Bars Over Bottles: Comunicação e Sustentabilidade no caminho para um consumo sem plástico

Abstract

This research seeks to understand how communication, especially marketing communication, can be used to communicate sustainability, having as object of study the sustainable products brand Bars Over Bottles (B.O.B.). To fulfill the objective of analyzing the brand's digital social network communication, a theoretical reflection on the concepts of marketing communication, sustainability, purpose, and organizational positioning was elaborated. The methodological route included a bibliographic research of the concepts previously mentioned, an exploratory research on the brand and its communication, systematic observation of the B.O.B. Instagram profile for a period of 3 months (March, April and May 2022) and finally a content analysis with the data obtained in the observation, seeking to understand in what way the marketing communication is inserted in the sustainability of the brand. Thus, the results obtained in the analysis show us that even though conscious consumption and

sales seem to be antonyms, they can be used simultaneously and in a natural way, bringing the sustainable positioning and the brand's products together, selling and informing at the same time.