Chapter 12: Sustainability Branding

After reading this chapter, you will be able to:

Sustainability has become a mainstream issue in the twenty-first century for the businesses, society and policy makers as well. The negative impacts of climate change and environment deterioration are now clearly visible, and therefore the practical implementation of sustainability into regular business practices is essential. The term sustainability with regard to business includes the association of firm with nature and environment, societal causes and corporate governance. Thereupon, this is referred to as ‘triple bottom line’ which means that a firm's plans must take into account the impact upon environment, society and economy. It also states that firms must make those types of investments that will further prove beneficial for environment as well as society, by also guaranteeing the financial sustainability of the project itself. Apparently, with the evolution of sustainability marketing, each aspect of marketing mix has been modified and improved. Sustainability marketing encompasses all those marketing activities that aim to stimulate sustainability-related attitudes and behaviour of consumers.