Klimatansvar i svenska fj?llen
As climate responsibility increasingly becomes tied to individual consumption practices, sustainability communication from companies has emerged as an important arena for shaping ideas of desirable behaviour and constructing individuals as responsible environmental agents. Within Swedish mountain leisure culture, commercial actors simultaneously depend on environmental protection and continued consumption, creating tensions in how climate responsibility is communicated. The purpose of this essay is to identify discursive patterns among commercial actors within the organisational field of mountain based recreational activities. This study examines the climate communication of seven brands operating within the Swedish mountain leisure field. Drawing on discourse analysis, it explores how ideas of climate responsibility are articulated and normalised within the organisational field. Through the theoretical frameworks of governmentality and institutional organisation theory, the analysis aims to uncover discursive similarities in how mountain-based companies communicate climate responsibility. The findings suggest that commercial climate communication can be understood as a form of governance that encourages consumers to adopt more self-regulating environmental behaviours, while simultaneously legitimising continued consumption through ideals of responsible outdoor leisure and sustainable consumption practices. Companies position themselves as guides and enablers of climate-conscious behaviour, while broader structural questions concerning consumption and tourism remain largely unproblematized. These dynamics are expressed through three recurring tropes, three forms of pattern of legitimitation, three contradictions, and two silences that together function as mechanisms for governing individuals in relation to climate responsibility. The analysis shows that companies gain legitimacy through certifications, expertise, and long-term environmental commitments, while constructing climate responsibility as a matter of responsible consumption and self-governance. Consumers are positioned as knowledgeable and morally responsible environmental actors, whereas the climate impacts of continued consumption and growing tourism remain largely unproblematised.