Teaching Sustainable Advertising: A Trialogue Course-Project Using the SHIFT Framework

Organizations are building sustainable practices due to newer regulations and a commitment to the greater good. They are targeting the majority of consumers who want to live a sustainable lifestyle. As a result, universities have an opportunity to integrate sustainability topics into their coursework. This study addresses a curriculum gap that exists by introducing a project-based assignment using the SHIFT framework by White, Habib, and Hardisty (2019a), which outlines the triggers associated with influencing sustainable behaviors among consumers, namely, social influence, habit formation, individual self, feelings and cognition, and tangibility. We explain the relevance of the project via a literature review on the growing importance of sustainability to consumers, outline the project requirements and recommendations for execution, and share our experiences and those of our students using the project.