This thesis analyzes the process through which sustainability communication occurs between organizations and stakeholders. The lack of frameworks connecting research in the sustainability and communication fields highlights the need for a cohesive modelization of the sustainability communication process. This process forms the basis of the Action, Perception, Risk (APR) model, a framework that I have created. The APR model builds on existing sustainability and communication research to provide a practical illustration of the sustainability communication process, connecting the theoretical realm with the practitioner realm through implementable recommendations. This is achieved through a literature review and a case study of the American footwear company, Allbirds. Managerial implications are discussed and recommendations for effective sustainability communication are put forward.