In 2023, Leonie Sonnenberg is in the middle of her bachelor’s degree in Sustainable Economy and Management at the Eberswalde University for Sustainable Development. What particularly engages her is the question of existing economic structures: How did they evolve, why do they function the way they do - and must they remain that way? As Sonnenberg explains: “In traditional business administration programmes, I often missed a critical perspective. I’m interested in whether we have truly reached the limits of our current knowledge and solutions around economy and sustainability - or whether existing models and assumptions can still be questioned and developed further.” She begins to find initial answers during her studies. But Sonnenberg wants to move beyond theory and actively shape practice. In her fourth semester, she starts a multi-month internship in corporate communications at ORAFOL. The internship turns into a working-student position, and eventually into a thesis addressing a topic of strategic relevance to the company: How can the corporate group communicate about sustainability consistently across countries?
Think global, write local
Leonie’s bachelor’s thesis on global sustainability communication – how a student contributes impulses to corporate communications at ORAFOL.
ORAFOL is a global company. Yet when we talk about sustainability, it does not mean the same thing everywhere. Working student Leonie Sonnenberg addressed this challenge in her bachelor’s thesis - developing an approach that arrives at just the right time.
One brand, around the world
During her studies in Eberswalde, Leonie Sonnenberg learns how companies can operate both successfully and sustainably. As a working student in Oranienburg, she experiences how companies tell their own stories. She writes texts for the internal newsletter that regularly shares updates from the ORAFOL world, and helps organise the Family & Friends Day - an event where relatives and friends are invited for guided tours of the site and production facilities. She then becomes increasingly involved in external communications - addressing customers and contributing to website content. “That was the first time I realised how challenging it is for a large international company to present a consistent image externally,” she says.
At the same time, corporate communications at headquarters is undergoing restructuring. Communications Director Elke Beune takes on additional responsibility in 2025 as Director Global Corporate Communications, Brand & Public Affairs and explains: “ORAFOL has evolved significantly internationally over the past five years, particularly in how we position ourselves in different sales regions. A strong external presence across borders also requires strategic communication management from headquarters.”
To support this, the department is advancing digitalisation with tools designed to improve accessibility and collaboration. “Global markets require a clearly recognisable global communication and brand strategy. Wherever it says ORAFOL, it must reliably contain ORAFOL,” Beune summarises.
And what about sustainability?
Amid these structural developments, Sonnenberg focuses on a topic that has interested her since her first semester — and one that proves especially complex in a corporate context: sustainability. Definitions, regulations and societal expectations vary widely across the world. How can it be communicated effectively? With this question, she finds open ears both from her supervising professor and from Elke Beune. Together, they define the thesis topic: “Implementation of international intercultural sustainability communication within corporate communications using the example of ORAFOL Europe GmbH.” “I developed recommendations that can support ORAFOL in day-to-day communication practice,” says Sonnenberg - making a tangible contribution to the strategic development of communications.
As a first step, Sonnenberg conducts guided interviews with the managing directors of ORAFOL subsidiaries in Ireland, India, South Africa and Türkiye. The comparative analysis reveals that sustainability is relevant everywhere – but to varying degrees. In India, strong local motivation meets new regulatory requirements, whereas in Türkiye the term itself plays a limited role in public and market discourse. “This makes it even more important for us in Oranienburg to strike the right balance,” Beune explains. “We aim to take positions that neither overshoot nor fall short of expectations - particularly when measured against the international market.”
Credible, culturally sensitive and consistent
Sonnenberg identifies three key principles for ORAFOL’s sustainability communication: credible, culturally sensitive and consistent.
“Credibility means aligning communication with corporate values and actual practices. Sustainability communication cannot be detached from reality,” she says.“Cultural sensitivity acknowledges that sustainability is understood differently across markets and regions. Companies must take that into account. At the same time, an international group needs a fundamentally shared direction across all locations - that is consistency.” Beune adds: “We do not treat societal or regulatory issues in isolation. Our binding frameworks - vision, mission and guiding principles - provide the foundation internationally as well.”
The ORAFOL brand values
“We prefer to do things thoroughly”
As part of her thesis, Sonnenberg also explored how sustainability is embedded as a value within ORAFOL. “One key insight emerged,” she says. “Sustainability does not need to be established as a separate value because it is already inherent in the three core values: high technology, premium quality and personality.” Beune agrees: “ORAFOL does not jump on every emerging trend. It is more important to do things properly - even if that means it takes longer before we communicate about them. Sustainability is not a trend for us; it is part of our DNA.” For Sonnenberg, completing her bachelor’s degree marks the end of a major project - but not the end of her time at ORAFOL. While pursuing her master’s degree in Sustainable Corporate Management, she continues as a working student: “The opportunities for development are excellent. From the beginning I was treated as an equal team member, with responsibilities and appreciation. That’s why it’s clear - I want to stay and continue growing here.”
