Sustainability: A Marketing Ploy or a Genuine effort?

Jun 26, 2024

Marketing Strategy

Global climate change is the talk of the hour, and governments and businesses have supposedly joined hands to tackle this situation with a term that everyone must have heard: ESG norms or Environmental, Social, and Governance. In my opinion, this is just another brilliant way for businesses to market themselves and is arguably the best marketing opportunity that has arisen in the past two decades.

Hear me out. MNCs all over Europe and the USA have shifted their gears to achieve carbon neutrality, but the catch is their efforts are mostly concentrated in Europe and the USA. The same MNCs’ subsidiaries in different countries do not take sustainability initiatives. Just look at Total Energy, a huge MNC emerging from Europe with a presence on all continents. They present themselves as one of the greenest energy companies with various pacts and sustainability practices in Europe and the USA, but they completely exploit Africa with no initiatives taken to change that. Here is the link: TotalEnergies in Africa: A Legacy of Destruction.

This is a common occurrence among MNCs operating on multiple continents. To understand why they do this, we need to understand the landscape of consumer preference and behavior.

The USA and Europe are the most developed markets, meaning they dictate consumer preferences for the rest of the world. Over the past decade, there has been a positive trend in these markets towards choosing sustainable products and services, making this a very unique opportunity for businesses. But why would companies change their practices, which might not even help them directly? I mean, they could spend this money on product development or marketing and maybe make more money, right?

That’s where the importance of the Western market and its benefits comes in.

Understanding the importance of the Western market

The USA and Europe are supposedly the biggest and most developed markets in the world. This is reflected in statistics where among the top 10 most valuable companies (all American and European MNCs, by the way), 76.39% of their revenue comes from the USA and Europe, which also generate nearly half (45.5%) of the world’s GDP. Meaning, it’s in the interest of businesses to prioritize consumers in these markets.

Why spend time, money, and resources on this?

Simply because this is a very unique and golden opportunity to market themselves and kill three birds with one stone: build corporate brand recognition, instill goodwill, and gain a competitive advantage to increase their market share. This provides an opportunity for B2B companies to market themselves, starting a chain reaction. For example, a consumer company that cares about its sustainability image would hire a service provider known for its sustainability efforts, thereby enhancing its brand image as sustainability-driven. Have a look at all the service providers for Nestlé’s sustainability initiatives in the following link: Nestlé’s Sustainability Initiatives.

Global climate change is the talk of the hour, and governments and businesses have supposedly joined hands to tackle this situation with a term that everyone must have heard: ESG norms or Environmental, Social, and Governance. In my opinion, this is just another brilliant way for businesses to market themselves and is arguably the best marketing opportunity that has arisen in the past two decades.

Hear me out. MNCs all over Europe and the USA have shifted their gears to achieve carbon neutrality, but the catch is their efforts are mostly concentrated in Europe and the USA. The same MNCs’ subsidiaries in different countries do not take sustainability initiatives. Just look at Total Energy, a huge MNC emerging from Europe with a presence on all continents. They present themselves as one of the greenest energy companies with various pacts and sustainability practices in Europe and the USA, but they completely exploit Africa with no initiatives taken to change that. Here is the link: TotalEnergies in Africa: A Legacy of Destruction.

This is a common occurrence among MNCs operating on multiple continents. To understand why they do this, we need to understand the landscape of consumer preference and behavior.

The USA and Europe are the most developed markets, meaning they dictate consumer preferences for the rest of the world. Over the past decade, there has been a positive trend in these markets towards choosing sustainable products and services, making this a very unique opportunity for businesses. But why would companies change their practices, which might not even help them directly? I mean, they could spend this money on product development or marketing and maybe make more money, right?

That’s where the importance of the Western market and its benefits comes in.

Understanding the importance of the Western market

The USA and Europe are supposedly the biggest and most developed markets in the world. This is reflected in statistics where among the top 10 most valuable companies (all American and European MNCs, by the way), 76.39% of their revenue comes from the USA and Europe, which also generate nearly half (45.5%) of the world’s GDP. Meaning, it’s in the interest of businesses to prioritize consumers in these markets.

Why spend time, money, and resources on this?

Simply because this is a very unique and golden opportunity to market themselves and kill three birds with one stone: build corporate brand recognition, instill goodwill, and gain a competitive advantage to increase their market share. This provides an opportunity for B2B companies to market themselves, starting a chain reaction. For example, a consumer company that cares about its sustainability image would hire a service provider known for its sustainability efforts, thereby enhancing its brand image as sustainability-driven. Have a look at all the service providers for Nestlé’s sustainability initiatives in the following link: Nestlé’s Sustainability Initiatives.

