The document discusses the evolution and importance of sustainable marketing, emphasizing how companies can integrate sustainability into their business practices for long-term value creation. Key elements include understanding consumer trends, regulations, and creating targeted marketing strategies that highlight eco-friendly products. Additionally, it outlines effective sustainable practices and strategies, such as responsible sourcing, energy efficiency, and a shift towards a circular economy for future generations.

1. Sustainability
Marketing
Opportunities.
Aastha Raina 22BC847
Kesar Haksar 22BC916
Aishel Singh 22BC735
UNIT-2

2. Technical
Tools Kit
MarketinG
Profits

3. Technical
Tools Kit
Sustainability
Judicious consumption

4. Technical
Tools Kit
Can marketing and sustainability
actually fit together?

5. Technical
Tools Kit
SUSTAINABLE MARKETING

6. Evolution of green
marketing orientation
Green marketing is also known as
sustainable marketing, organic marketing,
eco-friendly marketing,
environmental marketing, and ecological
marketing. In scientific literature and
practice sometimes these
concepts are used interchangeably. However,
they are not synonyms, majority of them
cover only a part
of the content of green marketing

7. Phases of Evolution of
Sustainable Marketing

8. Pillars of Green Marketing

9. Sustainability is becoming increasingly important in the business world as companies
recognize the need to address environmental and social issues. It involves creating long-
term value for both the business and society by considering the impact of business
practices on the environment, communities, and future generations.
IMPORTANCE OF SUSTAINABILITY
Impact on business
Adopting sustainable practices can have a positive impact on businesses, including
improved brand reputation, increased customer loyalty, cost savings through
efficiency, and access to new market opportunities.

10. MARKETING ENVIRONMENT
The marketing environment plays a crucial role in shaping sustainable marketing strategies. It
encompasses various external factors that impact a company's ability to promote sustainable
products and practices. By analyzing the marketing environment, businesses can identify
opportunities and challenges related to sustainability. In the context of sustainability, key aspects
of the marketing environment include consumer trends, regulations, and competitor actions.
2 major factors in the Marketing Environment
• Consumer
Trends
Changing consumer preferences and behaviors towards
sustainable products and practices. This includes increased demand for eco-
friendly, ethically sourced, and socially responsible products.
• Regulations
Government policies and regulations related to sustainability, such as environmental
protection laws, carbon emissions standards, and waste management regulations.
These regulations can create opportunities or constraints for sustainable marketing
initiatives and socially responsible products.

11. SEGMENTATION,TARGETING & POSITIONING
• Segmentation is the process of dividing a market into distinct groups of consumers who
have similar needs, characteristics, or behaviors.
• In the context of sustainability, segmentation can be based on factors such as
environmental consciousness, ethical values, and willingness to pay for sustainable
products.
SEGMENTATION
TARGETING
• Targeting involves selecting one or more segments to focus on and developing marketing
strategies specifically tailored to those segments.
• In the context of sustainability, target segments can include environmentally conscious
consumers, millennials and Gen Z who prioritize sustainability, and businesses that aim to
improve their sustainability practices.

12. • Positioning is the process of creating a distinct image and identity for a product or brand in the
minds of the target market.
• In the context of sustainability, positioning strategies can focus on highlighting the
environmental benefits of a product, emphasizing ethical sourcing and production practices,
and differentiating from competitors based on sustainability initiatives.
POSITIONING

13. CREATING VALUE THROUGH SUSTAINABILITY
• Enhanced brand reputation and customer loyalty.
• Differentiation from competitors by offering eco-friendly products and services.
• Cost savings through efficient resource management.
• Access to new markets and customers who prioritize sustainability.
• Improved employee morale and attraction of top talent.
Benefits of Incorporating Sustainability
Designing the Marketing Mix
• Product: Develop sustainable products or modify existing ones to reduce environmental impact.
• Price: Offer fair prices that reflect the value of sustainable practices.
• Place: Optimize distribution channels to minimize carbon footprint.
• Promotion: Communicate sustainability efforts to target audience through marketing campaigns.
• People: Train employees to support sustainability initiatives and engage with customers.

