Consuming to save the world: A case study on the discourse propagated by Apple (RED)
DOI:
https://doi.org/10.11606/issn.1984-5057.v16i2e229942Keywords:
Cultural capitalism, Consumerism, Causumerism, Cause-related marketing, Consumption critiqueAbstract
This study analyzes the discourse of cause-related marketing (CRM) used by Apple to promote its products and support social causes through (RED) products aimed at combating HIV/AIDS in Africa. It reflects on consumption practices using a psychoanalytic framework and its developments, such as Rifkin’s concept of cultural capitalism and Richey and Ponte’s ‘causumerism’ practice. The methodology involves a critical analysis of Apple and (RED)’s institutional materials, combined with a bibliographic review on branding. Findings indicate that although CRM promotes important causes, it also transforms social activism into a product, aligning with contemporary critiques of ethical consumption and the practices of comfort and authenticity.
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