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.