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Sustainability as a business opportunity: a corpus-assisted discourse analysis of sustainable finance discourse

  • Esterina Nervino

    Esterina Nervino is an Assistant Professor holding a joint appointment with the Department of English and the Department of Marketing at the City University of Hong Kong. She holds a PhD in Applied Linguistics from Hong Kong Polytechnic University, and her research interests include social semiotics, multimodality, and ESP.

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    , Ge Lan

    Ge Lan is an Assistant Professor in the Department of English at the City University of Hong Kong. His research interests include corpus linguistics, register studies, functional linguistics, EAP, ESP, second language writing, translingual writing, and bibliometry. Ge Lan holds a PhD in Second Language Studies from Purdue University, USA.

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    and Joyce Oiwun Cheung

    Joyce Oiwun Cheung is a Lecturer at The Department of Humanities, Language and Translation, Hong Kong Metropolitan University. Her research interests include corpus linguistics and discourse analysis. She has published in Corpora, ReCALL, Social Semiotics, and other leading journals.

Published/Copyright: January 28, 2025
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Abstract

As sustainability becomes increasingly embedded in the practices of financial institutions worldwide, financial discourse is also adapting to reflect the new related societal values. This study aims to identify the discursive strategies employed by banks to frame their leadership in sustainability, present their sustainable products and services as business opportunities, and explore the development of dialogic relationships between banks and clients. Employing a corpus-assisted discourse analytical approach, a dataset of 2 million words comprised of sustainability-related reports publicly available on banks’ websites was analysed. The findings indicate a growing recognition of the significance of diversity and inclusion in senior leadership positions, with an observed increase in the representation of women. Moreover, banks position themselves as service providers and catalysts for transforming associated risks into business opportunities, leveraging various factors such as financial success, positive culture, and strong support for customers and employees. In terms of the bank-client relationship, the findings reveal a shift towards empowering clients and acknowledging their agency, encouraging them to make informed decisions and take charge of their financial well-being. This research sheds light on the evolving discursive practices within the realm of sustainable finance and provides valuable insights for both academia and the business sector.


Corresponding author: Esterina Nervino, Department of English, City University of Hong Kong, M8085, 8th floor, Run Run Shaw Media Centre, 18 Tat Hong Ave, Kowloon Tong, Hong Kong, Hong Kong, E-mail:

Award Identifier / Grant number: CityU Start-Up & Top-Up Grant/7200720

Award Identifier / Grant number: CityU Strategic Research Grant/7006024

About the authors

Esterina Nervino

Esterina Nervino is an Assistant Professor holding a joint appointment with the Department of English and the Department of Marketing at the City University of Hong Kong. She holds a PhD in Applied Linguistics from Hong Kong Polytechnic University, and her research interests include social semiotics, multimodality, and ESP.

Ge Lan

Ge Lan is an Assistant Professor in the Department of English at the City University of Hong Kong. His research interests include corpus linguistics, register studies, functional linguistics, EAP, ESP, second language writing, translingual writing, and bibliometry. Ge Lan holds a PhD in Second Language Studies from Purdue University, USA.

Joyce Oiwun Cheung

Joyce Oiwun Cheung is a Lecturer at The Department of Humanities, Language and Translation, Hong Kong Metropolitan University. Her research interests include corpus linguistics and discourse analysis. She has published in Corpora, ReCALL, Social Semiotics, and other leading journals.

  1. Research funding: This work was supported by City University of Hong Kong [PN 7200720, 7006024].

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Received: 2024-01-02
Accepted: 2024-12-05
Published Online: 2025-01-28
Published in Print: 2025-09-25

© 2024 Walter de Gruyter GmbH, Berlin/Boston

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