What is in fact sustainable marketing?
Sustainable
marketing is the process of promoting products that are environmentally safe at
the retail level. It applies traditional marketing techniques but in a specific
context. This category of marketing seeks to capitalize on the increased value
consumers place on eco-friendly products and companies that have a perceived
commitment to sustainability in its production and supply chains.
So as you can see, this is a kind of
process where you need to put a lot of effort in it, to be environmentally
friendly. It’s a way of wanting to improve your product so it can be accepted
by the surroundings. That means that you have to reduce the toxic substances as
much as possible and make everything as eco-friendly as possible. You can for
example use recycled paper to label your product.
It is
tough for a company to adjust your product to the required environmental
policies. As head of company, you need to put a lot of work and money to be one
of the environmentally kindly companies. It is important that you don’t only
want to change your product just to increase your profitability, but that one
of the main reasons is that your company wants to contribute in social goals.
Some
people believe that sustainable marketing does not add value to the company,
and that it’s a waste of money. On the other hand, others believe that this effort
will add at least as much value as the input. Purchases of sustainable products
are often impacted by outside forces, such as comparative utility, cost, and
availability. Making your product eco-friendly will also attract a new type of
consumers.
Both
statements haven’t been proven yet.
Either
way, by applying sustainable marketing, you’ll have benefits for the customer,
the environment, and the corporation!
Leylah
Alliet 2MA01
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