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Publication
As boas práticas do design de comunicação para publicidade sobre sustentabilidade: o caso de marcas de skincare "B-Corp"
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 81.13 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Esta pesquisa tem o intuito de investigar a comunicação
sustentável praticada pelas marcas de beleza qualificadas
com a certificação “B-Corp”, encontrando-se assim, inserida
no desafio 12 “Produção e consumo sustentáveis” proposto
pela ONU, em 2015. Partindo das noções apresentadas pelos
diversos autores no livro “101 Vozes pela Sustentabilidade:
Por um desenvolvimento responsável” (2022), a
sustentabilidade deixou de ser apenas uma questão de
escolha para passar a ser uma necessidade geral. Uma
sustentabilidade imperativa que exige que o consumismo
descontrolado dê lugar a um compromisso sério com aquilo
que será o futuro das gerações mais novas. Por isso, é preciso
uma adaptação de todas as organizações. No entanto,
segundo o autor Correa (2018) muitas empresas comunicam
o tema da sustentabilidade somente como ferramenta de
aumento de vendas, esquecendo-se das suas
responsabilidades. O fenómeno do “greenwashing” é o
resultado de uma incoerência entre a comunicação de uma
imagem de marca “amiga do ambiente” e os seus
comportamentos sustentáveis (que são, nestes casos,
escassos ou inexistentes). Deste modo, esta investigação
realiza um estudo de caso sobre as marcas de beleza “BCorp”,
recorrendo, numa primeira fase, à análise da sua
comunicação nos seus meios publicitários com o objetivo de
entender como é que as mesas comunicam sustentabilidade
e, em específico, identificar as boas práticas utilizadas. Em
complemento foi organizado um focus group com a
finalidade de entender a opinião das Gerações Z e
Millennials (ambientalistas e não ambientalistas) sobre a
publicidade das marcas escolhidas, como forma de
aprofundamento da informação analisada anteriormente,
enquadrando a sua comunicação na matriz dos autores
Baldassarre e Campos (2016). Assim, esta pesquisa irá ser
benéfica não só para empresas da indústria da beleza, uma
vez que irá auxiliar na criação de uma estratégia de
comunicação sustentável com base nas boas práticas
exemplificadas, como a sua metodologia poderá ser aplicada
a outros setores do mercado.
This research aims to investigate the sustainable communication practiced by beauty brands qualified with the "B-Corp" certification, being thus inserted in the challenge 12 "Sustainable production and consumption" proposed by the UN in 2015. Based on the notions presented by several authors in the book "101 Voices for Sustainability: For a responsible development" (2022), sustainability is no longer just a matter of choice, but a general need. An imperative sustainability that demands that uncontrolled consumerism give way to a serious commitment to what will be the future of the younger generations. Therefore, it is necessary for all organizations to adapt. However, according to the author Correa (2018) many companies communicate the issue of sustainability only as a tool to increase sales, forgetting their responsibilities. The phenomenon of "greenwashing" is the result of an inconsistency between the communication of an "environmentally friendly" brand image and their sustainable behaviors (which are, in these cases, scarce or non-existent). Thus, this research conducts a case study on "B-Corp" beauty brands, using, in a first phase, the analysis of their communication in their advertising media to understand how the tables communicate sustainability and, specifically, identify the best practices used. In addition, a focus group was organized with the purpose of understanding the opinion of Generations Z and Millennials (environmentalists and non-environmentalists) about the advertising of the chosen brands, as a way of deepening the information previously analyzed, framing their communication in the matrix of the authors Baldassarre and Campos (2016). Thus, this research will be beneficial not only for companies in the beauty industry, since it will assist in the creation of a sustainable communication strategy based on the exemplified good practices, as its methodology can be applied to other market sectors.
This research aims to investigate the sustainable communication practiced by beauty brands qualified with the "B-Corp" certification, being thus inserted in the challenge 12 "Sustainable production and consumption" proposed by the UN in 2015. Based on the notions presented by several authors in the book "101 Voices for Sustainability: For a responsible development" (2022), sustainability is no longer just a matter of choice, but a general need. An imperative sustainability that demands that uncontrolled consumerism give way to a serious commitment to what will be the future of the younger generations. Therefore, it is necessary for all organizations to adapt. However, according to the author Correa (2018) many companies communicate the issue of sustainability only as a tool to increase sales, forgetting their responsibilities. The phenomenon of "greenwashing" is the result of an inconsistency between the communication of an "environmentally friendly" brand image and their sustainable behaviors (which are, in these cases, scarce or non-existent). Thus, this research conducts a case study on "B-Corp" beauty brands, using, in a first phase, the analysis of their communication in their advertising media to understand how the tables communicate sustainability and, specifically, identify the best practices used. In addition, a focus group was organized with the purpose of understanding the opinion of Generations Z and Millennials (environmentalists and non-environmentalists) about the advertising of the chosen brands, as a way of deepening the information previously analyzed, framing their communication in the matrix of the authors Baldassarre and Campos (2016). Thus, this research will be beneficial not only for companies in the beauty industry, since it will assist in the creation of a sustainable communication strategy based on the exemplified good practices, as its methodology can be applied to other market sectors.
Description
Keywords
Design Publicidade Sustentabilidade Marcas de beleza B-Corp