Sustainable marketing integrates environmental and social criteria into traditional marketing dimensions, promoting a more ecological and responsible approach.
Extract
[...] Thus, these products or services are designed and produced by betting on robustness and sustainability, using renewable resources, and with the aim of having the lowest ecological, economic, and social impact in the short, medium, and long term. Low-tech is opposed to high technology characterized by programmed obsolescence, excessive energy consumption, large-scale exploitation of rare materials, and an excessive volume of waste. The solutions imagined by low-tech aim to be resilient and permanent13. For the sustainable marketing approach, the brand is a very important criterion. Sustainable marketing indeed aims to strengthen consumer loyalty to the brand by associating it with a dimension of sustainable development. [...]
[...] It is at the service of building an identity and a brand image that integrates sustainable development, thus a commitment that goes beyond a simple product or service14. [...]
[...] La low-tech seeks to integrate individuals and communities into its reflections and modes of action, prioritizing accessible and simple solutions that emphasize autonomy and resilience at a local and decentralized scale.6. Sustainable marketing places a lot of emphasis on communication and branding to attract consumers who are already sensitive to these issues, and to raise awareness among others.7. La low-tech often pays little attention to marketing and is more interested in the functionality of the solutions proposed to reduce our environmental and social impact. - Are they on the same ecosystem? The ecosystems of sustainable marketing and low-tech differ a bit. [...]
[...] Sustainable marketing aims to make marketing and sustainable development compatible, in order to propose a more ecological, more ethical, more responsible and more equitable marketing approach. This responds to an evolution of consumer expectations: according to a study by Oney and OpinionWay published in February of European consumers expect a commitment from brands.10. Consumers are increasingly looking for better ways to consume, for example by turning to organic and local products, recyclable or recycled products, or by preferring a circular economy by consuming through platforms for buying and selling second-hand products, such as Vinted or Facebook Marketplace. [...]
[...] Sustainable marketing also invites consideration of three other dimensions: people, the planet and profit1. Low-tech, which means 'low-technology' or 'low-tech' in French, aims to have the lowest possible environmental impact, in addition to being economical and accessible to all. Low-tech must be useful by returning to the basic needs of individuals and societies, accessible, that is to say affordable and appropriable by the largest number, and durable by having the lowest ecological, economic and social impact2. Sustainable marketing and low-tech can therefore be used in synergy to help society progress towards a better consideration of natural resources and their limits, and reduce the environmental and social impact generated by consumption. [...]
