 415
50 CHAIN 728 51 PERFORMANCE 271 54 PEOPLE 383
51 COMPANY 728 52 SUSTAINABLE 271 56 PACKAGING 364 52 PROCESSING 728 56 CHAIN 263 59 DEVELOPMENT 338 55 SOLUTIONS 709 57 RECYCLING 263 68 LOCAL 313
56 MATERIALS 700 58 WORK 263 73 SUPPORT 294
57 GLOBAL 685 63 GLOBAL 255 74 YEAR 294
59 PRODUCTION 633 64 IMPACT 255 75 NUTRITION 287 62 PERFORMANCE 619 67 EMISSIONS 232 78 HEALTH 281 63 MARKET 605 69 OPERATIONS 224 79 CONSUMERS 275 64 SAFETY 605 70 SUPPLIERS 224 85 PRODUCTS 256
65 MANAGEMENT 577 71 USE 224 86 MILLION 249
66 USE 572 79 ENVIRONMENT 217 89 WINE 237
102
69 PEOPLE 549 80 INNOVATION 217 90 REPORT 230
70 OPERATION 544 82 QUALITY 217 92 ENERGY 224
71 SUSTAINABLE 544 90 PROCESSING 201 93 GOOD 224
75 ENERGY 530 92 SITES 201 94 IMPACT 218
79 IMPACT 520 95 CONSUMERS 193 95 CARTON 218
83 WASTE 506 97 COMPANY 186 99 ACCESS 211
89 SUPPORT 500 98 WORLD 186
95 WORK 493 99 MATERIALS 186
Table 6 Compared Keywordlist results for the Sustainability reports, web texts, and Facebook and Unfold-blog texts.
As showed in the table, Tetra Pak resorts to extremely interrelated keywords to frame its CSR communication. As a matter of fact, all the extracted words seem to belong to 3 specific categories, which in turn represent the company’s business foundation upon which all the organization stands: FOOD (food, products, business, packaging, processing)-PEOPLE (customers, employees, consumers, suppliers)-FUTURES (environmental, sustainable, development).
To confirm these initial assumptions, wordlists which included the most frequently occurring words in the set of collected text were extracted as well. This seemed logical in order to get a preliminary identification of the most recurrent lexical items used by Tetra Pak to frame its CSR online communication.
In this respect, Table 7 shows selected top 80 lexical items (with the inclusion of first-person pronouns, but excluding all grammatical words) for the three sub- corpora.
Sustainability reports Web texts Facebook & blog texts
WORD FREQ WORD FREQ WORD FRE
Q
6 WE 1609 3 WE 470 7 TETRA PAK 423
9 OUR 1086 6 OUR 321 9 WE 341
13 TETRA PAK 634 17 TETRA PAK 283 13 FOOD 211
17 FOOD 473 18 CUSTOMERS 201 15 SCHOOL 183
22 CUSTOMERS 336 19 FOOD 199 17 MILK 180
24 PACKAGING 305 20 ENVIRONMENTAL 192 20 CHILDREN 168
29 BUSINESS 253 21 NEW 170 22 PROGRAM 160
32 PRODUCTS 239 23 PRODUCTS 168 24 OUR 156
33 ENVIRONMENTAL 237 24 DEVELOPMENT 168 27 WATER 140
34 NEW 233 26 PACKAGING 165 30 FEEDING 135
37 RECYCLING 213 30 PEOPLE 165 31 PROJECT 135
103 Table 7 Compared frequency list results for the Sustainability reports, web texts, and Facebook/
Unfold-blog texts.
A quick look at the statistical figures presented above reveals that the examined texts are impregnated with recurrent lexical items which, in turn, are given different prominence according to the channel over which the message is circulated.
A striking feature which predominantly emerges from the wordlists is the different distribution, in the three sub-corpora, of the self-referential expressions:
Tetra Pak and we. The first-person pronoun we appears to rank really high in the Sustainability and the web texts sub-corpora, immediately followed by Tetra Pak in the case of the Sustainability reports, and by the possessive pronoun our in the web texts. Conversely the expression Tetra Pak is statistically the preferred choice when communicating on the social platforms.
