Las marcas y su concienciación con el desarrollo sostenible para conquistar a un consumidor joven y responsable con su entorno

  1. David Cordón-Benito 1
  2. Lidia Maestro-Espínola 1
  1. 1 Universidad Complutense de Madrid (España)
Revista:
aDResearch: Revista Internacional de Investigación en Comunicación

ISSN: 1889-7304

Año de publicación: 2022

Título del ejemplar: Monográfico Especial,Comunicación, empresas y sociedad

Número: 27

Páginas: 252-268

Tipo: Artículo

DOI: 10.7263/ADRESIC-27-213 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: aDResearch: Revista Internacional de Investigación en Comunicación

Resumen

Objetivo: El objetivo de esta investigación es analizar la transformación de las marcas ante el reto de ganar confianza, generar engagement y conseguir la fidelización de un consumidor joven (millennials). Ante estos usuarios hiperconectados y concienciados con aspectos como el green marketing, la sostenibilidad y los Objetivos de Desarrollo Sostenible (ODS), las marcas deben modificar sus estrategias de comunicación y marketing y adecuarse a los nuevos valores imperantes apoyados por estos públicos. Diseño/ metodología/ enfoque: La metodología cualitativa de esta investigación ha consistido en la realización de entrevistas en profundidad a través de un cuestionario semiestructurado a expertos del sector de agencias de publicidad, marketing y consultoras de comunicación españolas. Los participantes poseen demostrada experiencia en el desarrollo de estrategias integradas para marcas alineadas con el desarrollo sostenible. Resultados: Los resultados muestran el deseo de éstas por identificarse con valores ligados a la sostenibilidad, modificar sus tácticas de comunicación para atraer a un público joven y exigente, situarse en el top of mind de estos consumidores y combatir su volatilidad en lo referente a sus decisiones de compra si no se cumplen sus expectativas. Limitaciones/implicaciones: El trabajo aporta visibilidad al compromiso de las marcas con el desarrollo sostenible y su relación con el público millennial. Sin embargo, la investigación presenta limitaciones puesto que aborda el objeto de estudio a través de la metodología cualitativa para conocer el punto de vista de los practitioners y no cubre la relación de las marcas con la Generación Z. Originalidad/contribución: La investigación analiza la importancia que aspectos como los ODS y la sostenibilidad han adquirido para el público millennial y para las marcas. Estas han comprendido que sus objetivos deben alinearse con un nuevo tipo de consumidor preocupado por mejorar el mundo y la sociedad de la que forma parte.

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