Overview, Learning Outcomes and Structure of the Lesson
Beauty Brand Natura
Challenging Basic Assumptions
Look at the graph: What does it tell you?
Values: Brand Ethos
Where do the different kinds of purchases belong? Drag them into the correct boxes:
Objectives: Triple Bottom Line
Review and Discussion
Describe the four types of sustainability marketers with respect to ethical/moral and economic/strategic motives.
What does ‚brand ethos‘ mean? Give examples of brands with sustainability ethos.
Do companies like The Body Shop, Electrolux and Nike live up to their corporate core values? Search websites that are critical about the companies and discuss the gap between rhetoric and reality.
Literature and References
Belz, F.M., Peattie, K. (2012): Sustainability Marketing: A Global Perspective, 2. ed., Chichester: Wiley, p. 117-132.
Crane, A. (2000): Marketing, Morality and the Natural Environment, London: Routledge.
Crane, A. and Matten, D. (2010): Business Ethics, 3rd ed, Oxford: Oxford University Press.
