Explanation of terms: what does sustainability include?
First of all, a brief explanation of the terminology: In this series of articles, sustainable marketing refers to advertising productions that deal with environmentally conscious content. In English, this form of marketing is called “Sustainability Marketing”, which different categories have already been scientifically investigated and defined in the next article.
Thinking about tomorrow today – this is what the idea of a more sustainable lifestyle is all about. Photo: Edward Howell / Unsplash.
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But let’s first take a few steps back and look at different definitions of the topic. After all, what exactly does the term sustainability actually contain and what is important if we want to look at it in terms of marketing? According to the Gabler business lexicon, sustainability is a “regulatory idea”. The present is to be largely regulated, because today, according to the concept, action is to be taken in such a way that a world worth living in is also open to future generations that can still provide enough resources for all living beings.
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