Beata Tarczydło

CEL NAUKOWY: Celem artykułu jest przybliżenie wyzwań, okazji i sprawności (w perspektywie prakseologicznej) komunikacji przedstawicieli samorządu z użyciem mediów społecznościowych stosownie do obecnych uwarunkowań. PROBLEM I METODY BADAWCZE: Podstawowymi problemami badawczymi są pytania: Jak uwarunkowania społeczne, techniczne i technologiczne wpływają na komunikację przedstawicieli samorządu z użyciem dynamicznie rozwijających się portali społecznościowych? Jakie narzędzia, metody i procedury należy wypracować, dążąc do sprawności komunikacji w mediach społecznościowych w ujęciu prakseologicznym? Przeprowadzono badania pierwotne online z użyciem metod: wielokrotne studium przypadku (73 przedstawicieli samorządu), analiza treści, obserwacja uczestnicząca i wywiad. PROCES WYWODU: Na potrzeby artykułu dokonano przeglądu piśmiennictwa w celu ustalenia podstawowych pojęć, a następnie przeglądu dostępnych raportów z badań dotyczących środowiska internetowego, mediów społecznościowych oraz komunikacji w sektorze samorządowym, aby zidentyfikować lukę badawczą, co umożliwiło zaprojektowanie badań własnych, ich realizację i prezentację wyników z wypracowaniem rekomendacji. WYNIKI ANALIZY NAUKOWEJ: Dzięki komunikacji z użyciem portali społecznościowych przedstawiciele samorządu mają możliwość budowania relacji z wyborcami, dostarczania kontentu, kreowania doświadczeń, co generuje wiele korzyści, ale wiąże się również z wyzwaniami i zagrożeniami, choćby trudnością kontroli nad rozprzestrzenianiem się treści zamieszczanych przez internautów. WNIOSKI, INNOWACJE, REKOMENDACJE: Media społecznościowe z coraz nowszymi funkcjonalnościami odgrywają kluczową rolę w życiu społeczeństwa cyfrowego i stanowią duże wyzwanie, ale także tworzą wiele okazji do zwinnej komunikacji przedstawicieli samorządu z interesariuszami (internautami, przedstawicielami mediów, społeczności lokalnej, innych przedstawicieli władz samorządowych, przedsiębiorców i instytucji lokalnych). Przeprowadzone badania potwierdziły, że sprawność komunikacji uwarunkowana jest technologicznie, a czynnikami sukcesu są: inwencja twórcza, kreatywność, szybkość reakcji, zwinność i umiejętność generowania wartościowych treści.

Purpose: To present social marketing projects based on the example of the Dove brand (as a result of an analysis of available studies and own research), their characteristics, generated impacts, and multifaceted benefits for people, the brand, and the planet as a whole. Methodology: Analysis of secondary sources of information, a case study of a selected global brand from the cosmetics sector, participant observation of selected activities and their impact. Results: Expanded knowledge of social marketing projects, their types, methodologies of their design and effective implementation, and the social, economic, and environmental results generated. The spectrum of the social marketing projects of the Dove brand and the key ways in which it affects women (strategic target segment), especially on young girls. Research limitations: The article is based on a literature review and a case study of a global brand in the cosmetics sector. Further research on other brands and surveys of women to learn their opinions on social branding initiatives are planned. Practical implications: The implementation – with the involvement of representatives of Dove’s strategic target group, i.e. women – of various social marketing projects (and with the engagement of other stakeholders) fosters greater awareness of issues: the negative impact of content disseminated on social media on young girls; lower self-esteem of Polish women compared to other nationalities; or the importance of supporting diversity and inclusivity. Social implications: Research shows that social marketing projects do impact customer behaviours, their experiences, attitudes, engagement, changes in the ways of buying and using products, marketer practices, and – consequently – the entire society and natural environment. They also lead to solving important social and psychological problems with the involvement of a sustainable brand. Value: Considering the approach presented in the article, this is the first study of its kind (at least on the Polish market) concerning the implementation by a selected brand from the cosmetics sector of increasingly inspiring social marketing projects that perfectly fit its higher goal, along with a discussion of their actual impact and the resulting practical implications (social, economic, environmental, management-related) and the development of recommendations for marketers. Keywords: social marketing projects, branding projects and campaigns, sustainable practices of a cosmetics brand, care for women of different ages, qualitative studies. Category of the paper: research paper.

