We are living in times that must make us understand that being sustainable is not an option but a necessity of the market, and of the world, if we want to have much more time with an adequate space to live and stay healthy.
It is a fact that world growth has led industries to generate increasingly processed and complex consumer products, which at first was the great solution to feed and provide products to the large existing population has alternately resulted in various consequences health, as well as a high exploitation of resources, so now it is necessary to redirect actions to be truly sustainable, but how to do it?
It is not once that the public’s perception of the “manipulation” that can be generated through marketing is heard out there, however, in most cases the professionals in the area are simply highlighting the strengths of a product to help the buyer make a decision.
The final responsibility for the purchase rests with that consumer / shopper. So when we decide to buy a light product, for example, marketing and innovation, they have already done their job of making sure that the product contains a lower percentage of fat than the original or a sweetener instead of sugar, according to current legislation, and then communicate it in the best possible way to the market.
Something very important that not everyone knows about marketing in consumer companies, is that you work being responsible for brands and / or specific products as business units, that implies taking a category to 100%, seeking to satisfy the needs of consumers, correctly communicate the attributes of the brand, build equity over time, develop and implement marketing plans and interact with various areas to execute actions in a timely manner; legal, finance, operations, research and development (innovation), sales.
Brand positions in organizations become orchestra tors to ensure results for their products in charge. This way of working was implemented since the 1930s by Procter & Gamble and has been around for a long time because it works; makes marketing a very strategic and relevant area in the companies that apply it (generally consumer products)
The lack of understanding of the marketing areas sometimes leads us to think that it is only in charge of advertising or promotions, which has proven not to be functional.
Although it may happen, depending on the company and the sector, that the marketing suny albany email address area has not fully evolved, there marketing may be limited in decision processes, which leads us to think that communication to the market is not really integrated with the reality.
And generally when “the river sounds, it is that it carries water … that is, the organization may be disjointed with what it does and what it communicates, and it shows!”
This is how the differences between green campaigns, sustainable marketing and the so-called “green washing” become evident:The “green washing” is the result of an incomplete effort, in which the little integration at the organization level and the lack of action on the part of the Buy Leads company makes us think of a “false appearance” about the pro-environmental benefits when in in reality there is no real or consistent interest on the part of the company. Example: eco-friendly packaging but waste of water.