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Green Growth: Crafting Sustainable Business Strategies for Next-Gen Digital Marketing
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Author(s): Anil Sharma (Parul Institute of Management and Research, Parul University, Vadodara, India), Sibi M. S. (Sri Krishna College of Technology, Coimbatore, India), Pavan K. A. (East Point College of Higher Education, Bengaluru, India), Bharath Booshan M. S. (Global Institute of Business Studies, Bengaluru, India), Shabista Booshan (ISBR Business School, Bengaluru, India), Vidhya Shanmugam (Amity University, Gurugram, India)and Vimala Govindaraju (Faculty of Language and Communication, University Malaysia Sarawak, Malaysia)
Copyright: 2026
Pages: 32
Source title:
Strategic Innovation and Sustainable Customer-Centric Growth
Source Author(s)/Editor(s): Sriram Ananthan (Yorkville University, Canada), Amit Kohli (Yorkville University, Canada), Thirupathi Manickam (Christ University, India)and T. Dhanabalan (Presidency College, India)
DOI: 10.4018/979-8-3373-6955-6.ch008
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Abstract
Cultural engagement with the media landscape of the tech world has made digital marketing an essential tactic for companies to reach consumers. With AI, real-time analytics and mobile interfaces improving at such a rapid pace it is an opportunity to personalize data-driven strategies with global reach. Yet the emergence of digital as channels has noted new accountabilities particularly on environmental and social issues associated to digital marketing practices. Sustainability is now a primary concern in response to an increasing focus on climate change, resource scarcity and social justice. Traditional digital advertising has focused too much on immediate results without adequately taking into consideration the broader effects of these marketing strategies, such as carbon emissions and impact on consumer health. Sustainable digital marketing has become increasingly widespread recently which involves transparency, authenticity and the minimization of negative externalities. This transformation is driven by mindful consumers now asking environmental stewardship, social justice and ethical corporate practices from the brands they buy. This chapter works to narrow the divide between sustainability theory and digital marketing practice by offering a theoretical base along with actionable tactics for infusing Sustainability into the operational core of traditional Marketing.
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