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Sustainability Communication and Marketing

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  • Chapter 5 — Responsible Storytelling and Campaign Design
  • 5.1 The verified communication handover
  • 5.2 Emotional connection and value perception
    • 5.2.1 Case example — GANNI × Vestiaire Collective: giving clothes a new story
  • 5.3 Building the circular story
    • 5.3.1 Choosing a story angle
    • 5.3.2 Translating the story into visual language
    • 5.3.3 Redirecting aspiration
    • 5.3.4 Case example — Chloé × Mifuko: choosing a people angle
    • 5.3.5 Case example — PANGAIA × Coral Gardeners: choosing a system angle
  • 5.4 Content strategy and digital tools
    • 5.4.1 Matching format and depth to the message
    • 5.4.2 Using digital tools and AI responsibly
  • 5.5 Designing the circular campaign
  • 5.6 Case studies
    • 5.6.1 Marine Serre — regeneration, time and emotional value
    • 5.6.2 Case study — Patagonia: challenging the conventional purpose of marketing
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  1. SCM
  2. Chapter 5 — Responsible Storytelling and Campaign Design
  3. Chapter 5 — full chapter

Chapter 5 — full chapter

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Chapter 5 — full chapter

5.6 Case studies

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