Sustainable Marketing Principles

Under the sustainable marketing concept, a company's marketing should support the best long-run performance of the marketing system. It should be guided by five sustainable marketing principles: consumer-oriented marketing, customer-value marketing, innovative marketing, sense-of-mission marketing, and societal marketing.

Consumer-Oriented Marketing

Consumer-oriented marketing means that the company should view and organize its marketing activities from the consumer's point of view. It should work hard to sense, serve, and satisfy the needs of a defined group of customers, both now and in the future. All of the good marketing companies that we've discussed in this text have had this in common: an all-consuming passion for delivering superior value to carefully chosen customers. Only by seeing the world through its customers' eyes can the company build lasting and profitable customer relationships.

Customer-Value Marketing

According to the principle of customer-value marketing, the company should put most of its resources into customer-value-building marketing investments. Many things marketers do—one-shot sales promotions, cosmetic packaging changes, direct-response advertising—may raise sales in the short run but add less value than would actual improvements in the product's quality, features, or convenience. Enlightened marketing calls for building long-run consumer loyalty and relationships by continually improving the value consumers receive from the firm's market offering. By creating value for consumers, the company can capture value from consumers in return.

Innovative Marketing

Sustaining Ads Example

The principle of innovative marketing requires that the company continuously seek real product and marketing improvements. The company that overlooks new and better ways to do things will eventually lose customers to another company that has found a better way. A An excellent example of an innovative marketer is Nintendo:27

After Sony and Microsoft kicked the Mario out of Nintendo's GameCube in the Video Game War of 2001, the smallest of the three game platform makers needed a new plan. "Nintendo took a step back from the technology arms race and chose to focus on [customers and] the fun of playing, rather than cold tech specs," says the president of Nintendo of America. The resulting Wii system, with its intuitive motion-sensitive controller and interactive games, appealed not only to teen boys typically targeted by the game industry but also to their sisters, moms, dads, and even grandparents. The result: the perpetually sold-out Wii system quickly outsold both the PlayStation 3 and Xbox 360. But get this: Unlike its competitors—which lose money on each console and earn it back on software—Nintendo actually turns a profit on its consoles, makes more selling games, then takes in still more in licensing fees. "Not to sound too obvious," says the Nintendo executive, "but it makes good business sense to make a profit on the products you sell." Wall Street thinks so too. The company's stock has more than doubled over the past year.

Author I in the end, marketers Comment | themselves must take responsibility for sustainable marketing. That means operating in a responsible and ethical way to bring immediate and future value to customers.

Consumer-oriented marketing

The philosophy of sustainable marketing that holds that the company should view and organize its marketing activities from the consumer's point of view.

Customer-value marketing

Nintendo's upset is doing more than attracting new gamers and bruising Sony and Microsoft. Says the president of Sega of America, "It has opened doors of creativity throughout the video-game business."

Sense-of-Mission Marketing

Sense-of-mission marketing means that the company should define its mission in broad social terms rather than narrow product terms. When a company defines a social mission, employees feel better about their work and have a clearer sense of direction. Brands linked with broader missions can serve the best long-run interests of both the brand and consumers. For example, Dove wants to do more than just sell its beauty care products. It's on a mission to discover "real beauty" and to help women be happy just the way they are:28

It all started with a Unilever study that examined the impact on women of images seen in entertainment, in advertising, and on fashion runways. The startling result: Only 2 percent of 3,300 women and girls surveyed in 10 countries around the world considered themselves beautiful. Unilever's conclusion: It's time to redefine beauty. So in 2004, Unilever launched the global Dove Campaign for Real Beauty, with ads that featured candid and confident images of real women of all types (not actresses or models) and headlines that made consumers ponder their perceptions of beauty. Among others, it featured full-bodied women ("Oversized or Outstanding?"), older women ("Gray or Gorgeous?") and a heavily freckled woman ("Flawed or Flawless?"). The following year, as the campaign's popularity skyrocketed, Dove introduced six new "real beauties" of various proportions, in sizes ranging from 6 to 14. These women appeared in ads wearing nothing but their underwear and big smiles, with headlines proclaiming, "New Dove Firming: As Tested on Real Curves." "In Dove ads," says one advertising expert, "normal is the new beautiful."

