Sustainable Marketing Meaning

WHAT IS SUSTAINABLE MARKETING?
Sustainable marketing definition states that this form of marketing aims to promote a

company’s sustainable and environmentally friendly products or services.
A product is considered “sustainable” if it meets the needs of this generation’s social

behavior and at the same time doesn’t disturb the needs of the generations to come.
The underlying notion of marketing is the creation of value by understanding consumer

needs,often translated into understanding a given demographic soas to maximize sales and
profit.Any drivers towards sustainability could therefore surface if the bottom line would
increaseaccordingly.
The underlying philosophy of Sustainable Marketing, which Kotler callsMarketing 3.0,seems

to be a business model that could meet the people’s needs, increase the efficiency ofthe
development of global society, create new jobs and raise the level and quality of life
fortoday and tomorrow.
Customers these days expect more than good products and services. They expect
companies to take responsibility and accountability for social and environmental issues.
Sustainable marketing focuses on meeting the needs of today's consumers but moreover
including the next generations of consumers and the possibility of meeting their needs.
Sustainable marketing is also seen as a philosophy with a goal to bring together participants
in the market, social activists, and organizations whose interests have not coincided so far,
in order to create a common worldview through the prism of the responsibility for
protecting and preserving the environment, social responsibility and wise management of
global financial resources.
The main goal of sustainable marketing is to produce products and services that will join
the global movement of protecting the environment and, in this way, encourage their
consumers to do the same.
Due to its sustainability efforts, its brand recognition and customer acquisition will increase

as the company starts standing out.
The sustainable marketing concept includes three pillars:
 Environmental
 Economic
 Social
The Environmental Pillar

The environmental pillar often gets the most attention. Many companies are focused on
reducing their carbon footprints, packaging waste, water usage, or other damage to the
environment. Besides helping the planet, these practices can also have a positive financial
impact. For example, reducing the use of packaging materials means lower spending, and
improved fuel efficiency also helps with the company's budget.
One of the challenges with the environmental pillar is that a business's impact is often not
fully costed, meaning that there are externalities that are not reflected in consumer prices.
The all-in costs of wastewater, carbon dioxide, land reclamation, and waste in general are
not easy to calculate because companies are not always the ones on the hook for the waste
they produce. This is where benchmarking comes in to try and quantify those externalities,
so that progress in reducing them can be tracked and reported in a meaningful way.
The Economic Pillar
The economic pillar of sustainability is where most businesses feel they are on firm ground.
To be sustainable, a business must be profitable. That said, profit cannot trump the other
two pillars. In fact, profit at any cost is not at all what the economic pillar is about. Activities
that fit under the economic pillar include compliance, proper governance, and risk
management.
Sometimes, this pillar is referred to as the governance pillar, referring to good corporate
governance. This means that boards of directors and management align with shareholders'
interests as well as that of the company's community, value chains, and end-user
customers.
The economic pillar provides a counterweight to extreme measures that corporations are
sometimes pushed to adopt, such as abandoning fossil fuels or chemical fertilizers instantly
rather than phasing in changes.
The Social Pillar
The social pillar ties back into another poorly defined concept: social license. A sustainable
business should have the support and approval of its employees, stakeholders, and the
community it operates in. The approaches to securing and maintaining this support are
various, but it comes down to treating employees fairly and being a good neighbor and
community member, both locally and globally.
On the employee side, businesses refocus on retention and engagement strategies,
including more responsive benefits such as better maternity and family benefits, flexible
scheduling, and learning and development opportunities. For community engagement,
companies have come up with many ways to give back, including fundraising, sponsorship,
scholarships, and investment in local public projects.
Here are the five core principles of sustainable marketing:
Consumer-oriented marketing
Consumer-oriented marketing is when a company views its marketing strategy through the
consumer’s eyes.
Customer value marketing

Customer value marketing focuses on consistently improving the value added to the
offering. The more value a company brings to the customer, the more value the customer
brings the company in return.
Innovative marketing
Innovative marketing is the process of prioritizing innovation so that the company’s
products, services, and marketing strategies are constantly improving.
Sense-of-mission marketing
When you integrate sense-of-mission marketing, your messaging supports a mission that
resonates with your target audience. When you adopt a broadmission, your company
catches the long-term interests of your customers and has a clear direction to follow-- one
that brings together all of your product marketing efforts.
Societal marketing
Societal marketing is a concept that combines customer wants, company needs, and the
customer and society’s long-term interests to guide a company’s decision-making.
Companies that use this approach use societal issues as marketing opportunities.
For sustainable marketing to be impactful, it is really important for your sustainability

ideologies to be communicated to your patrons at all touch-points of the consumer lifecycle.
Think ahead: think about what guidance or information you should communicate to your
customers that further extends the idea of sustainability in their minds.
Sustainable marketing is not just about producing better and cheaper and refraining from
cutting down trees. This is a genuine practical value of doing business, which influences
efficiency, inspires creativity, and promotes and preserves cooperation. Thanks to balancing
the needs of people, the global environment, and economic development in the long run,
sustainable marketing provides businesses and organizations with faith and strength to
create "more" while using fewer funds and resources. On an operational level, sustainable
marketing aims to influence customer behaviour and utilize consumer social evolution in
order to create positive social change and thus achieve a new long-term profit. It is also
meant to influence what the customer receives - create brands that are part of the
commercial and social future. Finally, it is supposed to provide goods and services, by
managing in a responsible manner, and being open to fair cooperation in marketing
communication.

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WHAT IS SUSTAINABLE MARKETING?

Sustainable marketing definition states that this form of marketing aims to promote a

A product is considered “sustainable” if it meets the needs of this generation’s social

The underlying notion of marketing is the creation of value by understanding consumer

The underlying philosophy of Sustainable Marketing, which Kotler callsMarketing 3.0,seems

Due to its sustainability efforts, its brand recognition and customer acquisition will increase

The Environmental Pillar

Customer value marketing

For sustainable marketing to be impactful, it is really important for your sustainability

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