A fenntarthatósági átmenet kihasználatlan erőforrásai: Egy marketingiparági backcasting folyamat tanulságai

Alexandra Köves; Gábor Király

doi:10.14267/VEZTUD.2022.02.01

Szerzők

Alexandra Köves Budapesti Corvinus Egyetem https://orcid.org/0000-0002-4642-156X
Gábor Király Budapesti Gazdasági Egyetem https://orcid.org/0000-0002-4329-725X

DOI:

https://doi.org/10.14267/VEZTUD.2022.02.01

Kulcsszavak:

fenntarthatóság, marketingkommunikáció, backcasting, utópisztikus gondolkodás, a bölcsesség egyensúlyelmélete

Absztrakt

Napjainkban egyre nagyobb hangsúlyt kap a társadalmi és ökológiai transzformáció szükségessége, amelyben fontos szerep hárul a különböző iparágak szereplőire. 2018-ban egy részvételi backcasting projekt során a legnagyobb magyarországi marketingkommunikációs ügynökségben dolgozók arra kaptak felhatalmazást, hogy képzeljék el a szakmájuk jövőjét. A backcasting egy olyan szcenárióépítési folyamat, amely egy elképzelt pozitív jövőképből indul ki. Keretezés nélkül a munkatársak arra koncentráltak, hogy milyen szerepet tölthetne be a marketing egy olyan fenntarthatósági átmenetben, ahol mind a környezeti, mind a társadalmi igazságosság középpontba kerül. A projekt példát szolgáltat arra, hogy hogyan érdemes megfelelő tereket biztosítani ahhoz, hogy a „szennyező” iparágakban dolgozó munkatársak pozitív társadalmi hatásukkal kapcsolatos aspirációit, és a lehetséges negatív hatásokkal szemben érzett belső feszültségeit csatornázni lehessen. Ezáltal hozzájárulhatnak szakmai területeiken a fenntarthatósághoz vezető átmenetekhez, és a személyes meghasonlás csökkentésével megelőzhető, hogy az iparág elveszítse a társadalmi felelősséget érző munkavállalóit. A projekt tapasztalatai hozzájárulhatnak az üzleti és társadalmi modellek fenntarthatóbbá válásával kapcsolatos diskurzushoz.

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Szerző életrajzok

Alexandra Köves, Budapesti Corvinus Egyetem

Egyetemi docens
Gábor Király, Budapesti Gazdasági Egyetem

Egyetemi tanár

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