Marketing for Sustainability

Over time, the concept of sustainability has broadened to encompass not only environmental protection, but also social and economic well-being, ensuring future generations’ ability to meet their own needs. As society seeks to better align individual and organizational behavior with these multifaceted sustainability goals, marketing has an increasingly important role to play. This role includes, but is not limited to:

• Shaping public perceptions and preferences around sustainability;
• Supporting the development and adoption of products and services that advance sustainability goals;
• Identifying and addressing frictions that hinder sustainable decisions by consumers and firms; and
• Informing the design of public policies that promote sustainable markets.