Sustainable Marketing

In today’s continuously changing world, people are more concerned about the environment. Trees are being cut rapidly. Due to the continuously rising standards of living the luxury items are being used more like air-conditioners, refrigerators, automobiles, etc.; these entities impart harmful chemicals like CFCs (Chlorofluorocarbons), oxides of nitrogen, sulfur, and carbon. CFCs are known to deplete the ozone layer. The various oxides mentioned are responsible for Acid rains and health degradation of humans and animals, and plants. All these issues lead to Environmental degradation, Pollution, and numerous respiratory and chronic diseases. This uneven Environmental balance led the Marketers to approach the Sustainable marketing principle. In general, the term Sustainable Marketing stands for meeting consumers' present needs while preserving the resources and environment for the future generation to fulfill their needs. This includes the introduction of new innovative products and services, changes in the packaging and distribution patterns.

But a question arises, Is Sustainable Marketing a responsibility of marketers only?

No, it is the responsibility of both the business firm and consumers. In fact, consumers are more important in this approach. This is why the Government of India initiated the Jago Grahak Jago campaign to create awareness among the citizens regarding their rights as a consumer.

The most important requirement of Sustainable Marketing is Ethics. Ethics is related to social responsibility. Marketers should approach this philosophy that mainly focuses on responsibility, honesty, and transparency to reduce consumers' exploitation, reducing spam and misleading information and bad competition.

Therefore, we can conclude that the soul of Sustainable Marketing is to position the brand as a requirement of prevailing environmental and societal issues through the products and services. The commitment should include reduced greenhouse gas emissions, the use of recycled and bio-degradable materials and increase awareness among people through their products, services, and advertisements.

- Abhishek Raj

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