The marketing paradox: Sustainability needs to become responsible growth

Sustainability now covers all aspects of making a business 360 degrees sustainable over the long term.

The marketing paradox: Sustainability needs to become responsible growth

Amanda MackenzieMarketing Society

Sustainability is no longer the domain of 'all things green'. It's much broader than that, covering all aspects of making a business 360 degrees sustainable over the long term. This means ethics, good practice, appropriate investment and challenging the premise that growth at any cost is a viable model. Chasing of double-digit growth over the long term needs to be questioned.

This may seem a marketing paradox but it is exactly what 21st century marketing professionals should be about – creating growth with the conscience and voice...

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