Sustainable Marketing

Sustainability at business level:



 A sustainable business perspective takes into account not only profits and returns on investment but also focuses on how business operations can affect the environment, natural resources, and eventually our future generations. Sustainability at the business level is about taking steps, however small, such as recycling and conserving nonrenewable material and energy etc. alongside managing operations to reduce the negative environmental impact; all this weaved into the strategic perspective of the Business for its long term sustainability.

Reckitt Benckiser comes up with the sustainability report of the company just to sensitize its consumers and the industry on the various projects and measures they undertake for sustainability. Their focus is on four main areas:
  - Lifecycle carbon management
  - Sustainable operational excellence
  - Partnership with 'save the children'
 
Also, in Nigeria, Dettol, chose to take a different path to interact with its target market. Global Handwashing Day (GHD), a global campaign, observed on October 15 every year,  is one such platforms where Dettol, the world’s number one antiseptic soap leveraged maximally,  to help raise a hygiene-conscious generation in Nigeria.
Many other similar campaigns launched by Dettol include 'Good Health is in Our Hands'; 'New Mom Programme' and 'Health on Wheel campaigns'.

While most other brands adopt a one-off strategy to market its product , many others,like Dettol, queue up with a more sustainable approach and create a platform to engage with the target market on a regular basis, by educating them in their environment and on their terms!




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