Digital Transformation of Consumer Engagement by Sustainable Communication Tools

Abstract

The Sustainable Development Goals by United Nations is one of the leading challenges of our world today. The common goal is to achieve a globally collaborative sustainable movement for reducing the harmful effects of climate change and its social consequences. Technology, communication, and collaboration are the pivot components of these targets and the continuing discussion of sustainable communication. Within this scope, the chapter discusses the role of sustainable communication for creating communicative action in the aspect of marketing communications. The chapter explains the role of packaging in terms of building emotional bond between the brand and consumer and offers a new communication perspective building brand purpose by using new technology-based packaging systems by giving some examples. The chapter aims to contribute to studies on Marketing 5.0 and sustainable communication beside starting a discussion for professionals on focusing the role of eco-friendly and communicative packages.