From a lexical point of view, while the web texts and the sustainability sub- corpora display a high preference for items associated to the company’s daily business activities and the company’s CSR values (business, products,
38 MILK 211 31 SUSTAINABLE 164 37 GOOD 128
40 VALUE 203 34 RECYCLING 161 40 PEOPLE 117
42 DEVELOPMENT 188 35 GLOBAL 160 42 DEVELOPMENT 115
45 COMPANY 159 37 IMPACT 158 45 LOCAL 107
47 MATERIALS 153 38 EMISSIONS 155 46 SUPPORT 106 48 GLOBAL 150 39 ENVIRONMENT 151 48 NUTRITION 101 52 PERFORMANCE 136 42 INNOVATION 149 50 HEALTH 98
53 SAFETY 133 44 QUALITY 147 51 CONSUMERS 97
55 PEOPLE 121 45 EMPLOYEES 147 53 PRODUCTS 90
56 OPERATIONS 120 46 MATERIALS 145 55 ENERGY 88 57 SUSTAINABLE 120 50 OPPORTUNITIES 141 58 PACKAGES 86
58 ENERGY 117 51 PROTECT 140 60 IMPACT 85
60 IMPACT 115 53 RESPONSIBLE 139 62 CARTONS 81
61 WASTE 112 54 ENERGY 139 64 PRIZE 75
63 SUPPORT 111 56 RENEWABLE 138 66 ACCESS 73
64 QUALITY 107 60 SUSTAINABILITY 136 69 ENVIRONMENTAL 68 65 SUSTAINABILITY 104 61 SUPPORT 130 70 CHALLENGE 65 68 ENVIRONMENT 97 65 CLIMATE 128 73 RENEWABLE 62
69 CARTONS 95 67 LOCAL 120 77 GROWTH 59
70 EMISSIONS 95 69 FUTURE 116 80 NEEDS 51
72 CLIMATE 92 70 PROGRAM 106
104 performance, materials, operations among others, for the former; food, people, sustainable, environmental, development, protection, impact etc. for the latter), in the case of the Facebook and Unfold-blog texts sub-corpus, the items featured in the top positions are index of the company’s deep involvement in projects and programs targeting poverty, malnutrition and education as testified by the presence of words such as: school, milk, children, program, water, feeding, nutrition, health among others (see sub-section 6.3).
6.2. Self-referential expressions
The next step in this analysis will be the study of the collocation patterns of self- referential expressions which have emerged from the corpus interrogation. In order to shed light on their contexts of occurrence and to establish whether any regularities can be found in their deployment in Tetra Pak’s integrated Sustainability reports, over the website and the social platforms, the collocational patterns of the pronoun we and of Tetra Pak will be investigated.
6.2.1. We-Patterns
A general overview of the most frequent patterns of self-representation introduced by the pronoun we can be gained from the analysis of the lemma’s right-hand collocates. Table 8 below shows a comparison between the most frequent right-hand collocates extracted respectively from the Sustainability reports and the Web texts sub-corpora:
Sustainability reports Web texts
N Centre R1 N Centre R1
1 WE HAVE 1 WE ARE
2 ARE 2 HAVE
3 BELIEVE 3 WORK
4 EXPECT 4 STRIVE
5 SUPPORT 5 CONTINUE
6 WORK 6 OPERATE
7 CAN 7 DEVELOP
8 OPERATE 8 ENSURE
9 PROVIDE 9 VALUE
10 DEVELOP 10 REPORT
11 MAKE 11 SEEK
105
12 WILL 12 REDUCE
13 ENSURE 13 PLAY
14 HELP 14 MUST
15 STRIVE 15 GIVE
16 NEED 16 TAKE
17 REDUCE 17 SUPPORT
18 RESPECT 18 LAUNCHED
19 LAUNCHED 19 RESPECT
20 INTRODUCED 20 PROVIDE
Table 8 Sustainability reports vs. web texts: most frequent right-hand collocates of we
The analysis of some of the most frequent right-hand collocates of we offers useful insights into the lexical patterning of the information provided in the reports and on the website. Concordances for the expressions we work, we strive and we continue, which emerged as being the most frequent right-hand collocates in the web texts, are testimony of the company’s willingness to work in collaboration with its partners to continue putting in the exceptional performance delivered over the years, by seeking, at the same time, to remain faithful to its responsible role (see concordances below):
food processing and packaging company
across our entire value chain.
and by recycling used packages.
we work
We work
We work
with customers across the globe
with stakeholders to develop solutions
in partnership with local communities
more relevant than ever.
