Environmental sustainabilty and young consumers:exploring communication strategies in online advertising for a leading dermo-cosmetic brand

Abstract

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.