I have just finished reading Philip Kotler’s Marketing 3.0, a textbook that has made the author a familiar name in the marketing business. The book is a great read, informing us about matters such as ‘human spirit marketing’, and the importance of authenticity. It also identifies purpose and culture as the primary business drivers.
Kotler’s book informs us about mind, heart, spirit, business transformation and brand integrity. It makes a compelling case for rethinking marketing and business in a 3.0 world. In this new world, everybody is connected via social media. The market is ultra-competitive and the power is with consumers, who have a growing awareness of depleted and increasingly scarce resources.
As a result, companies will have to adopt a triple bottom line that includes profit, planet and people. This will be necessary not only to maintain and develop brands, but also to capture the opportunities that sustainable business practices will deliver.
Embrace sustainable business practises
Last, but not least, it will affect future cost productivity. You can take it as a ‘given’ that costs in areas such as energy and transport will go up in the foreseeable future. In fact, it makes no business sense not to embrace sustainable business practices.
As a result, the only choice is whether you are quick in adopting the triple bottom line approach, learn and develop a competitive advantage, as companies in Sweden, Denmark, Germany and Holland have done, or decide to wait. In my view, waiting is business suicide. I think Kotler would agree.
On this page you will find inter- views with the owners of three Irish companies that have developed, introduced or are marketing pro- ducts or services that are sustainable or which help people to be more sustainable. As they will tell you, going ‘green’ makes great business sense.
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