An integrated marketing communications campaign for DLSU Campus Sustainability Office

• Main Author: Co, Camille Ysabela
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Sustainable living; De La Salle University (Philippines). Campus Sustainability Office—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/90
• Institution: De La Salle University

The De La Salle Campus Sustainability Office is a nonprofit student organization tasked with shepherding the LaSallian community towards embracing a sustainable lifestyle and moving the University towards eco-friendly practices. Because of its affiliation with the university, it is well-positioned to appeal to its target market, who have already proven to have a rudimentary understanding of environmental sustainability and are inclined to take up relevant advocacies. According to the findings of this research, the brand should emphasize the need to integrate living green into the LaSallian DNA and to become sincere stewards of God’s creations. Furthermore, the study indicates that perceived behavioral control positively affects the intention to become an advocate, a sentiment echoed in the in-depth interviews. To overcome this, it is recommended that the brand facilitate convenient participation of the students in sustainability activities and activate the faculty to become drivers of on-ground change. The paper discusses factors that affect Gen Z and Millennials' decision to engage in sustainability advocacy and how to best communicate with them to inspire meaningful and lasting changes in beliefs and lifestyles.