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- All Subjects: Sustainability
- Creators: Department of Marketing
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- Member of: Barrett, The Honors College Thesis/Creative Project Collection
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Description
Millennials are the group of people that make up the newer generation of the world's population and they are constantly surrounded by technology, as well as known for having different values than the previous generations. Marketers have to adapt to newer ways to appeal to millennials and secure their loyalty since millennials are always on the lookout for the next best thing and will "trade up for brands that matter, but trade down when brand value is weak", it poses a challenge for the marketing departments of companies (Fromm, J. & Parks, J.). The airline industry is one of the fastest growing sectors as "the total number of people flying on U.S. airlines will increase from 745.5 million in 2014 and grow to 1.15 billion in 2034," which shows that airlines have a wider population to market to, and will need to improve their marketing strategies to differentiate from competitors (Power). The financial sector also has a difficult time reaching out to millennials because "millennials are hesitant to take financial risks," as well as downing in college debt, while not making as much money as previous generations (Fromm, J. & Parks, J.). By looking into the marketing strategies, specifically using social media platforms, of the two industries, an understanding can be gathered of what millennials are attracted to. Along with looking at the marketing strategies of financial and airline industries, I looked at the perspectives of these industries in different countries, which is important to look at because then we can see if the values of millennials vary across different cultures. Countries chosen for research to further examine their cultural differences in terms of marketing practices are the United States and England. The main form of marketing that was used for this research were social media accounts of the companies, and seeing how they used the social networking platforms to reach and engage with their consumers, especially with those of the millennial generation. The companies chosen for further research for the airline industry from England were British Airways, EasyJet, and Virgin Atlantic, while for the U.S. Delta Airlines, Inc., Southwest Airlines, and United were chosen. The companies chosen to further examine within the finance industry from England include Barclay's, HSBC, and Lloyd's Bank, while for the U.S. the banks selected were Bank of America, JPMorgan Chase, and Wells Fargo. The companies for this study were chosen because they are among the top five in their industry, as well as all companies that I have had previous interactions with. It was meant to see what the companies at the top of the industry were doing that set them apart from their competitors in terms of social media marketing content and see if there were features they lacked that could be changed or improvements they could make. A survey was also conducted to get a better idea of the attitudes and behaviors of millennials when it comes to the airline and finance industries, as well as towards social media marketing practices.
ContributorsPathak, Krisha Hemanshu (Author) / Kumar, Ajith (Thesis director) / Arora, Hina (Committee member) / W. P. Carey School of Business (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Hugh Downs School of Human Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Sustainability has been a growing topic since the 1970’s, but is truly taking shape today as society is beginning to understand the necessity of protecting our environment. Business organizations are following this ‘megatrend’ and are beginning to incorporate sustainable initiatives in their organizations from the inside out. The sports industry is no exception as they are extremely influential over the millions of fans that follow them, whom have a strong affiliation with their favorite team. The Arizona Diamondbacks understand this responsibility and seek to be a leader in their community by creating many sustainable initiatives within their organization and community. The current problem the organization faces, is that much of the community are not aware of their environmental commitment. This is in part due to a lack of marketing within the organization and to the Arizona valley. This project analyzes the sports industry’s commitment to sustainability and how the Arizona Diamondbacks compare to industry leaders. Included is a detailed marketing plan for the organization comprised of current initiatives and of new initiatives that the Diamondbacks could potentially carry out. The implementation of this proposal could deem extremely beneficial as it would strengthen their identity, unify their employees and engage fans, which will make them feel a deeper affiliation with the organization. The Diamondbacks have made a commitment to the environment, but it is time to deepen that commitment, set an example for people in the Valley and in turn, spark social change.
ContributorsBauman, Jillian (Co-author) / Hopson, Emma (Co-author) / Eaton, John (Thesis director) / Kutz, Elana (Committee member) / Barrett, The Honors College (Contributor) / W. P. Carey School of Business (Contributor) / Department of Management (Contributor) / Department of Marketing (Contributor) / School of Sustainability (Contributor)
Created2015-05
Description
As an important part of the movement for local and sustainable food in our cities, urban farming has the potential to actively involve urban dwellers in environmental, social, and economic issues of a global scale. When assessed according to a three-pillar model of sustainability, it can offer solutions to many of the major problems associated with the industrial food model that currently dominates the United States market. If implemented on a larger scale in the Phoenix metropolitan area, urban farming could improve overall environmental conditions, stimulate the local economy, and help solve food access and inequality issues. Through interviews with both amateur and established local urban farmers, this thesis attempts to identify and analyze some of the main barriers to the widespread participation in and incorporation of urban agriculture in the Phoenix Valley. Problems encountered by newcomers to the practice are compared with the experiences of more successful farmers to assess which barriers may be circumvented with proper knowledge and experience and which barriers specific to the Phoenix region may require greater structural changes.
