Sustainable Marketing Concept – A New Face of Capitalism

Abstract

For many years business people and scientists alike have been engaged in discussion on sustainable development, the concept of meeting the needs of the present generation without compromising the ability of future generations to meet theirs. The idea of sustainable development should be implemented at all levels of the economy, including enterprises. According to this concept, considered in a micro-scale, the sources of success for modern enterprises are sought in long-term sustainable development, realized through the economical, ecological and social aspects of their operations. The popularity of this concept has led to a change in the ways European economies and businesses operate. They currently face the necessity to reconfigure their strategies, including marketing strategies. A new concept of sustainable marketing has emerged. It is closely related to the concept of sustainable development, and in this context, in the micro-scale, it affects economic development. A new approach to how company offerings are created, delivered and communicated, the rules governing cooperation between suppliers and consumers, the implementation of various marketing functions, as well as the analysis and mitigation of adverse influence of these activities on social and ecological environments, provide a firm basis for a better life for present and future generations. Marketing perceived either as a company philosophy or as one of the key components (functions) of business, which is most strongly involved in connections between an enterprise and the environment it is based in, should be the main source and focal point for an enterprise, as far as sustainable development is concerned. In modern concepts of marketing the necessity for enterprises to engage in socially and ecologically oriented activities is underlined. These activities include, amongst others, recycling, returnability of product, recyclable packaging, low level of chemicals and heavy metals in offered products, biodegradability of products, communication concerning ecological and environmental aspects of company activities, support of social actions, encouraging healthy lifestyle among the community members and employees, following ethical practices, and providing employees with social care. Marketing is therefore related to the social, ecological and economic dimensions of sustainable development at the micro level, and comprises the relations as well as attitudes of market entities in the value chain. In this context marketing may be perceived as a component of sustainable development and an activity supporting it. The increased involvement of companies in social and ecological marketing activities is strongly related to the implementation of modern technologies and innovations in business processes, the development of relationship marketing, and creation of partnership relations with customers and other market entities. Since at present sustainable production must be related to sustainable consumption, modern marketing plays a key role in creating opportunities for future development. In these circumstances sustainable marketing is not just an option to consider but also a major challenge to be responded to, and to be used as a source of competitive advantage in the near future.