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O tema da consciência ambiental tem ganho cada vez maior destaque nas agendas dos países e, consequentemente, tem marcado a realidade do mercado atual. São cada vez mais as empresas que incluem no seu discurso conceitos como sustentabilidade, desenvolvimento sustentável, pegada ecológica, entre outros. No contexto de uma organização, as marcas são espelho dos seus valores e, por isso, influenciam a perceção do cliente quanto ao conjunto de produtos e serviços. De facto, quer a nível nacional, quer a nível internacional, as empresas começam a adaptar o seu posicionamento tendo em conta as novas necessidades do mercado. A capacidade de uma marca acompanhar esta mudança pode significar uma vantagem competitiva e um fator distintivo. Várias questões surgem relacionadas com a verdadeira missão das marcas a partir do momento que incluem um apelo sustentável no seu discurso. Estão as marcas a desenvolver um discurso “verde” com a intenção de agregar maior valor económico e promover ainda mais o consumo? Ou estão a aproximar-se desta temática de forma a consciencializar os consumidores? A integração da sustentabilidade é pensada estrategicamente? Qual o papel do marketing e da comunicação? Este projeto pretende estudar de que forma as empresas podem, através da cultura, aproximar-se dos consumidores e envolvê-los no diálogo sobre o ambiente. Apresenta-se como um contributo para uma gestão mais transparente de marcas verdes e do seu discurso, através da reflexão sobre a relação entre agentes culturais e marcas para o trabalho de consciencialização individual e coletiva na questão ambiental, e através do estudo da relação entre desenvolvimento económico, social e ecológico como resultado das práticas de produção e consumo e do discurso ambiental. Neste sentido, o presente trabalho apresenta um plano de negócio para a criação da Agência Verde & Digital, cuja missão é promover mudanças nos comportamentos e valores da sociedade para uma transição verde coerente, sustentável e transparente, integrando o marketing e comunicação com o diálogo cultural e social. É objetivo final a criação de uma empresa, com base nesta proposta de modelo de negócio, no futuro a curto prazo.
The theme of environmental awareness has gained increasing prominence in the agendas of countries and, consequently, has marked the reality of the current market. More and more companies are including concepts such as sustainability, sustainable development, ecological footprint, among others, in their discourse. In the context of an organisation, brands mirror its values and, therefore, influence the customer's perception of the set of products and services. In fact, both at national and international level, companies are starting to adapt their positioning considering the new market needs. The ability of a brand to keep up with this change can mean a competitive advantage and a distinctive factor. Several questions arise related to the real mission of brands from the moment they include a sustainable appeal in their discourse. Are brands developing a "green" speech with the intention of adding greater economic value and further promoting consumption? Or are they approaching this theme to raise consumer awareness? Is the integration of sustainability thought out strategically? What is the role of marketing and communication? This project aims to study how companies can, through culture, approach consumers and engage them in dialogue about the environment. It presents itself as a contribution to a more transparent management of green brands and their discourse, through reflection on the relationship between cultural agents and brands for the work of individual and collective awareness on the environmental issue, and by studying the relationship between economic, social, and ecological development as a result of production and consumption practices and environmental discourse. In this sense, the present work presents a business plan for the creation of the Green & Digital Agency, whose mission is to promote changes in the behaviours and values of society for a coherent, sustainable, and transparent green transition, integrating marketing and communication with cultural and social dialogue. The final objective is the creation of a company, based on this business model proposal, in the short term future.
The theme of environmental awareness has gained increasing prominence in the agendas of countries and, consequently, has marked the reality of the current market. More and more companies are including concepts such as sustainability, sustainable development, ecological footprint, among others, in their discourse. In the context of an organisation, brands mirror its values and, therefore, influence the customer's perception of the set of products and services. In fact, both at national and international level, companies are starting to adapt their positioning considering the new market needs. The ability of a brand to keep up with this change can mean a competitive advantage and a distinctive factor. Several questions arise related to the real mission of brands from the moment they include a sustainable appeal in their discourse. Are brands developing a "green" speech with the intention of adding greater economic value and further promoting consumption? Or are they approaching this theme to raise consumer awareness? Is the integration of sustainability thought out strategically? What is the role of marketing and communication? This project aims to study how companies can, through culture, approach consumers and engage them in dialogue about the environment. It presents itself as a contribution to a more transparent management of green brands and their discourse, through reflection on the relationship between cultural agents and brands for the work of individual and collective awareness on the environmental issue, and by studying the relationship between economic, social, and ecological development as a result of production and consumption practices and environmental discourse. In this sense, the present work presents a business plan for the creation of the Green & Digital Agency, whose mission is to promote changes in the behaviours and values of society for a coherent, sustainable, and transparent green transition, integrating marketing and communication with cultural and social dialogue. The final objective is the creation of a company, based on this business model proposal, in the short term future.
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Desenvolvimento sustentável Marketing verde Comunicação verde Marca verde Consumidor verde Marketing cultural Estratégia de marketing Plano de negócio Sustainable development Green marketing Green communication Green branding Green consumer Cultural marketing Marketing strategy Business plan