The following research has a strong focus on understanding how audiences make sense of The Body Shop’s (also referred as TBS) core values and biggest aim of becoming “the most ethical and sustainable global business brand of the world”, when decoding messages of TBS’s latest campaign ‘Enrich Not Exploit Commitment’ developed in 2015 and launched within Denmark in 2016.
In order to investigate so, we conducted a qualitative method study, which followed Dervin’s (1998) Sense-making approach as a cornerstone when collecting the project’s primary data through focus groups. The starting point of this process was an online survey publicly shared in order to narrow down the audience participating in our focus group: those who were aware of sustainability. Simultaneously, we also conducted an expert interview with TBS’s External Communication Manager, which provided us with secondary data used to shape our data collection methods.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Master|