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SUSTAINABILITY AND MARKETING

Gone are the days when an organization would only think of production or rather profits . Today’s modern day business is much more than those approaches . The business now operates in a growing and vibrant atmosphere where it has to cater to the needs of a wide range of stakeholders. It has to take into account of its customers, employees, shareholders, etc. The market is ever growing and is posing new challenges for the business. Business is now more than just mere buying and selling. Corporate’s like General Electric , Wipro , B.P have shown how business can be done in a win-win situation. Sustainable development is what business is talking these days. Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs. Organizations are inching closer and closer to this concept willing to create a goodwill and also mainly to show their responsibility towards the society. We are living in a world where temperatures are rising, water is scarce, energy expensive, food supplies uncertain and the gap between rich and poor increasing. We cannot close our eyes to the problems the world faces. Business must be part of the solution. But to be so, business will have to change. Sustainable, equitable growth is the only acceptable business model. The business must hit the benchmark even in terms of sustainability in marketing. Marketing generates revenues for the organization , thus by creating a sustainable and healthy marketing policy the organization can cater to needs of its customers in an emphatic and easy way. The market accepts brands who can not only satisfy their core needs but also their psychological needs. The business needs to market itself as a sustainable and growing business which can meet the needs to all its customers. No organization can generate business without proper marketing and moreover it got