Sustainable marketing refers to promoting socially and environmentally responsible products, services, and practices with the goal of incorporating sustainability into marketing efforts. It is important for companies to focus on sustainability due to issues like climate change and the COVID-19 pandemic. Sustainable marketing considers environmental, social, and economic issues, not just environmental issues like green marketing. For sustainable marketing to be effective, companies must believe in a larger purpose beyond growth metrics, think long-term instead of short-term returns, and reflect on sustainability in all business decisions. Examples of sustainable marketing include reducing carbon emissions, maintaining high labor standards, and community programs. While important, sustainable marketing risks poor understanding, loss of profitability if not tested properly, and reputation damage

1. Sustainable
Marketing
Why will companies have to adapt to this
sooner than later?
Shorrya Tripathi
154421200

2. What
is
Sustainable
Marketing?
Sustainable marketing refers to
promoting socially responsible
products, services and practices. The
goal is to incorporate the
mission/ideology of sustainability
while marketing
The idea that a company’s marketing
efforts need to be focused to give
necessary importance to sustainability
efforts is what sustainable marketing
is.

3. What
is
Sustainable
Marketing?
With the COVID-19 pandemic and issues
w.r.t climate change on the rise, this
practice solves two very large prevalent
complications: Getting customers behind
the cause (of sustainability) and removing
the stigma of companies being capitalistic
Most times green marketing and
sustainable marketing are used
interchangeably, which is imprecise.
GM focuses on strategies that promote
environmental awareness, and SM includes
GM but also talks about social and
economic issues

4. Ideologies
1. Believing in a larger purpose
Meaning, don’t judge the company's growth only on
certain metrics and numbers
2. Think long-term
Instead of focusing on immediate returns, focus on
nurturing the consumer’s journey
3. Reflect on sustainability in every move your brand needs to
make

5. How does Sustainable Marketing Work?
Typical examples of ESG-related improvements
include the reduction of carbon emissions
involved in a company’s operations, the
maintenance of high labor standards both
domestically and throughout
international supply chains, and philanthropic
programs designed to support the communities
in which the company operates. Although
green marketing refers specifically to
environmental initiatives, these efforts are
increasingly presented alongside social and
corporate governance policies as well.
Green marketing is one component of a
broader movement toward socially and
environmentally conscious business practices.
Increasingly, consumers have come to expect
companies to demonstrate their commitment
to improving their operations alongside
various environmental, social, and
governance (ESG) criteria. To that end, many
companies will distribute social impact
statements on an ongoing basis, in which they
periodically self-report on their progress
toward these goals.

6. More than just a buzzword, sustainability needs to be a foundational principle
that informs our actions

7. Potential issues
1. Poor understanding of the concept by stakeholders
Since most people don’t understand the concept and the applicability of
sustainability, there is a gap that often leads to ununified practices.
2. Loss of profitability can occur if organizations dive head-on to tackle green
initiatives without thorough testing.
3. If not done honestly and transparently, it can lead to reputational damage in
case the truth is leaked

8. Brands
that
leverage

9. Future
of
sustainability
With the number of climate issues (and
variants) coming our way, and with the
boom of Web3, we cannot unsee the
damage that it can and is causing to the
environment. A lot of brands and
organizations are taking the sustainability
challenge head-on, which is great, but my
worry is that they are doing to gain more
market value. But, I do believe it has to
start somewhere and if this is what it looks
like, we as future marketers need to be
more wary of how we can educate
customers and market our products in a
way that not only grows the company but
evolves our customers at the same time.

10. FIN.

11. Bibliography and references
1. https://www.investopedia.com/terms/g/green-marketing.asp
2. https://www.forbes.com/sites/jessibaker/2021/04/13/a-brave-new-marketer-rising-to-the-challenge-of-sustainability-
communications/?sh=3940883b4503
3. https://businessofstory.com/green-marketing/
4. https://totempool.com/blog/sustainable-marketing/
5. https://www.starbucks.ca/responsibility/planet/, https://www.nike.com/ca/sustainability