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MARKETING PRACTICES OF SOCIALLY RESPONSIBLE AND SUSTAINABLE BUSINESSES

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Date Issued:
2018
Abstract/Description:
The topic of this research is marketing practices of socially responsible and sustainable businesses. It examines the strategies companies and brands use to represent themselves to the public through products, advertising, and philanthropy. This includes an evaluation of existing frameworks and case studies, as well as in-depth interviews. The question that this research will answer is as follows: How can new or existing companies embrace and integrate social responsibility or sustainability in a way that is authentic and contributes to a positive public reputation? Younger generations are increasingly willing to switch to and, in some cases, pay more for products and brands that contribute positively to society and the environment. An increasing number of businesses are leveraging this trend and working to create a positive image that resonates, particularly with Millennials and Gen Z, as one that integrates social and environmental concerns into business operations. The methodology of this research consists of analysis of secondary research and in-depth interviews. The culmination of this research is a set of guidelines that will assist marketers in reconsidering their businesses' public image in a way that consumers perceive as clear, compelling, and authentic. As consumers' priorities continue to shift, businesses are being pushed to reconsider what values and causes, if any, they represent. This research translates into an adaptable set of steps for businesses to capitalize on this growing trend.
Title: MARKETING PRACTICES OF SOCIALLY RESPONSIBLE AND SUSTAINABLE BUSINESSES.
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Name(s): Bivins, Brooke A, Author
Mayfield-Garcia, Stefanie, Committee Chair
University of Central Florida, Degree Grantor
Type of Resource: text
Date Issued: 2018
Publisher: University of Central Florida
Language(s): English
Abstract/Description: The topic of this research is marketing practices of socially responsible and sustainable businesses. It examines the strategies companies and brands use to represent themselves to the public through products, advertising, and philanthropy. This includes an evaluation of existing frameworks and case studies, as well as in-depth interviews. The question that this research will answer is as follows: How can new or existing companies embrace and integrate social responsibility or sustainability in a way that is authentic and contributes to a positive public reputation? Younger generations are increasingly willing to switch to and, in some cases, pay more for products and brands that contribute positively to society and the environment. An increasing number of businesses are leveraging this trend and working to create a positive image that resonates, particularly with Millennials and Gen Z, as one that integrates social and environmental concerns into business operations. The methodology of this research consists of analysis of secondary research and in-depth interviews. The culmination of this research is a set of guidelines that will assist marketers in reconsidering their businesses' public image in a way that consumers perceive as clear, compelling, and authentic. As consumers' priorities continue to shift, businesses are being pushed to reconsider what values and causes, if any, they represent. This research translates into an adaptable set of steps for businesses to capitalize on this growing trend.
Identifier: CFH2000397 (IID), ucf:45768 (fedora)
Note(s): 2018-05-01
B.S.B.A.
College of Business Administration, Marketing
Bachelors
This record was generated from author submitted information.
Subject(s): marketing
business
communications
advertising
corporate responsibility
sustainability
Persistent Link to This Record: http://purl.flvc.org/ucf/fd/CFH2000397
Restrictions on Access: public
Host Institution: UCF

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