Marketers are finding increasingly that they must focus on aligning marketing strategies with environmental sustainability and social responsibility.

Companies are recognising the importance of addressing global challenges such as climate change, social inequality, and ethical business practices, particularly for a younger audience that is generally more attuned to these aims than their parents or grandparents.

Sustainability Initiatives include eco-friendly products with companies developing products that are environmentally friendly, using sustainable materials, and reducing waste.

The emphasis on recyclable, biodegradable, and minimalistic packaging to reduce environmental impact has seen an increase in the use of green packaging, and greater take-up in implementing practices to reduce carbon emissions, such as using renewable energy sources, improving energy efficiency, and offsetting carbon emissions.

A new more socially responsible generation is demanding fair trade practices, ensuring fair wages, safe working conditions, and ethical treatment of workers throughout the supply chain, and greater community engagement by investing in local communities through initiatives like education programmes, health services, and economic development projects.

A key area of marketing now must also promote diversity and inclusion within the companies and marketing campaigns have to reflect and respect different cultures, genders, and backgrounds.

Marketing must too reflect modern lifestyles and trends and 60 years on from the cut and thrust (and undeniable dishonesty) of the Mad Men era, the onus is on marketers and advertisers to provide clear and truthful information about products and services, avoiding greenwashing or misleading claims and regularly publishing reports on sustainability efforts and progress, including metrics and goals.

Old school marketers might well sneer at what they may perceive to be the sanitised version of their industry now, but it is surely right that consumers are educated about sustainable choices and the impact of their purchasing decisions on the environment and society and that sustainable behaviours, such as recycling, energy conservation, and supporting ethical brands are encouraged.

All of us in marketing now have to avoid exploitative or manipulative advertising techniques and focus on positive, ethical messaging, while respecting customer privacy and data security, and being transparent about data usage.

Corporate Social Responsibility (CSR) Programmes are to the fore in larger organisations and most donate a portion of profits to social and environmental causes and encourage and facilitate employee participation in volunteer activities.

Without blowing our own trumpet, at Adder we are involved in raising funds for a number of amazing local charities and we willingly set aside time to ‘do our bit’. We are not seeking brownie points. We just think it’s vital and something that in this day and age is non-negotiable.