The following commercial is a fantastic example of the power of sustainability as a marketing tool. It does a great job of presenting the matter of environmental protection in a light-hearted and comical manner, while ensuring the underlying message of this being the truth and a serious issue is present. As the world becomes increasingly obsessed with the theme of environmental protection, there is much profit to be had. In effect, it adds a new dimension to marketing that can be explored and exploited from a number of perspectives. Going back to the theme of music which I have brought up a number of times throughout this blog, the reduction of plastic disposal and production could be used a point on which base the marketing of an online music retailer. Although many albums are now packaged with recycled or recyclable materials, a significant amount of plastic is still used in the industry. With the diminishing number of CD sales, this is no longer a huge issue but it is just an example of a way help shift the remaining amount of CD sales to online retailers. In recent years, consumers have become increasingly motivated by sustainable advantages in their purchases. Furthermore, this trend will likely continue as offering such “advantages” becomes more of a common standard and less a unique “advantage.”
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