This article is adapted from https://www.marketeers.com/sustainable-marketing-jadi-kunci-keberlanjutan-bisnis/
Published on: Jul 12, 2023
The future of business is determined by two variables: technology and sustainability. Both complement each other, influence one another, and together shape the future of a business.
On one hand, technology-based transformation is essential for future survival. On the other hand, a company's future hinges on its commitment to sustainability values, including community empowerment, respect for humanity, and environmental conservation.
Meanwhile, new technologies are emerging and evolving as enablers to support sustainability missions. This was conveyed by Iwan Setiawan, CEO of Marketeers, while presenting the concept of Marketing 3.0, which focuses on value-based marketing and the human spirit, at the Marketeers Sustainable Marketing Excellence Award 2023 at CGV fX Sudirman, Jakarta, on Wednesday, July 12, 2023. The concept refers to the book "Marketing 3.0: From Products to Customers to the Human Spirit" (Wiley, 2010) by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan.
“Marketing 3.0 marks the evolution of marketing from Marketing 1.0, also known as product-centric marketing, to Marketing 2.0, or customer-centric marketing, and then to Marketing 3.0, which promotes human-centric marketing. In this era, when customers buy products, they don't just consider functionality or emotional benefits but think about holistic benefits. Holistic here refers not only to their own lives but also to society and the environment. Similarly, businesses do not only pursue profit but also care about people and the planet,” said Iwan.
Companies or brands are now required to practice sustainable marketing by treating customers as whole human beings with minds, hearts, and spirits. Here, companies do not only aim to satisfy customers but also to show compassion for their lives. They pursue not just profit but also sustainability.
“There are three common implementations of sustainable marketing: green marketing, social marketing, and social entrepreneurship,” added Iwan.
Green marketing refers to company practices aimed at environmental conservation, such as reducing carbon emissions, energy-saving programs, reducing plastic use, reforestation, and more.
Social marketing refers to marketing strategies designed to influence society to voluntarily change behavior for the better. Social entrepreneurship, on the other hand, refers to efforts to build businesses or enterprises aimed at benefiting the social welfare of the community.
Sustainable Marketing Excellence Award 2023
Based on Marketing 3.0 and ESG (environmental, social, and corporate governance) principles, Marketeers held the Marketeers Sustainable Marketing Excellence Award. This competition and award event recognizes companies and organizations that have successfully implemented sustainable marketing, which strengthens the economy, empowers communities, and preserves the environment.
The judging of the Marketeers Sustainable Marketing Excellence Award 2023 was based on five criteria. First, program creativity or the uniqueness of the sustainable marketing program compared to similar programs.
Second, business model alignment or the suitability of the sustainable marketing program with the business it supports. Third, the reach of the implementation or the scope of the program's impact.
Fourth, societal/environmental/economic impact or the program's impact on society, the environment, or the economy. Fifth, implementation sustainability or the long-term sustainability and consistency of the program.
Here are the winners of the Marketeers Sustainable Marketing Excellence Award 2023:
Original Writer from Marketeers: Muhammad Perkasa Al Hafiz
Writer for KOLTIVA's website: Kumara Anggita, Content Writer
Editor for KOLTIVA's website: Daniel Prasetyo, Head of PR and Corporate Communication
About the Writer
Kumara Anggita, serving as Koltiva's dedicated Content Writer, brings a wealth of experience from her six-year tenure in journalism in the fields of humanities and lifestyle, as well as her role as a writer in the tech industry. Her deep-rooted passion for gender equality and sustainability spurred her to enhance her reporting and storytelling skills through the EmPower Media Bootcamp by UN Women. Now, Kumara utilizes her platform to advocate for sustainable practices and gender equality through her compelling writing.
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