Ohållbar marknadskommunikation av seriösa hållbarhetsaktörer: en fallstudie av H&M och Max

Abstract

Problem: Companies engage in serious sustainability work, but there is reason to believe that this is not reflected in their market communication. As companies wait for the market to show an increased interest in sustainable products, changes in market communication tend to be conservative. Purpose: The main purpose of this paper is to investigate whether companies in the fast fashion and the fast food industries are engaged in serious sustainability work at the same time is using unsustainable market communication. Part of this work is to compile a basic definition of unsustainable market communication based on theory. Method: A qualitative approach was used, in which a case study, based on picture analysis, was conducted with empirical data taken from the companies‟ market communication. Theory: The theoretical framework is based in theories concerning market communication, sustainability aspects and consumerism. Result: The empirical data presented in the case study report is based on the image analysis performed on the market communication material, in the form of commercials, and the analysis model that was constructed. Analysis: The empirical data was compared to the theories used in the theoretical framework, and the results were analyzed to find overall similarities within the companies‟ market communication. Conclusion: Companies in the fast fashion and the fast food industries engaged in serious sustainability work can simultaneously use an unsustainable market communication, as defined in this work.