Sustainable Marketing

Every organisation today is looking at ways to use their resources effectively so that it does not result in wastage, eventually causing harm to the environment. Marketing has always been so much about consumption that somewhere the basic elements about preservation of the environment seems to be going amiss. This is where sustainable marketing steps in a balance between not only churning profits for the company or brand but also look at innovate ways of production.

PepsiCo has been a doer when it comes to practicing the sustainable way of production as well as performance. They moved into this practice at the start of 2000 to ensure that they deliver a valuable and sustainable system which looks at constantly improving their waste reduction and conservation of water & energy. According to PepsiCo’s 2013 Sustainability report, the organisation has kept an objective to see optimum use of water especially in water drained areas. Better packaging to not harm the environment is also an aspect they repetitively work on.

Sustainability in the human factor is also an aspect PepsiCo practices where they look at expanding their product range which are healthy, this assures higher stakeholder trust. They wish to achieve this by mitigating usage of added sugar or saturated fats. In order to do this, they have a Research & development segment in place to ensure innovation, performance and balance.