Equally important,
We continue
we continue
to develop new ways, in collaboration
to work to improve the diversity
106 or us and our customers.
keep them at bay.
we strive
We strive
to keep gas emissions to the minimum
to play an active role in being responsible
Table 9 Selected we work/continue/strive concordances
Concordances of we expect and we believe, which are to be found among the most frequent in the Sustainability reports corpus, highlight a specific function performed by both of them: we expect is typically used to introduce expected financial results while we believe almost invariably occurs in CSR related contexts with its meaning of “deeply felt conviction” leading to engaged action, as the examples below illustrate:
and consumer recognition increases,
Against such headwinds, capped at 2010 levels, even though
we expect
we expect we expect
this percentage to rise.
that growth will continue to grow our business
In the future,
we behave ethically and responsibly.
for employees from outside Europe.
we believe
We believe
We believe
that we can continue growing our business
that good governance is fundamental to building a sustainable business.
our core values promote an inclusive and positive company culture
Table 10 Selected we expect/believe concordances.
107 Other useful insights can be gained from the collocates of frequent syntactic patterns such as we have/are. These are particularly interesting to explore because they are involved in self-representation strategies and therefore, make it possible to examine recurrent representations of the company which do not simply report about past actions (as in the case of we have concordances) but on the contrary, is more focused on current features or upcoming actions, which may offer insights into the way in which the company wants to portray itself by pledging a future commitment to social and environmental protection.
Despite the extremely wide range of structural possibilities that emerged from the corpus interrogation, it was possible to detect one recognizable pattern which, although not particularly meaningful in statistically terms, was nonetheless the most frequent one in the corpora. More specifically, the most frequent expression featuring we are was, with no surprise, the tri-gram we are committed, followed by we are working, which also occurs in CSR-related contexts, and indicates the company’s progress towards some future goal, as testified by the following concordances:
, beverage and prepared food sectors.
materials made from renewable sources:
malnutrition around the world.
We are committed
we are committed
We are committed
to running our business in an environmentally sound and sustainable way.
to ensuring we have a sustainable supply of paperboard for our packages
to scaling up nutrition through supporting the implementation of school feeding and nutrition programmes,
108 is renewability. In particular, we are
working
We are working
We are working
to increase the use of renewable materials from natural resources
to minimize our environmental impact across the entire value chain,
working to promote recycling around the world, educating consumers,
Table 11 Selected we are committed/working concordances
As far as the we have + past participle verbs constructions are concerned, by skimming all the concordances a frequent use of action-related verbs such as : introduced, implemented, achieved, halved, developed, been was detected, along with time specifications reminding of the company’s long dedication to the described CSR practices. This is visible in the following concordances:
Since 2004
the resulting knowledge systematically,
the mid-1990s and, since 2000,
to our partnerships with customers,
low-migration products.
Furthermore,
we have
we have
we have
we have
we have
been a signatory to the United Nations Global Compact
achieved significant waste reductions.
halved the water consumption
long-standing collaborations with international partners
implemented a sophisticated approval
Table 12 Selected we have+past participle verbs concordances
109 The presence of we are committed/working and we have + past participle verbs, on the one hand, testifies to the company’s willingness to highlight the durability of its actions as a responsible actor, which is also stressed by the constant reference to results achieved in the past, and on the other, it signals the company’s strong orientation towards future commitments and a much more environment-prone business conduct.
