Recommended Reading of interesting research by White, Cakanlar, Sethi and Trudel (2025) published in the Journal of Business Research, studying the topic “The Past, Present, and Future of Sustainability Marketing: The Journey So Far and Next Steps Forward” (The past, present, and future of sustainability marketing: How did we get here and where might we go?)
Amid growing concerns about the global sustainability crisis, serious debates have emerged across all sectors, particularly in the marketing field, which influences both the problems and solutions of the sustainability crisis. From its initial focus solely on resource conservation and green marketing, sustainability marketing has evolved and expanded to encompass a much broader range of issues, including circular economy, anti-consumption, carbon management, as well as social and ethical dimensions. This research not only maps the historical trajectory of sustainability marketing showing the “journey so far” but also points to the “next steps”, which represent future directions of change that will lead to long-term advancement of sustainability marketing practices.
Image source: Kate Raworth (n.d.)
Traditional Marketing vs. Sustainability Marketing: Differences Beyond Just Profit
Definition of Traditional Marketing (Traditional Marketing)
Kotler and Armstrong (2018) explain it as “the process by which individuals or groups create value, exchange valuable items, and satisfy customer needs.” Traditional marketing primarily focuses on maximizing profit and meeting customers’ current needs.
Definition of Sustainability Marketing (Sustainable Marketing)
Kotler and Armstrong (2018) explain it as a marketing approach that “creates value for customers while considering social and environmental impacts,” focusing on sustainable development in both short and long terms.
Conceptual Comparison: The Transformation from Traditional Marketing to Sustainability Marketing
| Traditional Marketing | Sustainability Marketing | |
| Objectives | Maximize sales and profits by prioritizing customer satisfaction to increase business value and returns for current shareholders | Consider social and environmental impacts alongside profit generation focusing on creating long-term value for business and society |
| Time Frame | Focus on short-term results such as increased sales, market share, or profits, primarily using financial indicators | Focus on building long-term customer relationships while considering environmental and social impacts |
| Resource Perspective | View resources as costs to be managed cost-effectively within short-term frameworks without much consideration for future resource use | Support efficient resource use and consider circular economy development to preserve natural resources for the future |
| Customer Need Response | Focus on meeting customers’ clear current needs to create business value | Focus on meeting customers’ current needs without compromising the ability of resources to meet future needs |
The Journey So Far: How Did We Get Here?
Sustainability marketing has come a long way from its beginnings. In the early era, this concept primarily focused on natural resource conservation and promoting green products. Various organizations attempted to present environmentally friendly goods and services to respond to growing environmental concerns.
Over time, sustainability marketing has expanded its scope significantly, covering more complex and challenging issues. A significant transformation occurred when this concept began incorporating social and ethical issues, including labor welfare, community development, and social equality. Sustainability marketing has evolved from focusing on resource conservation to encompassing broader topics such as circular economy and anti-consumption. This transformation has been driven by increased awareness of environmental impacts.
Currently, sustainability marketing has developed far beyond being merely a marketing strategy and has become a concept that encompasses entire business operations. The emergence of circular economy business models that aim to reduce waste and create maximum value from existing resources. Additionally, there has been development of innovations to reduce carbon emissions and raise awareness about excessive consumption.
This transformation has been driven by several factors, including increased consumer awareness, social pressure, and technological developments that facilitate change. Organizations must therefore adapt and develop business approaches that not only aim for profit but also consider long-term environmental and social impacts. Sustainability marketing is therefore not just a temporary trend, but a fundamental change in thinking and business operations that plays a crucial role in shaping the future of marketing and sustainable business development.
Where Are We Now?
Sustainability marketing today is at an interesting point due to changes in the marketing industry from previously focusing only on selling products and services to seriously emphasizing environmental and social impacts. This is because consumers today are not just looking for quality products, but they want to see how brands are responsible toward society and the environment. Marketers must therefore devise new methods to present products that not only meet consumer needs but also consider long-term impacts.
Furthermore, sustainability marketing has transformed from an idealistic concept to actual practice that creates positive impacts on our world through the emergence of environmentally conscious consumer communities that not only choose to buy environmentally friendly products but also help spread knowledge and inspire others to become more environmentally aware and caring.
Next Steps Forward
System-driven change: Policy and governance-driven change is creating new standards for business operations, such as stricter regulations controlling pollution emissions, waste management, and resource use. Governments worldwide are implementing policies that push businesses to adapt toward more sustainable approaches, whether through carbon taxes, tax incentives for green businesses, or enforcement of strict environmental standards.
Business-driven change: The business sector is also leading the transformation. Companies are competing to develop sustainability innovations, investing in research and development of clean technologies, improving production processes for greater efficiency, and designing environmentally friendly products.
Consumer-driven change: Modern consumers don’t just look at quality and price but increasingly value environmental and social impacts, willing to pay more for sustainable products and ready to change consumption behaviors to reduce environmental impact.
Conclusion
Sustainability marketing has evolved far from its beginnings that focused solely on environmental conservation to a comprehensive concept. From being merely a green marketing strategy to becoming the core of modern business operations.
Today, sustainability marketing is not limited to reducing environmental impact but also includes social responsibility. Marketers are facing challenges in creating balance between profit and responsibility while meeting consumers’ rising expectations.
Looking ahead, the future of sustainability marketing will be driven by three forces: stricter systems and policies, business initiatives, and increasing consumer demands.
Ultimately, sustainability marketing is not just an option but a necessity for business survival
and future growth.
Strategy and International Cooperation Coordination Division
National Economic and Social Development Council
References
Kate Raworth. (2017). Doughnut economics: Seven ways to think like a 21st century economist. Retrieved from https://shorturl.asia/SPjOQ
Kate Raworth. (n.d.). About. Retrieved from https://shorturl.asia/MPbQ3
Kotler, and Armstrong. (2018). Principles of Marketing. Retrieved from https://shorturl.asia/r19Q0
White, Cakanlar, Sethi and Trudel. (2025). The past, present, and future of sustainability marketing: How did we get here and where might we go? Retrieved from https://shorturl.asia/KEs6H
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