Purpose - Presenting the role of sustainable brands in influencing the increase of social responsibility of elderly consumers and their lifestyle. Research method - Analysis of secondary information sources, including the sustainable brand strategy of Lidl Polska, reports on the lifestyle and health of the elderly people in Poland, primary research relating to the Consumer Social Responsibility Barometer (4th edition), and case study of a selected brand of retail chain focused on types of support for seniors. Results - The research results obtained clearly show that social responsibility of elderly people in Poland, their health status and lifestyle are significantly different from global patterns, including European ones. The aging population influences the direction of branding practices. Educating elderly people about conscious eating, rational resource management, and a sustainable lifestyle brings a number of social, environmental, and economic benefits, also for the branded retail chain. Originality / value / implications / recommendations - The key tasks of sustainable brands focused on the segment of elderly customers in Poland include conducting an information and education policy and stimulating changes in habits, greater physical activity and healthy diets and pursuing a long- term policy to shape their sustainable lifestyles. The common interests of brands and consumers and the sustainable actions/ campaigns implemented under the brand’s emblem with the involvement of seniors support the common good.

Purpose – Identifying special branding projects and demonstrating their potential role in changing the behaviour, habits and attitudes of older people and in shaping their sustainable lifestyles. Research method – Triangulation of research methods, including 1) desk research with qualitative analysis of documents on health and lifestyles of elderly people in Poland, their social responsibility, sustainable strategies of selected brands and other available materials related to the research problem; 2) a case study of the retail chain Lidl Poland on the branding projects for seniors; 3) the offline participatory observation method (on the occasion of shopping and follow-up visits to Lidl shops) and online (via the brand’s social networks, dedicated platforms and the Lidl Plus app) in subsequent projects (such as campaigns, actions, ventures, events, challenges, and themed promotions) of the analyzed brand. Results – Research results on health and lifestyle of seniors in Poland differ significantly from European and world standards. In view of the above, Lidl’s branding activities for healthy eating for elderly people, their physical and intellectual activity, activation and involvement in brand activities and various ventures with partners should be considered important and valuable. Sustainable branding projects enjoy growing interest among the elderly in Poland and bring multifaceted benefits to stakeholders. Originality / value / implications / recommendations – The first research in Poland on how projects under the sustainable brand emblem affect elderly people. Key tasks of branding projects dedicated to elderly in Poland include informing and educating, engaging them in habit-changing activities encouraging physical activity and healthy eating, and longterm influencing their sustainable behaviours and attitudes. The research has shown that sustainable activities/actions/campaigns under the brands’ emblem have an impact on: the behavior of elderly customers, their attitudes, changes in dietary and lifestyle patterns, marketers’ practices, and ultimately – on society as a whole and the environment.

Purpose: Obtaining information (as a result of reviewing available studies and qualitative own research) on sustainable marketing in Poland, with an emphasis on specified research issues, practices in different economic sectors under the brands’ emblems, and taking into account the developed tool kit of activities in this area. Methodology: Research of secondary information sources, online studies, multiple case studies of brands from selected economic sectors focused on the tool kit of methodological actions for sustainable marketing, and participant observation in their chosen initiatives with an analysis and diagnosis of the multifaceted benefits for all involved parties, the environment, land resources and the economy. Findings: A tool kit dedicated to sustainable marketing. Diagnosis of the state of sustainable marketing development in Poland. Presentation of identified examples of tool applications by brands from various economic sectors. Research limitations: The article is based on literature research and qualitative studies using multiple case studies, participant observation and online research. It is worth analyzing the research problem on a larger number of brands. A survey of the opinions of brand community representatives is planned to obtain information on the reception of individual campaigns. Practical implications: The original author’s list of sustainable marketing instruments expands knowledge in the field of management and quality sciences and has practical applications. Diagnosing the state of sustainable marketing in Poland provides a basis for improving activities in this area and has enabled the formulation of recommendations for those interested in this marketing concept. Social implications: The research has shown that sustainable marketing activities have an impact on customer behaviours, their experiences, attitudes, engagement and changes in the methods of acquisition and consumption of products, market behaviours, practices of marketers, and as a result, on the entire society and the natural environment. Value: This is the first study of its kind (at least in the Polish market) that addresses the state of sustainable marketing, including examples of the application of its tools, considering the established set of instruments, as well as recommendations for marketers and the resulting practical implications (social, economic, environmental, business and managerial). Keywords: sustainable marketing, sustainable brand strategy, tool kit of sustainable marketing actions, sustainable practices in selected sectors in Poland, recommendations for marketers. Category of the paper: research paper

Research to date shows progress in the implementation of circular economies (CEs) in European countries. This chapter analyses the pace of change that is taking place in CEs in Europe. It chapter also considers barriers to the implementation of CEs in selected EU countries. Bridging these barriers and changing policies at the state and local levels could accelerate the pace of CE innovation. This can be achieved in the post-pandemic period by the European Union Recovery and Resilience Facility (RRF). This is an unprecedented financial vehicle aiming to make European economies more sustainable and better prepared for challenges in the green transition. The European Union pays special attention to the implementation of deposit-refund systems for packaging in as many countries as possible. The aim of the system is to completely recover and recycle the largest possible amount of packaging and packaging waste (especially from plastics). This system is bringing significant economic, raw material and environmental benefits in some countries. In other EU countries, the system still encounters obstacles and in a few it is not even at the planning stage.

