Definition
Conventional advertising is part of the promotion of products and services, which is one of the 4P's represented in the marketing mix (Product, Promotion, Price, Place). The sustainability marketing mix instead, includes the 4C's (Customer Solution, Communication, Customer Cost, Convenience) and makes sustainability advertising a part of the sustainability communication concept.
Sustainability advertising is used to advert customers to sustainable products, services and actions. It is not only focused on environmental issues and the product or service itself, but includes communication about the entire life cycle of the product. It furthermore informs about the sustainability of the producing company and communicates desirable lifestyles changes to consumers. Advertising in general is a one-way communication through mass media and is used to create name recognition, brand knowledge and some brand preference. However, only sustainability advertising contributes to all three pillars of triple bottom line: economic development, environmental protection and social responsibility.
Read more about this topic: Sustainability Advertising
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