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Paradigm shift meaning1/4/2024 ![]() We will then propose a new definition and paradigm of marketing, demonstrating how this deviation from traditional conceptualizations of the field would contribute to a regenerative economy. We begin by providing an overview of past and current definitions and paradigms of marketing in order to set a benchmark for understanding the role that marketing has traditionally played in business and its impact on society. In the article that follows, we argue for a new definition and paradigm of marketing that is aligned with the reality of a planet with finite resources and that promotes the flourishing of life on earth. By applying strategic and sustainable marketing principles, companies can pivot from siloed functions to integrated systems that serve the company and customers in concert with creating value for community and society. By intentionally integrating marketing with sustainable business strategy, we can instead establish a new marketing paradigm that creates sustained value for the business, its customers, and the society and environment that connect these stakeholders. 3,5 Yet, it is also possible that critics of marketing have conflated the field itself with the ends toward which it has traditionally been used. In its functional role of generating sales and maximizing profit, marketing developed a negative reputation for dehumanizing customers, inciting over-consumption, and over-advertising or glutting the market with promotion in order to defeat competition. Critics of marketing argue that no physical or mental space was left uncolonized by brands, 2-3 and much of the brands’ promotion was targeted at children who are not equipped with the persuasion knowledge to combat advertising’s influence. 1 Many businesses used marketing to maximize their revenue and profit by encouraging more product creation, shorter product life (planned obsolescence), and promoting increased consumption. While marketing in some form has existed throughout human history, its impact grew exponentially with the onset of the Industrial Revolution. Overconsumption, a major contributor to environmental degradation and climate change, is often attributed to the field of marketing because of marketing’s historical role in promoting resource-reliant goods and energy-dependent goods and services to the masses. Marketers can create value for society and the environment by implementing a marketing paradigm that incorporates the UN Ten Principles of sustainability.Marketers can create sustained value for an organization by using an integrated systems approach to intentionally incorporate benefits to society when solving customer problems.Marketing strategies and practices, if redefined, serve as key leverage points for the development of a regenerative economy.Overproduction, overconsumption, and overpromotion, often the result of traditional marketing practices, are major contributors to environmental degradation and waste.This article builds on sustainability research and demonstrates how the marketing function can be a key leverage point for achieving success measures within an organization, solving problems for customers, and proactively contributing to society by reducing the consumption of resources and intentionally striving for zero environmental impact. While a significant body of extant research and case studies focus on sustainable business management practices, few directly connect marketing strategies and practices to those initiatives. The purpose of this article is to transcend existing definitions of marketing and provide a new marketing paradigm where marketing delivers sustained value to customers, business, and society in the context of a rapidly changing economy and environment. But what is the role of marketing when people, by choice or necessity, reduce consumption of new goods? How does marketing provide sustainable returns for an organization without depleting natural resources or creating waste? Can marketing create value while also reducing the proliferation of products and promotion? And it leverages customer data to more efficiently reach and communicate with customer segments. ![]() ![]() As businesses adjust management practices to reflect a world where resources are finite and continued growth is unsustainable, what is the role and responsibility of marketing? The practice of marketing traditionally benefits organizations by delivering revenue and profit through the promotion and selling of products.
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