The Impact of Sustainable Marketing: A Tesla Case Study

This report provides an analysis of Tesla's sustainable marketing strategies. It begins by highlighting the growing consumer awareness of environmental issues and the resulting shift in consumer behavior, which has led businesses to adopt sustainable marketing practices. The report then focuses on Tesla as a case study, examining its commitment to electric vehicles and its innovative approach to marketing its products. The report discusses Tesla's collaboration with Swire and its early adoption of sustainable marketing principles, even before competitors. It emphasizes the company's rapid growth and market share, particularly after the launch of the Model S and Model 3. The report concludes that sustainable marketing is crucial for business growth and environmental preservation, emphasizing the importance of adapting to ecological habitats and promoting sustainable practices for future success. The report references several academic sources to support its analysis.

Running head: SUSTAINABLE MARKETING
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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

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Model 3 has seen bookings of around a third million consumers, even before its actual
production (Team, 2018). This establishes the fact that sustainable marketing can bring about
revolutionary changes in the business growth and competitiveness.
Thus from the above scenario we can infer that sustainable marketing approaches will not just
foster growth in business but will also help in creating an environment that promotes
development with sustenance. The future times will promote sustainability like never before, and
the sooner the organizations adopt policies that are important for the sustainable existence of the
environment, the greater will be their reach in the market. Sustainable marketing will see
modifications in the future like adopting ecological habitats by the organizations to support the
environment and promoting growth.

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References
Ahmadzadeh, M., Eidi, F., & Kagopour, M. (2017). Studying the Effects of Environmental Commitments
on Green Marketing Strategies. International Journal of Economic Perspectives, 11(1), 816-823.
Belz, F. M. (2013). Shaping the future: Sustainable innovation and entrepreneurship. Social
Business, 3(4), 311-324.
Ottman, J. (2017). The new rules of green marketing: Strategies, tools, and inspiration for sustainable
branding. Routledge.
Team, T. (2018). [online] Forbes.com. Available at:
https://www.forbes.com/sites/greatspeculations/2015/07/02/teslas-unique-position-in-the-
car-market-is-one-of-its-biggest-strengths/ [Accessed 19 Sep. 2018].