Why Good Sustainable Marketing Matters

Had the opportunity to watch “The Cove” while on vacation last week.  Highly recommended if you haven’t had the chance yet.  It was disturbing, enlightening and inspiring, all at the same time, and well worthy of its many accolades and awards.

The extras were also worth the time, and I was struck by something Robert F. Kennedy Jr. said in one of the pieces.  He was discussing the Greek idea of stewardship for all of the commons – water, air, land – and how ecology is rooted in the Greek work eco, meaning home.

It was this notion of the commons that stood out for me.  You could assume if anyone is involved in sustainability at their core this notion is embraced and fundamental.  However I’m not sure as marketers, even in these days of increased consciousness, that we fully understand the power of this idea.  The idea that everything we produce, create and promote that impacts the air, water and earth has a responsibility to the larger community in which we live.

This isn’t a call for green washing or overstating a company’s CSR policy – actually its the opposite.  If organizations are to be believed and embraced by the larger public when they “market” their sustainable credentials in any form, at the base of those efforts there needs to be an understanding of the commons and how important they are to each individual (aka customer).

I’m looking forward the Verdantix webinar on September 9 discussing the state of sustainable PR and Marketing, which will focus on this very notion of what is right approach when communicating about a company’s sustainable programs to ALL of the audiences impacted by our products and services.

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Filed under Green and Consumers, Green Marketing, Sustainable Marketing

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