Sustainability is no longer the buzzword of the day, but consumers “emotional connection to saving the planet is real. Companies are under increasing pressure to show how they handle their products, processes and packaging responsibly. As we enter what has become popularly known as the “fourth industrial revolution,” defined by disruptive technologies, climate change threatens to create new winners and losers.
Brands that think outside the box and prepare for what is to come have a competitive advantage, as sustainable and high-tech trends meet.
As the author of four books on the subject, the latest is Green Marketing, a new book on green marketing and sustainability. The fact that he says it is important to take the path from a sustainability perspective suggests that companies will not stop increasing the environmental impact of their marketing. As the authors of the four books on – the – topic – is – a – new – book – in – progress, just published – and – ready – to be – published – book “Green Marketing” suggest, companies will not stop there.
If you would like to learn more about how you can unleash the power of COGNITION to help your team make the most of green marketing in their business, please send me an email. I look forward to the forthcoming research and future articles on green marketing.
Moreover, the emerging new frontier of technological sustainability is increasingly impacting business models and strategies. The State of the Union and the takeover by organisations are becoming a major contender. Indeed, the quest for sustainability has already begun to change the competitive landscape, forcing companies to change the way they think about products, technology, processes, and business models. This new type of data, based on personal conversations and interactions, will help us better understand how people from all walks of life feel.
As expectations of the customer experience continue to evolve, UX design will play an increasingly important role in communicating a brand’s digital marketing goals. For example, we know that brand histories must be part of the DNA of digital marketing efforts in today’s most successful companies. By embracing intelligence as the cornerstone of a data-driven marketing paradigm, brands are well positioned to capitalize on the omnichannel developments that will unfold over the next decade. Few innovations have evolved as quickly as green marketing, whether through regulatory compliance, the creation of new product lines, or through companies forming alliances with other companies, NGOs, and governments.
Hopefully, the presence of more competition can encourage expanding its range of consumer products to meet its sustainable marketing goals. As the EU hints at the planned introduction of its own green recycling programme, a harmonised approach to recycling recyclable waste in the European Union could significantly increase recycling rates, as indicated by its plans for a new EU-wide recycling programme.
Sustainability is not just a box to tick, it requires a thoughtful approach that fits into the overall brand strategy. India should be at the forefront of a number of hydrogen-embedded products, such as the RE100 initiative, in which companies such as Infosys and Google have committed to using all green energy. Long before the first sustainable package is unveiled, companies should look for new ways to send a strong message about caring for the planet.
While many gardeners and landscapers see sustainability as a fixed endpoint, the only way to make a real difference is to innovate continuously. Achieving sustainability is a process, and as companies become more skillful, this experience will take them into the final stages of sustainable innovation, where the impact of a new product or process extends beyond a single market. Executives can start this phase by waking up in the morning with the knowledge that a significant number of consumers prefer green products and that their company can score points over competitors by being the first to redesign and develop an existing product.
Reducing the environmental impact of business activities is important, but marketing hardly seems to be the biggest culprit here. Cost centers can’t just be a profitable business; companies are better off preventing environmental damage and reducing waste than cannibalizing sales.