The Sustainable Development Goals by United Nations is one of the leading challenges of our world today. The common goal is to achieve a globally collaborative sustainable movement for reducing the harmful effects of climate change and its social consequences. Technology, communication, and collaboration are the pivot components of these targets and the continuing discussion of sustainable communication. Within this scope, the chapter discusses the role of sustainable communication for creating communicative action in the aspect of marketing communications. The chapter explains the role of packaging in terms of building emotional bond between the brand and consumer and offers a new communication perspective building brand purpose by using new technology-based packaging systems by giving some examples. The chapter aims to contribute to studies on Marketing 5.0 and sustainable communication beside starting a discussion for professionals on focusing the role of eco-friendly and communicative packages.
TopIntroduction
The earth has been suffering from different type of ecological crisis. In our day, the effect of human increases the catastrophic pace of ecological crisis what causes the extinction of many species. According to studies, 9000 species face the threat of extinct called 6th extinction caused by human civilization. It is very difficult to say how big our current extinction event is. International Union for Conservation of Nature, the current extinction rate says that 1,000 to 10,000 times higher than the natural rate. The main reason for this is the depletion of living spaces, and it seems hard to say how much our living has lost its productivity in today's global production and consumption world. It is among the most common global crisis problems discussed by many civil initiatives, globalized unions and governments. The civilization will face a shortage of resources in the next short term. The world consists of many interconnected systems; many of these systems have been changing, voluntarily or unintentionally by human activity. These systems are diverse as air, soil, water, and all of their components, natural systems and human systems within them. Many of these systems face problems today. For understanding why the air is polluted or why there is overfishing in the oceans; it is necessary to understand some concepts. For instance, as a result of excessive use of the soil in the Konya Plain, the soil becomes inefficient and is no longer suitable for sugar beet. It is called the tragedy of commons, an idea that unites them all. The tragedy of the commons, first described by Garret Hardin in 1968, means the short-term systemic and personal profit-oriented thinking. Garret conceptualized this situation for common-use pastures, but we can likewise consider it a tragedy of our commons such as the atmosphere, seas, forests, or animals. This situation points to destruction due to studies showing that resources are at stake for each; the way to slow down the pace of the crisis is that civilization adopts strategic intellectual communication for the long-term common good and takes communicative action in this direction. There are three components to preventing this disruption: communication, technology, and collaboration. Many studies show that the communication leg of the compound is the leading part of impulses. The key role is to raise awareness and education about long-term strategic thinking for common sense; this means that an individual can earn more individual profit than short-term personal profit if he may think and act in sympathy for the public good. This objective is very related to mass consumption activity. Today, packages that contain functional features such as storing the product have residual values for consumers. According to the researches, consumers state that they prefer renewable packaging immediately after a long and healthy freshness, and they state that they look at these packages more warmly. By linking innovative technologies to their life cycles, brands started to aim to develop more steps towards meeting consumers’ value-based brand expectation. New technologies also offer the opportunity to increase the devastating adverse effects of climate problem. The communication network, which has become globalized with the development of information technologies, has brought with it the consumer to focus more on global values and global common assets. The integration of new production technologies facilitated this transformation for brands and provided ways to create value-based products that could easily interact with the consumers. Brands have caught to the opportunity for producing digital and renewable products by thanks to new-generation information and communication technologies like nano-technologic products, and Internet of Things (IoT). In addition to secure production, brands gain an interactive owned communication channel by using these new technologies more effectively as they succeeded. With the help of digital communication technologies, packages as an old component of corporate own media became both eco-friendly and interactive. Smart, sustainable and communicative packaging tools allows brands to preserve the life-cycle product more sustainable and connect with the consumer as a sustainable communication tool.