Customers are putting more and more emphasis on sustainability and environmentally-friendly business practices. It is worthwhile for firms to notice this and respond accordingly. Many companies have launched campaigns geared towards sustainability to enhance the image of their organizations and appeal to consumers who are concerned with the environment. These sustainable marketing campaigns involve using environmentally responsible practices to produce goods for consumers, while considering the environmental impact on future generations.
A perfect example of these practices is Walmart’s sustainability efforts. The company has been involved in its fair share of scandals and controversies, especially surrounding its employment practices. To improve its public relations and distract from these controversies, Walmart launched a sustainability campaign and set goals for itself to become more environmentally friendly. For example, in 2005, the company has set a goal of doubling its efficiency by 2015. So far, Walmart has increased efficiency by 69% (Walmart, 2013).
Many consumers are concerned with the use of unethical marketing tactics by companies. They often accuse marketers of using these tactics to deceptively attract consumers and increase sales. Some of these tactics include: high prices, deceptive practices, high-pressure selling, unsafe or defective products, planned obsolescence, and poor service to disadvantaged consumers.
Businesses take very different approaches to sustainable marketing. Below are some of the various approaches and their descriptions.
- Consumer-Oriented Marketing
- Companies should make sustainability decisions from the perspective of their consumers.
- Customer-Value Marketing
- Companies should devote resources to building customer value.
- Innovative Marketing
- Companies should strive towards sustainable marketing improvements.
- Sense-of-Mission Marketing
- Companies should develop their mission statements with general social terms.
- Societal Marketing
- Companies should consider it and its consumers’ long- and short-term interests.
On the road to doubling fleet efficiency. (2013). Walmart. Retrieved December 14, 2013 from: http://corporate.walmart.com/global-responsibility
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