Can marketing and sustainability coexist?

Can the concepts of sustainability and marketing coexist? How can management and those responsible for communications in an organization balance the traditional view of marketing as a driver of consumption and sustainability as a determining factor in introducing corporate responsibility into the business context?

The growing pressures come from different sources: legislation and regulation, the cost and scarcity of resources, public and shareholder demands for socially responsible investments, greater media coverage of these issues and general changes in social attitudes and values.

Organizations are being asked to lead the discussion around the relationship between marketing and sustainability.

Today, incorporating sustainability in a communication plan is becoming a key element in a company's success. Consumers are now more likely to be loyal to a brand or organization that incorporates sustainable practices into the way it conducts its business.

For this reason, highlighting sustainability efforts in a corporate context and being transparent to the public can be a logical and profitable strategy. By promoting "green" or conscious action, social and environmental initiatives, the organization can benefit from positive exposure in the public relations sphere and connect with new market segments.

One strategy for using sustainability in this way is to communicate objectives and initiatives, combined with an original and authentic story. Making sustainability a key value for the brand's identity encourages the public to build a relationship with the organization and attracts a conscientious consumer.

Sustainability marketing resonates with customers and is now vital for customer retention. When 50% of consumers are willing to pay more for goods and services from socially responsible companies that have implemented programs to support society (Nielsen data), the value of showing your sustainability credentials is undeniable.

Marketers know that authenticity in a knowledge-driven market is essential. And when it comes to sustainable marketing, strategies are ultimately transparent to the public. Efforts to promote a fabricated or exaggerated perception are not effective in the long term and can leave the brand open to a negative reaction. Communication must therefore be planned, implemented carefully and supported by real actions that have an impact on the community.