AN ANALYSIS OF THE POTENTIAL INTEGRATION'S OF SUSTAINABILITY INTO MARKETING STRATEGIES BY COMPANIES

Ernest Udeh, Alexander Dugba

Abstract


For companies looking to solve environmental, social, and economic issues while preserving their competitive edge, sustainability has become a key priority. The goal of this study is to identify successful techniques, obstacles, and results by analyzing how businesses incorporate sustainability into their marketing plans. Providing a thorough grasp of how sustainability-driven marketing tactics may meet stakeholder expectations, promote positive societal effects, and align with business aims is the aim. The intricacies of sustainable marketing strategies were investigated using a qualitative study methodology. In addition to reviewing corporate sustainability reports and case studies, data was gathered through in-depth interviews with marketing professionals, sustainability officers, and industry experts from a variety of sectors. With an emphasis on the reasons, strategies, and difficulties involved in integrating sustainability into marketing initiatives, thematic analysis was employed to find significant trends and insights. A change from transactional to relationship-focused approaches, with an emphasis on transparency, authenticity, and long-term value creation, is necessary for the successful integration of sustainability into marketing strategies, according to key findings. Businesses that make sustainability a central component of their brand identity have a competitive edge, increase brand equity and cultivate client loyalty. However, obstacles like organizational inertia, economic limitations, and concerns about greenwashing frequently make implementation difficult. The report also emphasizes how creative practices like collaborations for sustainable development, technology-driven engagement, and circular economy initiatives are essential for successful sustainable marketing. There are two implications for this study. Theoretically, it advances the growing conversation about sustainable marketing by offering a framework for comprehending how it is incorporated into corporate plans. Practically speaking, the results provide firms with suggestions on how to overcome obstacles and seize chances in sustainable marketing. To dispel doubt and build credibility, companies are advised to embrace a stakeholder-centric approach, make investments in sustainable product innovation, and openly share their work. The present study adds to the existing body of literature on sustainability and marketing by clarifying the methods by which businesses can include sustainability in their marketing plans. It emphasizes how crucial it is to match sustainable practices with business missions, consumer values, and larger societal objectives. Further investigation of regional and industry-specific variances is necessary to enhance understanding of sustainable marketing strategies.

 

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Keywords


sustainability, marketing strategy, corporate social responsibility (CSR), green marketing, sustainable practices

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References


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DOI: http://dx.doi.org/10.46827/ejmms.v9i3.1887

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