Ethical and Sustainable Marketing

• Sustainable marketing involves socially and environmentally responsible actions.
• These actions aim to meet the needs of consumers and businesses.
• They also preserve or enhance the ability of future generations to meet their needs.

Ethical & Sustainable Marketing / The Societal Marketing Concept

• Ethical and Sustainable Marketing focuses on establishing, maintaining, and enhancing customer relationships.
• This ensures that the objectives of all parties involved are met.
• It happens without compromising future generations' ability to achieve their own objectives.
• The societal marketing concept dictates that organizations must understand the needs, wants, and interests of their target markets.
• They should then deliver satisfaction more effectively and efficiently than competitors.
• This approach must maintain or improve the well-being of both consumers and society.
• The societal marketing concept is the freshest marketing philosophy.
• It questions the adequacy of the pure marketing concept, given the scope of societal problems.
• Unlike the pure marketing concept, the societal marketing concept acknowledges conflicts between short-run consumer wants and long-run consumer welfare.
• The societal concept directs marketers to consider three factors when setting marketing policies: company profits, customer wants (satisfaction), and society's interests (human welfare).
• Sustainability is driven by customer, employee, and investor demand.

Sustainable Marketing Mix

• Customer solutions extend beyond selling physical products to providing comprehensive solutions to customer problems.
• Example: IKEA provides delivery and building services. Hello Fresh delivers ingredients and recipes.
• Customer cost includes not just the financial price, but also the psychological, social, and environmental costs of obtaining, using, and disposing of a product.
• Example: Reusable products like refillable deodorant or beeswax wraps.
• Communication extends beyond promotion, which is a persuasive one-way approach from seller to buyer.
• Convenience is defined as easy access and use.

The 5Ps of the Sustainable Development Goals (SDGs)

• The 17 Sustainable Development Goals are categorized into five Ps for assessment.

People

• Designed to end poverty and hunger in all forms.
• Ensures that all human beings can achieve their potential with dignity and equality in a healthy environment.
• SDGs 1, 2, 3, 4, and 5 are combined under this category, ensuring no one is left behind by 2030.

Planet

• Aims to protect from degradation through sustainable consumption and production.
• Focuses on managing natural resources and acting on climate change to support present and future needs.
• Goals 6, 12, 13, 14, and 15 address challenges globally.

Prosperity

• Created to ensure human beings enjoy fulfilling lives; that economic, social, and tech progress occurs in partnership with nature.
• Economic development is important.
• SDG acknowledges the importance of sustainability and the necessity of addressing environmental impacts from energy utilization.
• Goal 7 targets international community aimed at the impacts from negative utilization to achieve appropriate solutions.

Peace

• Fosters peaceful, just, and inclusive free from fear and violence.
• Conflict, terrorism and other forms of difficulties threatening the peace around the globe.
• Weak institutions may be targets of peace threats
• Goal 16 shows the international

Partnership

• Mobilize agenda means required to implement global partnership for Sustainable Development
• Concentrates particularly on vulnerable and poorest with the participation of all countries and stakeholders
• Goal 17 showcases the partnerships for the goals

Social Criticisms of Marketing

• Marketing receives both criticism, but its sometimes unjust
• Critics allege its practices hurt individual consumers, society, and businesses

Marketing's Impact on Individual Consumers

• Consumer advocates and government agencies have called marketing for harming consumers through high prices
• There can be pressure selling, deceptive practices, unsafe products and poor products for disadvantaged people

High Prices

• Distribution is a high cost
• Intermediaries mark prices exceeding value because of duplicative services, and inefficiencies
• High markup reflect consumer, larger service and assortments, more service return privileges
• Inflation of prices absorb sales promotions and adds to the psychological.value
• Up to 40% of the manufacturing price
• Advertising adds to product cost by informing customers of availability and benefits.
• Companies apply excessive mark-ups, branding plays a significant part
• Most business want to build relationships, state that customer abuses are unintentional.

Deceptive Practices

• Uses deceptive practices that leads customers to more value than they actually do.
• This falls into three categories deceptive pricing, deceptive promotion and deceptive packaging

Deceptive Pricing

• Includes advertising practices as factory or wholesale prices
• Also a large reduction of price from a phony retail list

Deceptive Promotion

• Consists of practices as misrepresenting the features or performance. Also alluring the customer

Deceptive Packaging

• Exaggerates packaging through subtle designs.
• Labelling can be misleading and describing size in misleading terms

High Pressure Selling

• Uses pressure to persuade goods that people had intention of buying
• Building relationship and involves building long term valued customers. High pressure selling can damage these relationships

Shoddy, Harmful or Unsafe Products

• Products provide little benefit and can be harmful
• Also product safety and undue focus on profit
• A 2002 lawsuit unsuccessfully sued McDonalds on behalf of Obese products, claiming that McDonalds market food that is high in sugar, salt and cholesterol
• Government has has accused H&N, Zara and Nike of important clothes and other goods

Marketing Impact on Society as A Whole

• Marketing creates false wants
• Marketing makes people materialistic and makes poor product

False want and too much materialism

• Too much interest in material possession and are judges by what they are
• Creates false want that benefits industry
• Defensive against advertisement and it is not effective
• Effective in creating new ones cannot control demand

Cultural Pollution

• Constantly assaulted to marketing advertising
• Commercials can interrupt the serious programs
• Pages of ads in spam mails fills inboxes
• Make users keep down newspaper cost