Sustainable marketing – is that ‘a thing’?
This article first appeared in the may 05/22 issue of "absatzwirtschaft".
Seriously now, are sustainability and marketing actually compatible?
To many people marketing is mostly about manipulating the consumer via the 4Ps of price, promotion, placement and product. But brands and marketing managers are under increasing pressure today from a new set of demands, having to sell things as being attractive, low-cost, available and sustainable. Yet marketing itself is principally oriented toward short-term profits.
CHANGING CULTURES MAGAZINE
A clear majority of Germans today want less stress and more time with family and friends, but a narrative now prevalent discourages transformation: “A monster is in the house.”
Awareness of our regenerative needs is the starting point for a wiser, cyclical-restorative understanding of time that is of benefit both in and outside of economic life.
To address the complex issues of our times, decision-makers need to study scenarios with boldness and creativity. The trait they need develop for this is the sense for possibilities.