Sustainable marketing is the promotion of environmental and socially responsible products, practices, and brand values. Businesses can use sustainable marketing for a specific product, time-sensitive cause, or even as their businesses’ USP’. There are many examples of companies promoting programs, objectives, strategies, plans, and all manner of terminology about how they are becoming more sustainable. However, it isn’t as simple as hitching your products to a topical issue and then operating business as usual. One needs to consider the context of the issue you are tapping into, how and why your brand fits as a solution in the mind of the customer, and (like all good plans) having defined goals so your progress can be measured and celebrated. The key aspects of sustainable marketing plans are –
- Long term plan
- Responsible delivery of the plan
The essence of sustainable marketing is that you position your brand as an active figure in an environmental or societal issue.