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Marketing Professionals Must Use Brands To Help Promote Sustainability

May 29, 2012: 06:10 AM EST
Embracing sustainability as a core element of their marketing and business strategies, marketers can use the power of brands to encourage consumers to adopt a sustainability-friendly lifestyle. Companies, such as Unilever, have helped consumers gain access to basic necessities including health, basic hygiene, and food. For decades, marketing has ignored the concept of sustainability, making it difficult for present-day marketing professionals to integrate it into their campaigns. Marketers, however, need to address this challenge by integrating digital media into marketing and consumer relations, and using marketing to urge consumers to adopt a sustainable way of life. 
Marc Mathieu, "Making brands catalysts of change", Guardian, May 29, 2012, © Guardian News and Media Limited
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