Sustainable Marketing: Benefits, Challenges, and Strategies

Introduction
Transcript
Organizations all over the world have joined hands to ensure that businesses operate
using the minimum requirements which have been imposed by various certification bodies.
These measures have been put in place because of unethical business practices which have been
employed by companies in order to maximize profits. Such unethical operations risk putting
future generations in trouble as there may not be enough natural resources required to
manufacture products and services in the future. Sustainability marketing is aimed at ensuring
that companies manufacture eco-friendly products which are safe for human consumption. Eco-
friendly products have also proved to be beneficial to the organization in various ways which
will be discussed later in this video.
Let’s now focus on issues which are in sustainable marketing. The major issue which all
of you can agree with me is green washing. For those who are not familiar with the term green
washing, it is a situation where a company pretends to be practicing sustainable business
operations so as to gain a good reputation. In a real sense, the company does not practice
sustainability and actually engages in various unethical business operations. The issue has forced
many companies to purchase products which are not eco-friendly just because its manufacturer
has assured members of the public that the products have gone through a safe manufacturing
process which may not be the case.
The marketing mix consists of product, price, place, and promotion. The product should
be produced using eco-friendly processes and raw materials so as to achieve an eco-friendly
product. The company is supposed to list all the raw materials which have been used to