The Shared Product at the Heart of the UN's Sustainable Development Goals

Batoul Tamim (batoul.tamim.auditeur@lecnam.net)
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Batoul Tamim: LIRSA - Laboratoire interdisciplinaire de recherche en sciences de l'action - CNAM - Conservatoire National des Arts et Métiers [CNAM]

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Abstract: This communication presents an innovative approach linking shared products to the United Nations Sustainable Development Goals (SDGs). Shared product or Cause-Related Marketing (CRM) is a charitable marketing strategy that allows a company to promote a product or service by funding a cause of public interest. The SDGs represent a global call to action for a better and more sustainable future for all. In this context, the concept of shared product emerges as a powerful synergy between businesses and the SDGs, playing a central role in achieving these goals. This strategy enables companies concerned with Corporate Social Responsibility (CSR) to create attractive offerings while aligning their actions with the SDGs. It allows companies to enhance their image and social impact while contributing to a more equitable future. The aim of this communication is to propose a methodology for aligning shared product operations with the SDGs, while maximizing the impact of these campaigns. The alignment methodology is based on categorizing shared products according to the different forms of contributions intended for partner NGOs. Thus, shared product proves to be an important lever for achieving the SDGs by integrating philanthropic actions into the CSR strategy of companies.

Keywords: Cause-Related Marketing (CRM); Shared product; Sustainable Development Goals (SDGs); Corporate Social Responsibility (CSR) (search for similar items in EconPapers)
Date: 2024-12-11
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Published in International Conference on Advancing Sustainable Futures (ICASF 2024), Abu Dhabi University, Dec 2024, Abu Dhabi, United Arab Emirates

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