Sustainability Marketing: A Study on Balancing Profitability with Social and Environmental Responsibilities

Abstract

As businesses increasingly recognize the importance of sustainability, the concept of sustainability marketing has gained prominence as a means to balance profitability with social and environmental responsibility. GITNUX MARKETDATA REPORT 2024 says that in worldwide Globally, 66% of consumers are willing to pay more for sustainable goods, 91% of plastic waste isn’t recycled and 93% of CEOs believe that sustainability will be important to the future success of their companies. This study aims to explore the strategies and challenges associated with sustainability marketing.. The study also examines the role of stakeholders, including consumers, employees, investors, and regulatory bodies, in shaping organizational approaches to sustainability. by offering practical insights and recommendations for businesses seeking to adopt sustainable marketing practices, this research contributes to the growing body of knowledge on sustainability marketing. It highlights the importance of authenticity, transparency, and long-term thinking in building trust and credibility with consumers while delivering positive social and environmental impacts. Ultimately, this study provides valuable guidance for organizations navigating the complex landscape of sustainability marketing in pursuit of both financial success and societal well-being.