Co-creating sustainability: Transformative power of the brand

We explore marketing activity at the micro level as it contributes to the co-creation of sustainability and leads to transformational shifts towards sustainable futures. Utilising a value co-creation lens our study implements a novel four phase case research process. Three sustainable fashion brands are analysed via brand-generated content on their Instagram accounts, through interviews with thirty self-confessed brand enthusiasts and using consumer focus groups. Analysis provides insights into how sustainability is co-created between brands and consumers demonstrating that marketing and brands have the power to harness sustainability and instigate change. The paper contributes an innovative ‘Co-creating sustainable futures’ framework providing a platform to implement marketing activity and future research by marketing/brand managers and researchers committed to sustainability and initiating transformation towards sustainable futures.

Keywords

Brand management, brand cause fit, value co-creation, sustainability, sustainable futures, transformation

Citation

Palakshappa N, Bulmer S, Dodds S. (2024). Co-creating sustainability: transformative power of the brand. Journal of Marketing Management.

URI

https://mro.massey.ac.nz/handle/10179/70312

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