The Dove Campaign for Real Beauty quickly went digital, with a campaignforrealbeauty.com website and award-winning viral videos with names such as "Evolution" and "Onslaught" that attacked damaging beauty stereotypes. As the campaign has taken off, so have sales of Dove products. But the people behind the Dove brand and the Campaign for Real Beauty have noble motives beyond sales and profits. According to a Unilever executive, Dove's bold and compelling mission to redefine beauty and reassure women ranks well above issues of dollars and cents. "You should see the faces of the people working on this brand now," he says. "There is a real love for the brand."

Some companies define their overall corporate missions in broad societal terms. For example, defined in narrow product terms, the mission of Unilever's Ben & Jerry's unit might be "to sell ice cream." However, Ben & Jerry's states its mission more broadly, as one of "linked prosperity," including product, economic, and social missions. From its beginnings, Ben & Jerry's championed a host of social and environmental causes, and it donated a whopping 7.5 percent of pretax profits to support worthy causes. By the mid-1990s, Ben & Jerry's had become America's number-two superpremium ice cream brand.

However, having a "double bottom line" of values and profits is no easy proposition. Throughout the 1990s, as competitors not shackled by "principles before profits" missions invaded its markets, Ben & Jerry's growth and profits flattened. In 2000, after several years of less-than-stellar financial returns, Ben & Jerry's was acquired by giant food producer Unilever. Looking back, the company appears to have focused too much on social issues at the expense of sound business management. Cohen once commented, "There came a time when I had to admit 'I'm a businessman.' And I had a hard time mouthing those words."

