Sustainable marketing should not be a matter of choice

Sustainable marketing takes the traditional four ‘P’s – Product, Price, Place and Promotion, and maps onto them the four ‘E’s – Economy, Ecology, Ethnology and Ethics.

Economy – because marketing must be economically sustainable for the organisation, its customers, suppliers, the community it impacts upon and the wider world. The figures must add up.

Ecology – we all are concerned with the future of our planet, but often marketers have blind-spots about the impact their actionshave on the environment. What is needed is fresh thinking – considering ways to achieve the same or better goals with careful stewardship of our precious resourses.

Ethnology – people are vital, in fact they are often included as a fifth ‘P’ (some argue people should be the first ‘P’). Marketing strategies should critically consider people and cultures that are likely to be affected along the chain – they touch individuals and communities in a wide variety of ways. Sustainable marketing ensures the results are positive and enhancing.

Ethical – this should be a given. We would all like to agree that our business is conducted ethically – it is our corporate responsibility. But if ethical marketing is not a key item for consideration in all our activities, it is all too easy for unethical actions to slip in at some point in the process.  Market pressures and unethical activities by competitors can create conditions where less than perfect practices may flourish.

Sustainable marketing is not just morally desirable, it also makes good business sense. It can be a key differentiator in a world where sustainability is increasingly becoming a market driver of choice. Leadership in this dimension makes sound brand sense.

Here’s how One-Marketing can help you create, apply and strengthen a sustainable marketing strategy

  • Audits – know where you are now, and where your market and competitors are.
  • Management consultancy – helping you put sustainability at the heart of your marketing.
  • Campaign creation – developing sustainable and effective campaigns, events and projects.
  • Project management – making things happen, efficiently, cost-effectively and sustainably.