Sustainable Advertising Represented in a Creative Brief for Dr. Martens
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Sustainable advertising is relevant, because it persuades consumers to participate in smarter purchasing decisions that conserve the environment. Dr. Martens has the potential as a culturally relevant brand to market itself as a sustainable alternative fashion product for any consumer. Culture shifts every day, and brands attempt to keep up with leading ideas and trends. Many brands are focusing more on maintaining "green" practices, whether in the entirety of their business model or through small campaign strategies that cater to brief, environmentally-friendly trends among consumers. Over-consumption is a leading issue for sustainability, and many so-called "sustainable" brands are not marketing their products as long-lasting. In terms of clothing brands, there is a spectrum of sustainability effort in the industry that demonstrates either how honest or how fabricated advertising can be, and social media within campaigns further demonstrates the complexity of sustainable advertising. Brands such as Patagonia and Converse are great examples of sustainable brands that take that mission into their marketing. On the other hand, brands such as H&M utilize smaller marketing strategies to cater to the same consumers in only parts of their business model. This research provides an analysis on the brand Dr. Martens and their metrics for sustainable advertising in fashion. Once sustainable business and successful sustainable advertising is explained, the study analyzes Dr. Martens business strategies, ethical values, and consumer communication to determine the sustainability of the brand itself and its potential to promote modest consumption in a hedonic consumer environment through the use of social media strategy and cultural relevancy.