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- All Subjects: Sustainability
- All Subjects: Advertising
- Creators: Dean, W.P. Carey School of Business
- Creators: Department of Marketing
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
- Resource Type: Text
Waste pickers are the victims of harsh economic and social factors that have hurt many developing countries and billions of people around the world. Due to the rise of industrialization since the 19th century, waste and disposable resources have been discarded around the world to provide more resources, products, and services to wealthy countries. This has put developing countries in a precarious position where people have had very few economic opportunities besides taking on the role of waste pickers, who not only face physical health consequences due to the work they do but also face exclusion from society due to the negative views of waste pickers. Many people view waste pickers as scavengers and people who survive off of doing dirty work, which creates tensions between waste pickers and others in society. This even leads to many countries outlawing waste picking and has led to the brutal treatment of waste pickers throughout the world and has even led to thousands of waste pickers being killed by anti-waste picker groups and law enforcement organizations in many countries. <br/> Waste pickers are often at the bottom of supply-chains as they take resources that have been used and discarded, and provide them to recyclers, waste management organizations, and others who are able to turn these resources into usable materials again. Waste pickers do not have many opportunities to rise above the situation they are in as waste picking has become the only option for many people who need to provide for themselves and their families. They are not compensated very well for the work they do, which also contributes to the situation where waste pickers are forced into a position of severe health risks, backlash from society and governments, not being able to seek better opportunities due to a lack of earning potential, and not being connected with end-users. Now is the time to create new business models that solve these large problems in our global society and create a sustainable way to ensure that waste pickers are treated properly around the world.
In this paper, our Founders Lab team members — Jacob Benevento, Sydney Evans, and Alec Whiteley — recount the year-long entrepreneurial journey that led to the creation and launch of our venture, Certified Circular. Certified Circular is a program that certifies on-campus events for implementing circular practices into their activities as well as off-campus businesses. The venture was formed in response to our group’s propelling question and industry selection, which called on us to create and market a venture within the ethical circular economy.
In the current age of global climate crisis, corporations must confront the rising pressure to mitigate their environmental impacts. The goal of this research paper is to provide corporations with a resource to manage waste through the implementation of a circular economy and by increasing Corporate Social Responsibility (CSR). Navigating this large and complex system required the use of various methodologies including: the investigation of the relationships between waste management systems and sustainable development across major companies; literature reviews of scholarly articles about CSR, circular economies, recycling, and releases of company reports on sustainable development and financials. Lastly, interviews and a survey were conducted to gain deeper insight into the problems that make circular economies so difficult to achieve at scale.
Brundtland’s definition of sustainability is the ability to “meet the needs of the present<br/>without compromising the ability of future generations to meet their needs” (IISD, 2021). But<br/>what if there are no future generations? Social sustainability, the sector of sustainability that<br/>foregrounds the well-being and livelihoods of people (and thereby continuation of humanity), is<br/>included in definitions within the sustainability field, but less developed in sustainability<br/>practice. In an effort to bridge this gap of knowledge, 14 U.S. cities and over 100 sustainability<br/>policies were analyzed for their social sustainability performance. An eight-item analytical<br/>framework that deals with differing areas of social equity guided the analysis. Results found that<br/>most cities’ sustainability departments fell short of truly addressing social sustainability<br/>concerns. Out of the eight items, the most frequently addressed were housing security and racial<br/>and gender equality whereas few, if any, cities addressed the more specific social concerns of<br/>immigration, technology and media, or arts/cultural preservation. Future research is<br/>recommended to gain a better understanding of the ways existing cities can improve in this area.
This thesis project has been conducted in accordance with The Founder’s Lab initiative which is sponsored by the W. P. Carey School of Business. This program groups three students together and tasks them with creating a business idea, conducting the necessary research to bring the concept to life, and exploring different aspects of business, with the end goal of gaining traction. The product we were given to work through this process with was Hot Head, an engineering capstone project concept. The Hot Head product is a sustainable and innovative solution to the water waste issue we find is very prominent in the United States. In order to bring the Hot Head idea to life, we were tasked with doing research on topics ranging from the Hot Head life cycle to finding plausible personas who may have an interest in the Hot Head product. This paper outlines the journey to gaining traction via a marketing campaign and exposure of our brand on several platforms, with a specific interest in website traffic. Our research scope comes from mainly primary sources like gathering opinions of potential buyers by sending out surveys and hosting focus groups. The paper concludes with some possible future steps that could be taken if this project were to be continued.
Before creating a campaign targeting Millennials, this thesis first identifies which consumers belong in the Millennial demographic. The definition given looks beyond the ‘age 18-34’ demographic information and analyzes the generation’s unique characteristics, their feelings of being misunderstood by businesses, the importance of social media and technology in their world, and what motivates them to take action.
The subsequent case studies examine the advertising tactics of Barack Obama’s 2008 presidential campaign, the burgeoning social news and entertainment website BuzzFeed, and Beats by Dre headphones. Each of these brands successfully captured the Gen Y demographic group, with an emphasis on the younger end of the 18-34 age spectrum, and effectively communicated their understanding of Millennials’ culture. Each of the three campaigns contained social or digital elements to create engaging and relevant content for the niche of younger Millennials. Immediately following the case studies, best practices are outlined to summarize the findings.
Finally, a digital campaign is proposed for Bose headphones. The literature review, case studies, and best practices contributed to the culminating campaign, which will allow Bose to reach the younger Millennial audience.
