Twin transformation – an empirical analysis of the interplay between sustainability and digital transformation in German legacy media companies

Sustainability and digitalisation are two transformations reshaping the economy, ecology, politics, and society. Their synergy, known as twin transformation, is becoming increasingly important for decision-makers and academia. This study examines twin transformation in large German legacy media companies through document analysis and qualitative expert interviews. Media companies are of particular interest due to their dual role as both sustainable actors and influential communicators, influencing public perception while navigating complex digital shifts. The results indicate that sustainability and digital transformation are predominantly approached separately in German legacy media, with only a few projects embodying the twin transformation approach. Structural decentralisation, regulatory gaps, and fragmented IT systems present major challenges to implementation. Nevertheless, the interviewees regard twin transformation as a valuable, though organisationally demanding, approach to business development.