IDEAS home Printed from https://ideas.repec.org/h/spr/sptchp/978-3-032-16498-8_6.html

Communicating Sustainable Value Through Marketing Communications

In: Sustainable Marketing

Author

Listed:
  • Dobromir Kirilov Stoyanov

    (University of Strasbourg, EM-Strasbourg Business School, HuManiS Research Center (UR 7308))

Abstract

This chapter presents the requirements from the 11th edition of the ICC Advertising and Marketing Communications Code, developed by the International Chamber of Commerce (2024), which represents the most detailed and comprehensive guideline on how marketers can communicate sustainable customer value. The chapter outlines the key principles that should govern responsible marketing practices in advertising, sales promotions, sponsorship, data-driven marketing, environmental marketing, and marketing to children. It emphasizes the importance of legal, ethical, and honest communication, social and environmental responsibility, transparency, and evidence-based claims. The chapter also discusses the risks of greenwashing, the need for substantiated environmental claims, and the special considerations required when marketing to vulnerable audiences such as children and teens. By adhering to these principles, businesses can foster consumer trust, promote fair competition, and contribute to a responsible marketing environment that benefits both companies and society.

Suggested Citation

  • Dobromir Kirilov Stoyanov, 2026. "Communicating Sustainable Value Through Marketing Communications," Springer Texts in Business and Economics, in: Sustainable Marketing, chapter 6, pages 87-101, Springer.
    • Handle: RePEc:spr:sptchp:978-3-032-16498-8_6
    DOI: 10.1007/978-3-032-16498-8_6
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sptchp:978-3-032-16498-8_6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.