Reflection Report

REFLECTION REPORT
Good day this is my reflection report to my topic Area XIV - Sustainable Marketing Practices. I learned that the
Definition and objectives of sustainable marketing Sustainable marketing is the promotion of socially responsible
products, services, and practices. While eco-friendly brands naturally work on sustainable marketing campaigns, brands
that are not rooted in sustainability can still apply its principles to their strategy. Its goal is to promote a mission, not a
product or service. Sustainability in business is the ability of an organization to thrive over time in a way that protects
and replenishes resources. although the concept may seem new, sustainability has been around for decades. The
modern-day concept of sustainability was developed from the World Commission on Environment and Development,
an organization launched by the United Nations in 1983. The Commission was led by Norwegian Prime Minister Gro
Brundtland, and thus became known as the Brundtland Commission. After four years of work, the Commission
concluded that government and industry needed to practice more environmental and social responsibility. The term
sustainable development was coined and defined as Development that meets the needs of the present without
compromising the ability of future generations to meet their own needs Since then, sustainability in business has driven
value. After four years of work, the Commission concluded that government and industry needed to practice more
environmental and social responsibility. The term sustainable development was coined and defined as Development
that meets the needs of the present without compromising the ability of future generations to meet their own needs
Since then, sustainability in business has driven value. Moreover, Harvard Business Review reports that companies that
have sustainable business practices experience greater risk management, more innovation and better financial
performance, including larger profits, more cost savings and improved efficiency and logistics. Moreover, sustainable
businesses benefit from improved customer loyalty. According to the Clarkston Consulting 2014 Corporate
Sustainability Trends Report, “sustainability has emerged to a prominent position in corporate and consumer
consciences.” Among the consumers who are noticing the movement toward sustainability are millennial, who now
boast $2.45 trillion in spending power. Forbes reports millennial not only have money to spend, but they also care
where they spend it: roughly 70% will pay more for brands that support a cause they care about. Consumers today
typically have mixed or unfavorable attitudes toward marketing practices. Whether it’s the promise of more value than
can be delivered, being persuaded to buy something you don’t need, or buying unsafe, shoddy products, unsustainable
marketing leads to distrust.Marketing has been criticized for harming consumers with deceptive claims and practices
and high-pressure sales. Unsustainable marketing has often fueled the desire for materialism versus a quality of life.
Increasing demand for more and more stuff has also led to environmental consequences. Consumers today want a
better quality of life and be more active in making the world a better place. They want to support companies – big,
small and in between – that demonstrate strong ethics and stewardship of human beings and the planet. In fact,
according to the Ethical Consumer US report of 2015 by Mintel, more than 63% of consumers feel that ethical issues are
becoming more important. consumers are strongly supporting businesses that incorporate meaningful values into their
core business. This desire to make a positive impact translates into a key concept in today’s business world:
sustainability. Sustainability as a business strategy is becoming increasingly appealing to managers, executives and
business owners, and more businesses and organizations are driving change – and success – with sustainable business
goals. Marketing educators can play an important role in assisting these firms by developing curricula that build the
knowledge and skills required to enable marketing graduates to contribute to sustainable marketing efforts. Marketing
graduates must not only understand but also be equipped to apply a sustainable marketing thought process to the
challenges businesses face today. Therefore, Sustainable marketing The authors assist in this goal by presenting key
learning objectives in the area of sustainable marketing, describing learning activities that will help students achieve the
learning objectives identified,and providing resources that not only support the learning objectives but also connect
them to traditional marketing concepts, as well as to concepts from other disciplines. Sustainable marketing is the
promotion of environmentally and socially responsible products, practices, and brand values. If you’ve ever spent a
little bit more on something because you knew it was locally sourced or 100% recyclable, you’ve experienced
sustainable marketing. Sustainability marketing is one aspect of how you choose to position your brand, but used right,
it can be very powerful. Sustainable commerce leaders, Patagonia, have pledged 15 of sales to the preservation and
restoration of the natural environment since 1985. In 2022, that means a total of $140 million so far. Lastly, sustainable
marketing They have also set an aim to be completely carbon neutral by 2025. Household cleaning products supplier,
Smolt, offers cleaning spray tablets that dissolve in water and can be used with refillable spray bottles to eliminate
single-use plastics.

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REFLECTION REPORT

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