14. SUSTAINABLE STRATEGIES
Responsible Sourcing
• Partnering with suppliers
who adhere to sustainable
and ethical practices.
• Ensuring that raw materials
and products are sourced
from environmentally and
socially responsible sources.
Energy Efficiency
• Adopting energy-efficient
technologies and practices to
reduce energy consumption.
• Installing energy-efficient
lighting systems and
equipment to minimize
energy waste.
Waste Reduction
• Implementing recycling and
waste management
programs to minimize the
amount of waste generated.
• Encouraging the use of
reusable materials and
packaging to reduce single-
use waste.

15. Taking a futuristic approach to sustainability
• A futuristic approach to sustainability, represents a strategic shift in how businesses
perceive and prioritize their responsibilities.
• Traditionally, businesses have focused on meeting the needs and expectations of their
current stakeholders, including shareholders, employees, customers, suppliers, and
communities.
• However, with growing concerns about long-term environmental sustainability and social
responsibility, there is a recognition that businesses must adopt a more forward-thinking
perspective that considers the needs and interests of future generations.

16. Sustainable practices that companies can adopt to
achieve this
Reduce Carbon Emissions:
Companies can invest in renewable
energy sources, improve energy
efficiency in operations and
transportation, and offset remaining
emissions through carbon offset
programs.
Circular Economy:
Transitioning to a circular economy
model involves designing products
for longevity, reuse, and recycling.
implementing take-back programs
for end-of-life products, and
promoting product repair and
remanufacturing.
Resource Efficiency:
Companies can optimize resource use
through initiatives such as waste reduction,
recycling and reuse programs, water
conservation measures, and sustainable
sourcing practices.
Sustainable Supply Chain:
Companies can work with suppliers
to implement sustainability
standards, conduct audits and
assessments, and promote fair labor
practices and ethical sourcing.
Transparency and Accountability:
Companies can disclose environmental,
social, and governance (ESG) metrics, set
ambitious sustainability targets, and
regularly monitor and report progress
towards those targets.

17. The Role of Consumers
Supporting Sustainable Brands:
Making informed choices and prioritizing
brands with ethical and sustainable practices.
.
Extending Garment Life:
Learning repair and care techniques to
prolong the lifespan of clothing.
.
Embracing Second-hand Fashion:
Exploring vintage stores, consignment shops, and
rental services for a more sustainable wardrobe.

18. A Shift from Stakeholders to Future Generations: A
Futuristic Approach in Fashion
Traditional Stakeholder Focus
Traditionally, fashion brands have prioritized the interests of
stakeholders like shareholders, investors, and employees.
The primary goal was to maximize profits, often at the
expense of environmental and social considerations. This
approach often led to:
Fast Fashion: Rapid production cycles with cheap, low-quality
materials to cater to fleeting trends.
Labor Exploitation: Unethical labor practices in developing
countries to maintaining low production costs.
Environmental Damage: Excessive water and resource usage,
chemical pollution from dyeing and finishing, and mountains
of textile waste ending up in landfills.
Focus to future generations
A futuristic approach prioritizes the long-term well-being
of future generations. This means considering the
environmental and social impact of fashion choices today.
Here's how it plays out:
Sustainable Materials: Utilizing organic cotton, recycled
materials, and innovative fabrics with lower environmental
footprints.
Ethical Production: Ensuring fair wages and safe working
conditions throughout the supply chain.
Circular Economy: Designing clothes for longevity,
promoting repair and upcycling, and developing closed-
loop production systems that minimize waste.

19. Brands that are taking a futuristic approach to
sustainability
H&M: This fast-fashion
giant has introduced
"Conscious Exclusive"
collections made from
recycled materials and
organic cotton,
alongside their
mainstream lines.
Nike's "Move to Zero"
Campaign: This
campaign encourages
consumers to buy
clothing made from
recycled materials and
donate used shoes for
refurbishment.
Levi's: The denim icon has launched water-
saving finishing techniques and partnered
with artists to upcycle old denim into new
creations.
Adidas: The sportswear giant has committed to
using recycled polyester in all their products by 2
and is collaborating with Stella McCartney on
sustainable footwear lines.

20. Thank You
For Your Attention