Kalla Institute


The future of marketing is green, as more and more consumers are becoming environmentally conscious and looking for sustainable products and practices. Green marketing involves promoting products and services that have a positive impact on the environment and society, while also meeting the needs of consumers.

There are several reasons why green marketing is becoming increasingly important. First, consumers are becoming more aware of the negative impact that products and services can have on the environment and are looking for alternatives that are more sustainable. Second, governments and regulatory bodies are imposing stricter regulations on businesses to reduce their carbon footprint and promote sustainability. Third, many businesses are realizing that adopting green practices can actually be more cost-effective in the long run, as they can reduce energy and resource consumption and increase efficiency.

In order to succeed in the future of marketing, businesses must incorporate green practices into their marketing strategies. This can include using sustainable materials in product packaging, promoting the use of renewable energy sources, and reducing waste and carbon emissions in production processes. It can also involve educating consumers about the environmental benefits of using green products and services and highlighting the company’s commitment to sustainability.

However, it’s important for businesses to avoid “greenwashing,” which involves making false or exaggerated claims about the environmental benefits of products or services. Consumers are becoming increasingly savvy about green marketing and can quickly spot companies that are not truly committed to sustainability. Therefore, it’s important for businesses to back up their green claims with concrete actions and measurable results.

In summary,  businesses must adapt to the changing attitudes of consumers and the growing need for sustainability. By incorporating green practices into their marketing strategies, businesses can attract environmentally conscious consumers, meet regulatory requirements, and ultimately contribute to a more sustainable future.




A. Nurul Suci Amalia,S.E., MBA., Dosen Kewirausahaan Kalla Institute

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