MKT6013: Zara's Sustainability Issues and Marketing Strategies

This report provides a comprehensive analysis of Zara's sustainable marketing practices, examining the key sustainability issues the company faces within the global retail industry, particularly in the context of its fast-fashion business model. The report identifies critical environmental challenges such as climate change, global warming, water scarcity, energy consumption, and waste management, as well as social and financial issues including labor shortages, rapidly changing trends, stakeholder challenges, and economic downturns. It evaluates Zara's current approaches to addressing these issues, including its efforts to improve supply chain sustainability, eco-efficient store operations, and waste management programs like "Closing the loop." Furthermore, the report explores ways in which organizations can encourage pro-sustainable behavior among their consumer base, suggesting strategies like adopting an Environment Profit & Loss (EP&L) tool, enhancing supplier integration, and promoting customer-centric approaches. The report concludes by emphasizing the importance of sustainability in all aspects of the business for long-term survival in the industry.