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

Any de publicació: 2022

Títol de l'exemplar: Monográfico Especial,Comunicación, empresas y sociedad

Número: 27

Pàgines: 252-268

Tipus: Article

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

Altres publicacions en: aDResearch: Revista Internacional de Investigación en Comunicación

Resum

Purpose: The main aim of this research is to analyse the transformation of brands to gain trust, generate higher engagement rates and reinforce the loyalty of a young consumer (mil-lennials). Bearing in mind those hyper-connected users who are interested in aspects such as green marketing, sustainability, and the Sustainable Development Goals (SDGs), brands must modify their communication and marketing strategies and adapt to the new prevailing values supported by these audiences. Design / Methodology / Approach: Methodology is complemented with in-depth interviews to experts from Spanish advertising agencies and communication consultancies sector through a semi-structured questionnaire. Participants have experience in developing integrated strat-egies for sustainable brands. Limitations / Implications: Results show the desire of brands to acquire values linked to sus-tainability, modify their communication tactics to attract a young and demanding consumer, place themselves in the top of mind and face consumers’ volatile purchase behavior when their expectations are not fulfilled. Originality / Contribution: This research analyses ODS importance for brands and for millen-nials. Brands understand they must align their corporate goals with a new king of consumer worried about improving society and the world.

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