Sustainability, Marketing and Strategy

If you observe generally how Sustainability is understand and worked you'll get the impression that it's some sort of theme or subject that companies have to treat briefly at certain times. Like initiatives that the company management has only to worry in that time, not a continuous act. Sustainability initiatives are treated like campaigns, like advertising, like PR actions and so on.
But Sustainability is a lot more than all that. If you go back to the purest definition you have to understand it as the ability to everything necessary to meet current demands looking after to future needs, being flexible enough to  quickly adapt to meet future changes. You can only work with this on a global strategy, with the whole package, looking to the whole picture.
More, due to many specific characteristics, Sustainability has a lot of strategy, innovation and development, so it makes no sense to work it like punctual advertising campaign or PR initiatives. Sustainability it's the strategy, not a piece of it. You have to start looking to Sustainability as integrated strategy, a strategic development, planning the whole business strategy with Sustainability integrated in a natural way.
Last but not least, looking to the strategic point of view you can't ignore the importance of the Marketing role within this subject, because Marketing is the intelligence core of the company, Marketing is the main tool of the strategy planning and implementation, and is the company's communication HQ, with the ability to reach out all the stakeholders.

So what are you waiting for?

The Obvious Revolution

Orex SM

www.orexsm.yolasite.com