The Role of Sustainable Societal Marketing in Business

Abstract

Background & Statement of the problem: This article emphasizes the critical role of sustainable marketing within the framework of sustainable development, focusing on a holistic approach to societal marketing that prioritizes social and environmental responsibility. Despite challenges such as conflicting consumer expectations, sustainable marketing offers tangible benefits.

Objectives: The objective is to showcase the advantages of sustainable marketing, including enhanced brand reputation and customer loyalty, and to demonstrate how companies can integrate sustainable initiatives into their strategies.

Methods: To achieve this, we employed descriptive methods to illustrate the role of sustainable development culture at LAFARGE. Lafarge Holcim Algeria’s experience is used as a case study, highlighting initiatives like training young people in construction and supporting local subcontractors.

Results: Findings indicate that sustainable marketing improves brand reputation and boosts customer loyalty, with Lafarge Holcim Algeria’s efforts serving as concrete examples.

Conclusions (Recommendations and contributions): At the end of this study, we recommend adopting a comprehensive sustainable marketing strategy that incorporates all aspects of sustainability, while enhancing collaboration with stakeholders and educating employees on its importance. Additionally, companies should focus on innovating eco-friendly products and services, evaluating the performance of sustainable initiatives, staying updated with regulatory changes, and maintaining continuous communication with customers to raise awareness and encourage sustainable behaviors.