Page 169 - E1 Integrated Workbook STUDENT 2018

Further aspects of marketing

Marketing sustainability and ethics

3.1 Marketing sustainability

The role of marketing in sustainability may include:

 generating brands related to sustainability

 communicating sustainability messages

 identifying environmental impact of organisation and developing solutions

 developing new product/ service ideas that are sustainable

The benefits of a sustainable approach include:

 can charge a premium

 can save the organisation money

 can act as a source of competitive advantage.

Typical issues surrounding ethics and marketing include:

 marketing’s responsibility for customers’ privacy and security

 marketing’s responsibility to vulnerable people

 marketing’s responsibility to employees

 marketing’s responsibility for preserving competitiveness in the market

 responsible communication.

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