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Recent consumer surveys will tell you that people care about how businesses affect society and the environment.<\/p>\n
Almost 90% of consumers<\/a> feel that businesses are responsible for their carbon footprint and should do more to reduce it. Over 80% of buyers<\/a> believe companies should also take part in solving social problems. In a recent survey by IBM, 57% of respondents<\/a> said they were willing to change their buying habits to reduce their environmental impact.<\/p>\n People want to help the environment in any way they can. The easiest way for them to do that is through their\u00a0buying habits<\/a>.<\/p>\n In response to this\u00a0consumer trend, more businesses are adopting sustainable marketing.<\/p>\n Sustainable marketing involves promoting socially responsible products, services, and practices. Sustainable marketing promotes the company mission, not a specific product or service.<\/p>\n <\/div> This article will explore sustainable marketing and why it should be the cornerstone of your small business marketing strategy.<\/p>\n In addition, we’ll talk about how your company can promote a more sustainable mindset and learn from businesses doing sustainable marketing the right way.<\/p>\n That said, don’t confuse sustainable marketing with “green marketing.” Green marketing is about promoting environmental awareness and protecting the environment. Sustainable marketing, on the other hand, covers a broader scope that includes, but is not limited to, the following concepts:<\/p>\n Your small business should approach its marketing strategy from a consumer’s perspective. That way, you can provide your customers and prospects with their desires and needs.<\/p>\n Your strategy must do more than market your products. It must also understand and account for how and why people use them.<\/p>\n Understanding what matters to your target customer<\/a> and providing solutions can create long-lasting relationships instead of one-time transactions.<\/p>\nWhat is sustainable marketing?<\/h2>
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Five core principles of sustainable marketing<\/h2>\n
1. Consumer-focused marketing<\/h3>\n
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