Re-imagining the sustainability narrative in US cities

Purpose – The purpose of this paper is to explore how US cities are communicating a sustainability narrative. Based on an analysis, cities are using a sustainability narrative focusing on environmental sustainability and consumption. Critical theory is introduced as a means to imagine alternative narratives. Design/methodology/approach – Exploratory in nature, this study relied on qualitative media analysis to analyze documents and images gathered from 22 US city websites. Critical theory is then introduced to provide a conceptual way forward from the status quo narrative form. Findings – Cities are utilizing environmental narratives largely, rather than including social and economic interests inherent within holistic sustainability practices. Moreover, cities are promoting sustainability as consumption, a practice that is inherently not sustainable. Critical theory explains that marketers are relying on the “status quo” when it comes to crafting a sustainability narrative. Practical implications – Destination marketing managers can think outside of given narratives to create their own sustainability stories that might help the place achieve a competitive advantage. Originality/value – Knowledge into sustainability marketing practices is extended by revealing a consumption narrative and utilizing critical theory to move beyond this status quo.