VR Passengers divisions audience interest towards receiving personalized data related to sustainability in VR’s digital channels
Kailio, Amanda (2022)
Kailio, Amanda
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202204195346
https://urn.fi/URN:NBN:fi:amk-202204195346
Tiivistelmä
Corporate social responsibility is a term in which practices and policies by a corporation intent to have a positive influence in the world. Studies show that corporate social responsibility give businesses competitive edge, add business value, and lift organizations brand and image. Consumers can be activated to be a part of this change if they are empowered and can help to drive sustainable production and consumption in their role.
Today more than ever companies and consumers are aware of sustainability and its importance towards societal wellbeing. Companies recognise stakeholder engagement is a critical step in implementing sustainability, however consumer alone are not the key to fight climate change, neither is the responsibility solely on corporations or manufacturers. They key is to manage sustainability efforts together, and joint efforts must be made. Technology has brought data closer than ever before in the last few years for companies and consumers and as environmental data interests both parties the thesis chose to investigate if customers personal sustainability data has any impact on VR’s own audience through their digital channels. VR Group chose to implement a CO²-calculator as a sustainability related interest measure to find how it impacts their audience. As CO²-calculators have become more popular in the recent years to help draw attention to more actionable and fact driven communication between companies and their stakeholders about the ways on reducing their carbon footprint together, it felt as a natural step to target to VR’s audience. The results of the study imply that among VR’s customers there is rising interest in personal data being used as a sustainability related information, and customers find such data useful to have and have willingness to share it forward both within personal channels and in social media channels. For the future the results indicate that authentic and purposeful use of personal data related to sustainability has its audience and interests among VR customers. As the concept of corporate responsibility has started to mature and become a mainstream topic in most organizations, the future belongs to companies that can be engaging in bringing forth more transparency towards their stakeholders.
Today more than ever companies and consumers are aware of sustainability and its importance towards societal wellbeing. Companies recognise stakeholder engagement is a critical step in implementing sustainability, however consumer alone are not the key to fight climate change, neither is the responsibility solely on corporations or manufacturers. They key is to manage sustainability efforts together, and joint efforts must be made. Technology has brought data closer than ever before in the last few years for companies and consumers and as environmental data interests both parties the thesis chose to investigate if customers personal sustainability data has any impact on VR’s own audience through their digital channels. VR Group chose to implement a CO²-calculator as a sustainability related interest measure to find how it impacts their audience. As CO²-calculators have become more popular in the recent years to help draw attention to more actionable and fact driven communication between companies and their stakeholders about the ways on reducing their carbon footprint together, it felt as a natural step to target to VR’s audience. The results of the study imply that among VR’s customers there is rising interest in personal data being used as a sustainability related information, and customers find such data useful to have and have willingness to share it forward both within personal channels and in social media channels. For the future the results indicate that authentic and purposeful use of personal data related to sustainability has its audience and interests among VR customers. As the concept of corporate responsibility has started to mature and become a mainstream topic in most organizations, the future belongs to companies that can be engaging in bringing forth more transparency towards their stakeholders.