Consider it Done: Corporate Promises of Future Sustainability Targets May be Just as Persuasive as Evidence of Real Action

Many companies publish “corporate sustainability information” (CSI) highlighting their environmental values, actions, and goals. One understudied aspect of CSI is its temporal frame: whether it highlights realized past achievements or promised future targets. Signaling theory predicts achievements should be more persuasive than promises because the former are costly signals while the latter are cheap. In a randomized experiment (N = 2,340), we compared the persuasive effects of achievement-framed versus promise-framed CSI across two companies (Nike, ExxonMobil), measuring effects on consumer perceptions and purchase intentions. Both CSI variants had significant positive effects, but there were not consistent or substantial differences between frames. Drawing on the Elaboration Likelihood Model, we argue this null reflects a boundary condition of signaling theory. That is, when consumers process CSI peripherally rather than evaluating costliness, the distinction between actions and promises becomes irrelevant. This suggests companies may gain reputational benefits by merely pledging sustainability without acting.