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Publicação
Sustainability communications and the ceramic tile industry
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Resumo(s)
This research project proposes to analyze the significance of communication in the success and
announcement of ceramic factories, specifically in the sustainable production process, observing how
communication works in disseminating sustainability and how it can be an advantage for the factories,
working as a vital element of their communication strategies. Thus issues related to sustainability in
the ceramic industry are discussed in this work. The importance of communication, its promotion of
brand representation, and its relationship with the focus study group, namely architects, constructors,
and interior designers, make the audience realize its sustainable practices. The research methodology
used in the research consists of analyzing tools/media communication used by two companies,
the Mota Ceramic Solutions group and the Tabriz Tile group, trying to know if they are communicating
their sustainability-related activities efficiently. The data was collected mainly from the websites of
leading ceramic manufacturing companies for qualitative analysis. In addition, a survey was done on
end-users of the products, focusing on architects, constructors and, interior designers who decide on
material selection for a building. The research emphasizes the gap and lack of guidelines for endusers
to choose more sustainable products. Ultimately, after analyzing the results and following the
theoretical background of the work, the two case study companies are recommended to improve their
communicational methods through:
• Publishing environment-related actions
• Including sustainability indicators in products
• Publishing sustainability-related certificates
• Promoting Corporate Social Responsibility activities
Descrição
Palavras-chave
Sustainability Ceramic industry Marketing