Sustainable Marketing

As the name suggests, NO!, it does not mean sustaining our marketing efforts. I had the same idea but the bubble burst when our guest faculty C.D Mitra, who has a keen knowledge on this topic explained to us that sustainable marketing is the ability of a company to adopt practices to contribute to make this world a better place to live  environmentally.

This concept is still in its infancy, as quite a few organizations have adopted sustainable practices. Its a difficult task to integrate environmental friendly products with profits. A lot of money is spent by huge firms in research to develop their products. Business cannot afford to spend so much, which is why it’ll take time for this concept to become more accessible.

Sustainable Marketing is not just focused on environment, but also on other aspects of a business.
Anything which can help a business to optimize its practices, building strong relationships with the customers, businesses or the society is also part of sustainable marketing.

Lipton Ice tea is known for its green practices. It uses sustainable farming practices, with all their tea estates. they are in process of sourcing all their tea from “Rainforest Alliance Certified” farms by 2015. Also, Lipton is taking up many CSR initiatives like, planting trees in Kenya under the ‘Trees 2000’ program.