“Hippies on the third floor”: Climate Change, Narrative Identity and the Micro-Politics of Corporate Environmentalism

Abstract

Climate change discourse permeates political and popular consciousness, challenging the ecological sustainability of our economic system and the business models that underpin it. Not surprisingly climate change has become an increasingly divisive and partisan political issue. While a growing literature has sought to address how business organizations are responding to climate change, the subjective perceptions of managers on this issue have received less attention. In this article we contribute to an understanding of the dynamic interaction between identities and organizations, by showing how sustainability managers and consultants balance tensions and contradictions between their own sense of self and the various work and non-work contexts in which they find themselves. Based on a qualitative, social constructivist method, we examine how these individuals develop different identities in negotiating between conflicting discourses and their sense of self. We explore how these different identities arise, interact and inform responses to climate change in different settings, and then demonstrate how individuals seek to overcome conflicts between identities in constructing a coherent narrative of themselves and their careers. In doing so, the article highlights how identity work is central to the micro-political enactment of business responses to climate change, and how, for some, the climate crisis provides an impetus for personal reinvention as a moral agent of change.