What is Sustainable Marketing?
Sustainable marketing promotes positive change.
In short, it aims to integrate sustainability into the theory and practice of Marketing. The ability of our Earth to renew itself in a continuous natural way has been disrupted by humankind. Today we are seeing the consequences in climate change, extinction and loss of natural resources.
Marketing is often regarded as part of the problem of unsustainable consumer demand. But the power of Marketing can equally be a force for good to promote solutions to transform our economic system. Likewise, it can fulfill its natural role of connecting consumers and organisations. So it’s MARKETING FOR GOOD.
“Sustainable Marketing is the process of creating, communicating and delivering Shared Value to customers to achieve economic and social benefit for nature and people”
(Adapted by Barbara de Waard
from Martin & Schouten, Porter & Kramer)