Why is marketing missing from the sustainability agenda?

Companies are under pressure from a number of directions to become more sustainable, as consumers, investors, NGOs, the media and even their own employees start to focus on corporate responsibility.

Why is marketing missing from the sustainability agenda?

David WhitingDavid Whiting Associates

In the 1980s there was a first flowering of what came to be called 'green marketing', but it foundered on the rocks of too many unproven claims and ineffective products, which began creating consumer cynicism. Despite initial appearances, we are almost certainly not currently witnessing a repeat of this experience but something much more profound that will have a more revolutionary impact on business and marketing as a profession. Business leaders are discovering that they need to consider a spectrum of issues, which until a few years...

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