De la tragedia en Bangladesh al marketing social y no lucrativo: el caso de H&M Conscious Foundation

Abstract

This paper is a review of social marketing campaigns of H & M Conscious Foundation in Bangladesh. This foundation belongs to the group H & M, which is one of the companies that purchase the Bangladeshi textile sector, a sector with a poor working conditions and where there have been in recent years serious damages. The foundation develops educational work of employees, childcare or helping women for example. This paper aims to assess and analyze the correspondence between these social acts and their actual effectiveness in the area, the real reason for doing these and what is the role that the consumer can play to such social campaigns. Some conclusions suggest that only when the campaigns are really effective and do not focus on the simple question of image is created a positive link between the brand and the consumer.