Evolution and Future of the Marketing and Sustainability Linkage

Abstract

The pairing of sustainability and marketing has been around for several decades and has opened new standards in management and marketing. The main objective of this chapter is trifold: First, to shed some light on the distinctions between sustainability marketing and analogous terms; second, to review some of the criticisms that have arisen (i.e., greenwashing or green marketing myopia); finally, the authors offer a broader term for the marketing and sustainability link. The chapter will review the evolution of these concepts and present future directions of the sustainability and marketing linkage. Taking as a starting point theories that propose a new relationship between society and companies (civil economy, corporate citizenship) and the new paradigm of marketing, the authors also put forth a wholesome concept: civic marketing. This concept balances the two objectives expected in a marketing approach: positive business results and customer satisfaction in a sustainable economy.