Why sustainable marketing can’t be just for show

Sustainable marketing is not a coating on the business model, but something woven into its very fabric.

A Nepali skincare firm changed the packaging of its soaps to biodegradable paper composed of elephant dung. While the green pledge was admirable, the packaging budget, however, increased. This tension remains, as values and viability alongside purpose and price lie at the core of sustainable marketing. With changing consumer demands both locally and globally and climate commitments to be met, businesses are facing tough times.