April 26, 2019

Socially Responsible Business for Marketers

Lionel Church

Lionel Church
Lead Consultant/Lion's Head Consultancy

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Environmentalism Is A Market Opportunity

 

Environmentally concerned consumers see the business community as a failure (and we need to change that)

 

Environmentally concerned consumers see a total incompatibility between current rates of natural resource use and the changes that are required for natural systems to self-regulate and remain healthy. There is a deep feeling of uncertainty and discomfort felt by these people, who first familiarize themselves with global resource consumption and then take on a personal sense of responsibility for it. This group of individuals feels deeply at odds with the business community because they go to bed every night and wake up every morning worrying about natural resource depletion. Marketers spend their careers looking for solutions to problems that keep their customers up at night, and this is truly one of them. These customers are desperate for a solution, and they don’t know where to turn. They buy the most sustainable products they can find and afford. They often choose to work for non-profit organizations or in academia, seeking jobs that are, at best, environmentally non-destructive, if not helpful. They do this because they cannot bring themselves to work for or patronize businesses that they see as harmful. Concerned consumers experience a profound level of disappointment over the failure of most businesses to produce societally positive results.

This article first appeared on LinkedIn March 18, 2019. Read the full article (targets a new window).

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