Critical Analysis of Sustainabilty in Marketing Essay Example for Free

Critical Analysis of Sustainabilty in Marketing EssayFocus on sustainability has appeared on the face of the land over the last ten categorys and a lot of books and articles are published on the topic of sustainability. Early on, John Elkington unquestionable and promoted the concept of manifold rear end Line in his book Cannibals with Forks The Triple Bottom Line of 21st Century championship which was published in late 1999 (Creating a sustainable Organization Approaches for Enhancing merged value through Sustainability By Peter A. Soyka, Pg. 1) The concept of sustainability is transformed to cover three basic components known as the Triple Bottom Line which are complexly linked to one another profits-it is the economical part that balances pecuniary growth with awareness and concern for the social heartfelt and environmental stewardship planet-it is the environmental part that safeguards and preserves the natural qualities of our ecosystem for the benefit and health of fu ture gen datetions people-it is the social equity part that safeguards the benefits of opportunity and equality for every individual. See much how to write a critical analysis essay step by stepThe growing importance of sustainable development establishes a significant and growth challenge for environmental economics and natural resources. This challenge is such big that if it is not measured and controlled then it allow ruin the life of the future generations thats the reason why every field now a days strive to work hard to have sustainable Value Creation (SVC). The indecision arises what is sustainability, a much relevant answer is provided by The Brundtland commission (1987) which says to be sustainable is to correspond the needs of the present without compromising the ability of future generations to meet their own needs. While this looks clear but if we observe it thoroughly and closely there are some complications and difficulties in it (Smart Green How to Implement Sustainable Business Practices in Any Industry-and Make Money By Jonathan Estes scallywag 6-8). The first problem which is a merchandise problem is in the needs of the present and no one today knows of what level of needs we are talking about.The second difficulty is an ethical question that relates to the future and intergenerational justice, how we know what the needs of the future generations will be and how far do we look into the future? These two questions i.e. marketing and ethical must be explained much more clearly andprecisely than the translation of the sustainability suggests. The world economies currently face many challenges in the do chief(prenominal) of general and commercial policy and one of the most crucial challenges they are facing is sustainable development. According to the projections of United Nations (UN) on population growth, the population of the world will most likely reach nine (9) billion people by the year 2050 with most of the growth taking plac e in emerging and developing countries. It is the commitment of UN to improve environmental and social performance associated with sustainable development. It seems that it is highly incredible to achieve the goals set by the UN with current unbalanced consumption, marketing and production practices.KEY IDEAS OF SUSTAINABLE merchandisingSUSTAINABLE CONSUMER BEHAVIORCreating consumer demand for sustainable products and go is not an easy task because the consumers traditionally behave to maximize their own utility. Many consumers think that anything which is good for the entire society in the long terminal is always the best option for the individuals in the short term and unfortunately for most of the consumers the positive attitudes toward sustainable development is not shown in their actual consumer demeanor and purchases.There are differences in what people say and what they actually do. Sustainable consumer carriage can be enhanced by positioning sustainable style with cons umers self-interest and by making sure that this self-interest is understood and recognized thoroughly and can be acted upon (Encouraging Sustainable Behavior Psychology and the Environment change by Hans C.M. van Trijp page 3, 4). Consumers when they consume sustainably also behave in a way that shows or signals there superiority over others. Marketing efforts should be made to enhance sustainable consumption that go ons to reduction in the trait of signaling instinct i.e. our inclination to signal to others that we hold valued traits.SUSTAINABLE selling STRATEGY AND PRACTICEThe objective of sustainable marketing is to include and combine the environmental concerns in the marketing effort this means that if the consumers are given better, more complete and more concise information on the sustainable products offered to them this will drive more and morecompanies to produce products and services that are good for the environment. Sustainable marketing can take the strategies of c onventional marketing to promote sustainable products and services not only by labelling the green products but also from work with positioning strategies of product, promotion, price and placement and rigorously engaging in market creation by addressing a large number of customers. The companys marketing strategy throughout the supply chain from product development to consumption should include sustainability in it.Many companies are focusing on the implementation of sustainable consumption they are finding the ways to direct the peoples thinking to forthcoming challenges and problems by using different marketing and communication strategies that lead to sustainable consumption. Sustainable communication and marketing