Sustainability Marketing, 3rd Edition

Preface

A Primer in Sustainability Marketing

Sustainability is no longer a niche concern; it has become a strategic imperative that shapes businesses, consumer expectations and policy decisions worldwide. When ‘Sustainability Marketing: A Global Perspective’ was first published fifteen years ago, the world was already grappling with pressing environmental, social and economic challenges. Since then, climate change has intensified, social inequalities have deepened and the COVID-19 pandemic has reshaped economies and consumer behaviors. Simultaneously, major advancements in sustainable business practices, digitalisation and artificial intelligence (AI) have transformed markets. This third edition reflects the evolution of sustainability marketing in response to these changes, offering new insights into how enterprises and corporations can navigate an increasingly complex landscape.

While the world has evolved, traditional marketing thought still lags behind, remaining largely rooted in decades-old frameworks. Marketing theory and practice still emphasise short-term consumer satisfaction while neglecting the long-term environmental and social consequences of consumption. This book challenges conventional marketing thinking and presents a new paradigm that fully integrates sustainability into marketing strategy, decision-making and practice.

The book's first major recognition came in 2010 when it received the prestigious award for ‘Best Textbook of the Year’ from the German Business ...