We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.
Chapter 9: From Bystanders to Owners: Marketing Sustainability Ownership to Stakeholders to Secure Our Future Well-being
The current sustainability movement is unsustainable because at most companies, sustainability is treated as ‘someone else's problem’. What distinguishes companies that are truly integrating sustainability into their business from those that are not is that employees and other stakeholders in the former take ownership of sustainability. Based on my research with companies such as Enel, Marks & Spencer, BASF, IBM, ING, Coca-Cola European Partners, Nestlé, Siemens and Unilever, I demonstrate that sustainability can be advanced through tapping into three basic human motivations: efficacy, self-identity and belonging. These three are the drivers of ...