Sustainable marketing brings value to the company and also to territories and communities. In fact, compared to the classic marketing approach focused on customer satisfaction at the moment of consumption, the sustainable model leads to consumer involvement which creates greater brand loyalty.
At Sustenia we have developed our own application model, the Socio-Territorial Marketing, with which we support companies in more responsible development paths that are attentive to the needs of citizens and the environment.
Our model is inspired by the theory of “Shared Value” by the American economist Michael Porter, referring to “the set of policies and operational practices that strengthen the competitiveness of a company, while at the same time improving the economic and social conditions of the community in which it operates”. This new approach is based on the concept of interdependency between the competitiveness of the companies and the well-being of the surrounding communities, attributing an innovative role to the former and overcoming the traditional models linked to corporate social responsibility.
Socio-territorial marketing actions create value in territories that generate viral content through consumer engagement (Lead generation, Drive to store, User Generated Content, etc.). Clearly, the B2C target is no longer just a service user or a product buyer, but an active part of responsible choices, triggering a virtuous circle “pushing” towards sustainable behavior by companies. We can call them “ConsumAttori”: consumers who are responsible and aware of their choices.
