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THE MARKETING CORNER
Communicating Sustainability with Green Marketing Ilaria Paolomelo eos Mktg&Communication Srl
info@eosmarketing.it
Sustainability and the environmental impact are issues of great interest. In recent years, consumers have acquired greater awareness of environmental issues, so much so that sustainability has become a key factor in purchasing choices. Brands have also responded to this issue and use green marketing to communicate and promote their commitment to the environment. Read the article to find out what green marketing is and how to set up a successful strategy.
T
he negative impact that human activity has on nature and on
Most consumers are no longer indifferent towards these issues and
the environment has become a hot topic in recent years. The
have progressively changed their habits, adopting more sustainable
numerous awareness-raising campaigns on environmental issues
behaviours to protect the environment. Companies have also worked
have ensured that our concern increased. This has also led to the need
and continue to do so to minimize the environmental footprint by
to create new ways and solutions to safeguard our planet and its natural
contributing to the protection of the environment. Consequently, since
resources. Climate change, marine and atmospheric plastic pollution are
sustainability is one of the main factors that are taken into consideration
just some of the main topics that are dealt with every day worldwide.
by consumers during the purchasing process, it has become of
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N. 76 - JULY/AUGUST 2022 - international PAINT&COATING magazine
