Date of Publication

2025

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Arts Major in Organizational Communication

Subject Categories

Organizational Communication

College

College of Liberal Arts

Department/Unit

Communication

Defense Panel Chair

Jan Michael Alexandre C. Bernadas

Defense Panel Member

Consuelo Angela L. Santos

Abstract/Summary

This study explores Karl Weick’s Sensemaking Theory to examine the organizational communication challenges faced by Sabi Skin, an SME in the Philippine skincare industry, in communicating its sustainability advocacy to external stakeholders. A comprehensive communication audit was conducted, covering message, design, and external communication analyses, supported by semi-structured interviews with the founders and select Instagram followers. The audit revealed a gap between Sabi Skin’s sustainability messaging and stakeholder perception. While the brand’s visual identity used earthy aesthetics to communicate sustainability, the absence of a structured and explicit messaging plan resulted in equivocality that hindered engagement and understanding. Sensemaking theory guided both the audit and production phases, providing a framework for interpreting stakeholder feedback and aligning sustainability messages with audience identities, values, and prior experiences. This clarified how stakeholders interpret the brand’s sustainability efforts and emphasized the need for a coherent narrative. Based on this, a Communications Manual and Social Media Toolkit were developed. The manual established messaging guidelines to strengthen clarity and consistency, including tone, voice, and thematic pillars such as natural and safe ingredients, sustainable packaging, and a Filipino-centered identity. The toolkit offered templates, sample captions, and a content calendar for Instagram to ensure sustainability messaging resonates with the target demographic while reducing ambiguity. By integrating sensemaking into both diagnostic and solution-building stages, this study shows how SMEs in a consumption-driven environment can bridge perception gaps in sustainability communications, with strategic tools designed to enhance stakeholder comprehension, trust, and engagement, positioning Sabi Skin as a credible advocate for sustainable beauty practices.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Communication in organizations--Philippines; Sabi Skin—Handbooks, manuals, etc.

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Embargo Period

8-15-2025

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