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Readers' Questions

  • UTA
    What is consumer oriented in sustainability marketing?
    1 year ago
  • Consumer-oriented sustainability marketing focuses on educating customers about the value of sustainable products and services, as well as engaging them in the sustainability process by promoting the use of these products and services. This includes helping customers understand what sustainable products and services can do to reduce their environmental impact, and how their purchasing decisions can make a difference. Additionally, consumer-oriented sustainability marketing encourages customers to be more responsible when considering the environmental impact of their actions.
    • Rezene
      How can companies benefit from adhering sustainable marketing principle?
      1 year ago
    • Companies can benefit from adhering to sustainable marketing principles in several ways:
      1. Enhancing brand image: By adopting sustainable marketing practices, companies can enhance their brand image and be perceived as socially responsible and environmentally conscious. This can contribute to building trust and loyalty among customers and stakeholders.
      2. Attracting and retaining customers: Consumers are increasingly seeking out sustainable products and services. Companies that incorporate sustainable practices into their marketing strategies can tap into this growing market and attract eco-conscious customers. Moreover, by consistently demonstrating sustainability, companies can build long-term relationships and retain existing customers.
      3. Cost savings: Sustainable marketing principles often involve reducing waste, energy consumption, and resource usage. By implementing eco-friendly practices, companies can save on costs related to production, packaging, transportation, and disposal. For example, using renewable energy sources or optimizing supply chain logistics can lead to significant cost savings in the long run.
      4. Innovation and competitiveness: Sustainable marketing encourages companies to adopt innovative approaches and develop eco-friendly products and services. This can lead to a competitive advantage, as companies differentiate themselves in the market with unique, sustainable offerings. Sustainable marketing principles drive innovation and can spur creativity within organizations.
      5. Compliance with regulations: Many regions and countries have enacted regulations and policies aimed at promoting sustainability. By adhering to sustainable marketing principles, companies can ensure compliance with these regulations, avoiding fines and penalties, and maintaining a positive reputation.
      6. Access to investors and capital: Sustainable companies are often more attractive to investors who prioritize ethical and socially responsible investments. By integrating sustainable marketing principles, companies can access capital and funding from socially responsible investors who align with their values and objectives.
      7. Overall, adhering to sustainable marketing principles can lead to increased profitability, improved brand reputation, reduced costs, increased customer loyalty, and access to new markets and investors. It is becoming increasingly important for companies to embrace sustainability as a core part of their marketing strategy to stay competitive in the long term.
      • quirino
        What makes a business sustainable and profitable?
        1 year ago
      • There are several factors that contribute to making a business sustainable and profitable:
        1. Clear business strategy: Having a well-defined business strategy that aligns with the long-term goals of the company is essential. This strategy should include details on target market, products or services offered, competitive advantage, and growth plans.
        2. Strong leadership: Effective leadership plays a crucial role in the success of a business. It involves making sound decisions, setting a clear vision, motivating employees, and managing resources efficiently. Good leadership also fosters a positive work culture and enables the business to adapt to changes in the market.
        3. Customer focus: Understanding customer needs and delivering value-added products or services is key to sustainable profitability. Regularly collecting feedback and actively engaging with customers can help identify opportunities for improvement and innovation.
        4. Financial management: Efficient financial management is critical to profitability. This includes maintaining a healthy cash flow, tracking expenses and revenues, monitoring financial performance, and ensuring appropriate pricing and cost control.
        5. Scalability and growth potential: A sustainable business should be capable of growing and expanding its operations. This can be achieved through product/service diversification, entering new markets, strategic partnerships, or acquisitions.
        6. Innovation and adaptability: The ability to continuously innovate and adapt to changing market dynamics is essential for long-term sustainability. This could involve adopting new technologies, staying updated with industry trends, and being open to change.
        7. Employee engagement: Engaged employees are more likely to be productive and committed to the success of the business. Providing a positive work environment, offering opportunities for growth and development, and recognizing and rewarding employees' contributions can enhance their engagement and loyalty.
        8. Ethical and responsible practices: Having ethical business practices, being socially responsible, and considering environmental sustainability are increasingly important factors in the success of a business. Consumers are becoming more conscious of supporting businesses that align with their values.
        9. Overall, a sustainable and profitable business is built on a well-rounded approach that considers financial, operational, customer-focused, and ethical aspects of business management.
        • kevin
          Why companies should be more concern about sustainable marketing principles?
          1 year ago
        • Companies should be more concerned about sustainable marketing principles for several reasons:
          1. Ethical responsibility: Sustainable marketing principles align with ethical considerations. Companies have a responsibility to minimize their negative impact on the environment and society. By adopting sustainable marketing practices, companies can contribute to a more sustainable and equitable future.
          2. Consumer demand: Consumers are increasingly concerned about sustainability and expect companies to act responsibly. Sustainable marketing can help companies build trust and loyalty among environmentally conscious consumers. Ignoring sustainable marketing principles may lead to reputational damage and loss of customers.
          3. Financial benefits: Sustainable marketing can generate cost savings and financial benefits for companies. For example, reducing energy consumption, using recycled materials, or implementing eco-friendly packaging can lead to reduced costs in the long run. Additionally, sustainable businesses often attract investors and receive favorable terms from financial institutions.
          4. Competitive advantage: With the growing importance of sustainability, adopting sustainable marketing principles can give companies a competitive advantage. Demonstrating a commitment to sustainability can help differentiate a company from its competitors and attract customers who prioritize sustainability in their purchasing decisions.
          5. Regulatory compliance: Governments and regulatory bodies are increasingly imposing stricter regulations on companies regarding their environmental impact and sustainability practices. By embracing sustainable marketing principles, companies can stay ahead of regulatory changes and avoid potential penalties or legal issues.
          6. Long-term viability: Sustainable marketing is essential for the long-term viability of businesses. As resources become scarcer and environmental issues intensify, companies that do not prioritize sustainability may face challenges in securing suppliers, maintaining operations, and meeting changing consumer preferences.
