Mobilising SDG 12: co-creating sustainability through brands

Abstract

PurposeThis research extends understanding of the role brand co-creation plays in encouraging ethical consumption. The paper addresses sustainable development goal 12 (SDG 12): ensure sustainable consumption and production patterns, exploring how brand co-creation can be employed to advance this development goal.Design/methodology/approachThe Customer Brand Co-creation Model is used within an embedded case design to understand the role of the brand and the consumer in promoting sustainable consumption within the fashion industry.FindingsInitial insights suggest marketing has much to offer sustainability through the use of the brand. An extended brand co-creation framework highlights the importance of embedding sustainability and viewing the consumer as central to mobilising SDG12.Practical implicationsAn important concern is to ensure sustainability is embedded within the activities and strategy of the organisation and viewed as integral rather than peripheral.Originality/valueThe paper examines aspects crucial to co-creation of “sustainability” through a focus on both the consumer and the brand. Case narratives provide a strong foundation to consider the Customer Brand Co-creation Model and implications of this framework for managerial practice. This study extends the model to encompass the umbrella of “sustainability” and the firm's perspective.

Cause for pause in retail service: a respond, reimagine, recover framework

“…brands, consumers) have the potential to embed change (White et al , 2019). In this sense both consumers and brands have the power to (co) create sustainability and sustainable behaviors (Palakshappa and Dodds, 2020).…”

“…Sustainability is considered an antidote to some of the “wicked problems” facing the world today (Kennedy et al , 2017). Rittel and Webber (1973) coined this term to explain complicated social problems and contemporary wicked problems now range from environmental damage, climate change, poverty, poor working conditions to obesity and require systemic change to enable “true transformation” (Palakshappa and Dodds, 2020; Varey, 2010). The global pandemic crisis has potentially introduced a new wicked problem, leaving Governments and policymakers grappling with issues around ethics (protection of life, vaccination choice) and societal goals (economic recovery, preservation of livelihoods), thus balancing various conflicting stakeholder values (Angeli et al , 2021; Cohen and Cromwell, 2021).…”

“…Such hyper consumption leads to an array of sustainability issues, for example the fast-fashion problems of end-of-life garment disposal (Ozdamar Ertekin and Atik, 2015). Therefore, a modification in consumption practices that enables a greater transformative societal shift toward sustainable consumption is needed (Palakshappa and Dodds, 2020; Fuchs and Boll, 2018).…”

“…At the heart of this positive transition is a renewed focus on sustainability (Cohen, 2020). Recovery will require retailers to implement sustainable practices and actively promote sustainability and sustainable behavior and endeavor to embed sustainability into all marketing activities (Palakshappa and Dodds, 2020). Understanding what sustainable consumption means for consumers provides a starting point for recovery and underpins the creation of offerings that enable and enhance sustainable consumption in the “next normal.” What was evident in our findings was an emphasis placed on the “collective,” indicating that movement toward the “next normal” needs to be based on collaboration and collective action on multiple levels.…”

Reflections on Sustainable Consumption in the Context of COVID-19

“…As costumers, if we decide to keep our energy consumption at actual levels, firms will be forced to undertake sustainable strategies to satisfy new sustainability demands. This idea calls for an interactive and collaborative relationship among consumers and producers to co-create sustainability throughout supply chains (Palakshappa and Dodds, 2020). Before COVID-19, the figure of prosumers or proactive consumers who participate in a firm's activities had emerged as a positive driver for helping firms engage with their stakeholders to improve organizational performance.…”