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Environmental sustainabilty and young consumers:exploring communication strategies in online advertising for a leading dermo-cosmetic brand
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Resumo(s)
This research paper examines possible social media and online communication strategies on the
topic environmental sustainability for Vichy laboratories. As Vichy’s relationship with young
consumer segments is currently showing low commitments towards the environment, a stronger
dedication through online advertising of environmental sustainability is required. Vichy’s new
positioning and communication strategy will be guided by a higher environmental sustainability
commitment through online advertising with a focus on social media, addressing young
consumers’ sustainability concerns.
Descrição
Palavras-chave
Communication Strategy Environmental Communication Gen Z Gen Y Brand Repositioning CEMS MIM