Ms. Rachna Kango is the Head of Marketing & Strategy Planning, Delta Electronics India. She not only leads the company’s marketing strategy across the country but also keeps the focus on driving the company's vision of helping the 
world run better through their exceptional product innovation and purpose-driven initiatives.
In this article, Ms. Kango points out the indubitable need for companies to adapt sustainable practices throughout their business. Sustainability is not just something that an organisation imbibes for the environment alone or society at large but it has numerous benefits for the business itself. As a marketing expert, she highlights the role of strategic marketing in an organisation’s journey to attaining sustainability.
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“Sustainable development is the development that meets the needs of the present without compromising the ability of future generations to meet their own needs”- the statement perfectly sums up the need for active sustainability measures. Many of us are aware of the fact that the world we live in is changing rapidly. Though advanced tech, ideologies and aspirations are crafting “a new way of living”, it has also affected our environment adversely. Embracing sustainability is no longer an option but a choice many individuals, organizations and nations will undertake in the next few years.
Sustainability has evolved into a very crucial element in today’s business world. Adopting various sustainability practices can reduce the negative environmental impact and enhance brand reputation with no compromise in meeting consumer demand. A recent Deloitte study has also pointed out that an increasing number of the population is drifting towards sustainable consuming habits, whether it is discarding single-use plastic or consuming home-grown products. Additionally, investing in building a green image helps businesses penetrate the market deeper.
Sustainability is the new efficiency
For every business, achieving efficiency in each area of operations is a priority. Though implementing a sustainable system might seem tedious initially, it has proven profitable in the long run. Sustainability can bring out efficiency in marketing, reduce costs and increase productivity while maximising profits. Companies in India have seen a reduction in energy expenses of up to 20% by implementing energy-efficient measures, according to a survey by the Confederation of Indian Industry (CII).
Business profitability can benefit from sustainable practices. According to a study by the Carbon Disclosure Project (CDP), businesses in India with a significant emphasis on sustainability outperformed their competitors in terms of financial success. This shows that incorporating sustainable practices into strategic marketing can maximise revenues by drawing in environmentally concerned customers, cutting costs, and improving overall firm performance.
The growing relevance of Strategic Marketing in the Sustainable world
Efficiency in strategic marketing plays a crucial role in reducing costs, boosting production, and maximising profits. Finding the point where operational success and environmental responsibility converge is necessary to balance sustainability and efficiency in strategic marketing. A balance between sustainability and efficiency can be achieved by employing eco-friendly materials, using energy-saving technologies, and encouraging ethical supply chain management.
In the past, businesses merely needed to provide high-quality goods at affordable rates to satisfy many customers. But as people's concern about the environment and other social concerns has grown, they've become more eager to support groups that share their beliefs.
Businesses can use a variety of sustainable marketing techniques to market their goods or services successfully while demonstrating their commitment to environmental and social responsibility. “Green product marketing” is one well-known strategy that places a focus on promoting eco-friendly products that have little to no negative ecological effects throughout their entire existence. Another strategy, known as "Cause-related marketing”, entails working with charitable organisations or lending support to social causes to build favourable brand connotations and show a dedication to societal improvement. Additionally, businesses can conduct initiatives for open communication and transparency that are centred on sustainability, such as disclosing details about their sustainable sourcing methods or carbon-neutral operations. By implementing these strategies, companies can improve brand reputation, attract environmentally concerned customers, and integrate their marketing efforts with sustainable ideals.
Utilising eco-friendly packaging materials, putting recycling programmes in place to cut waste, and taking action to lower carbon emissions are just a few examples of different sustainable marketing techniques. These methods strengthen brand reputation, demonstrate a dedication to environmental responsibility, and draw in eco-aware customers.
Metrics for Sustainable Marketing Strategies
Various measures to evaluate environmental effects and resource optimisation can be used to gauge sustainability and efficiency. A crucial indicator is the carbon footprint, which measures the greenhouse gas emissions attributable to a company's operations or product lifecycle. Another quantifiable metric that shows how effectively resources are used is energy consumption. An important indicator of efficiency, cost reductions also represent the financial gains from sustainable practices. Businesses may measure their progress, set goals for improvement, and make data-driven decisions by monitoring and analysing cost KPIs, which will help them strike a balance between sustainability and operational efficiency.
Additionally, collaboration between stakeholders and departments like marketing, supply chain, operations and customers is the key to integrating sustainable practices. By working in tandem, diverse perspectives can foster the effective implementation of optimised processes, strategies and push a culture of sustainability.
Summing up
Sustainability isn't a buzzword anymore. As customers become more and more informed regarding the impending environmental crisis, businesses have no option but to switch to sustainable practices. Strategic marketing can be a catalyst to promote sustainable products that will also induce the incorporation of newer and more efficient methods. One of the most significant gaps hindering the achievement of a sustainable ecosystem is the need for know-how, and strategic marketing can be the key to unlocking the world of new possibilities beneficial to every stakeholder - manufacturers, producers, channel partners and end-consumers.