          7. Overall, adopting sustainable marketing principles is not only essential for the environment and society but also beneficial for companies to remain competitive, profitable, and responsible in the long run.
          • payton
            What sustanbility market principle?
            1 year ago
          • The sustainability market principle is a holistic approach to business and investing that aims to minimize negative environmental and social impact while maximizing financial return. It involves considering the triple bottom line – the economic, environmental and social factors of any decision – with a focus on the long-term, rather than short-term gain. Companies that practice sustainability market principles are dedicated to developing strategies, products and services that reduce consumption, emissions and waste. They also invest in renewable energy sources and often adhere to environmental and social standards to ensure their projects and products are ethically sound.
            • charlene
              What are substainable marketing principles?
              1 year ago
            • Sustainable marketing principles refer to the practices and strategies that promote responsible and ethical marketing, taking into account social, environmental, and economic factors. These principles aim to create long-term value for businesses, consumers, and society as a whole. Here are some sustainable marketing principles:
              1. Customer-oriented Approach: Focusing on meeting customer needs and delivering value while considering their long-term well-being.
              2. Triple Bottom Line: Considering the social, environmental, and economic impacts of marketing decisions, and striving for a balance between people, planet, and profit.
              3. Ethical Marketing: Conducting marketing activities with honesty, transparency, and fairness, and avoiding misleading or deceptive practices.
              4. Environmental Responsibility: Minimizing negative environmental impacts by using sustainable materials, reducing waste, and promoting eco-friendly practices.
              5. Social Responsibility: Addressing social issues and contributing to the well-being of communities by supporting social initiatives, diversity, inclusivity, and fair trade.
              6. Long-term Focus: Emphasizing long-term relationships with customers, suppliers, and stakeholders instead of short-term gains.
              7. Innovation and Creativity: Developing innovative and sustainable products, services, and marketing strategies to meet the evolving needs of consumers and markets.
              8. Collaboration and Partnerships: Collaborating with stakeholders, including suppliers, customers, NGOs, and government, to develop sustainable solutions and collectively address social and environmental challenges.
              9. Transparency and Accountability: Being transparent in marketing communications, providing accurate information, and being accountable for the impacts of marketing practices.
              10. Continuous Improvement: Continuously striving to improve sustainable marketing practices and adopting new advancements and technologies to reduce environmental footprints and enhance social impacts.
              • Cosma
                What is meant by sustainable marketing principles?
                1 year ago
              • Sustainable marketing principles is a set of business strategies and practices that focus on meeting the needs of the present without compromising the ability of future generations to meet their needs. It involves creating, communicating, and delivering value to customers and other stakeholders in a way that respects and preserves the natural environment and other resources. Sustainable marketing principles also recognize the need to look beyond short-term profit and consider the long-term environmental, economic, and social implications of business decisions.
                • destiny watt
                  What are the five sustainability marketing principles?
                  1 year ago
                  1. Focus on Stakeholder Engagement: Engage stakeholders in shared dialogue and create mutually beneficial partnerships to develop sustainable products, services, and communication strategies.
                  2. Factor Environmental Impact Into Decisions: Maximize environmental advantages, minimize environmental hazards, and strive for energy efficiency and resource conservation.
                  3. Design for Transparency & Accountability: Introduce sustainable standards, be open and transparent in all communication, and ensure accurate traceability and monitoring.
                  4. Create Value & Deliver Benefits: Leverage existing strengths to create value and deliver benefits, while always seeking to maximize the positive social and environmental impact.
                  5. Promote Sustainable Choices & Positive Behaviors: Develop and promote sustainable choices and behaviors that positively impact both individuals and the environment.
                  • rolando
                    What are the five sustainable marketing principles d?
                    1 year ago
                    1. Focus on Sustainable Products and Services: Sustainable marketing focusses on providing products and services that are designed to last, that can be re-used or recycled, and that don’t have a negative environmental impact.
                    2. Reduce Consumption: Sustainable marketing encourages consumers to reduce their consumption of resources, by choosing reusable and repurposed products and services.
                    3. Invest in Education: Educating consumers about the importance of sustainability is an important aspect of sustainable marketing. It is important to communicate the importance of reducing waste, saving energy, and using renewable resources to the public.
                    4. Prioritize Long-Term Goals: Sustainable marketing is focused on having a positive impact in the long-term. It is important to prioritize long-term goals that will have positive benefits for both the company and the planet.
                    5. Embrace Technology: Technology can be used to improve the efficiency of production, reduce waste, and promote sustainable practices. Sustainable marketing focuses on using technology to create sustainable solutions that are both cost-effective and environmentally conscious.
                    • Abeba Negassi
                      What are the sustainable marketing principal?
                      1 year ago
                      1. Value creation: Developing and delivering products that provide customer value and create sustainable competitive advantage.
                      2. Innovation: Thinking outside the box and using disruptive and meaningful innovations to create customer value and benefit the environment.
                      3. Social responsibility: Engaging in responsible business practices and striving for a positive social impact in all aspects of the organization’s operations.
                      4. Transparency and trust: Establishing and maintaining strong relationships with customers, stakeholders and the wider public based on mutual understanding, trust and transparency.
                      5. Waste reduction: Reducing production and consumption inefficiencies, waste disposal and waste management practices.
                      6. Resource efficiency: Using resources efficiently to reduce environmental impacts, including reducing energy consumption, water use, and emissions.
                      7. Environmental responsibility: Acting responsibly and minimizing environmental impacts throughout the organization’s operations.
                      8. Communications: Communicating the organization’s sustainable practices and goals through clear, attractive and effective messaging.
                      • johannes seikola
                        Which sustainable marketing principle emphasizes building longrun consumer loyalty and relationships?
                        1 year ago
                      • The Relationship Marketing principle emphasizes building long-run consumer loyalty and relationships.