“In this era of globalization, corporate social responsibility is no longer merely about local labour issue, pollution control, or energy efficiency. Sustainable businesses are those that are helping find global solutions to our most pressing environmental and social issues”. -Ed Barker

Green Marketing comprises a broad range of activities like product development and modification, packaging development and modification, packaging, pricing etc. Green Marketing has gains momentum in the context of global warming and climate changes and this, in turn, has forced many companies to incorporate the principles of green marketing. Recently Green Marketing has drawn the attention pf national 7 state governments and this has forced them to introduce environment- friendly policies.

Customers are different. Because needs are different. Companies need great marketing and want to be part of the solution to an over-sold world. Grow your business in a sustainable, intelligent, and lasting way – and communicate to customers how great (and green) your products are.

What is different about Sustainable Marketing (or Green Marketing)? It isn't just about selling green products to the LOHAS market segment, which encompasses 63 million people or the $540 billion Cultural Creative market. Sustainable Marketing gives traditional marketing methods and discipline to entrepreneurs in the green marketing sector, teaches corporate social responsibility and green marketing to existing well-established companies, and also going beyond branding, evolving marketing, understanding our customers better, their values, emotions, and buying behaviour, and their hopes for making a sustainable, restorative relationship with their families, their communities, and the earth.

GREEN MYOPIA

The concept or ‘marketing myopia’ was introduced by Theodore Levitt in 1960. He laid emphasis on ‘managing products’ rather than ‘meeting customer needs’. Sometimes, this can be also happens for companies practising ‘green Marketing’ if they focus on ‘greenness’ over the broader expectations and needs of the consumers or other stakeholders including suppliers, distributors, regulators and various activists.