是趋势还是传统?-通过历史广告发现商业途径

L. Niessen, N. Bocken, M. Dijk
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引用次数: 1

摘要

气候变化和日益减少的资源强调,我们需要使生产和消费水平符合地球的界限。消费,特别是高收入社区的消费,需要减少并稳定在可持续水平。作为商品和服务的提供者和需求的创造者,企业可以发挥关键作用。一些公司正在迎接挑战,通过延长产品寿命、提供维修服务或租赁服务来促进减少消费或“自给自足”,但它们在经济体系中仍然是小众角色。同样,虽然循环倡议在各个部门都得到了推动,但企业主要关注的是回收和效率的提高,而不是支持更激进的“减少”战略。为了让企业参与到促进可持续消费水平的工作中来,了解目前促进自给自足的老牌企业的途径可能会有所帮助。我们可以从目前提倡充分沟通的公司中学到什么?他们一直提倡充分消费吗,还是最近改变了?通过历史的视角,我们对三家公司的充分性路径进行了分析。对历史广告的文件分析有助于揭示随着时间的推移向潜在客户传递的信息。它与当代通信的分析相结合,以连接公司的过去和现在的充分性方法。了解通往充足的不同途径可以帮助现代企业重新考虑自己的商业模式和方向。它还可以指出政策杠杆,以支持向可持续和循环商业模式的转变,促进在地球边界内生活。
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Sufficiency as trend or tradition?—Uncovering business pathways to sufficiency through historical advertisements
Climate change and dwindling resources underline that we need to bring production and consumption levels in line with planetary boundaries. Consumption, particularly in high-income communities, needs to be reduced and stabilized at sustainable levels. Businesses can play a key role as suppliers of goods and services and creators of demand. Some companies are rising to the challenge and promoting less consumption or “sufficiency” through long product lifetimes, repair services or rental offers, but they remain niche actors in the economic system. Similarly, while circular initiatives gain traction across sectors, firms focus primarily on recycling and efficiency improvements rather than supporting more radical “Reduce” strategies. To engage companies in promoting sustainable levels of consumption, it can be helpful to understand pathways of established businesses who currently promote sufficiency. What can we learn from companies that currently promote sufficiency in their communications? Have they always advocated sufficient consumption, or have they changed recently? Through a historical perspective, we provide insights on the pathway of sufficiency for three companies. A document analysis of historical advertisements shines light on the messaging to potential customers over time. It is combined with an analysis of contemporary communications to connect the companies' past and present sufficiency approaches. Understanding different pathways to sufficiency can help modern-day businesses to reconsider their own business models and orientation. It can also point out levers for policy to support a transformation toward sustainable and circular business models that promote living within planetary boundaries.
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