Sustainable Marketing

1. Sustainable Marketing

Definition

• Sustainable marketing is a pivotal approach that goes beyond traditional promotional strategies.
• It emphasizes the endorsement of products, services, or practices with a strong commitment to environmental and social responsibility.
• It involves championing products and services rooted in ecological responsibility.

Key Aspects

• Promotion of environmentally friendly products.
• Communicating brand values committed to sustainability.
• Conscientiously assessing the broader impacts of business decisions on communities, the environment, and future generations.
• Building trust through transparent sharing of eco-friendly practices.
• Developing and promoting green product lines.
• Collaboration with sustainable suppliers and partners.
• Establishing internal sustainability policies.
• Corporate social responsibility initiatives.

Business Actions Toward Sustainable Marketing

• Conducting environmental impact assessments.
• Adopting sustainable supply chain practices.
• Obtaining eco-certifications.
• Investing in renewable energy.
• Implementing waste reduction and recycling programs.
• Implementing eco-friendly product packaging.
• Adopting renewable energy sources in operations.
• Incorporating sustainable sourcing of materials.
• Promoting recycling and responsible disposal practices.
• Communicating transparently about sustainable initiatives.
• Supporting and engaging in community environmental efforts.
• Offering incentives for environmentally conscious consumer behavior.
• Developing and promoting products with a longer lifespan.
• Implementing energy-efficient manufacturing processes.
• Investing in research and development for green technologies.
• Establishing internal sustainability policies and guidelines.
• Engaging in corporate social responsibility initiatives.

Importance

• Customer experience
• CRM tools and strategy

2. Social Criticisms of Marketing

Issues Raised

• High prices: Concerns about the cost of goods and services.
• Deceptive practices: Misleading advertising or marketing.
• High-pressure selling: Aggressive sales tactics.
• Shoddy, harmful, or unsafe products: Poor quality or dangerous products.
• Planned obsolescence: Designing products to become obsolete quickly.
• Poor service to disadvantaged consumers: Neglecting certain demographics.
• Negative impact of celebrities in marketing communications.
• Fashion marketing creates unwanted demand (e.g., high-dollar jeans).