Sustainability of Marketing

Sustainable Marketing, Responsible Consumption and Healthier Choices
3-Point Agenda for Marketing Practitioners and Academics

Outdated values such as “more is always better” are gone and the world needs a roadmap for 21st-century brand leadership toward sustainable consumption norms. Marketers have to commit to consistently use their advertising voice as a force for the good. To drive tangible action, the advertising must appeal emotionally to viewers’ hearts and rationally to their minds.


The Agenda is actually quite simple: 👉👇

• Inspiring Consumers and Companies to Make Healthier Choices – encourage imagery about real people not stereotypes, critique the collateral consequences of consumption vis-à-vis the hyped up real or pseudo-benefits; 
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• Promoting Responsible Consumption – inducting the dictum from industry “reduce, reuse, recycle” into the consumption equation; example of single-use plastic; and 
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• Making Marketing Strategy Sustainable – Sustainability not as a selling proposition but as a core to driving Marketing action - evaluating it through the filters of Socioeconomic equitability, Social and ecological tolerability, economic and environmental viability and above all sustainable for society, environment, and business.

Putting such strategy to action would need creating lust, craving or desire for sustainability which would in turn require a deep understanding of the core human emotions that drive action, and knowledge of how to reliably elicit these emotions in a market setting. The latter is what the Practitioners and Academics have always been doing or at least claimed to have been doing.

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