ContributorsRay, Emily Catherine (Author) / Puleo, Thomas (Thesis director) / Peterson, Greg (Committee member) / Barrett, The Honors College (Contributor) / School of International Letters and Cultures (Contributor) / School of Politics and Global Studies (Contributor)
Created2014-12
Description
Although sustainability as a concept and a science has been around for quite some time, it has only recently come into the common vernacular of citizens around the world. While there are a number of arguments that have been and can be made about the role of sustainability in developing countries, it can be said with certainty that sustainability education, especially at the pre-university level, is commonly neglected even in countries that have sustainability initiatives elsewhere in their systems. Education is an important part of development in any country, and sustainability education is critical to raising generations who are more aware of the connections in the world around them. Informal education, or education that takes place outside of a formal classroom, can provide an especially important platform for sustainability ideas. These factors take on unique characteristics within the environment of a small island with noble sustainability goals but limited resources and an economy that includes a significant domestic goat population. After providing basic background on sustainability and the nature of the educational process within the environment of the small island-nation of Grenada, I discuss the importance of informal education and follow my path with a local non-profit in Grenada leading to the development of a locally-relevant sustainability curriculum for implementation in a K-6 school.
ContributorsMelkonoff, Natalie Anne (Author) / Eder, James (Thesis director) / BurnSilver, Shauna (Committee member) / Barrett, The Honors College (Contributor) / School of International Letters and Cultures (Contributor) / School of Sustainability (Contributor) / School of Life Sciences (Contributor)
Created2015-05
Description
This paper explores multidisciplinary curricula, services, and experiential learning in higher education on sustainability. Researchers attempt to understand sustainability as a formalized degree program, what frameworks and techniques are used to improve new disciplines, and how Arizona State University's School of Sustainability (SOS) improves sustainability education in higher learning. Secondary research includes a discussion on the history of sustainability as a discipline, the university as a social system, the role of university administration, the roles of professors and students, benchmarking and process improvement for curriculum development, and methods to bridge epistemologies in SOS. The paper presents findings from a study of the SOS undergraduate student experience that used focus groups to gather qualitative data and statistical analysis to analyze that data quantitatively. Study findings indicate that that measuring student perception of SOS's academic services, and understanding the social system of the university, helps administration, faculty, and students collaborate more effectively to enhance learning experiences.
ContributorsTom, Sharyn Paige (Author) / Haglund, LaDawn (Thesis director) / Ankeny, Casey (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / School of Sustainability (Contributor)
Created2015-05
Description
In 2016, in the United States alone, the cosmetics industry made an estimated 62.46 billion dollars in revenue (Revenue of the Cosmetic Industry in the U.S. 2002-2016 | Forecast). With a consistent increase in sales in the last several years, the industry has reached continued success even during times of hardship, such as the Great Recession of 2008. The use of Corporate Social Responsibility (CSR), external campaigns, and thoughtful packaging and ingredients resonates with targeted consumers. This has served as an effective strategy to maintain growth in the industry. Cosmetic companies promote their brand image using these sustainability tactics, but there seems to be a lack of transparency in this unregulated industry. The purpose of this thesis is to determine if the cosmetics industry is a good steward of the sustainability movement. Important terms and concepts relating to the industry will be discussed, then an analysis of sustainability focused cosmetic brands will be provided, which highlights the extent to which these brands engage in activities that promote sustainability. This is followed by an application of findings to a company that could benefit from using such practices. Overall, the analysis of the different brands proved to be shocking and disappointing. This is due to the sheer amount that scored very poorly based on the sustainability criteria developed. The cosmetics industry is too inconsistent and too unregulated to truly act as a good steward for sustainability. Though some companies in the industry succeed, these accomplishments are not consistent across all cosmetic companies. Hence, the cosmetics industry as a good steward for sustainability can only be as strong as its weakest link.
