Sustainable Marketing Dilemma

By default, in a generic form, the marketing purpose is to satisfy customer needs, based on the company's products or services. From another point of view, we can usually see marketing with the sole purpose of promoting economic progress of the company, in a more "capitalist" way. But sustainability brings a broader scope and vision especially the "triple bottom line" which includes, in addition to economic progress, attention also to the environmental and social values. This "new" issue, this "new" approach to marketing is not really new, since the essence of marketing is already to satisfy the customer, if possible exceeded their own expectations. Today, with the emergence of values, issues such as sustainability, promotes openness to new fields of marketing which basically are not that new. Consider what you might call a "dilemma" for marketing. As an example we have a clear stance as  Portuguese company EDP, which produces and sells energy, electricity. Looking from the standpoint of marketing, issues that may arise regarding the marketing of energy, customer relations, pricing, distribution, communication, etc. But we also see EDP to promote energy saving, teaching their clients to spend less energy, creating conditions for better use of that energy. If we think on a purist form of marketing, the phrases that must appear in the minimum are "these people are mad" Then marketing goes into a deep dilemma. But what I'm pointing is that this dilemma is a false dilemma. The marketing can, should and can work without any problems all these issues without too much difficulty, since look at the customer's perspective, the fulfilment of expectations of that client. My point is that marketing and sustainability may relate to naturally, without major problems.

The Obvious Revolution