1.1 Analysis (Week 21)
Identifying key consumer behaviour topics which underpin the move towards greater sustainability behaviours by (mainly younger) consumers in UK. Generation Z.
Linking these topics to contemporary Peer Reviewed academic literature (minimum of 25 academic sources) and practitioners /other literature.
Analysis of the application of your research to Gen Z and other age cohorts.
1.2 Application (Week 24)
Marketing Communications objectives, Key messages and platforms linked to GEN Z.
Discussion of Message, media, and other relevant elements.
1.3 Ensuring the Campaign is clearly linked to and underpinned by analysis
(Week 29)
Putting it all together and evaluation of work using marking rubric.
- Assessment brief
Drawing on appropriate academic literature (you may choose to consider a focus on any of the following consumer culture and behaviour topics: attitudes & behaviour change, Self Concept, Diffusion of Innovation, motivation & values, ethical/sustainable consumption but remember your analysis MUST be Academic Literature based for the first part of this work) explain why an increasing number of (mainly younger) consumers in the UK are adopting sustainable lifestyles, avoiding or reducing their consumption of animal based diets, and clothing, avoiding owning cars, upcycling and embracing second hand goods.
Based on your analysis, make recommendations for how a social marketing campaign could be developed so as to try and encourage more Gen Z consumers to change their consumption patterns to change some of their consumption behaviours towards more sustainability. This is to be a campaign aimed at Gen Z consumers in UK.
Ensure your suggestions include justified media choices, original (i.e. your own design, not copied from other campaigns) examples of content and narrative justifying your choices.
2.1 Presentation and Suggested Structure
This assignment requires you to produce a report. Your assignment should be double-line spaced with a font size of 12. Pages should be numbered. Please use the following guidelines to help you to structure your work:
1.0 Introduction – provide a concise introduction to your assignment (Aim pproximately 100-200 -words for this section)
2.0 Explanation of Consumers’ Behaviour – this section should draw on appropriate academic literature to explain why an increasing number of (mainly younger) consumers in the UK are moving towards more sustainable consumption behaviours. Make use of appropriate academic literature (only) to support your discussion and analysis here.
(Aim for approximately 2,300 – words for this section)
3.0 Social Marketing Campaign – this section should make recommendations for how a social marketing campaign could be developed so as to try and change consumers’ consumption patterns in relation to sustainability. This section must be linked to your first section (i.e. your analysis of consumers’ behaviour should inform your recommendations). Again, make use of appropriate academic literature. In addition, you may also use other secondary literature sources on the issue of vegetarianism and veganism, upcycling etc, collaborative consumption. (e.g. ‘grey’ and practitioner literature – an example of which might be Mintel reports or articles from the Ethical Consumer magazine). You need to include justified media choices for your target audience, and original examples of content, again justified.
(Aim for approximately 1,000 – 1,200 words for this section
SEE TWO SECTIONS GUIDELINE ON UPLOADED WORD DOC:
THE FOLLOWING ARE THE TOPICS WE HAVE LEARNED IN CONSUMER BEHAVIOUR & CULTURE WHICH MUST REFLECT ON EVERY STAGE OF THE PAPER
Consumers and Society
Future Trends
Sharing Economy and Discussion on ownership.
Reference Groups, Tribes and Communities of Consumption
Culture: Basics
Personality and The Self (Self concept)
Psychographics is covered & link to Motivation
Learning & Memory (Read Chapter 6 in the core Text (Solomon et al Consumer Behavior A European Perspective 7th Ed (2019) Pearson
Learning & Memory (the idea of repetition).
Perception
Motivation Core text (Solomon,et Al) Consumer Behavior a European Perspective 7th Ed (2019)
Decision Making
Ownership
Gen Z – a consumer cohort – There are a few individual characteristics we need to be aware of for this consumer cohort.
Gen Z part- Marketing to Gen Z – This leads on from the first lectorate and is specific about areas you will want to consider when developing your