I have been doing my usual trawl through sustainable marketing sites and blogs, keeping up with hot-button issues, and I have to admit to being more than a little depressed. We all know how high sustainability should be on the marketer’s agenda: there are many good words and laudable intentions, but how many are backed up by actions?
I took a look at the Marketing Magazine website, and clicked on the sustainability tab: obviously set up with the best of intentions, but it looked as though it had not been touched for a couple of months. Three articles only going back to October and November. I’m not singling out this one publication, just concerned that this is indicative of the general malaise – we all know that sustainability will be increasingly important… we want to help… we make a start… then lose impetus.
It’s a bit like the New Year’s fitness resolution and the gym membership card lost in a drawer somewhere and the exercise bike that has become an expensive clothes horse; all good intentions. Like sustainability I fear our marketing spirit is willing but our flesh may be just too weak.
The sustainable marketing blog 