Key Terms
Sustainable marketing
Infuses purpose into socially conscious products and services; meets present needs without compromising future generatio
These are also called ESG pillars
Environmental, Social, and Governance.
SOCIAL PILLAR EXAMPLE
A company donating school supplies with every product purchase; or partnering with nonprofits to support underserved com
CORPORATE SOCIAL RESPONSIBILITY (CSR)
Using a company's platform to improve the world; going beyond legal compliance.
ESG STRATEGY
Holds companies accountable for sustainability work and develops metrics to show how purpose is measured.
Inauthenticity example
A retailer launching a themed product to capitalize on a cultural holiday without actually honoring or supporting that c
Authenticity example
A brand that builds its entire business model around a social cause from day one; where every purchase directly funds th
Consumer-oriented marketing
Strategies focused on customer needs; solving their problems.
Corporate social responsibility (CSR)
Using a company's platform to do good; improve the world; and be socially accountable.
Customer-value marketing
Providing maximum value to the customer compared to competitors.
Economic pillar (governance pillar)
The sustainability pillar covering profitability and business ethics.
Environmental pillar
The sustainability pillar focused on reducing a company's environmental impact.
ESG pillars
The three pillars (environmental, social, governance) that guide corporate sustainability.
Innovative marketing
Uses media as the method for capturing prospects' attention and converting them.
Mission-driven marketing
Uses corporate core mission and purpose as the focus of marketing strategies.