Sustainable marketing involves promoting a business's sustainable practices and products through marketing messages. There are three foundational principles: reduce waste, use bartering over buying, and plan for longevity. Five common sustainable marketing strategies are consumer-oriented marketing, customer value marketing, innovative marketing, sense of mission marketing, and societal marketing. For example, Dove's campaign aimed to redefine beauty standards to be more inclusive and help women feel confident. In conclusion, sustainable marketing considers both present and future customer needs.

1. A Brief Overview on
Sustainable Marketing
By: Omar Iqnaibi
Supervision of :
Prof. Samir AbuZind

2. Sustainability or Sustainable
• Sustainability Marketing
when the sustainable aspect of your business,
product or service is used as a marketing message.
• For example, the promotion of H&M’s Conscious
collection is a sustainability marketing
campaign; it’s a sustainable (ish) product, and
it’s being marketed.
• Sustainable marketing is where your marketing
processes are in themselves sustainable.

3. What is Sustainability Marketing?
• is a way to build relationships with consumers
while letting them know that they are important
and so are future generations.

4. Three Foundational principles of
Sustainable marketing
Understanding these principles will allow take the next
step of implementation.
1. Reduce Waste
2. Use Barter vs. Buy
3. Plan for Longevity:

5. Five Common Strategies for
Sustainability Marketing
• Consumer-Oriented Marketing
• Customer-Value Marketing
• Innovative Marketing
• Sense of Mission Marketing
• Societal Marketing

6. Consumer Oriented Marketing
• A strategy that holds a company should view and
organize its marketing activities from the
consumer`s point of view.

7. E.g. : SAS & Audi
• Scandinavian Airlines System
which has become a major market player in the industry
by learning to listen their customers through a concept,
they call “Moments of Truth”.
• AUDI,
which in 2008 has been named the best market
oriented company in the history of the automotive
industry.
The Q5 and A6 Sedan are the two most popular models
with nearly 500,000 cars delivered between them.

8. Customer Value Marketing (CVM)
• A strategy that holds a company should put most
of its resources into consumer value building
marketing investments .
• One tap and a car comes directly to you
• Your driver knows exactly where to go
• Payment is completely cashless

9. Innovative Marketing
• A strategy that requires a company to seek real
product and marketing improvements.
*In the same year, they launched their L’Oreal
Paris’ Makeup Genius app, an AR service which allows
individuals to try on makeup virtually.

10. Sense of Mission Marketing
• A strategy that holds a company should define
its mission in broad social terms rather than
narrow products terms .
• After a research conducted by Unilever which
revealed that only 2% of the 3300 women and
girls surveyed across the world felt that they
were beautiful.

11. The Dove Campaign.
• Unilever decided to redefine the concept of beauty.
• The underlying mission of this campaign was to
discover “Real Beauty” and to help women be happy
with the way they are.
• The advertisement contained confident and bold
women of all types instead of regular models to echo
the message of “Normal is the New Beautiful”.

12. E.g.: Dove Campaign

13. Societal Marketing
• A strategy that holds a company should make marketing
decisions by considering consumer`s wants , the
company`s requirement , consumer`s long term interests.
• In 2001 the Coco-Cola African foundations was formed
to reduce the impact of HIV – AIDS on Coca-
Cola 60000 employees and 40independent bottlers in
Africa.
• At present, 100 % of the Coca-Cola's independent
bottling companies in 54 African countries are enrolled in
the foundations programs

14. Conclusion
The core of marketing is that firms will fulfil the needs of
their consumers , Sustainability goes beyond the needs of
today`s consumers , but means having concerns for
tomorrow`s customers as well.

15. REFERENCES
• Kotler ,P. , Armstrong ,G. & Trifts, V. Cunningham(2017) :
Principles of Marketing, University of Newcastle – Australia.
• Bhasin H (January 2010) :Societal Marketing Concept.
Ronald McDonald House Charities.
https://smallbusiness.chron.com/examples-societal-marketing-
22709.html
• Achrol, Ravi S., & Philip Kotler. 2012. Frontiers of the
Marketing Paradigm in the Third Millennium. Journal of the
Academy of Marketing Science

16. Any
Question
!