All for one and one for all: Targeting sustainability - the revival of 'virtues' in research and results

This paper describes a multi-client research project into the notion of sustainability. The research explores the meaning of sustainability from the perspective of both consumers and marketing, including their similarities, differences and opportunities of aligning the two.

All for one and one for all: Targeting sustainability - the revival of ‘virtues’ in research and results

Nicole Hanisch, Jens Lönneker and Yvonne MasopustRheingold - Institute for Qualitative Market and Media Research, Germany and Unilever, Austria

INTRODUCTION

Research briefs are chock-full of requirements and demands for sustainable communication. Companies feel scrutinised for ‘ethical behaviour’ and are challenged to act. Sustainability is a key issue of our time. Due to Fukushima, 90% of Italians recently voted against nuclear energy! Institutions like Foodwatch, Greenpeace, and Ökotest are on the rise, giving consumers a sense of new control. Even the companies...

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