Lowsumerism’s impact on advertising strategies: A case study of Green Co. Brazil

Abstract

This article aims the tendency of lowsumerism directed towards a new discourse of advertising campaign, that approaches the consumption of sustainable. This article criticizes the unsustainability of publicity, which is often lost between ethics and aesthetics. The Minas Gerais brand Green Co. - which operates in the fashion segment - is an empirical object of research. The research has an interview and questionnaire with the brand’s founder, Cassius Silva Pereira - in addition to analyzing their communication in digital media and, through it, it is observed that they have a true purpose and are really committed to all aspects of the strategic sustainability. Green Co. is a brand that has been able to combine the lowsumerism trend with Marketing 3.0, building not only a speech, but also a sustainable, responsible and attractive brand that intelligently reconciles sales interests with ideological goals.