|
|
Communication is dyed green. For months now, concern for the environment has been gaining more and more importance in all areas, especially in communication. Some experts point to Al Gore's documentary, An inconvenient truth, as one of the triggers for this awareness. In any case, the green argument works, despite the fact that the reduction in CO2 emissions until 2020 is valued at three euros per week and European. green communication This is according to a report from just over a year ago by TNS for Advertisements, which indicates that of those surveyed would look at pollution levels when comparing characteristics of different car models, compared to 19 .6% who would not value this issue and% who do not comment on the issue. The issue of linked taxes surely has an impact, but the environmental flag is already raised by consumers, who increasingly value respect for the environment as a decisive element in choosing a product. But green is no longer (only) a concept linked to the counterculture.
In the context of the controversy with both the supporters of Naomi Klein's No Logo and its opponents (for example, Pro Logo, by Michel Chevalier and Gérald Mazzalovo), Joseph Heath and Andrew Potter destroy the myth that continues to dominate political thought, economic and cultural on which both the anti-globalization movement and feminism and environmentalism are based. In this book they combine and review pop culture Industry Email List history, political manifestos and deep social analysis. In Rebelarse Vende they describe how rebellion is already a sign of differentiation and that explains the emergence of a rebellious consumer (with which massification is reconciled and consumers are transformed into citizens). Baudrillard said that reality and culture are pure simulacrum, and that consumption has invaded our lives in their entirety... One of the key theses of the book is that the consumer counterculture lacks the necessary moral authority, since it is also a victim of consumerism.
The book highlights how books that criticize consumerism are bestsellers (the case of No Logo), certain alternative clothing is sold in department stores, or independent music becomes mainstream. In the end, Joseph Heath and Andrew Potter are more about social justice and less about cultural upheaval. Without a doubt, a contribution to the debate. By the way, you can access some book pages here . brand strategy At the same time, market segmentation is increasingly adapted to behaviors and less to abstract sociodemographic variables (by the way, very interesting books have been published recently in this field). Along these lines, there are those who refer to the term 'scuppie', which describes a well-off and, at the same time, ecological behavior. Scuppies unites Socially conscious, upwardly mobile person, an illustrative acronym that describes an increasingly post-materialist social and environmental cultural shift. One of the promoters of the term, Failla, assures that this profile are not activists, but rather they rediscover the social responsibility of the consumer.
|
|
發表於 2024-3-7 13:43:29