As the public concern, for a greener world continues\nto strengthen, companies can no longer afford to ignore the significance of its\nimpact on the market place. <\/p>\n\n\n\n
Implementing a sustainability plan and marketing these\nefforts to the public has become a must-have piece to the strategy puzzle. Consumers\nprefer to support corporations that share their ideals -companies they trust to\nbe \u2018good\u2019 for the community; those who they perceive are acting responsibly by\nsupporting the social, environmental and economic needs. <\/p>\n\n\n\n
According to the World\nCommission on Environment and Development<\/a>, sustainable\nmarketing or green marketing is the marketing of products that are\nenvironmentally conscious. In essence, it is telling the story of how a company\nis making efforts to help improve the world. Anything from reducing the\nmaterials needed for production and implementing a companywide recycling\nProgramme, to creating community outreach programs or buying only locally\ngrown, organic products can be of importance to a consumer.<\/p>\n\n\n\n Finding\na balance<\/em><\/strong><\/p>\n\n\n\n It\u2019s one thing to implement strategies to become a more\nsustainable company, by reducing the inevitable carbon footprint caused by the\ndistribution of products and services; it\u2019s another to do so while remaining\nsuccessful and competitive in the consumer market place. Products and services\nshould be environmentally preferable but the tradeoff cannot be price quality\nor convenience. <\/p>\n\n\n\n To achieve sustainable marketing, companies need to\nregulate prices and effectively communicate with consumers. It entails\nconsideration of every touchpoint and how it affects the consumer, the\nenvironment and the community. <\/p>\n\n\n\n Similarly, if the process of acquiring a product or\nservice is considered inconvenient consumers are likely to look at the\ncompetition. Green initiatives must, therefore, be balanced with consumer\nneeds: while consumers may want to support a company that supports the\nenvironment they will demand quality, cost appropriate and convenient products.\nDemonstrating that a corporation is focused on social, economic and\nenvironmental sustainability yet remains competitive in the market place ensures\ncustomer satisfaction and loyalty and improve a company\u2019s overall reputation. <\/p>\n\n\n\n Shelton groups<\/a>,\nan advertising agency focused on motivating consumers to make sustainable\nchoices points out that, green consumers are not \u2018green consumers\u2019 they are the\nmost, \u2018desirable consumers.\u2019 The group cares about sustainability and social\nresponsibility. As they purchase products, they focus on putting their money\nwhere their values are and they see the brands they buy as outward expressions\nof their internal values. <\/p>\n\n\n\n