6.2.2 Tetra Pak- patterns
If we look at the collocates of Tetra Pak in table 13 below, it is immediately apparent that finding recurrent patterns is quite difficult mainly because of the more flexible syntactic patterning of the word, which frequently occurs in pre- modifying position:
Sustainability reports Web texts Facebook/blog texts
N Centre R1 N Centre R1 N Centre R1
TETRA PAK
TETRA PAK
TETRA PAK
1 PACKAGES 1 INNOVATIVE 1 PACKAGES
2 CARTONS 2 HOMOGENIZER 2 CUSTOMERS
3 CUSTOMERS 3 CARTONS 3 SUPPORTS
4 GROWTH 4 PAPERBOARD 4 SCHOOLS
5 PRODUCTION 5 PROCCESSING 5 MILK
6 LAUNCHED 6 PACKAGING 6 FOOD
7 COMPANY 7 PRODUCTS 7 JOINED
8 BRAND 8 FOOD 8 INVOLVED
9 WILL 9 LEADING 9 LAUNCHED
10 BUSINESS 10 WILL 10 PROGRAM
11 MARKET 11 BIO-CAPS 11 PROJECT
12 GROUP 12 RENEWABLE 12 FEEDING
13 SUPPORT 13 RESPONSIBLE 13 DEVELOPED
14 RECYCLED 14 PIONEERING 14 SUPPORTED
15 ASSETS 15 OPPORTUNITIES 15 RECYCLABLE
16 RECEIVED 16 MATERIALS 16 PUBLISHED
17 PROVIDED 17 EQUIPMENT 17 PARTICIPATES
18 INCREASED 18 INSTALLED 18 INVOLVEMENT
Table 13. Sustainability reports vs. web texts: most frequent collocates of Tetra Pak
110 The different semantic distribution of the words with which Tetra Pak co-occurs in the three different sub-corpora is extremely surprising. As shown in table 7, in fact, the sustainability reports corpus displays a massive co-occurrence of Tetra Pak with lexical items relating to the semantic field of business and finance (growth, production, company, assets, business, market, group), as opposed to the web texts corpus, where the self-referential expression Tetra Pak is associated to the products , its materials and characteristics (cartons, homogenizer, innovative, renewable, bio-caps) and adjectives relating to the leading role the company plays when dealing with CSR practices (pioneering, innovative, responsible, leading). As far as the Facebook and Unfold-blog texts corpus is concerned, consistently with the content analysis performed earlier, the corpus interrogation revealed an abundant co-occurrence of Tetra Pak with words such as school, food, milk, program, feeding and verbs such as supports, launched, joined, involved, participated etc. which testify to the company’s involvement in humanitarian projects and initiatives aimed at sharing knowledge on the most advanced technological achievements.
Once again, the patterns identified are not statistically significant in terms of their numerical frequency, but they are the only recognizable regularities in this otherwise extremely variable discursive context.
111 6.3. Tetra Pak’s CSR values: an analysis of lexical items
As mentioned ubiquitously throughout the websites and the collected reports, Tetra Pak claims that it constructs its business on the brand promise “Protects what’s good” which plays out in three key areas: food, people and futures. Those are the main CSR values that the company is committed to and which are grandiosely paraded throughout its online communication.
As a matter of fact, apart from the high incidence of self-referential expressions, an examination of the most frequent words (see Table 7 above) has revealed that Tetra Pak places considerable emphasis on this three-dimensional repertoire of CSR values. This emphasis is signaled by a great incidence of content words such as food, packaging, products, cartons, employees, customers, health, environmental, energy, waste, sustainable, recycling among others which testify to the company’s emblematic attention paid to these CSR principles.
6.3.1. Food: protection and availability
Food is with no doubt one of the most frequent used word in Tetra Pak’s CSR communication. Ranking respectively 17th, 19th and 13th in the three corpora, the extremely high incidence of this word is obviously justified by the area of expertise the company is specialized in: food processing solutions.
A closer look to some right-hand and left-hand collocates of the word food highlights a vast array of pre-modifying adjectives such as local, sustainable, nutritious, healthy, aseptic and packaged, which contribute to convey an extremely positive aura of trustworthiness and at the same time confirm the company’s well-deserved leadership in its business field.
The absolutely most frequent right-hand collocate of food: the binomial safe and available, which totals 113 entries throughout the corpus, is a blatant instance of the company’s obsession to keep faith to its brand promise and make the food available everywhere in the word, whereas the right-hand collocates: waste and losses testify to the company’s commitment to tackling poverty and malnutrition
112 as exemplified by the expressions: reduce food waste (183 occurrences) and minimize food losses (154 occurences).
Accordingly, an in-depth inspection of the co-text in which the lexical item food occurs, on the other hand, has revealed that the word tends to keep the company of positively-connoted action verbs such as provide, protect, preserve, safeguard, or verbs that denote a downgrading movement such as: reduce and minimize, as in the above mentioned patterns: reduce food waste or minimize food losses.
