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Social Sustainability: Brand Management and SDG 5

In: Nachhaltiges Markenmanagement

Author

Listed:
  • Nicole Böhmer

    (Hochschule Osnabrück)

  • Kai Michael Griese

    (Hochschule Osnabrück)

  • Lavinia Celina Rahmawati

    (Hochschule Osnabrück)

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.

Suggested Citation

  • Nicole Böhmer & Kai Michael Griese & Lavinia Celina Rahmawati, 2023. "Social Sustainability: Brand Management and SDG 5," Springer Books, in: Gabriele Schuster & Lisa-Charlotte Wolter (ed.), Nachhaltiges Markenmanagement, chapter 0, pages 71-83, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-42569-2_5
    DOI: 10.1007/978-3-658-42569-2_5
    as

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