Sustainable branding in healthcare within Generation Z in a developing economy

Abstract

Sustainable branding occurs when companies create and maintain identities in the long-term. Furthermore, brands are deemed sustainable provided they clearly indicate value added to consumers continuously over time. However, in today’s unrestrained world, consumers are highly adept with technological advances and exceedingly observant and cognitive. Given such an intellectual scenario, this hyper-cognitivism could lead to fast changing habits, thereby leading to a rapid rate of change in consumers’ intended consumption behaviours and patterns. Against this backdrop, we will see how healthcare as an industry has been changing rapidly to allow for new needs of consumers. This chapter explores issues when an adroit consumer confronts a brand that has explicitly showcased value added in healthcare, whilst having a multitude of options at his/her disposal. The chapter will begin by explaining the evolution of the concept of sustainable branding by citing contemporary literature. It will then examine information processing in the digital age; the effects of Generation Z consumers and a literature review of the effects on sustainable branding; and the shifting dynamics in the healthcare sector via recent reports will be addressed. The chapter will also illustrate the case of a developing economy and the effects on sustainable branding. The chapter will conclude by highlighting the implications of sustainable branding within healthcare for developing economies as well as for the healthcare sector.

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Identifiers

ORCID for Durga Vellore Nagarajan: orcid.org/0000-0002-9945-1877

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