ContributorsMamus, Sydney Wasescha (Author) / Ostrom, Amy (Thesis director) / Kristofferson, Kirk (Committee member) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Although the Leadership Scholarship Program has seen successful recruiting processes throughout changes in leadership of the program; the organization expressed a need for major overhaul to reevaluate the decisions of the process and to establish backing for those decisions. By asking current and alumni members of the program about what they would like to see in a future member of the program as well as which parts of the process they found most important, the qualities of a future member of the program could be established and weighted. The goals of the reevaluation were to help eliminate bias, discrepancies between applications with extremely different uncontrollable factors, define points of discrepancies, and establish organizational sustainability while achieving a 100% acceptance rate from offered students. Each of these goals was achieved through methods outlined in the LSP Selection Process Manual that was written as a result of this reevaluation. The manual also outlines ways to improve the process going forward.
ContributorsCassidy, Delilah R. (Author) / Kappes, Janelle (Thesis director) / Klinkner, Lara (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Department of Marketing (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Generation Green is a multimedia website illustrating sustainability for the Millennial generation. This is a creative thesis project for Arizona State University's Barrett, The Honors College. Within the site, there are resources, photo stories, videos, a mini-documentary, a stop-motion story and infographics that feature Millennials who are living greener lives. Generation Green brings understanding and clarity to sustainability through the voices of today's generation. Visit the website at: generation-green.com/thesis_website or generation-green.com
ContributorsHavir, Aiyana Cole (Co-author) / Stein, Jake (Co-author) / Stein, Jay (Thesis director) / Dodge, Nancie (Committee member) / Barrett, The Honors College (Contributor) / School of International Letters and Cultures (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2013-12
Description
Consumption of seafood poses a substantial threat to global biodiversity. Chemical contamination found in both wild-caught and farmed seafood also presents significant health risks to consumers. Flame retardants, used in upholstery, plastics, clothing, and other products to reduce fire danger, are of particular concern as they are commonly found in the marine environment and permeate the tissues of fish that are sold for consumption via multiple pathways. By summarizing various metrics of sustainability and the mercury content in consumed species of fish and shellfish, researchers have found that high levels of chemical contamination was linked with lesser fishery sustainability. I conducted a literature review of flame retardant content in seafood to further compare contamination and sustainability in addition to the initial analysis with mercury. My review suggests that the widespread issue of fishery collapse could be alleviated by demonstrating to stakeholders that many unsustainable fish stocks are mutually disadvantageous for both human consumers and the environment. Future research should address the need for the collection of data that better represent actual global contaminant concentrations in seafood.
ContributorsNoziglia, Andrea Joyce (Author) / Gerber, Leah (Thesis director) / Smith, Andrew (Committee member) / Pratt, Stephen (Committee member) / Barrett, The Honors College (Contributor) / Herberger Institute for Design and the Arts (Contributor) / School of International Letters and Cultures (Contributor) / School of Life Sciences (Contributor)
Created2014-05
Description
Over the past two decades, the fashion industry has evolved to both create and respond to the consumer's demand for fast fashion, the industry of inexpensive clothing produced at high rates to respond to changing consumer trends. As fast fashion grew in popularity, the new standard of the industry was to create and manufacture every other week, producing continual new trends for a market designed for continual consumption. As the garments being produced were made for short life-spans, textile waste began to grow and the fashion industry was named the second largest pollutant in the world next to oil. Coming out of a market saturated with clothing, a new trend focused around sustainability and reuse has emerged: the resale market. With increased awareness for sustainability, circular fashion business models have emerged from a more linear and disposable supply chain. By focusing on environmental, social, and financial aspects of a supply chain, otherwise known as the triple bottom line, we discuss how second-hand shopping should be managed to satisfy customer shopping expectations.
The creative project of this thesis showcases various wardrobes that have solely been purchased second-hand. The purpose of the creative presentation is to show that no matter one’s style preference, occupation, or age, second hand shopping can appeal to every type of customer. Second hand shopping is not only for “thrifty” millennials, it it for everyone, and can encompass anyone’s clothing needs.
The creative project of this thesis showcases various wardrobes that have solely been purchased second-hand. The purpose of the creative presentation is to show that no matter one’s style preference, occupation, or age, second hand shopping can appeal to every type of customer. Second hand shopping is not only for “thrifty” millennials, it it for everyone, and can encompass anyone’s clothing needs.
ContributorsToomb, Sophia Mikaela (Author) / Sewell, Dennita (Thesis director) / Wiedmer, Robert (Committee member) / Department of Supply Chain Management (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05