The term "marketing" refers to the process of making products and services accessible and usable in the market. In general, it is employed to characterize the endeavors of businesses in overseeing the marketing strategy for their products and services.
Philip Kotler, an American academic and author, is considered the father of the discipline, particularly through his foundational work "Marketing Management" (1967). Throughout his extensive career, he transitioned marketing phases, moving from a focus on production organization to a manifesto placing brand "purpose" or activism at the center. In his collaborative work "Principles of Marketing" (2019), he analyzes how companies are distant from the global system, highlighting the need to pay attention to issues that go beyond the mere logic of selling products and services. It criticizes capitalism as a system based primarily on the quantity of products introduced into the market, emphasizing that companies should focus more on what they can do and take on social responsibility to progress towards the common good.
Marketing originated as an economic discipline that has traversed several significant phases. Initially, the focus was on production organization and creating better products without considering consumer needs. This self-referential approach was evident in Ford's model, concentrating on mass-producing standardized products.
After the Great Depression, a new marketing mindset emerged, introducing the concept of differentiated products based on functionality and quality compared to competitors. However, this approach still viewed the product only from within the company, neglecting the actual needs, desires, and satisfaction of the customer. The modern consumer, despite being influenced by mass information, is increasingly interested in actively participating, especially in areas affected by natural disasters or critical situations.
In the 1950s, a shift towards sales orientation occurred, where the primary lever was price. Companies following this orientation focused on maximizing profit and sales, still not considering the actual needs of consumers. This led to promotional policies aimed solely at stimulating purchases, pushing towards mass channels.
Subsequently, the customer-oriented phase emerged due to market saturation. Companies started collecting information to study customized products based on needs, segments, and buyer personas. This approach was implemented in the digital era, utilizing technology for more efficient data acquisition.
The capitalist model based on quantity, price, and hyperconnectivity, however, began showing cracks. A deeper interest in sustainability developed, with climate, energy, pandemic crises, and natural disasters highlighting the system's fragility. Sustainability became a central concern, leading to increased consumer awareness. Consumers seek daily actions that can improve and make life more sustainable.
Italians are looking for concrete actions in terms of sustainability, choosing authentic brands to guide them in this journey. For 31% of Italians, sustainability has become an important factor in shopping decisions, sometimes even more significant than features like design or style. However, the contemporary consumer does not want to compromise on quality, convenience, and affordability. Sustainability is closely tied to price, becoming a key element in purchasing decisions.
The term "sustainable design" is becoming more comprehensive as companies recognize its crucial importance in marketing products and services. One of the main obstacles is effectively communicating the relationship between business actions and social consequences. The modern consumer is active and seeks control but is also more disillusioned with image-influenced messages. Citizens desire substance, tangible examples, and concrete results, making it crucial to avoid greenwashing through transparent and sustainable actions by both companies and individuals. Sustainability must become an integral part of the company, not just as a marketing strategy but as a cultural change involving the entire organization. The balance between economic and social sustainability requires a paradigm shift. The responsibility to change attitudes and consumption patterns is shared between companies and consumers, and only through transparent and lasting commitment we can hope to create a more sustainable world.
Marketing plays a strategic role in sustainable development, serving as a strategist to position products and services in the market and accelerating new paradigms. It represents an opportunity for businesses to differentiate and become more appealing, promoting a sustainable lifestyle.
In recent years, more entities have embraced new opportunities. John Grant's Manifesto, published in 2007, serves as a reference point for rethinking the work reality from the organizational perspective. This essay is still considered a dogma for identifying guiding criteria for the best green business policies, providing a matrix for identifying sustainable strategies.
Over a decade after Grant's work, Green Marketing has become a reality thanks to the commitment of major global companies such as P&G, Unilever, Nestlé, investing in renewing their production processes. This indicates a significant change, transforming Green Marketing from a utopia to a widespread practice.
The choice of strategy remains crucial for the spread of green marketing, both in terms of product and market positioning and in communication. Numerous campaigns focus on environmental protection and highlight environmental respect in consumption, giving a competitive advantage over competitors less sensitive to this issue.