 Animal and plant images in corporate marketing communications are ecosystem services that should be paid forJakub Kronenberg and Monika Bocian Ecosystem Services, 2022, vol. 56, issue C Abstract: Animal and plant images are omnipresent in corporate marketing communications. In this short communication, we posit that this is an ecosystem service belonging to the “spiritual, symbolic and other interactions with natural environment,” irrespective of the beneficiary’s presence in the environmental setting. Using a case study of a large Polish producer of building materials that features a white stork in its marketing (advertising, packaging etc.), and a survey of construction professionals, we suggest that this company should actually pay back to white stork conservation. Such a scheme could follow the logic of payments for ecosystem services, and it is in line with previous calls for various species or wildlife royalties. We discuss the context of creating such payments, along with their key advantages and challenges. Ultimately, similar arguments could be made about the use of natural imagery in general. Keywords: Cultural values; Cultural ecosystem services; Inspiration; Birds; White stork; Business; Marketing; Advertising; Corporate social responsibility (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:ecoser:v:56:y:2022:i:c:s2212041622000602 DOI: 10.1016/j.ecoser.2022.101464 Access Statistics for this article Ecosystem Services is currently edited by Leon C Braat More articles in Ecosystem Services from Elsevier |
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