Sustainable Marketing is catering to the needs of todays consumers and those of tomorrow. In essence, it implies integrating sustainability and marketing.
Sustainable marketing, or conservation marketing, is marketing that promotes positive change. It might be marketing conservation volunteering projects, promoting a behaviour change campaign to encourage more sustainable consumer or corporate behaviour, marketing to generate charity donations or promoting an ethical product or service. The list is endless and becoming increasingly important. With pressure to find sustainable solutions to today’s problems with over-consumption, unsustainable production, environmental degradation and biodiversity loss, it’s said that conservation and sustainability is about managing people, not species – and marketing is central to this.