Marketing , at times , has had a tarnished reputation , viewed as excessive , manipulative , and insincere . Yet , we stand at a crossroads where marketing can either perpetuate the negative image through " greenwashing " or emerge as a catalyst for genuine change . It ' s time for marketers to be seen as visionaries , social explorers , and inventors of the future .
SUSTAINABILITY
The Transformative Power Of Marketing In Shaping A Sustainable Future
By Kevin Mofokeng
In the realm of business and commerce , marketing has often been perceived as the enabler of consumerism , an instrument used to propel people toward incessant consumption . It ' s a perception rooted in the excesses of capitalism , where marketing has been complicit in overusing resources and contributing to environmental pollution . However , as society becomes increasingly conscious of sustainability , the role of marketing is evolving , offering a promising avenue for driving positive change . In this extensive exploration , we delve deeper into how marketing
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Marketing , at times , has had a tarnished reputation , viewed as excessive , manipulative , and insincere . Yet , we stand at a crossroads where marketing can either perpetuate the negative image through " greenwashing " or emerge as a catalyst for genuine change . It ' s time for marketers to be seen as visionaries , social explorers , and inventors of the future .
can become a force for sustainability , guided by the insights of Frédéric Dalsace .
Rethinking Marketing ' s Role
Marketing , at times , has had a tarnished reputation , viewed as excessive , manipulative , and insincere . Yet , we stand at a crossroads where marketing can either perpetuate the negative image through " greenwashing " or emerge as a catalyst for genuine change . It ' s time for marketers to be seen as visionaries , social explorers , and inventors of the future .
According to Dalsace , marketing fulfills three vital roles in business and society :
The Sensory Role of Marketing
Adept marketing teams possess the remarkable ability to sense social trends and shifts long before they become mainstream . This holds true not only for consumer trends but also for critical issues like environmental , social , and governance ( ESG ) concerns . African companies and brands , like the South African outdoor apparel company " Mzansi Adventures ," were early adopters of sustainability as a core business value when environmental awareness was still in its infancy on the continent .
Much like recognizing the first signs of a tsunami , marketers have the responsibility to identify the smallest signals early and respond swiftly . For instance , " Eco-Clean ," a Nigerian household cleaning product , may not seem environmentally friendly
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