Initial Essay Plan

To what extent are new generation of consumers changing the landscape of branding by pushing the meat and diary industry to be more sustainable and how are they responding to it ?

Define terms

Hardly any branding of meat and if there is it is very masculine. 

Examples of ethical meat 

why millennials are leaving meat, backed up with examples 

why consumers are ready and want sustainable brands. 

How companies are reacting to it, using their brand 

are the new consumers forcing the companies to be more honest with their branding 

meat branding compared to vegan and veggie, is meat branding dated 

use examples of meat free products how they are branded. 

integrated sustainability- integrating sustainability into our systems and our lives, this is becoming more and more common with in the new generation that, what we consume we want to be sustainable 

the term new generations- By new generations I mean Millennials and the iGens people born in the 80s to present day. The age of knowledge, where information is constant. 

Sustainable Capitalism- An economic system within which business and capital seek to maximise long term value and creation, accounting for all material Environmental, Social and Governance metrics to address both risks and opportunities.  

Sustainable Business- does not borrow its current earnings from its future earnings and provides goods and services in a manner that is consistent with the transition to a low carbon, prosperous, equitable, healthy and safe society  

connected capitalism- The idea that Capitalism can give back, so that companies can do good and still turn a profit. integrate sustainability with in their business and the process of making their product. Social, economic and environmental sustainability.

compare to rampant capitalism 

masked free markets ideas- Connected sustainability could just be a mask so the companies can just higher the prices of their products because consumers think that they are putting more effort and money into being sustainable. 

sustainable consumerism - is a similar idea to connected capitalism however it is more to do with the actual consumers and the choices they are making. Linking back to the new generations, they are less susceptible to branding and marketing that is false and can easily pull them apart if they are fake. So they have a clear knowledge of whether a company is true or not through their branding. 

against marxism- connected capitalism and sustainable consumerism both contrast to a marxist way of thinking as he believes that any decision made as an individual and not as a community is unsustainable 

models of consumption  

Concept

Are the new generations of consumers actually changing the landscape of branding to be more sustainable or is it just a trend, how are the companies acclimatising to this shift. (Their response)

Theories  

Capitalism, look in to connected capitalism, green/sustainable consumerism 

Marxist view 

Case Studies 

case studies

ben jerrys political ice cream

Patagonia 

What millennials say and do are very different things !!!

link to brexit young voters, how many people in our class are doing an essay on sustainability.

Millennials are same as any other generation were just the first to know properly about the damage we are doing, more that connects than divides.

Beyond meat sold in meat isle to target meat eaters

Helpful Quotes 

Link

because if they are more aware their branding of products needs to be genuine and honest and true to the product otherwise if any bad associations of the brand come out it will spread like wildfire  and it will damage their reputation as the new conscious consumers will stop purchasing it. 

does a product have to be genuine honest and true in an age of information - choice?

Link 

Looking Closer 4: Sustainable Consumerism 

Sustainable consumerism and connected capitalism are similar ideas 

this is backed up by Chris Riley as he talks as he also talks of how the newer generations saying they have a culture of knowledge and they are rebelling 

"The cultural role of brands is to respond to the spirit of the times"

They have a different narrative than previous generations of consumers. Their narrative embraces their position within a complex and interlinked world.

 "they are rethinking the way they consume, rather than becoming trapped within the manufactures aspirations of the mass market, they are seeking to create experiences that connect them in a meaningful way to ideas and ideals that are worth something.”

A sustainable brand is one that has successfully integrated environmental, economic and social issues into its business operations.

"Advertising and branding which is claimed are co-opting and remaking our culture and blurring the distinction between public and private"

This point is also backed up by Naomi Klein in her book No Logo, 1999

They have a different narrative than previous generations of consumers. Their narrative embraces their position within a complex and interlinked 

world.

The pushot of this is that 'sustainability' has become their issue. the new consumer owns the new consumption, and their values will dictate which brands succeed and how. There is no barrier being put up by the consumer to the idea of sustainable consumption.

"information technology had stimulated the creation of a culture of knowledge and it is sweeping the world. In the culture of knowledge everything seems knowable, but also everyone wants to know. From the vicarious experience of survival to a basic understanding of the capitalist system and its attendant marketing habits, people feel smart and informed