Sustainability Marketing: Driving Change with the Right Message

Peter Drucker, hailed by many as “the father of modern management,” saw marketing as “the whole business seen from the customer’s point of view.” It’s a simple definition with a clear focus on a single stakeholder – the customer and his or her point of view. Marketers looking to integrate sustainability into their brands might find this definition useful. Sustainability marketing, when viewed in this context, is the formation of long-term customer relationships that help promote social justice, economic growth and environmental protection. With the right message, authentic and honest brands can become powerful motivators in driving change from conventional consumer…