Can ‘Sustainability’ be Profitable? Answer: It Has to Be.

In this blog, I will be posting questions, opportunities, concerns and observations on sustainability in marketing.

Why do I get to write about this? Because I want to, and the editorial team at Target Marketing has provided a central venue for blogging all things direct marketing! Plus I am motivated by opportunity: As marketers, we have the chance to lead what Harvard Business Review calls the third great wave of global enterprise: sustainability (following the previous waves of IT and quality).

Harvard Business Review, “The Big Idea: The Sustainable Economy” (October 2011)

Harvard Business Review, “The Sustainability Imperative” (May 2010)

While public policymakers dither over climate change, carbon management, green jobs and trying to pick winners and losers, the private sector—and non-profit sector, too—recognize a simple truth: future riches will flow to the innovators. Those inventors, startups, organizations and corporations that can deliver a “smarter planet” in efficiency, use of resources, and return on investment, taking into account the triple bottom line: people, planet and profits.

Now, let’s bring this home to marketing.

In our discipline of direct and interactive marketing, and more broadly integrated marketing, we are everyday focused on efficiency, resourcefulness and return on marketing investment. To do otherwise is to fail our employers, clients and customers, and investors—as well as ourselves as marketing professionals. The sooner our choices in marketing activity reflect this third wave of global enterprise, the more profitable we will become.

I welcome your thoughts, comments and conversation. Let’s make sustainability profitable.

Marketing Sustainably: A blog posting questions, opportunities, concerns and observations on sustainability in marketing.

Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of integrated direct marketing. He serves on the Direct Marketing Association International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York and Marketing Idea eXchange, and is senior director, communications and industry relations, with the Digital Advertising Alliance. Chet loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too!

 

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