Leading Customers Toward a More Sustainable Marketing Strategy

Assignment: Who is the Green Customer?

Green customers align CV attributes with "awareness" of product or specific brand (i.e., Patagonia) to the purpose of the organization (mission/vision) and sustainability elements. B Corps(Links to an external site.) highlights some of these key sustainability elements in order to make a difference for good in the world. Yet, the research found only about 26% of those positive, eco-friendly products and services equates to discretionary spending.¹ "Nudging" consumers toward sustainable purchasing and behavior can influence behavior. Dr. Santonino in The Humanistic Supervisor (Taylor Francis)(Links to an external site.) outlined some of the behavioral changes in Florence, Italy, and Singapore with respect to tourism.

What does a sustainable city of the future in 2040, 2050, 2060 look like? Is there an existential threat to the human race to even think about such futuristic cities? Is the Economy of the Common Good(Links to an external site.) possible across the globe? For more information about the Economy of the Common Good, please watch this short video: What is ECG (Economy of a Common Good/2:14).(Links to an external site.)

In this activity, develop a societal marketing strategy to create value for your customers. Identify the target market, scan the market in a post-COVID-19 world to determine the trends within the industry of your interest, and defend your argument with research articles to support your position. Provide examples to influence your value creation for customers. For example, if you exclude all environmental concerns or well-being of people, then defend your strategy with strong evidence (peer-reviewed), "go-to" industry sources/experts, and your own reflective thoughts/opinion. APA is required.

\fWhat does a sustainable city of the future in 2040, 2050, 2060 look like? Is there an existential threat to the human race to even think about such futuristic cities? Is the Economy of the Common Good possible across the globe? For more information about the Economy of the Common Good, please watch this short video: What is ECG (Economy of a Common Good/2:14)