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Marketing is the direct link between consumers and business. This puts marketers in the position of being responsible for sustainability of their products and services. In order to improve the quality of the environment, everyone must work towards creating sustainability within their respective positions. But, marketing, in particular, has a huge part to play in creating sustainability. It’s important to understand what sustainability is and how marketing can help to improve it.

What is Sustainability
Sustainability has many definitions, but generally, it is defined as the development that satisfies our current needs without damaging the needs of future generations. Anyone can work towards a sustainable future by doing their part. Your contribution could be as simple as recycling or refusing to purchase goods and services from a company who is harmful to the environment.

Marketing’s Role in Sustainability
Companies that utilize harmful business practices can benefit and improve their ways with the push from marketing. Because marketers are the middleman between consumers and businesses, they are the ones who can discuss ways to improve business practices that work towards sustainability. Working internally, marketing can take concerns from customers regarding environmentally harmful products, unfair working conditions, etc., straight to the company to work on creating a positive change.

Marketing has used significant branding techniques and campaigns that highlight the positives of businesses working towards social and environmental sustainability. Consumers that are conscious of sustainability will be more likely to become a customer and purchase goods and services. On the flip side, marketers also have the ability to create campaigns and awareness from companies practicing sustainability to sway consumers into creating social and environmental sustainability because of their choices in companies and their products.

One large aspect marketers will take into consideration is their audience. Millennials are a huge factor when it comes to spending and sustainability. According to author Simonetta Lein in Forbes, “These consumers prefer to spend their money on brands that preach pro-social messages, apply sustainable manufacturing practices and exercise ethical business standards.” The millennial generation is an easier target to hit when it comes to positive change.

There are many ways to promote social and environmental sustainability, and marketing plays a significant role in the development of these long-term goals. Marketers realize they are the ones tasked with the responsibility to create and implement that positive change, moving towards a sustainable future for generations to come.