Sustainable marketing is the type of marketing that concerns products considered to be environmentally friendly, both in their production and in their realization process.
In recent decades, attention to the environment and the concept of sustainability has emerged as a dominant trend in many sectors. Naturally, this has had significant repercussions on marketing as well.
Many consumers have also developed sensitivity towards this aspect, thus creating a new type of demand.
That is, for products designed and manufactured in a certain way, with the least possible environmental impact.
In many cases, this translates into eco-friendly products, i.e., those resulting from the processing of recycled raw materials.
This has prompted many industries to reconfigure (often in very radical ways) their entire creation process, aiming at a substantial reduction of environmental impact.
Why Sustainable Marketing is so Widespread
Nowadays, the trend of sustainability and being green is strongly perceived by many people.
These individuals, as consumers, often do not give up on this type of value.
And this is precisely the answer to the question: the value that a consumer assigns to a certain product.
Very often the challenge between two identical products can be won simply if one captures the value that the consumer is looking for.
In this sense, for example, a garment made from a particular process of recycled textile materials can make a difference, rather than one processed with more traditional methods that do not respect this system.
This attention stems from a delicate issue that has experienced a significant surge in recent years: the concern of leaving an inhabitable world for future generations.
Moreover, it is a theme that is at the core of Agenda 2030, the sustainable development program carried forward by the UN.
How to Develop Effective Sustainable Marketing
To draft a good sustainable marketing plan, attention must be paid to certain elements, some of which have already been mentioned:
- Consumer Orientation: understanding what a consumer wants is fundamental in all marketing. In sustainable marketing, this need becomes even more essential if one wants to prevail over competitors;
- Understanding Consumer Values: capturing the values of consumers, what they expect from the brand and its products, is crucial. Especially from the perspective of a lasting loyalty relationship;
- Conveying the Right Mission: it is important to take on the right mission and remain true to a social message that is very attentive to this sensitivity.
We conclude by observing that more and more entities choose to adhere to this sensitivity, effectively creating strong parity between production models, supply chains with low environmental impact, and everything related to sustainability.
This is an excellent sign for all matters concerning environmental protection.
In terms of marketing, however, it is increasingly necessary to offer a USP that can make a difference even among very similar products.
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