What is sustainable marketing?
Sustainable marketing extends further than the health of our environment and future of the planet; it’s also concerned with the wider societal issues including social and economic hurdles. When done well, its goal is to promote an organisations commitment to a mission. The product or service is secondary.
Forbes reports that 90% of Gen X consumers would willingly pay an additional 10% for more sustainable products which is a 164% increase from a survey conducted just two years prior. The data suggests that sustainability is an increasingly influential part of the buyer decision process. For that reason it’s imperative businesses align themselves with the thinking of Gen X as the demographic is projected to represent 27% of the worlds income by 2030; possessing a greater share than millennials by 2031.