MARKETING MIX
Shifting the dial
S aving planet Earth seems like an impossible task for your average individual. How can recycling your plastic bottles or wearing reusable face masks make an indent in the mammoth challenge ahead to save our planet from a climate and pollution disaster? Yet somehow when faced with a global pandemic crisis such as Covid‐19, the issue of addressing sustainability through global collaboration and determination is seeming all the more possible. According to the World Economic Forum the pandemic has helped increase awareness that companies must focus on long‐ term sustainability over short‐term profits. But how does this descend through businesses down to a departmental level, and specifically UK marketing teams?
Marketing departments have been notoriously bad at considering sustainability. Clare Bingham , engagement director at FMI, asks if Covid-19 has changed this – for good
mitmagazine.co.uk MAY 2021 27
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