Basic principles of sustainable marketing— part 1

Admin user | ACT Group
19/07/2021

As an entrepreneur, you have probably at least once wondered how to connect with your current and potential customers/clients at a higher level. And maybe you also wanted suppliers to start seeing you more than just the sum of your consumer options? In that case, you should learn a little more about sustainable marketing.

Sustainable marketing is a relatively new concept in marketing and business, but it is already proving to be a kind of game changer. Based on the principles of environmental and social sustainability, sustainable marketing seeks to meet the needs of the current generation without compromising (their) future. And it covers a very wide area of the business sector, ie it is practically applicable to all forms and sectors of business.

Sustainable marketing refers to the type of marketing that considers and long-term captures the needs of customers, companies and society as a whole. In practice, this means designing and marketing products/services that (under the same conditions) can be used by consumers/customers around the world over a long period of time without causing harm or having a negative impact on either consumers/communities or the environment. Its goal is, therefore, to achieve a balance between company profits, consumer desires and society’s requirements, using methods and elements as well as “classic” marketing (4P – product, price, promotion, sales/distribution).

Some authors equate sustainable marketing with terms such as socially responsible marketing, humanistic marketing, environmental marketing, or green marketing. These concepts are based on the idea that the task of the company is to determine the needs, desires and interests of target markets and deliver the desired products / satisfaction in a more efficient and effective way than competitors, but also in a way that preserves or increases the welfare of consumers or society in general (Kotler, Keller , Martinović, 2014).

Such an approach to the direct delivery of the goods and services they need leads to a better relationship with the customer, and also contributes to preserving and promoting the well-being of society as a whole.

Photo by Carlos Muza on Unsplash.

Sources

Temeljna načela održivog marketinga i kako primjeniti isti na poduzeće. (2020, December 7). Podrška poduzetnicima. https://www.podrska-poduzetnicima.hr/clanak/temeljna-nacela-odrzivog-marketinga-i-kako-primjeniti-isti-na-poduzece