Social Change and the Marketing Industry


Although Copenhagen has been inconclusive in many ways, I feel the marketing community still needs to take note. For many, sustainability simply means recycling some of your rubbish, but it’s actually so much more than that! We are hearing more about ‘carbon footprints’ and how we can reduce them, yet to many people this just means that they want be able to holiday abroad as often as they once did. I think the whole issue of educating the public of sustainability issues is critical to reaching the tipping point where change begins to take place. With this said, the marketing and communication industry has a vital role to play in effectively communicating the benefits of sustainability. As marketers, we need to ensure that when we discuss the subject with clients, they understand the full sustainability spectrum, from simply looking at what kind of paper they use in their brochures and the choice of formats to the ink they use in their printers and whether it is toxic free. Of course, the range of issues is quite comprehensive and not only comprises material considerations, but also, whether they can reduce centralisation, meaning individuals are not required to travel to a central location. Perhaps the most important aspect is to ensure that there is an integration of both on and offline media and that they are capable of developing a sustainability proposition for their clients! If companies realise that sustainability is a good thing for their bottom line (and it is), then they will begin to buy into the whole process. This then leads to the entire supply chain being educated of the benefits! Our role as a marketing agency is to educate consumers and hence change behaviours so that they not only understand the issue of sustainability, but they can also still connect with their brands and products whilst supporting a sustainable agenda. Let me know your thoughts on creating a sustainable marketing environment!

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