Green Marketing And Sustainability Strategies

10066 WordsAug 6, 201541 Pages
In today’s world in which consumer purchasing is continually growing, sustainability matters more than ever. At the same time sustainability marketing remains a phenomenon for consumers and brands alike. Consumers have gained awareness and visibility on sustainability topics and issues such as global warming, pollution, water, the rainforest and depletion of the earth’s natural resources. Brands too are also aware of their perpetually growing impact on the environment driven by needing to meet the increasing demand for new products at a faster pace. While brands are aware they need to continue to reduce their environmental footprints, there are currently very few that are adequately adopting Green Marketing or sustainability strategies. Consumers on the other hand are aware that their purchasing affects the environment but are still not choosing to purchase more sustainable products. In many cases it is not the consumer’s fault they are not purchasing greener products, more so the responsibility belongs to the brands many of which have yet to adopt a good sustainable marketing strategy that works in meeting consumer needs on a product and emotional level. Green Marketing Beginnings The emergence of the Green Marketing trend is closely linked to historical, economic and political events. The emergence of Green Marketing first occurred shortly after World War 2, with the banning of DDT. (O’Rielly, 2010) DDT drove the media and public to become slightly more aware of human

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