Marketing In Times Of Conflict. Transformations Associated With Climate Change And The Environmental Crisis

Optimizing the features and functionalities of a product or service is not the only thing that currently defines an effective marketing strategy.

The trends associated with social and cultural changes, and above all, environmental ones, are already integrated into the vision of many marketing and advertising campaigns.

In this article, we will focus on the transformations of marketing linked to the use of natural resources and their effects, a new paradigm where technology plays a key role in raising awareness and establishing criteria of respect for sustainable development and care for the environment.

The concept of sustainability or sustainable development was unveiled in 1987 by the Brundtland Commission of the United Nations. It was defined as the element that allows “to satisfy the needs of the present without compromising the ability of future generations to satisfy their own needs”.

As we can see, it is related to the protection and rational use of natural resources, as well as the search for quality of life and the reduction of pollution.

In addition, it seeks to promote current environmental awareness in all strata of society with an eye to the future.

We can conclude that sustainability has become a highly valued concept, on which people focus more and more.

And as we know, today's client is extremely demanding when it comes to approving a marketing strategy. And precisely, sustainability is one of the topics that many users take into account when choosing a company's products or services.

Therefore, to project the sustained growth of a company, it is necessary to incorporate sustainability as a central strategy in Marketing to respond to future needs and make a difference to competitors.

Including the sustainable edge in a digital marketing strategy can bring numerous benefits to our company, such as:

• Greater investment opportunities thanks to compliance with regulations
• The motivation of employees to be part of a positive change
• Meet consumer demand and strengthen the relationship with customers
• Better market positioning and greater competitiveness

As we can see, the alliance between sustainability and the current tendencies of Digital Marketing is key to optimizing internal processes, using renewable energies, and advancing along the path of uniting decarbonization, decentralization, and digitalization.

Let's see some current trends that are included in Marketing strategies and can help a company meet its sustainable objectives in a creative, efficient, and sustainable way:

• Machine Learning

Automatic learning or Machine Learning (ML), a method linked to AI, is based on the collection, analysis, and systematization of data to generate solutions and direct Digital Marketing strategies.

Thanks to this technology, we can analyze market trends and the preferences of actual and potential customers and in terms of sustainability, it can help find new forms of energy and optimize its generation.

Diagnoses of climate change will allow us to direct Marketing campaigns and show the best ways to face those problems that most concern society.

• Internet of things

The possibility of interconnection and data transmission through the Internet of things has achieved better management of electrical and electronic equipment and digital devices.

In a Marketing strategy, the Internet of things comes to facilitate operations, measure risks and incorporate sustainability. It also allows us to collect and analyze data in real-time, and then offer specific solutions for each problem analyzed.

This artificial intelligence trend can alert us to the risks associated with industrial or storage operations and can also tell us how to distribute energy intelligently and reduce carbon dioxide emissions.