The almost maniac attention paid to provide food in a safe and efficient manner in every part of the globe is constantly stressed throughout the Sustainability reports, where the company proudly boasts its technological achievements and its pioneering role in devising aseptic packaging solutions. This is shown in the excerpts below:
(40) Tetra Pak pioneered the development of aseptic packaging, introducing our first such package, the Tetra Classic® Aseptic, in 1961. Aseptic technology offers several advantages over other methods, including the variety of package shapes, economies in energy and packaging materials, and improved consumer convenience.
(Sustainability report 2014)
(41) Tetra Pak is able to offer protection for fresh products that need to be kept chilled throughout distribution and storage. We are also pioneers in the development of food safety technologies, such as juice pasteurization and ultra-high temperature (UHT) treatment. (Sustainability report 2015)
Innovative and market-leading food processing solutions are at the company’s disposal to guarantee that the best products are delivered worldwide everyday and that global challenges relating to food and nutrition are tackled.
Instances of humanitarian programs and initiatives related to food are remarkably stressed in Tetra Pak’s Sustainability reports, as well as on the Unfold-blog, where extensive space is dedicated to articles posted regularly, and which are meant to project a positive image of the company’s to the NGO’s and all the stakeholder groups at large. Examples of programs cited in the reports and on the Unfold-blog are provided in the excerpts below:
113 (42) School feeding programs deliver nutrition direct to the classroom, improving children’s health and boosting their capacity to learn, and helping to stimulate economic development. Since 1962, Tetra Pak has supported governments and dairy processors in developing school feeding programs around the world.
(Sustainability report 2015)
(43) Food for Development helps drive development of the entire dairy and food value chain, working with customers, governments, development agencies, funding organizations and NGOs all over the world. Through strong public-private partnerships, we grow markets for Tetra Pak – and our customers – at the same time as supporting development in emerging countries and increasing access to nutrition worldwide. (Unfold-blog, published on May 14 2016)
6.3.2. People: employees and the community
Apart from insisting on the quality of the packaging solutions it offers and the numerous projects and initiatives it is engaged in, the analysis of the corpora under investigation reveals that the company concentrates on another nodal CSR value: people. Through the reports and the website communication, Tetra Pak admits having the employees’ and the community’s best interests at heart, and a significant portion of the reports is dedicated to presenting the efforts the company is making to support its employees’ careers and working conditions (see examples 44-45).
(44) We strive to ensure that individuals are free from harm in every project and activity, and we believe that working as a team is the best way to achieve our aim of zero accidents and work-related illnesses. (Sustainability report 2016)
(45) Our 34 packaging material factories employ approximately 6000 people.
In 2014 they continued to show excellent results, with a 20% year-on-year reduction in their combined Lost Time Accident Rate (LTAR). (Sustainability report 2014)
Linguistically speaking, a more focused inspection of the left-hand collocates of the lexical item employees revealed a massive incidence of highly-evaluative pre- modifying adjectives such as: skilful, professional, remarkable, engaged, motivated and inspired, which brings to light the company’s tendency to
114 boastfully depict its workforce as being the best-qualified and market-leading professionals in their business field.
This high level of esteem accorded by the company to its employees is also reflected in the amount of attention provided to their health and working conditions, as exemplified below:
(46) All of our manufacturing sites have access to occupational health support, including doctors, nurses and physiotherapists, ensuring high levels of care even in those regions where national healthcare standards are less reliable. Many sites have programs that systematically monitor and support employee health and wellness.
These vary from market to market, but include hearing and eyesight tests, routine vaccinations, ergonomic risk assessments at workstations, stress management, massages and reflexology, and information about nutrition, healthy lifestyles and issues associated with alcohol and drugs. We also conduct routine medical examinations of high-risk groups, such as those who work with hazardous chemicals. (Sustainability report 2016)
(47) In Sweden, our Global IM office in Malmo organized an initiative called
“Highway to Health”, featuring talks, practical training, including gym sessions with instructors and events focusing on a range of occupational health topics. (Sustainability report 2015)
The observation of the most frequent right-hand collocates of employees, on the other hand, highlighted a new interesting feature which is with no doubt amongst the top company’s priority: employee’s development.
The relatively frequent co-occurrence of the word employees with words such as workshops, training and learning programs, in fact, is a clear index of the considerable importance that the company acknowledges to employees’
advancement, in an effort of being identified as a perfect employer who cares about its employees. (excerpts 48 and 49).
