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Animal and plant images in corporate marketing communications are ecosystem services that should be paid for

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  • Kronenberg, Jakub
  • Bocian, Monika

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.

Suggested Citation

  • Kronenberg, Jakub & Bocian, Monika, 2022. "Animal and plant images in corporate marketing communications are ecosystem services that should be paid for," Ecosystem Services, Elsevier, vol. 56(C).
    • Handle: RePEc:eee:ecoser:v:56:y:2022:i:c:s2212041622000602
    DOI: 10.1016/j.ecoser.2022.101464
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    References listed on IDEAS

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    4. Rüdisser, Johannes & Schirpke, Uta & Tappeiner, Ulrike, 2019. "Symbolic entities in the European Alps: Perception and use of a cultural ecosystem service," Ecosystem Services, Elsevier, vol. 39(C).
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