Guest lecture – Sustainable marketing 05-12-2019
The sustainable marketing started when people notices that the world was changing in a bad
way. The sustainable marketing can help to fix a little bit the problems for future generations.
What is the Sustainability?
Sustainability means meeting our needs of the present without compromising the ability of
future generations to meet their needs. Sustainability release on three pliers: Ecological,
economical and social sustainability. With that you can make the world a better place
Doing well by doing good. (Companies can benefit from pursing sustainable marketing practices
that bring value not only to individual customers but the whole society as well)
Sustainable marketing vs. other marketing Concepts
We also have many sustainable development goals.
 5 sustainable marketing principles
- Consumer-Oriented Marketing (a company should view and organize its marketing
activities from the consumer point of view)
- Customer-Value Marketing (a company should put most of its resources into customervalue-building marketing investments)
- Innovative marketing ( A company continuously seek real product and marketing
improvements)
- Sense-of-mission marketing ( A company should make profits while at the same time
making a difference in the world)
- Societal marketing (A company makes marketing decisions by considering consumers’
wants and society’s long-run interests example with InterMarché with the ugly
vegetables or Vinted)
Related Marketing Concepts:
 Ecological Marketing – marketing activities which reduce and prevent environmental
probkems that include energy and natural resource consumption reductions
 Green marketing –
Social Criticisms of Marketing
Consumers have many concerns about how well the marketing system serves their interests.
Marketing is often criticized for making a negative impact on ….
 Greenwashing: the act of misleading consumers regarding the environmental practices
of a company or the environmental benefits of a product or service.
Impact of Consumers on Sustainable Marketing:
 Consumers are involved in practices of sustainable marketing through movements of
consumerism and environmentalism
 Consumerists consider whether the marketing system is efficiently serving consumer
wants
 Environmentalists are concerned with marketing’s effects on the environment and the
environmental costs of serving consumer needs and wants.
Media power:
The role of consumers
 “Vote with dollars” – customers favor sustainable products and companies
 “moral boycott” – customers do not buy certain products
- A mismatch occurs when consumers report that they would only buy from companies
with good social responsibility, but only a minority of household expenditure is based on
company’s sustainability
- …………………