Sustainable business models (SBMs) represent an important trend in the search for ways to more effectively involve businesses in environmental issues. There is a need for a radical change in the perception of the role of businesses in solving social-ecological problems in the face of the environmental catastrophe threatening the planet. Involving the business world in responsibility for solving significant socio-ecological problems is a necessity. This chapter presents ideas on designing and implementing entirely new sustainable business models and modifications to existing ones that will generate green added value by creating positive environmental effects or reducing negative impacts. The examples of sustainable business models presented in the chapter apply to organisations of varying sizes and organisational and legal forms. The examples include measurable environmental and/or social value together with economic value. The idea is that providing socially and ecologically useful products and services is not incompatible with companies making money and profits. Performance management is highlighted by monitoring the impacts made and the results achieved using appropriate metrics. In the context of innovative business models, business solutions that foster technological, product and organisational innovation in the field of sustainability, and also ones that are an innovation process in themselves, are presented. Attention is also paid to models based on collaboration by all the actors involved in the process, since the purpose of SBMs is to have a positive impact not only at the level of the individual company but also in its value networks.

The last few years have seen a dynamic development of e-commerce. The number of online order operations is growing at a very fast pace. During the pandemic, e-commerce was one of the fastest-growing industries. Online shops had to adapt to the high demands of customers by offering intuitive automated shopping paths. Online shopping has now become an indispensable part of people’s lives, but it is not without an impact on the environment. Transporting parcels, additional packaging and returns are of particular importance from an environmental point of view. It is therefore worth noting that the changes observed can contribute significantly to shaping the green behaviour of companies and customers. The aim of this chapter is to examine the main pro-environmental challenges related to green e-commerce and to show good practices shaping ecofriendly competences of customers and employees. The chapter uses the example of one of the most recognisable e-commerce companies in the Polish market: Strix.

The aim of this chapter is to examine green actions by a company featured in a list published by the prestigious British newspaper the Financial Times of 300 European companies which have reduced greenhouse gas emissions the most effectively. The 300 companies awarded are those that achieved the greatest reduction in the intensity of greenhouse gas emissions in the years 2014–2019. Emission intensity is defined as tonnes of CO₂ emissions per EUR 1 million of revenue. The study present Kärcher’s green strategy based on the United Nations Sustainable Development Goals, which set global standards for development by 2030. The goals are aimed at ensuring sustainable development in economic, social and, in particular, environmental terms, and involve marketing and educational activities, and supply chains and production with an ecological approach. The most modern processes of recycling raw materials, reducing plastics in packaging materials, practices leading to the establishment of proactive risk management related to suppliers and numerous activities for the benefit of the communities in which the company operates are described. By 2020, the use of bioplastics and recycled plastics had quadrupled. This included, among other things; using granulates from plastics processing systems and regranulating plastics from car battery casings and airbags. Biodegradable plastics are also used in the production of Kärcher cleaning agent packaging. The Kärcher standard for environmentally friendly products ensures that the use of problematic substances such as plasticisers and flame retardants is minimised or excluded from the production process. Devices are designed using recyclable materials and achieve a reusability of over 90%, as is evidenced by an external disassembly test. Due to the fact that detergents are perceived by customers as threatening the environment, a sustainable detergent production cycle is presented, on the eco-friendly aspects of which the company focuses special attention. In addition, other CE-important activities supporting the company’s commitment to culture, nature and a recycling society are also described.

The purpose of this study is to obtain information about how special clothing brand projects support a circular economy and the effects they generate on stakeholders, the sector and the environment. The research methodology includes desk research, a case study of the 4F Change project, online studies of other clothing brand projects in Spain, Germany and Poland, participant observation, focus group interviews and analysis of the results. The study discusses future directions for the clothing sector. The chapter explores the environmental impacts of the clothing industry and highlights an urgent need for sustainable practices and the adoption of circular economy principles. It discusses the 4F Change initiative by the 4F brand, which is an interesting example of integration of sustainability aims. It also emphasises the damaging environmental impacts of the fashion and textile industries, and supports calls for change. Moreover, the chapter shows the critical role of brands in fostering sustainable consumption and production, as research confirms that projects supporting responsible production and sustainable use of clothes contribute to more effective enterprise management towards sustainability. With the engagement of stakeholders, brands can inspire, educate, activate and encourage changes in attitudes and behaviours.