Sustainability: A Marketing Ploy or a Genuine effort?

Jun 26, 2024

Marketing Strategy

Back to Index

Global climate change is the talk of the hour, and governments and businesses have supposedly joined hands to tackle this situation with a term that everyone must have heard: ESG norms or Environmental, Social, and Governance. In my opinion, this is just another brilliant way for businesses to market themselves and is arguably the best marketing opportunity that has arisen in the past two decades.

Hear me out. MNCs all over Europe and the USA have shifted their gears to achieve carbon neutrality, but the catch is their efforts are mostly concentrated in Europe and the USA. The same MNCs’ subsidiaries in different countries do not take sustainability initiatives. Just look at Total Energy, a huge MNC emerging from Europe with a presence on all continents. They present themselves as one of the greenest energy companies with various pacts and sustainability practices in Europe and the USA, but they completely exploit Africa with no initiatives taken to change that. Here is the link: TotalEnergies in Africa: A Legacy of Destruction.

This is a common occurrence among MNCs operating on multiple continents. To understand why they do this, we need to understand the landscape of consumer preference and behavior.

The USA and Europe are the most developed markets, meaning they dictate consumer preferences for the rest of the world. Over the past decade, there has been a positive trend in these markets towards choosing sustainable products and services, making this a very unique opportunity for businesses. But why would companies change their practices, which might not even help them directly? I mean, they could spend this money on product development or marketing and maybe make more money, right?

That’s where the importance of the Western market and its benefits comes in.

Understanding the importance of the Western market

The USA and Europe are supposedly the biggest and most developed markets in the world. This is reflected in statistics where among the top 10 most valuable companies (all American and European MNCs, by the way), 76.39% of their revenue comes from the USA and Europe, which also generate nearly half (45.5%) of the world’s GDP. Meaning, it’s in the interest of businesses to prioritize consumers in these markets.

Why spend time, money, and resources on this?

Simply because this is a very unique and golden opportunity to market themselves and kill three birds with one stone: build corporate brand recognition, instill goodwill, and gain a competitive advantage to increase their market share. This provides an opportunity for B2B companies to market themselves, starting a chain reaction. For example, a consumer company that cares about its sustainability image would hire a service provider known for its sustainability efforts, thereby enhancing its brand image as sustainability-driven. Have a look at all the service providers for Nestlé’s sustainability initiatives in the following link: Nestlé’s Sustainability Initiatives.

Global climate change is the talk of the hour, and governments and businesses have supposedly joined hands to tackle this situation with a term that everyone must have heard: ESG norms or Environmental, Social, and Governance. In my opinion, this is just another brilliant way for businesses to market themselves and is arguably the best marketing opportunity that has arisen in the past two decades.

Hear me out. MNCs all over Europe and the USA have shifted their gears to achieve carbon neutrality, but the catch is their efforts are mostly concentrated in Europe and the USA. The same MNCs’ subsidiaries in different countries do not take sustainability initiatives. Just look at Total Energy, a huge MNC emerging from Europe with a presence on all continents. They present themselves as one of the greenest energy companies with various pacts and sustainability practices in Europe and the USA, but they completely exploit Africa with no initiatives taken to change that. Here is the link: TotalEnergies in Africa: A Legacy of Destruction.

This is a common occurrence among MNCs operating on multiple continents. To understand why they do this, we need to understand the landscape of consumer preference and behavior.

The USA and Europe are the most developed markets, meaning they dictate consumer preferences for the rest of the world. Over the past decade, there has been a positive trend in these markets towards choosing sustainable products and services, making this a very unique opportunity for businesses. But why would companies change their practices, which might not even help them directly? I mean, they could spend this money on product development or marketing and maybe make more money, right?

That’s where the importance of the Western market and its benefits comes in.

Understanding the importance of the Western market

The USA and Europe are supposedly the biggest and most developed markets in the world. This is reflected in statistics where among the top 10 most valuable companies (all American and European MNCs, by the way), 76.39% of their revenue comes from the USA and Europe, which also generate nearly half (45.5%) of the world’s GDP. Meaning, it’s in the interest of businesses to prioritize consumers in these markets.

Why spend time, money, and resources on this?

Simply because this is a very unique and golden opportunity to market themselves and kill three birds with one stone: build corporate brand recognition, instill goodwill, and gain a competitive advantage to increase their market share. This provides an opportunity for B2B companies to market themselves, starting a chain reaction. For example, a consumer company that cares about its sustainability image would hire a service provider known for its sustainability efforts, thereby enhancing its brand image as sustainability-driven. Have a look at all the service providers for Nestlé’s sustainability initiatives in the following link: Nestlé’s Sustainability Initiatives.

