How to create sustainable marketing: from strategy to marketing mix

Over the past years, sustainability has become increasingly central to all stages of marketing, from strategy, designing to implementing. But how can we ensure that marketing further evolves to effectively integrate the challenges of the ecological and social transition? Moving from traditional marketing practices to sustainable ones means using both power and influence to develop and promote production and consumption models that are compatible with the limits of our planet and the social issues attached to it. It is therefore a question of integrating the environmental and social impacts into the heart of the marketing strategy and the brand’s mission, which can then be applied to all the dimensions of the marketing mix (or the four Ps of marketing – product, price, place, and promotion). From a strategic perspective, sustainable marketing translates into a brand’s commitment to society, notably through the development of a relevant, meaningful, and credible raison d’être, but