Sustainable Marketing

Chapters 1 and 2:

➢ Definition of Sustainability

o Sustainability: The ability of a system to maintain or renew itself perpetually

o Sustainable Marketing: Is the process of creating, communicating, and delivering value to customers in such a way that both natural and human capital are preserved or enhanced throughout

• Sustainable marketing means marketing sustainability, that is, in a sustainable manner

• Sustainable marketing means marketing sustainability-as a concept, a cultural value, and a set of practices

➢ Various Types of Sustainability

o Environmental Sustainability: The ongoing preservation of essential ecosystems and their functions

o Economic Sustainability: The ongoing ability of an economic system to provide for all human needs

• A balanced system

• Nations who have it (sustainability) need to help the nations that do not

• Balancing economic systems around the world

o Social Sustainability: The ongoing ability of communities to provide for the wellbeing of all their members

• Taking care of everyone in the community

➢ Ecological Footprint

o The amount of Earth’s resources required in order to support a particular lifestyle. The size of the population and the level of consumption determine this.

• Natural Resources: Resources occurring naturally in the environment such as wood, water, soil, minerals, coal and petroleum

• Ecosystem Services: Collective activities of natural systems that renew resources and sustain life

➢ Brundtland Commission

o The United Nations first World Commission on Environment and Development (headed by Norwegian Prime Minister). This was the start of it all (sustainability) was done to figure things out globally, first to coin the term sustainable development, meeting the needs of today with out harming the future

• Key Principles:

• An emphasis on needs, particularly of the global poor;

• Equity in distributing costs and benefits of growth;

• Intergenerationality, to consider long-term future...