The 4Cs of sustainability marketing in India

DDB Mudra Group’s Mehak Jaini looks at how Indian brands can ensure that the term “sustainable marketing” does not become an oxymoron.

This article is part of a Spotlight series on sustainability marketing in India. Read more

Is “sustainable marketing” the oxymoron of the decade? These two powerful words seem to be at loggerheads with each other.

On the one hand, sustainability would be to meet one’s own needs without compromising the ability of future generations to meet theirs – the act of conscious choices, consumption and often carbon cutting actions. On the other hand, marketing refers to activities a company undertakes to promote the buying or selling of a product or service – the act of influencing people to...

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