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CSR and Sustainable Marketing Essay

Lester Brown who states that “a sustainable society as one that is able to satisfy its needs without diminishing the chances of later generations” (Curtis, M. , 2005). Yet most of the activities done by the organizations as well as the individuals are causing un-sustainability of the planet (Curtis, M. , 2005). Marketers and communicators do not get the idea of sustainable Marketing communication (Becky Willan, Clownfish). Implying sustainability concept to communication however is like dragging its limits (Curtis, M. , 2005).

Modern communication and technology (Curtis, M. , 2005) gives much consideration of the sustainability of marketing communication activities. As a result two facts should be focused on; 1. First, sustainability is a model on evaluating society’s actions and their reactions (Curtis, M. , 2005). Secondly, what sort of communication methods are considered as unsustainable (Curtis, M. , 2005). Moreover sustainable communication is about dematerialization, increasing the emotional value of the brands while decreasing the physical resources that are used in creating their communication methods (Becky Willan, Clownfish).

2. In addition to that Kilbourne (2004) states there is an argument on development of sustainable communication where it is differentiated in two ways with social marketing. Social Marketing on one hand had

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the intension of improving the well being of the society and influence the individual aspects of the target market where as sustainable communication specify on sustaining the ecology (Kilbourne, 2004). In an organization though being sustainable is important making profits also matters.

Therefore choosing a sustainable communication method should consider on social equity, environmental protection and most of all sustainable economic growth (Becky Willan, Clownfish). Issues in sustainable communication arise as in how it is said and what has been said. Openness of information (Johnson, 1991 cites in Catiulli, 2009) as a matter of fact is important because public witness about organizational activities towards sustainability.

If the organization is not implementing sustainability within the company but keep promoting themselves as sustainable figures it will mislead the community. As Becky (Clownfish Presentation) mentioned companies tend to use green marketing strategies to show they are sustainable. Consequently Catulli (2009) explains there is a great deal between marketing communication and promotion and they react for each other vies-e-versa.

Also he has mentioned these actions intentionally lead towards the greening of marketing (Catiulli, 2009). Another issue is applying these green marketing aspects to sustainable communication makes a potential threat as in “green washing” (Peattie & Crane, 2005). If the company exaggerate themselves through advertising and marketing about their ‘green policy’ than implementing business and marketing practices which minimize the harm for the environment will lead towards greenwashing (Greenwashing Index, 2009).

Therefore advertising acts a key role in this matter and as to McDonagh’s Mertonian perspective (cited Kilbourne, 2004) analysis of sustainable communication shows a significant swing in advertising. Moreover implication of the ‘green’ concept to marketing communication strategy will enhance the ecological performance of the company and also help to retain and gain the competitive advantage over competitors (Catiulli, 2009).

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