Sustainable Marketing: A Case Study of Tesla's Innovative Approach

Running head: SUSTAINABLE MARKETING
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2SUSTAINABLE MARKETING
The growing environmental crisis has made the consumer more aware of the products
they use and the way they impact the environment. This change in consumer behavior has forced
business organisations around the world to market their products in a way that connects with the
consumers and allow them to have competitive edge over others. Marketing sustainability thus is
a comprehensive part of the business strategies and is being implemented around the world to
address environmental concerns. Consumers in the modern world have started facing the
consequences of the environment. The current rise in global temperature or the changes of the
global climate have made people aware of the impact of environment in their lives. This has
changed the way people think, evaluate and value their requirements and needs. The rise of
carbon footprints and carcinogens in the ecosystem has urged the consumers to divert their needs
and requirements to environmental ways, eventually forcing the organisations to restructure their
policies and products in a way that is sustainable to the environment (Ottman, 2017).
The automobile industry is one of the industries providing a considerable amount of
carbon footprint and environmental pollution through its product. In this essay we will look into
the policy of Tesla, that has not just brought innovative products but their sole promotion stands
on the concept of sustainability (Belz, 2013). Tesla and Swire have collaborated to move to a
sustainable future. They have pledged to bring the latest technological advancements in Electric
Vehicles or EVs. They have made arrangements to charge EVs in the facilities of SWIRE in
Asia. The concept of EVs was promoted by Tesla a decade ago, even when the competitors could
not think of such an alternative. Tesla was the pioneers in sustainable marketing. The way they
have promoted and bought their products substantially, nourishing the concept of sustainable
marketing proves the feasibility of the concept. The growing rise in popularity and market share
of Tesla has grown considerably since the launching of its first model the Model S. The recent