Marketing and Sustainability - Explained
What does sustainability affect marketing?
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What is Sustainability in Marketing?
Sustainability is simply the effort to reduce the negative impact on the environment. It involves the use resources in the process of making and distributing our products.
What is the Triple Bottom Line?
One framework of sustainability is called the triple bottom line. This framework focuses on three main things:
- Social Impact,
- Environmental Impact,
- Financial Impact.
The triple bottom line says if we take care of our people (customers or employees) while we also take care of the planet and we make a profit then we are succeeding on all levels.
When undertaking marketing efforts, we make decision and take actions based upon the expected impact in these three areas.