Better Marketing for a Better World
Marketing has the power to improve lives, sustain livelihoods, strengthen societies, and benefit the world at large. At the same time, marketing can have a dark side; it has the power to hurt consumers, employees, communities, markets, institutions, and the environment that surrounds us. Nowadays, marketing is more and more contributing to a better world. During the past 50 years, the marketing field has made noteworthy progress in its pursuit of Better Marketing for a Better World research. Many topics considered mainstream in marketing can be fruitfully viewed from a better world perspective. Better marketers create better marketing, which in turn yields a better world for several reasons.
Today's Business World
Purchasing products and services from a company that stands for a purpose has become more important. In today’s business world, consumers look for companies that stand for sustainability. Sustainable marketing is the type of marketing that uses products and services that respect the environment and social aspects around. It aims to improve life quality by promoting products, services, and ideas that do not harm the environment.
With the increase of environmental issues, society is becoming more conscious and facing these issues. When businesses take part in such initiatives, they encourage their users to do the same. In return, companies get better brand visibility and more customers who stand by the message. Although, sustainability interventions need to be embraced by large groups of people, as they differ from traditional consumer behaviors in which the outcome is realized if the individual engages in the action alone. Individual resistance to behavioral change might arise due to habit, but sustainability interventions are increasingly gaining interest among consumers.
Bringing it into Practice
Bringing sustainable marketing into practice is about fitting various communities’ distinct needs to form a better quality of life and future. Companies have been incorporating sustainable solutions into their products and promotions: packaging using sustainable material, requesting sustainable practices from supplies, and reducing carbon emission are great examples of ways companies can protect the environment by practicing and communicating sustainability.
Responsibility is becoming a common brand value and several companies have announced environmental and social initiatives that put the onus back onto the customers, challenging them to choose between the cheaper option and the (morally) ‘better’ option. However, it is essential for a company to plan and execute sustainable marketing carefully.
Examples of Sustainable Practices
One of the most influential brands in the world, Amazon, is taking its responsibility seriously. This is shown, for example in an entire hub the brand created to address environmental issues by its relentless pursuit of a sustainable approach towards promotions of funds and future ideas. Next to that Amazon is striving to make shipments net-zero carbon by the year 2030. The Amazon Sustainability Data Initiative is an initiative by Amazon to leverage sustainability via innovations. The initiative assists researchers by analyzing the right data points and turning them into actionable insights. And finally, Amazon created powerful messages by collaborating with recognized brands such as Procter and Gamble.
Pressure from consumers could be one reason most companies adopt sustainable marketing, but for L’Oreal, the approach has come naturally. It is something that the brand is taking full ownership of and making it a port of its values. From sourcing sustainable materials for their products and recycling at the end of the production process. L’Oreal has achieved significant results, as seen in their expressive numbers.
The Essence of Sustainable Marketing
The essence of sustainable marketing is that you position your brand as an active figure in an environment or societal issue. It can humanize your brand messages and create another reason why customers should choose you over your competition. But do not underestimate the commitment needed to participate in sustainable initiatives. These aren’t simple ‘buzzwords’ or ‘hot topics’- they are programs dedicated to reducing carbon emissions, increasing recyclable material, and improving prospects for the next generation.