Marketing and marketers are often associated with a stereotype that focuses on their profit motives and encouragement of consumerism, regardless of the consequences on society and the environment. Some blame them, unsurprisingly, as they provide an easy scapegoat for those unable to manage their desires and resources effectively.
A misconception of the various marketing functions, which frequently reduces them to advertising and direct sales despite the fact that these are just two specific and limited tools in comparison to other marketing functions, reinforces this stereotype. The relationship between them and marketing is like that between the earth and the universe.
Marketing is a multifaceted science that intersects with other fields such as statistics, design, and psychology. One of its most important functions is studying consumer behavior, including a deep understanding of the decision-making cycle and what motivates different consumer behaviors, to influence them in a way that achieves an organization's strategic goals.
Given the current climate and social crises worldwide, and since marketing undoubtedly has a significant societal impact, marketers today must take responsible steps and incorporate environmental, social, and cultural considerations alongside economic ones in all their strategic goals, aligning their overall objectives with the Sustainable Development Goals.
An example is attempting to influence consumer behavior and encourage them to make responsible decisions through green and sustainable strategies to preserve the environment and cultural heritage. This includes using content marketing strategies, which can spread environmental and social awareness among a broader range of consumers and clients across various platforms, significantly contributing to cognitive change that may positively affect consumers' and clients' behavior and decision-making circles. Another example is establishing specific rules and policies for behavior that aim to preserve the environment, wildlife, and empower local communities.
Recent studies have shown that a significant percentage of tourists are interested in making more sustainable decisions. A survey conducted by Booking.com showed that up to 81% of participants are interested in booking sustainable vacations, with climate crisis being the biggest motivator. Humans naturally love good and do not accept harm to natural and cultural resources, at least theoretically.
However, pricing issues may arise: do consumers in our region today have the desire to pay an additional amount to reduce the negative impacts of what they consume? The positive impact on the environment, society, and the local economy might be a good incentive for some to spend an additional amount of up to 25%, as research has proven that 33% of British consumers do not mind spending extra amounts if it supports communities and the environment.
As marketers, we need to know the extent of the positive impact we can have on consumer behavior and convince them to contribute to making a change that supports the Sustainable Development Goals. We must continuously work on finding different solutions according to the sector and the circumstances of time and place to mitigate crises such as climate, poverty, and quality of life on land and underwater.
Finally, our profit goals must remain a priority because no business can continue without good financial goals and strategies. However, in short, we do not live in a world that belongs to us alone. We are the community, and we live in the nature around us. We are the beneficiaries and the sufferers. We are the ancestors of future generations and are now responsible for preserving Earth's resources to last longer.
Therefore, we must always place social and environmental considerations on the same level of priority as economic considerations and incorporate this into all goals, strategies, and different marketing policies. By focusing on the Sustainable Development Goals, we may succeed in changing marketing's stereotypical image.
By: Abdulrahman Kamal