The Water Savers: alternative media and conscious consumption: The Water Savers: alternative media and conscious consumption

• Autor(a) principal: Souza, Maicon Ferreira de
• Data de Publicação: 2023
• Outros Autores: Krissa, Natali
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Comunicologia
• Texto Completo: https://portalrevistas.ucb.br/index.php/RCEUCB/article/view/13575

Based on the contextualization of conscious consumption and its relationship with changes in consumer behavior, this work aims to verify the presence of elements of marketing 3.0 as one of the values ​​of the company / brand Colgate. The focus will be the play called The Water Savers, performing an analysis of the play using theoretical framework to support the study. As described throughout this work, it was found that the company is consistent with the values ​​that are based on respect for people and the environment. Its communication extends to the corporate space and impacting its public and its final consumers, concluding that marketing 3.0 is being incorporated into the brand, which supports the use of eco-advertising by the company.