Social Sustainability: Brand Management and SDG 5

Nicole Böhmer (), Kai Michael Griese () and Lavinia Celina Rahmawati ()
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Nicole Böhmer: Hochschule Osnabrück
Kai Michael Griese: Hochschule Osnabrück
Lavinia Celina Rahmawati: Hochschule Osnabrück

Chapter Kapitel 5 in Nachhaltiges Markenmanagement, 2023, pp 71-83 from Springer

Abstract: Summary This chapter examines the integration of Sustainable Development Goal 5 (SDG 5) into identity-based brand management by focusing on Dove’s brand management as a case study. The Dove “Real Beauty” campaign highlights the potential for brands to address gender equality and female empowerment by aligning with pro-female and feminist principles. A narrative literature review shows how the components of identity-based brand management have been observed in scholarly discussions. Despite mixed responses and criticisms, Dove initiated important conversations around beauty standards and gender equality. The chapter emphasizes the need for authenticity, sensitivity, and continuous improvement in integrating SDG 5 into brand management while acknowledging the potential risks and limitations of consumerist therapy and false hopes. Future research could therefore explore diverse brands, industries, and cultural contexts, as well as the role of intersectionality in identity-based brand management.

Keywords: Identity-based brand management; Gender; Equality; Empowerment; Brand activism (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-42569-2_5

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DOI: 10.1007/978-3-658-42569-2_5

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