strategies can make the companies think of their long-term socio-economic influence and the long-term perspective of it this will help the companies to tell the public about their future program without diminishing their present less environmental performance.EFFECTI VE SOCIAL MARKETINGEffective social marketing is a residential district and pragmatic based approach it brings very operative behavioral change. This approach has five steps i.e. providentially pick the behaviors to be promoted identify the benefits and barriers which come with the selected behavior form a strategy that uses the behavioral-change tools to understand these benefits and barriers test the strategy on a sample of certain community and evaluate the effect of the strategy when it is tested on a large scale (Design for Environment as a Tool for the training of a Sustainable Supply Chain by Bevilacqua, MaurizioCiarapica,Filippo Emanuele Giacchetta, Giancarlo, pg 147). tender marketing is different from commercial marketing it takes into account the changes in behavior that contributes social gains while commercial marketings objective is to produce financial gains by selling products and services. There are five important areas where social marketing focuses very heavil y and they are community involvement, health promotion, environmental protection, financial well-being and injury prevention (Social marketing A pathway to consumption reduction? Ken Peattie, Sue Peattie. Pg. 262-264)TRANSFORMATION OF TRADITIONAL MARKETING TO SUSTAINABLE MARKETINGMarketing has now changed itself it has a sustainability feature in nearly all of themarketing practices. It is now somewhat compulsory for the companies to consider sustainability in all of their strategical marketing practices and marketing mix. It is a very distinctive and objective task to integrate sustainability in the marketing strategy and at the same time it is not an easy task because marketing strategies are developed by taking into account the needs and wants of the personifyumers.Previously the companies only tried to fulfill the consumer demand whether it has an untoward effect on nature or environment but now more companies are forming sustainable marketing strategies that makes relationsh ips with customers better by fulfilling their demands and results in good profitability of the company and have good impact on nature and environment. Paettie and Belz (2010) after years of research came up with the idea of 4Cs i.e. (Cost, Communication, Costumer cost and Costumer Solution) and tried to mold traditional marketing Mix i.e. 4Ps (Product, Price, Place and Promotion) into 4Cs (Evolution of sustainability as marketing strategy Beginning of new era Vinod Kumar, Zillur Rahman, A. A. Kazmi and Praveen Goyal, pg 486-487). SUSTAINABLE MARKETING- CHALLENGES AND ISSUESDeveloping a sustainable marketing strategy is not an easy task because there are some issues and challenges that should be dealt carefully and prudently before going on with the strategy. The issue is what sustainability principles demand is that we need to conserve the resources and consume less of it and at the same time marketing principles demands to sell or produce more which means consume more natural resou rces (jones et al 2008). The challenge is how to balance this discrepancy and which means that sustainable marketing strategies should be developed that still result in profits but not creating negative impact on the society or environment.The process of arising of a problem and puzzle out it is an ongoing process one may come up with an idea or ascendant to an issue but there would be some problems with that solution too (Charter et al 2006). A good thing of sustainable marketing is not only competitive advantage but it also gives rise to pattern and reduction in costs. CONCLUSIONThe Marketing concept now has redefined which was acknowledged only as a functional concept and this concept is now anxious(p) and losing its grip on theworld stage. Now the redefined concept of marketing is strategic business concept that is intended to attain sustainable satisfaction for the three main players or stakeholders i.e shareholders, the costumers and people in the organization. The concept of sustainability marketing strategy started from ecological issues has now come to discuss sustainability issues. A company may have a sustainable marketing strategy if it involves sustainability in its business practices especially the marketing practices. The companies have to resolve the traditional issues and challenges which come in the way of implementing sustainability in their marketing strategies and then it will be a win-win situation for both the costumer and company. It has now becoming an informal moral obligation for a company to be sustainable. In this new era marketing and in the future, the companies have to be sustainable to compete on the world stage.REFERENCESCreating a Sustainable Organization Approaches for Enhancing Corporate value through Sustainability by Peter A. Soyka, Pg. 1, Smart Green How to Implement Sustainable Business Practices in Any Industry-and Make Money By Jonathan Estes page 6-8, Encouraging Sustainable Behavior Psychology and the Environmen t edited by Hans C.M. van Trijp page 3-4, Design for Environment as a Tool for the Development of a Sustainable Supply Chain by Bevilacqua, MaurizioCiarapica,Filippo Emanuele Giacchetta, Giancarlo, pg 147, Social marketing A pathway to consumption reduction? Ken Peattie, Sue Peattie. Pg. 262-264, Product, Price, Place and Promotion) into 4Cs (Evolution of sustainability as marketing strategy Beginning of new era Vinod Kumar, Zillur Rahman, A. A. Kazmi and Praveen Goyal, pg 486-487, Jones et al 2008,