Marketing sustainably in developing countries? More like playing a game of Jumanji with unexpected challenges at every turn.

Oxford Dictionary defines marketing as the activity or business of promoting and selling products or services, including market research and advertising. A real double-edged sword. It can make or break a product, but it can also have devastating effects on society and the environment.

So what’s a business to do? Well, sustainable marketing practices might just be the answer.

Sustainable marketing strategies that integrate environmentally and socially responsible solutions into their business model are the best method to lessen this negative impact. Yet, adopting sustainable marketing strategies is difficult for developing nations.

The absence of the necessary infrastructure and resources to enable sustainable marketing strategies is a significant obstacle. The absence of proper waste management infrastructure, laws, and frameworks for end-of-life product take-back and extended producer responsibility are among the difficulties in managing electrical waste and spent batteries in developing nations (Ferronato, 2019). Even if a company is committed to adopting sustainable practices, it may be difficult.

The consumer culture, which favours inexpensive, disposable goods over more environmentally friendly alternatives, is another problem. Due to this, it is challenging for companies to sell sustainable products and persuade customers to pay extra for environmentally responsible choices. It demonstrates how the customer in these countries is influenced by personal, societal, and cultural aspects as well as marketing stimuli, which could lead to a different understanding or importance of the relevance of sustainability (Gbadamosi, 2016).

Despite these obstacles, businesses can still change the world and use sustainable marketing techniques. Working together with local communities and organizations to create sustainable solutions that are specifically suited to the needs of the area is one approach. For instance, a company might collaborate with nearby farmers to develop sustainable agricultural methods or waste management firms to lower the amount of garbage generated by their operations. The Mara Group, a vibrant pan-African investment firm with activities in the technology, financial services, renewable energy, and real estate sectors, is an example of how working with local partners may foster stronger trust and mutual advantages that can result in long-term sustainable solutions. The >$5 million company specializes in educating foreign businesses about the African context.

Patagonia is an illustration of a company that has effectively incorporated sustainable marketing techniques in a developing nation. The outdoor clothing brand has collaborated with local communities in nations like Chile and Argentina to create sustainable agricultural techniques that promote regional economies (Patagonia, 2018). This demonstrates the feasibility of developing environmentally and socially beneficial sustainable solutions.

In conclusion, firms may overcome the particular obstacles that developing nations experience in implementing sustainable marketing practices by working with local communities, utilizing cutting-edge marketing strategies, and promoting sustainable products. Businesses can increase their operations while also having a positive effect on the environment and society by doing this.

References:

Ferronato, N., & Torretta, V. (2019, March 24). Waste mismanagement in developing countries: A Review of Global Issues. International journal of environmental research and public health. Retrieved February 9, 2023, from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6466021/