The Dove Campaign for Real Beauty - Pearson

Chapter 2 Sustainable marketing: marketing ethics and social responsibilityThe first two environmentalism waves have now merged into a third and stronger wave inwhich companies are accepting responsibility for doing no harm to the environment. They areshifting from protest to prevention, and from regulation to responsibility. More and morecompanies are adopting environmental sustainability. Simply put, environmental sustainabilityis about generating profits while helping to save the planet. However, sustainability is a crucialbut difficult goal.Environmental sustainability—Amanagementapproach that involvesdeveloping strategies thatboth sustain the environmentand produce profitsfor the company.Aviva make themselves moreattractive by ‘becoming thefirst insurer to go carbonneutral worldwide’. It is goodbusiness logic ‘to make surethere is a future’ to dobusiness.89