SUSTAINABLE MARKETING

We live in a world where temperatures are rising, water is a scarce resource, energy is expensive, food supplies are less and the gap between the rich and the poor is increasing.

In such circumstances, in order to protect our resources and as a responsible citizen marketers should keep in mind the concept of sustainable marketing. According to this concept, we should indulge in business practices and relationships that do not harm the environment. This will ensure the availability of our resources for future generations and promote healthy relationships with present and future customers.

Dove as a brand had made sure to provide quality products to its customers which ensure sustainable development. Dove deep pure face wash has contributed towards skin care. The product is clinically safe for soft and smooth skin.

The parent company Unilever chalked out a sustainable development plan known as the Unilever Sustainable Living Plan which decouples growth from environmental impact, however, bringing about a positive social impact. Some of the product campaigns under HUL which aim at sustainable marketing and growth are mentioned as follows:

1. Dove Self Esteem Movement
   
   
   Dove has always focused on their promotion as a beauty brand. The self esteem movement believes that everyone has the ability to make a difference and through this movement we try to build self esteem in every girl through simple actions and community interactions. These include educational and learning programs which encourage, motivate and inspire girls around the world. The movement was successful worldwide and everyone had a story to share.
   
   
   
   

   

   Feel beautiful in your own skin.
   

   
   

   
   
   
   
2. Dove employs Selfies to raise women’s self confidence
   Dove has always celebrated natural beauty and asked women to feel special in their own sensual skin. The brand challenged stereotypes yet again but asking women and girls to upload the photos of their most hated body parts on social media. This encouraged females to post selfies and take a fresh new look at their imperfections. The reason for taking the message on social media was that 63% of the working women think that social media has a huge impact on beauty standards as compared to print, TV and other media sources.
   
   The message behind the campaign was to take pride in imperfections and don't run behind cosmetics unnecessarily as measures to enhance beauty. This resonates with Dove’s message of feeling beautiful the way you are.
   
   
   

   

   Love your Imperfections
   

   
   

3. Global Green Brands 2011
   
   
   As the name suggests the Global Green Brands follow the go green approach. According to this approach the brands should follow sustainable marketing and indulge in market practices that do not harm the environment. The team behind this objective surveyed 9000 people in the world and found that the brands which hold high reputation in the minds of consumer are most trusted, used and repeatedly bought. Dove among the brands surveyed stood tall at 9th position worldwide.
   
   
4. Corporate Social Responsibility (CSR) by HUL
   HUL has various Corporate Social Responsibility programs through which the company makes sure it contributes a share of its earnings to social causes. HUL contributes 2% of its net profits as its share towards social initiatives.
   
   There are 5 levers for change that Hindustan Unilever Limited has adopted as foundation stones of their CSR policy. These are mentioned below:

• Barriers - the things that stop people from shifting to new behaviour patterns.
• Trigger - What forces people to adopt a new behavioural pattern.
• Motivators- what are the motivating factors that help people to stay loyal to the same brand.
• Understood- help in creating awareness and acceptance among masses.
• Easy- should be convenient in its reach and instils confidence

Towards a better tomorrow.

With the help of these the organization aspires to make a difference.