Combating Bullying and Judgment Through Socially Responsible Marketing

  1. León-Quismondo, Jairo
  1. 1 Universidad Europea de Madrid
    info

    Universidad Europea de Madrid

    Madrid, España

    ROR https://ror.org/04dp46240

Libro:
Socially Responsible Consumption and Marketing in Practice

ISBN: 9789811664328,  9789811664335

Año de publicación: 2022

Páginas: 159-176

Tipo: Capítulo de Libro

DOI: 10.1007/978-981-16-6433-5_12 GOOGLE SCHOLAR lock_openAcceso abierto editor

Resumen

(a) Situation faced: More than 64.2 million members in 2021 support the United States as the leading fitness market in the world. Planet Fitness, with more than 13.5 million members and 2,124 stores has a great position for positively influencing society in several ways: increasing the adherence to physical activity, supporting general well-being, and promoting socially responsible consumption.(b) Action taken: Planet Fitness is self-proclaimed to be a Judgement Free Zone®, where people can exercise without any type of intimidation. All their centers are provided with a ‘Lunk Alarm’, a loud siren that goes off when members behave in an intimidating way. This is part of the Judgement Free Generation® project, designed to combat bullying and judgment in today’s society.(c) Results achieved: Planet Fitness was honored in 2017 with the Gold Halo Award in the social services category for excellence in corporate social impact. In 2021, this movement is one of the most important and influencing programs in the fitness industry worldwide.(d) Lessons learned: This case is unquestionably a great example of socially responsible marketing in the scope of the fitness and wellness industry. This work is essential for practitioners, educators, university students, and researchers from any field of work who wish to make a positive impact on consumers and society through socially responsible marketing.

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