Introduction to Global Sustainable Management by Colin Combe

Author:Colin Combe
Language: eng
Format: epub
Published: 2022-02-16T20:27:55.930438+00:00

It is important to remember that the commercial aspect of marketing cannot be ignored as consumers continue to demand a range of added value from the transactions in which the marketing function plays a role. Issues of quality, price, value, functionality and service remain prominent features of consumer buying behaviour. Although it may be deemed laudable to pursue a sustainability marketing approach, it has to be within the constraints of economic viability for organisations otherwise they risk losing focus on the purpose of their enterprise, which in the commercial sphere is to make profits and effect growth. Managers need to understand and act upon information around the costs and benefits of pursuing a sustainability marketing strategy and what returns (economic, reputation, social, environmental) will accrue from their efforts. Organisations need to ensure that the message they convey is accurate, realistic and capable of being demonstrated. For example, fast food retailers McDonald’s used their switch to paper straws as part of an advertising campaign designed to communicate their ‘green’ credentials to customers only to discover that their plastic straws were capable of being recycled whereas the paper version was not. The risk of ‘greenwashing’ (conveying a false impression of the environmental soundness of a product) may, ultimately, harm a brand if these criteria are not carefully considered.

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