Sustainable Marketing

Sustainable consumption is what consumers want today, especially the conscious millennial. They are learning the language of conscious consumerism and using the digital medium to target their products more efficiently.

  • Sustainable marketing is a holistic approach with the aim of satisfying the wants and needs of the customers while putting equal emphasis on environmental and social issues, thus generating profit in a responsible way.
  • The framework for sustainable marketing consists of the three pillars of sustainability: environment, society, and economy Sustainable marketing is in the middle of this intersection.
  • A sustainable brand is one that has successfully integrated environmental, economic and social issues into its business operations.
  • More companies are addressing social issues in their environmental sustainability programs as they realize how interlocked the two are.
  • The challenge lies in helping business owners feel connections to these issues.
  • Myntra Jabong’s recent consumer insights report expects India to be the largest market for sustainable products by 2030 globally.
  • Consumers prefer to spend their money on brands that preach pro-social messages, apply sustainable manufacturing practices and exercise ethical business standards.
  • Nyka recently introduced a range of luxury hand-crafted soaps while the e-tailer already markets a range of products in similar categories from brands like Ayurveda, Soulflower, Soultree & Forest Essentials.
  • Raw Pressery sells cold-pressed fruits juices which are unprocessed & healthy for the consumers.
  • Fashion brands have had their fair share of run-ins with environmental abuse, but Levis has been looking for ways to be more sustainable.
  • They are developing processes that eliminate hydrogen peroxide as one of the main ingredients in the lead process (of making jeans).
  • Also, they are keen to develop an experiential culture around the brand by setting up Levi’s Lounges which is a space for Indie artists to perform, come together and ideate.
  • Coca-Cola on the completion of 25 years in India since re-entry launched a plastic waste management programme covering 50 cities.

Digital media has also helped many brands disseminate the right information and help build a story of change or a movement that goes viral & benefits the brand.



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