The dissertation aimed to explore the future of marketing and how digital marketing could contribute to raising awareness more efficiently in non-for-profit campaigns. Field and desk research gave an insight into connecting with the new generation of conscious consumers. The report covers an in-depth study into defining the conscious consumer and how social and environmental impacts drive consumers’ purchasing decisions. The research demonstrated that implementing sustainability is critical for organisations and channelling this message through effective marketing will enable a loyal relationship with the conscious consumer and future generations.
Throughout academic experience, Cause Marketing was always a consistent topic of interest. The #ThinkPlanet Marketing campaign features a collaboration between Birmingham City Council and Client Earth who share a mutual goal to re-brand sustainability and connect with the new generation of conscious consumers. The topic was approached from a different perspective to successfully target working-class families, the campaign aims to re-connect with parents and their children by offering simplistic sustainable every-day practices through education and support.
The concept focuses on taking an innovative approach to sustainability by speaking directly to the working-class through simple marketing methods that engage, connect, and educates the receiver. The campaign utilises visual, digital, print and audio marketing methods with a second objective of engaging with children under the age of 16, as research shows the if we can connect with Generation Z, they have the power to influence older generations.
Final outcomes included visiting Warstones Primary School and conducting sustainability sessions with year-four students. Activities included repair workshops, creative activities, and debate sessions. Another promotional video included using parents and children to discuss what sustainability meant to them and their families.
𝗖𝗮𝗿𝗲𝗲𝗿 𝗣𝗮𝘁𝗵 - 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴
A passion for 'Marketing with a Purpose' has consistently been reflected throughout modules and a strong eye for creativity as well as the ability to think analytically has been acknowledged in work placements, which opens an aspirational career pathway in Digital Marketing.