2022-03-23 20:29:54
Оригинальный кусок текста моего Cambridge assignment, который вчера сдала. В ИГ многие просили на англ почитать как это выглядит.
Задание было написать корпоративный пост в правильном tone of voice и осветить некоторые моменты.
Здесь я освещаю спорные аспекты marketing communication.
We live in the world of cynical optimism. We are optimistic about the future, support brands’ sustainability efforts, yet we always doubt. We verify claims and doublecheck performance. And that’s good! In fact, 60% of sustainability claims by UK & European fashion brands in 2021 were misleading.
Introducing recycled materials is one of the most common responses of apparel industry. In attempt to highlight their efforts, companies claim collections to be “sustainably sourced” or “sustainably produced” – often superficially and misleading, instead of providing details of the garment’s environmental benefits or amount of recycled material used. This led to H&M being accused of “greenwashing” of their Conscious Collection in 2019.
Another marketing failure is promoting sustainability as a “feel-good” tool. Buying something environmentally good for the sake of its “eco-friendliness” gives consumers a reason to feel better about purchases they often don`t need. “Buy this recycled bag-save the planet” claims may in fact lead to overconsumption. Product marketing should avoid overexaggerated and inaccurate statements, encourage consumers to opt-in for a repair/reuse program instead of buying more.
1.5K viewsLisa, 17:29
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