ABOUT US
What is Sustainability
Sustainability is commonly defined using the explanation in the United Nations (UN) Brundtland Report in 1987:
Sustainability is meeting the needs of the present without compromising the ability of future generations to meet their own needs.
Note that, of course, sustainability is about preserving and helping the environment to thrive, but it is about much more. It is vital that the needs of people are met too. Practically stated, sustainability is anything that works towards the UN Sustainable Development Goals (SDGs). These are 17 goals to make the world a better place. Find more information on the UN SDGs here.
How Can Marketing Be Sustainable?
Marketing can be sustainable by promoting the better world envisaged by the SDGs. For example, SDG 12 focuses on Responsible Consumption and Production, which is central to marketing. Businesses can contribute to Decent Work and Economic Growth (SDG 8) as well as some firms delivering on more specific SDGs, such as SDG 3: Good Health and Well-being and SDG 4: Quality Education. All marketers can make the world fairer by addressing Reduced Inequalities (SDG 10) and Gender Equality (SDG 5).
Innovation has a special role in sustainability. If we want a planet that addresses needs, for example, to bring people out of poverty, without further straining planetary resources, we need new and better ways of approaching problems related to the environment and society. These will involve work on SDGs such as Climate Action (SDG 13) and Life on Land (SDG 15), e.g., biodiversity. Innovation is especially related to SDG 7: Affordable and Clean Energy and SDG 9: Industry, Innovation, and Infrastructure.
Note that while philanthropy can play a crucial role in addressing the SDGs, the core focus of sustainable marketing is to achieve win-wins. Business currently faces the challenge of finding ways in which various stakeholders, including owners, can benefit from improved ways of operation. Thus, many in the world of sustainability talk of focusing not only on profits but on the triple bottom line (Environmental, Social, and Economic achievements) or the 3Ps, which typically means People, Planet, and Profit. When discussing the three Ps, many prefer People, Planet, and Prosperity to get beyond the limitations of profits as a performance measure.
What Do SUSTSIG Members Research?
The specific research interests of our SIG members span numerous topics, including: demonstrating the business case for sustainability, driving innovation in a circular economy, empowering entrepreneurs at the base of the pyramid with marketing knowledge, understanding drivers of consumer decision making, linking marketing to the United Nations Sustainable Development Goals, and clarifying when and how sustainability can serve as a basis for competitive advantage.
SUSTSIG members often work together to promote this exciting field, and we provide a way of networking for those researching in the area.
How Is Sustainability Impacting Business?
Despite any political winds, sustainable business is in a healthy state. Consumers reward firms that are more sustainable. Businesses adopt sustainability reporting, certifications, certify as B Corp, or register as benefit corporations or similar legal entities. Employees, especially high-potential young people, look to work for socially and environmentally responsible businesses. The future of business is to be sustainable.
Practicing marketers work towards a more sustainable future. CSO (Chief Sustainability Officers) and CMOs (Chief Marketing Officers) often work together to achieve joint goals. Firms often report on their targets and achievements. (See the G&A Institute for details of the rise of corporate sustainability reporting, Sustainability Reporting Trends).
What Else Does SUSTSIG Do?
Our key meetings are at the AMA Winter and Summer Conferences. At these, we organize scholarly sessions and social events and aim to create ways for those interested in sustainability in marketing to get together. The sessions we organize at the AMA Conferences bring in perspectives not only from scholars but also from practitioners to discuss the relevant and current challenges that shape the discourse around sustainable marketing.