Comments on: Sustainable marketing as a process http://www.semiosiscommunications.com/sustainable-marketing-as-process/ Semiosis Communications: Sustainable marketing for people, planet, and prosperity Mon, 15 Aug 2011 18:54:51 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Peter Korchnak http://www.semiosiscommunications.com/sustainable-marketing-as-process/comment-page-1/#comment-7046 Peter Korchnak Wed, 25 Aug 2010 18:23:55 +0000 http://www.semiosiscommunications.com/blog/?p=1748#comment-7046 @Eric Robbins: Making marketing sustainable goes both ways. Marketers should use the triple bottom line goals and practices, and business and sustainability experts should recognize the need and potential for marketing to contribute to sustainability in addition to promoting it. Social measures do tend to be harder to evaluate, but if we do it consistently and long enough, best practices will evolve. Nonprofits can be a great resource to business in this regard. @Eric Robbins: Making marketing sustainable goes both ways. Marketers should use the triple bottom line goals and practices, and business and sustainability experts should recognize the need and potential for marketing to contribute to sustainability in addition to promoting it.

Social measures do tend to be harder to evaluate, but if we do it consistently and long enough, best practices will evolve. Nonprofits can be a great resource to business in this regard.

]]> By: Eric Robbins http://www.semiosiscommunications.com/sustainable-marketing-as-process/comment-page-1/#comment-2362 Eric Robbins Wed, 22 Jul 2009 21:45:00 +0000 http://www.semiosiscommunications.com/blog/?p=1748#comment-2362 Nice post. I think marketers (and in particular PR folks) spend significant resources sharing their company's sustainability achievements and goals. In order to demonstrate their own integrity, marketers should be applying the same sustainability principles to their own business units and actions. In general, the three bottom lines are not in contention, and optimizing one should have a positive impact (at least in the long run) on the other two "lines." The factor which makes this generally true, is that eliminating waste has a positive impact across the bottom lines. From an economic standpoint it helps reduce costs, and from an environmental standpoint it reduces waste. Social measures tend to be harder to quantify, but the community and society benefit when company's are profitable and the environment is protected. Nice post. I think marketers (and in particular PR folks) spend significant resources sharing their company’s sustainability achievements and goals. In order to demonstrate their own integrity, marketers should be applying the same sustainability principles to their own business units and actions.

In general, the three bottom lines are not in contention, and optimizing one should have a positive impact (at least in the long run) on the other two “lines.” The factor which makes this generally true, is that eliminating waste has a positive impact across the bottom lines. From an economic standpoint it helps reduce costs, and from an environmental standpoint it reduces waste. Social measures tend to be harder to quantify, but the community and society benefit when company’s are profitable and the environment is protected.

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