As I was reading through other classmates’ blog postings, I came across Angus Chak and Chloe Chen’s blogs. Both of them talked about sustainable marketing. I also would like to add few of my points to “sustainable marketing”.
As I was searching on the internet, I found “the internet’s leading site for sustainable marketing”. After reading the blog, I have found the answer to a question I have had: What is different about Sustainable Marketing? It isn’t just about selling green products to the LOHAS (lifestyle of health and sustainability) market segment, which encompasses 63 million people. Or the $540 billion Cultural Creatives market. Sustainable Marketing gives traditional marketing methods and discipline to entrepreneurs in the green marketing sector, teaches corporate social responsibility and green marketing to existing well-established companies, and also going beyond branding, evolving marketing, understanding our customers better, their values, emotions, and buying behavior, and their hopes for making a sustainable, restorative relationship with their families, their communities, and the earth.
As the sound of “go green” gets louder, now days, not only for-profit firms but also many not-for-profits firms use sustainable marketing strategies. Water bottles use less plastic while universities turn from paper exams to online exams. So who gets benefit from adopting the sustainable marketing strategy? Everybody does, including the firms and the consumers. Firms can get high reputations as well as practise their social responsibilities while consumers save money and get a better and green planet. Many firms compete over their sustainable strategies (like said in Angus’s blog, Coca cola and Pepsi), but really, no matter who the winner is, sustainable marketing will lead us to a better marketing world, as Chloe puts in her blog: ” ‘go green’ is the ultimate social trend, employing sustainable marketing will not only benefit customers, but also the companies as companies’ visions resonate with customers’ and societal values.
