How can business respond to the challenge that Greta
Thunberg has presented to world leaders? Sustainable marketing, as
part of a larger strategy of meeting sustainable goals, is one way. It
has become an important practice in the 21st-century business world.
Without a healthy society and environment, economies will fail, and
businesses will die with them. Thus, companies increasingly realize
that investing in social and environmental improvements not only
adds to their credibility; it also increases their long-term profitability.
Consumers expect companies to develop sustainable marketing
strategies. But it is difficult for companies to keep up with these rising
expectations. As a result, there is often a gap between sustainable
marketing efforts and consumer demands. Those demands can be
unrealistic in terms of the cost of compliance and the time required to
alter production processes. Sustainable marketing makes sense only
as part of a strategy that will guide all of the actions of a business, not just product development, sales, and marketing. Since governments
are slow to take up the challenge offered by Greta Thunberg, the
future of the planet depends on the actions taken by companies to
protect the environment and create a better society.