Sustainable marketing

Sustainable marketing, also known as green marketing, is the promotion of environmentally and socially responsible products, practices and brands. For example, if you have bought something at a higher price than usual because it is locally sourced or 100% recyclable then you have experienced sustainable marketing. Sustainable marketing aims to improve the quality of life by promoting products, services and ideas that don't harm the environment.

In terms of market research, sustainable marketing can come into play if you are creating a new promotion, campaign, or advert with one of your clients. You can introduce the key aspects into the report or presentation for your client. This is so they know who they can target and what specific topic of sustainability they need to target to attract as many customers as possible or improve their company in the way that their customers would like. When the market research company encourages this and includes this information in the reports they put together, it makes it easy for their clients to adopt. Sustainable marketing in the market research world ties in closely to sustainability market research.

Sustainability and being green is becoming a big thing for many people and customers expect to see their favourite companies adopt green methods. Sustainable marketing is easy to introduce to help make a step in the right direction, as it comes with low costs and only requires a few tweaks to the current marketing strategy.

Examples of sustainable marketing are very common to come across today. For example, Nike introduced Nike Forward which is a lightweight material that aims to lower the brand's carbon footprint by 75%, compared to the traditional knit materials they have previously used. This material being used and promoted is sustainable marketing.

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