Społeczna odpowiedzialność starszych konsumentów wspierana działaniami zrównoważonej marki. Wyniki badań

Purpose - Presenting the role of sustainable brands in influencing the increase of social responsibility of elderly consumers and their lifestyle. Research method - Analysis of secondary information sources, including the sustainable brand strategy of Lidl Polska, reports on the lifestyle and health of the elderly people in Poland, primary research relating to the Consumer Social Responsibility Barometer (4th edition), and case study of a selected brand of retail chain focused on types of support for seniors. Results - The research results obtained clearly show that social responsibility of elderly people in Poland, their health status and lifestyle are significantly different from global patterns, including European ones. The aging population influences the direction of branding practices. Educating elderly people about conscious eating, rational resource management, and a sustainable lifestyle brings a number of social, environmental, and economic benefits, also for the branded retail chain. Originality / value / implications / recommendations - The key tasks of sustainable brands focused on the segment of elderly customers in Poland include conducting an information and education policy and stimulating changes in habits, greater physical activity and healthy diets and pursuing a long- term policy to shape their sustainable lifestyles. The common interests of brands and consumers and the sustainable actions/ campaigns implemented under the brand’s emblem with the involvement of seniors support the common good.