Sustainability marketing aims at marketing sustainable products and services which “satisfy customer needs and significantly improve the social and environmental performance along the whole life cycle”, while increasing customer value and achieving the company’s objectives.
For example, a company that produces laundry detergent can design a product that has less volume, needs less packaging, and uses natural ingredients instead of chemicals.
This product innovation costs the company a significant amount of money to accomplish.
It will only make this investment if it believes that consumers will value the product and make a purchasing decision based on its new features.
Sustainable marketing at the product level is designed to bring these new eco-friendly features to the consumer’s attention.
At the public relations level, the company can report to its shareholders and customers that it is a responsible corporate citizen that is concerned about sustainable product innovation for the sake of future generations.