Sustainability: A Marketing Ploy or a Genuine effort?

Jun 26, 2024

Marketing Strategy

Back to Index

Global climate change is the talk of the hour, and governments and businesses have supposedly joined hands to tackle this situation with a term that everyone must have heard: ESG norms or Environmental, Social, and Governance. In my opinion, this is just another brilliant way for businesses to market themselves and is arguably the best marketing opportunity that has arisen in the past two decades.

Hear me out. MNCs all over Europe and the USA have shifted their gears to achieve carbon neutrality, but the catch is their efforts are mostly concentrated in Europe and the USA. The same MNCs’ subsidiaries in different countries do not take sustainability initiatives. Just look at Total Energy, a huge MNC emerging from Europe with a presence on all continents. They present themselves as one of the greenest energy companies with various pacts and sustainability practices in Europe and the USA, but they completely exploit Africa with no initiatives taken to change that. Here is the link: TotalEnergies in Africa: A Legacy of Destruction.

This is a common occurrence among MNCs operating on multiple continents. To understand why they do this, we need to understand the landscape of consumer preference and behavior.

The USA and Europe are the most developed markets, meaning they dictate consumer preferences for the rest of the world. Over the past decade, there has been a positive trend in these markets towards choosing sustainable products and services, making this a very unique opportunity for businesses. But why would companies change their practices, which might not even help them directly? I mean, they could spend this money on product development or marketing and maybe make more money, right?

That’s where the importance of the Western market and its benefits comes in.

Understanding the importance of the Western market

The USA and Europe are supposedly the biggest and most developed markets in the world. This is reflected in statistics where among the top 10 most valuable companies (all American and European MNCs, by the way), 76.39% of their revenue comes from the USA and Europe, which also generate nearly half (45.5%) of the world’s GDP. Meaning, it’s in the interest of businesses to prioritize consumers in these markets.

Why spend time, money, and resources on this?

Simply because this is a very unique and golden opportunity to market themselves and kill three birds with one stone: build corporate brand recognition, instill goodwill, and gain a competitive advantage to increase their market share. This provides an opportunity for B2B companies to market themselves, starting a chain reaction. For example, a consumer company that cares about its sustainability image would hire a service provider known for its sustainability efforts, thereby enhancing its brand image as sustainability-driven. Have a look at all the service providers for Nestlé’s sustainability initiatives in the following link: Nestlé’s Sustainability Initiatives.

Global climate change is the talk of the hour, and governments and businesses have supposedly joined hands to tackle this situation with a term that everyone must have heard: ESG norms or Environmental, Social, and Governance. In my opinion, this is just another brilliant way for businesses to market themselves and is arguably the best marketing opportunity that has arisen in the past two decades.

Hear me out. MNCs all over Europe and the USA have shifted their gears to achieve carbon neutrality, but the catch is their efforts are mostly concentrated in Europe and the USA. The same MNCs’ subsidiaries in different countries do not take sustainability initiatives. Just look at Total Energy, a huge MNC emerging from Europe with a presence on all continents. They present themselves as one of the greenest energy companies with various pacts and sustainability practices in Europe and the USA, but they completely exploit Africa with no initiatives taken to change that. Here is the link: TotalEnergies in Africa: A Legacy of Destruction.

This is a common occurrence among MNCs operating on multiple continents. To understand why they do this, we need to understand the landscape of consumer preference and behavior.

The USA and Europe are the most developed markets, meaning they dictate consumer preferences for the rest of the world. Over the past decade, there has been a positive trend in these markets towards choosing sustainable products and services, making this a very unique opportunity for businesses. But why would companies change their practices, which might not even help them directly? I mean, they could spend this money on product development or marketing and maybe make more money, right?

That’s where the importance of the Western market and its benefits comes in.

Understanding the importance of the Western market

The USA and Europe are supposedly the biggest and most developed markets in the world. This is reflected in statistics where among the top 10 most valuable companies (all American and European MNCs, by the way), 76.39% of their revenue comes from the USA and Europe, which also generate nearly half (45.5%) of the world’s GDP. Meaning, it’s in the interest of businesses to prioritize consumers in these markets.

Why spend time, money, and resources on this?

Simply because this is a very unique and golden opportunity to market themselves and kill three birds with one stone: build corporate brand recognition, instill goodwill, and gain a competitive advantage to increase their market share. This provides an opportunity for B2B companies to market themselves, starting a chain reaction. For example, a consumer company that cares about its sustainability image would hire a service provider known for its sustainability efforts, thereby enhancing its brand image as sustainability-driven. Have a look at all the service providers for Nestlé’s sustainability initiatives in the following link: Nestlé’s Sustainability Initiatives.

