Chapter 16

Sustainable marketing

Socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.

Consumerism

An organised movement of citizens and government agencies designed to improve the rights and power of buyers in relation to sellers.

Environmentalism

An organised movement of concerned citizens, businesses, and government agencies designed to protect and improve people’s current and future living environment.

Carbon footprint

A term that captures the total negative CO2e impact associated with a product or service.

Environmental sustainability

A management approach that involves developing strategies that both sustain the environment and produce profits for the company.

Ethical marketing

Applying high standards of ethics and morality when making marketing decisions.

Consumer-centric marketing

A company should view and organise its marketing activities from the customer’s point of view to sense, serve, and satisfy customer needs, now and in future.

Consumer value-building marketing

A company should put most of its resources into long-term consumer value-building marketing investments.

Sense-of-mission marketing

A company should define its mission into broad social terms rather than narrow product terms.

Deficient products

Products that have neither immediate appeal nor long-run benefits.

Pleasing products

Products that give high immediate satisfaction but may hurt consumers in the long run.

Salutary products

Products that have low immediate appeal but may benefit consumers in the long run.

Desirable products

Products that give both high immediate satisfaction and high long-run benefits.

Sustainable company

A company that creates value for customers through socially, environmentally, and ethically responsible actions.