This article is part of a Spotlight series on sustainability marketing in India. Read more
Is “sustainable marketing” the oxymoron of the decade? These two powerful words seem to be at loggerheads with each other.
On the one hand, sustainability would be to meet one’s own needs without compromising the ability of future generations to meet theirs – the act of conscious choices, consumption and often carbon cutting actions. On the other hand, marketing refers to activities a company undertakes to promote the buying or selling of a product or service – the act of influencing people to...