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Abstract(s)
A sustentabilidade é um fenómeno que cada vez tem mais importância nos dias de hoje. Os
consumidores estão mais informados e conscientes do impacto que as suas escolhas de
consumo podem ter no ambiente e na sociedade. Em simultâneo, como resposta a estas
preocupações e com o intuito de tornar o mundo num lugar melhor, as empresas sentem a
necessidade de criar novas estratégias. A responsabilidade social corporativa e o “green
marketing” são algumas das tendências e práticas. Estas têm, por um lado, o objetivo de
minimizar o seu impacto e, por outro, o de promover um mundo mais equilibrado a nível
económico, social e ambiental. Esta temática tem vindo a crescer e a apresentar novas
oportunidades para as marcas.
Este relatório resulta de um trabalho de pesquisa e análise desenvolvido no estágio curricular
realizado entre Fevereiro de 2019 e Fevereiro de 2020 na marca Lipton, integrante da
multinacional Unilever. O principal objetivo é perceber quais as estratégias da marca para
promover um consumo mais responsável e sustentável.
Sustainability is a phenomenon that has been becoming a very important matter nowadays. Customers are becoming highly informed and conscious about the impact that their consuming choices have on the environment and the society. Simultaneously, as an answer to these matters and to turn the world into a better place, companies are being forced to take action in order to minimize their negative impact, developing new sustainable measures. Corporate social responsibility and green marketing are some of the strategies adopted. Furthermore, companies have the goal to make this world a more economic, social and environmentally balanced one. In fact, this reality has brought an opportunity for brands to reinvent themselves. This report was emerged by an internship held for Lipton from February 2019 to February 2020, integrant brand of Unilever. The main goal is to understand which strategies were chosen to promote a responsible and sustainable consumption.
Sustainability is a phenomenon that has been becoming a very important matter nowadays. Customers are becoming highly informed and conscious about the impact that their consuming choices have on the environment and the society. Simultaneously, as an answer to these matters and to turn the world into a better place, companies are being forced to take action in order to minimize their negative impact, developing new sustainable measures. Corporate social responsibility and green marketing are some of the strategies adopted. Furthermore, companies have the goal to make this world a more economic, social and environmentally balanced one. In fact, this reality has brought an opportunity for brands to reinvent themselves. This report was emerged by an internship held for Lipton from February 2019 to February 2020, integrant brand of Unilever. The main goal is to understand which strategies were chosen to promote a responsible and sustainable consumption.
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Keywords
Sustentabilidade Consumidores Marcas Responsabilidade social corporativa Green Marketing Sustainability Consumers Brands Corporate social responsibility