CSR Reporting in the Finnish Banking Sector – Status and Recent Development

This thesis reviews the development of CSR reporting in the Finnish banking sector. This was achieved by analyzing the content of specific CSR reports published by three banks during years 2012-2014. The banks selected represent the three largest banks operating in Finland according to their market share, constituting approximately 70 percent of the total perceived market share. The purpose of the analysis is to establish a clear descriptive overview of the status of CSR reporting and how it has thematically developed over the years. The research was conducted with the qualitative content analysis method. By analyzing the contents of the CSR reports it was found that CSR reporting is understood in 3 different themes that reflect the general CSR theory: economic, social and environmental responsibility. The following research focused on analyzing these three core themes separately during years 2012-2014 in order to find specific tendencies in the development of CSR reporting. The results confirm that CSR reporting is developing in the Finnish banking sector. Reporting about economic responsibility is based on core financial performance reporting, and it’s mainly developing in the assessment of the global recession and how the potential fiscal reforms affect to the bank sector’s performance. Economic responsibility is also being understood and reported as a wider concept, including intertwined and shared meanings with the other responsibility reporting themes. The research also suggests that banks value social responsibility reporting increasingly each year. Environmental responsibility reporting is the most standardized form of reporting, however, the reporting development includes the increased use of digitalization as source of lessening the environmental impact.

Starch analysis as a method to discover subsistence strategies in prehistoric Finland and Estonia

Ancient starch analysis is a microbotanical method in which starch granules are extracted from archaeological residues and the botanical source is identified. The method is an important addition to established palaeoethnobotanical research, as it can reveal ancient microremains of starchy staples such as cereal grains and seeds. In addition, starch analysis can detect starch originating from underground storage organs, which are rarely discovered using other methods. Because starch is tolerant of acidic soils, unlike most organic matter, starch analysis can be successful in northern boreal regions. Starch analysis has potential in the study of cultivation, plant domestication, wild plant usage and tool function, as well as in locating activity areas at sites and discovering human impact on the environment. The aim of this study was to experiment with the starch analysis method in Finnish and Estonian archaeology by building a starch reference collection from cultivated and native plant species, by developing sampling, measuring and analysis protocols, by extracting starch residues from archaeological artefacts and soils, and by identifying their origin. The purpose of this experiment was to evaluate the suitability of the method for the study of subsistence strategies in prehistoric Finland and Estonia. A total of 64 archaeological samples were analysed from four Late Neolithic sites in Finland and Estonia, with radiocarbon dates ranging between 2904 calBC and 1770 calBC. The samples yielded starch granules, which were compared with the starch reference collection and descriptions in the literature. Cereal-type starch was identified from the Finnish Kiukainen culture site and from the Estonian Corded Ware site. The samples from the Finnish Corded Ware site yielded underground storage organ starch, which may be the first evidence of the use of rhizomes as food in Finland. No cereal-type starch was observed. Although the sample sets were limited, the experiment confirmed that starch granules have been preserved well in the archaeological material of Finland and Estonia, and that differences between subsistence patterns, as well as evidence of cultivation and wild plant gathering, can be discovered using starch analysis. By collecting large sample sets and addressing the three most important issues – preventing contamination, collecting adequate references and understanding taphonomic processes – starch analysis can substantially contribute to research on ancient subsistence in Finland and Estonia.

Narrative transportation in global brand content

People understand life and events around them through narratives. Narratives are a new way for marketers to convey messages to consumers about their brands and products. Brand narratives are an effective way to reach out to people due to their influential nature. Narratives have a power to change beliefs and attitudes, making them relevant and interesting for any marketer. The power of narratives has to do with narrative transportation, which narratives can trigger in people. A transported person is more likely to perceive brand or product in a more positive light. The creators of the narrative are able to influence the content of the narrative through message factors that work as antecedents for narrative transportation. This study explored narrative transportation qualities of well established advertisements. The study uses qualitative content analysis to analyze and identify narrative transportation antecedents among Cannes Lion grand prix winners in the film category between years 2005 to 2015 (15 in total). The narrative transportation antecedents are identifiable characters, imaginable plot and verisimilitude, which were used in the analysis of the data. The study analyzes the winners to make judgment on whether they can trigger narrative transportation or not. It was found that the Cannes Lion grand prix winner advertisement mostly had identifiable narratives in them. In most of the advertisement (ten out of fifteen) at least two out of three antecedents were found, thus most of them are able to trigger narrative transportation. The study also found that most narratives in the advertisement were able to be linked to the main brand narrative of the advertiser. In four of the advertisements the link to the brand narrative was not able to be established. The study concludes by discussing certain factors and aspects of the advertisements that were identified to further enhance the narrative transportation qualities of the advertisement.