Pandemi Sürecinde Sürdürülebilir Pazarlama: United Colors of Benetton Marka İncelemesi
Sustainable Marketing During The Pandemic: United Colors of Benetton Brand Review

Author(s): Bahşende Çoban, Arzu Kızbaz
Subject(s): Marketing / Advertising
Published by: Transnational Press London
Keywords: sustainability; marketing, pandemic; United Colors of Benetton;
Summary/Abstract: The fact that the world we live on does not have enough resources for all humanity and being conscious of consuming these resources by thinking of future generations is the main issue of sustainability. Sustainability, which is the subject of various conferences, summits and agreements globally; It is shaped around three concepts: social, environmental and economic. In this study, the environmental dimension of sustainability will be discussed. Because environmental problems have emerged as a result of a human-centered understanding of life, and these problems can only be solved by the awareness of people and the precautions they take. The "stay at home" rule, which has transformed the human-centered understanding of life and that we have to abide by with the Covid-19 epidemic that we have been experiencing for more than a year, has protected nature, albeit for a while, from the damage caused by humans, just as we have protected humanity from this epidemic. In this direction; It is seen that the brands serving in the fashion sector, as in many other sectors, produce recycled and recyclable products in order to protect natural resources and contribute to sustainability, and implement social responsibility activities within the scope of sustainability. These activities of brands are also included in the subject of sustainable marketing. United Colors of Benetton, which is the leading brand in the collection of second-hand clothing and also one of the first brands to participate in the negotiations on fossil fuels and climate change, carries out many practices under the name of sustainability. The campaign, application and communication activities implemented by the United Colors of Benetton brand within the framework of sustainability during the pandemic process constitute the research subject of this study and will be examined by content analysis method. It is a fact that the consumption habits of individuals have changed with the pandemic and the pandemic has reduced the consumption of clothing products. In this study, while determining how the United Colors of Benetton brand reaches the consumer in this process, the changing role of the marketing mix and sustainable marketing at this point will also be analyzed

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