Basic principles of sustainable marketing— part 2

Admin user | ACT Group
19/07/2021

Sustainable marketing is based on three basic principles:

• Waste reduction and social engagement: The term waste can be considered different things, depending on the activity of the company. Examples can range from reducing waste when packaging products (for example, without packaging or using simple biodegradable packaging) to website optimization.
• Exchange vs. shopping: Modern forms and increasingly common examples of exchanging goods/services instead of buying them use the wide availability of social networks and the possibility of connecting with people/companies of similar views, open to mutual promotion and exchange of information (for example, by joining cooperatives).
• Longevity: Overcome the “tyranny of emergency” by planning longevity in marketing activities. It will protect the brand from long-term fluctuations in advertising prices and will spawn campaigns aimed at optimizing long-term return on investment and long-term social engagement.

Sustainable marketing, therefore, necessarily leads to better customer relationships. Sustainable marketing communication, which includes advertising, online marketing, sales promotion, personal sales and public relations, is specific in that, in addition to presenting products to the market and encouraging purchase, it aims to emphasize the importance of certain environmental/social issues and special contribution to creating image. It is important to be aware of the fact that customers in today’s globalized and democratized market invest as emotionally as economically (for example, by boycotting animal-tested products, buying short-chain products, etc.), and demanding transparency and ethical norms/practices.

Communication is therefore more effective if it relates to something specific than if it is general given the goal that the desired message reaches the target consumers and elicits the desired response. Consumers need to be given an object to direct their emotions that will stimulate them to action.

Companies that show a commitment to sustainable business, in addition to buyers/consumers are more attractive to potential customers and potential employees. Clients already want to reduce their environmental impact anyway, so by adopting sustainable marketing techniques you are actually helping them meet that goal, just as their own marketing and advertising techniques do. On the other hand, employees are also attracted to companies that have deeply ingrained values that are consistent with their personal life attitudes, values, and principles. And the market/buyers will no doubt know how to reward it.

Photo by Nathália Rosa 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