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2023 | OriginalPaper | Buchkapitel

4. Rethinking Sustainability Communication: Meeting New Audience Needs with a Comprehensive Framework

verfasst von : Sylvia Chan-Olmsted, Lisa-Charlotte Wolter, Elisa Dorothee Adam

Erschienen in: Nachhaltiges Markenmanagement

Verlag: Springer Fachmedien Wiesbaden

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Summary

Sustainable brands take action and communicate messages in line with their ethical values and missions. Contemporary integrated corporate communications requires the alignment of all communication in content, form and time (Bittner-Fesseler & Weicht 2020). In the context of sustainability communication, an increase in brand skepticism demands trust and transparency supported by appropriate messages, adequate communication strategies and carefully selected media channels. Based on a literature review, five elements of sustainable media (communication, consumer, media, brand and producer) were identified. Subsequently, a model of sustainability communication was developed that considers the alignment of brand, message, media and target group, which is discussed across different types of sustainability communication. The model is fundamental for exploring the dynamic issue of alignment in sustainability communication.

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Titel: Rethinking Sustainability Communication: Meeting New Audience Needs with a Comprehensive Framework
verfasst von: Sylvia Chan-Olmsted
Lisa-Charlotte Wolter
Elisa Dorothee Adam
Verlag: Springer Fachmedien Wiesbaden
Buch: Nachhaltiges Markenmanagement
Print ISBN: 978-3-658-42568-5

Electronic ISBN: 978-3-658-42569-2

Copyright-Jahr: 2023
DOI: https://doi.org/10.1007/978-3-658-42569-2_4