Sustainable Marketing Strategies
Social marketing links commercial marketing to social responsibility and sustainable development. Social marketing is an adoption in the marketing field that seeks to influence customers to accept, reject, modify, or abandon consumption behavior for the benefits of social welfare. Social marketing helps to change the attitude of the consumers to a new behavior that eventually helps them adopt a new lifestyle. This paper evaluates case studies on how marketing strategies reduce the consumption of the public and how they address social problems.
In addition, social marketing has also been used to promote healthy living in a bid to protect people from obesity, health complication due to smoking, binge drinking, and the promotion of breast cancer awareness. Environmental sustainability has been addressed in social marketing by the development of community works and lawn watering, recycling and ‘do not litter’ campaigns.
Fair trades advocate for an increase in export cost as well as campaign for sustainable use. Additionally, fair trades also support for fair import costs for developing countries as a way to raise sustainability in the developing nations.
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