(48) By promoting a culture of learning, and sharing knowledge and experience across the business, we enable our people to reach their full potential, while we continue to attract and retain the very best. (Sustainability report 2013)
115 (49) A fundamental part of employee development at Tetra Pak is learning on the job and being coached by colleagues. For example, our global mentoring program brings together senior managers with emerging leaders from around the globe. (Sustainability report 2015)
Worth mentioning is also the great deal of effort devoted by Tetra Pak to get the local communities involved and reap fruits from the manifold projects launched.
Testimony of this tendency is the incidence of expressions which see the lexical node local communities collocate with verbs such as support, work, grow, foster as in the expressions: support local communities, work with local communities, foster integration within the local communities and the variations : grow the local economy and find solutions to local problems.
6.3.3. Futures: environment, climate, recycling
A quick glance at the most frequent content words provided in Table 5 revealed a permeating presence of words belonging to the semantic field of environment such as environmental, impact, recycling, sustainable, energy waste, emissions, climate. In line with the lexical items analyzed in the previous sections, these are deployed by the company in an effort to signal its responsible stance towards sustainability and the respect for the environment (excerpts 50-51).
(50) We’re constantly striving to develop new products and processes that meet our rigorous quality and safety standards but with a lower environmental footprint. Innovation is the key to addressing new and emerging customer needs, staying competitive and doing business in a sustainable way. (Sustainability report 2016)
(51) We are working to minimize our environmental impact across the entire value chain, from sourcing to production to the use and disposal of our products, working in partnership with our suppliers and customers. (Sustainability report 2015)
Among the most frequent words co-occurring with environmental are footprint/s, impact/s, performance and efficiency. Those phrases in turn are found accompanied with verbs that express negative trends such as reduce, minimize,
116 lower and decrease as in the case of: reduce environmental footprint, reduce environmental impact, minimize our environmental impact , lower environmental footprints, decreasing the environmental footprint and the rather creative expression “leave a minimal environmental footprint”.
This tendency is counterbalanced by a rather persistent occurrence of the phrases environmental performance/efficiency collocating with support-expressing verbs such as enhance, drive, maximize and improve as in the following: improve environmental performance , enhancing the environmental performance, drive environmental excellence, and maximizing the environmental efficiency.
Furthermore, by making use of downgrading verbs the company wants to represent itself as a defender of the environment, which is corroborated by its proactive involvement in initiatives and projects aimed at safeguarding the environment. This first-line role played by the company is eminently exhibited in a range of projects and actions taken to stop the deterioration of the environment and to support a more rational use of natural resources as testified by the company’s passionate commitment to recycling, among others (excerpts 52).
(52) We are working to raise awareness of recycling and encourage more consumers to dispose of their packaging in a responsible way. (Sustainability report 2014)
(53) Tetra Pak is supporting seven recycling plants in Colombia which, between them, have capacity to deal with 90% of the packages sold in the country. In total, we have invested more than 1.2m Colombian pesos in supporting seven companies to build businesses based on recycled materials. (Sustainability report 2016)
Similarly to what has been said for the environmental patterns, also in the case of the word recycling some recurring expressions introduced by support-expressing verbs are present, and these include: increase our recycling rate, double our recycling rate, promote recycling , facilitate the recycling, grow awareness of recycling, start a recycling awareness program and encourage recycling.
117 Additionally, the company’s care for the environment touches upon other themes which are extremely recurrent within the field of social responsible behavior and are deeply intertwined: emissions and energy.
(54) Our 2020 climate goal is to cap greenhouse gas (GHG) emissions at 2010 levels while continuing to grow our business. In 2015 we made significant progress against this target, achieving a 15% reduction against the 2010 baseline, at the same time as achieving a 16% increase in the number of packages sold. (Sustainability report 2016)
(55) Energy use is one of the main contributors to climate impact and a cost generated from our operations, so we use energy audits to identify energy-saving possibilities across our operations. (Sustainability report 2015)
Both themes are framed by deploying the exact same linguistic strategy unveiled in the case of the environmental impact and recycling rate patterns, that is to say by resorting to verbs denoting positive trends and conversely antonymous formulations with downgrading verbs, as shown in the phrases below:
energy consumption/efficiency, energy use/savings, save energy, improve energy efficiency, cut energy losses/use, cap greenhouse gas emissions, minimize CO2 emissions and the like.
