SOCIAL & ENVIRONMENTAL CONCERNS IN CHINA
Context
Our client ambition is to place sustainability – social & environmental responsibility – at the core of its brand strategy to become a leading sustainable fashion brand.
Although sustainability becomes a growing concern among the Chinese Gen Z and despite the buzz created by the Chinese government around the national objective to become carbon neutral by 2060, sustainability is not yet a powerful communication driver to raise awareness and reinforce the brand image locally.
Although sustainability becomes a growing concern among the Chinese Gen Z and despite the buzz created by the Chinese government around the national objective to become carbon neutral by 2060, sustainability is not yet a powerful communication driver to raise awareness and reinforce the brand image locally.
Outcome
An analytical overview of societal & environmental concerns in China, in order to allow our client, to produce a CSR strategy that would engage the Chinese audience, but also be legitimate and consistent with its brand identity A benchmark of competitors CSR initiatives & communication strategies in China and focus on disruptive communication campaigns carried out by domestic and global brands from various sectors 