Sustainability: A Marketing Ploy or a Genuine effort?

Jun 26, 2024

Marketing Strategy

Back to Index

Global climate change is the talk of the hour, and governments and businesses have supposedly joined hands to tackle this situation with a term that everyone must have heard: ESG norms or Environmental, Social, and Governance. In my opinion, this is just another brilliant way for businesses to market themselves and is arguably the best marketing opportunity that has arisen in the past two decades.

Hear me out. MNCs all over Europe and the USA have shifted their gears to achieve carbon neutrality, but the catch is their efforts are mostly concentrated in Europe and the USA. The same MNCs’ subsidiaries in different countries do not take sustainability initiatives. Just look at Total Energy, a huge MNC emerging from Europe with a presence on all continents. They present themselves as one of the greenest energy companies with various pacts and sustainability practices in Europe and the USA, but they completely exploit Africa with no initiatives taken to change that. Here is the link: TotalEnergies in Africa: A Legacy of Destruction.

This is a common occurrence among MNCs operating on multiple continents. To understand why they do this, we need to understand the landscape of consumer preference and behavior.

The USA and Europe are the most developed markets, meaning they dictate consumer preferences for the rest of the world. Over the past decade, there has been a positive trend in these markets towards choosing sustainable products and services, making this a very unique opportunity for businesses. But why would companies change their practices, which might not even help them directly? I mean, they could spend this money on product development or marketing and maybe make more money, right?

That’s where the importance of the Western market and its benefits comes in.

Understanding the importance of the Western market

The USA and Europe are supposedly the biggest and most developed markets in the world. This is reflected in statistics where among the top 10 most valuable companies (all American and European MNCs, by the way), 76.39% of their revenue comes from the USA and Europe, which also generate nearly half (45.5%) of the world’s GDP. Meaning, it’s in the interest of businesses to prioritize consumers in these markets.

Why spend time, money, and resources on this?

Simply because this is a very unique and golden opportunity to market themselves and kill three birds with one stone: build corporate brand recognition, instill goodwill, and gain a competitive advantage to increase their market share. This provides an opportunity for B2B companies to market themselves, starting a chain reaction. For example, a consumer company that cares about its sustainability image would hire a service provider known for its sustainability efforts, thereby enhancing its brand image as sustainability-driven. Have a look at all the service providers for Nestlé’s sustainability initiatives in the following link: Nestlé’s Sustainability Initiatives.

Global climate change is the talk of the hour, and governments and businesses have supposedly joined hands to tackle this situation with a term that everyone must have heard: ESG norms or Environmental, Social, and Governance. In my opinion, this is just another brilliant way for businesses to market themselves and is arguably the best marketing opportunity that has arisen in the past two decades.

Hear me out. MNCs all over Europe and the USA have shifted their gears to achieve carbon neutrality, but the catch is their efforts are mostly concentrated in Europe and the USA. The same MNCs’ subsidiaries in different countries do not take sustainability initiatives. Just look at Total Energy, a huge MNC emerging from Europe with a presence on all continents. They present themselves as one of the greenest energy companies with various pacts and sustainability practices in Europe and the USA, but they completely exploit Africa with no initiatives taken to change that. Here is the link: TotalEnergies in Africa: A Legacy of Destruction.

This is a common occurrence among MNCs operating on multiple continents. To understand why they do this, we need to understand the landscape of consumer preference and behavior.

The USA and Europe are the most developed markets, meaning they dictate consumer preferences for the rest of the world. Over the past decade, there has been a positive trend in these markets towards choosing sustainable products and services, making this a very unique opportunity for businesses. But why would companies change their practices, which might not even help them directly? I mean, they could spend this money on product development or marketing and maybe make more money, right?

That’s where the importance of the Western market and its benefits comes in.

Understanding the importance of the Western market

The USA and Europe are supposedly the biggest and most developed markets in the world. This is reflected in statistics where among the top 10 most valuable companies (all American and European MNCs, by the way), 76.39% of their revenue comes from the USA and Europe, which also generate nearly half (45.5%) of the world’s GDP. Meaning, it’s in the interest of businesses to prioritize consumers in these markets.

Why spend time, money, and resources on this?

Simply because this is a very unique and golden opportunity to market themselves and kill three birds with one stone: build corporate brand recognition, instill goodwill, and gain a competitive advantage to increase their market share. This provides an opportunity for B2B companies to market themselves, starting a chain reaction. For example, a consumer company that cares about its sustainability image would hire a service provider known for its sustainability efforts, thereby enhancing its brand image as sustainability-driven. Have a look at all the service providers for Nestlé’s sustainability initiatives in the following link: Nestlé’s Sustainability Initiatives.