Sustainability can be defined as the ability to meet human needs without harming the future generations. Major corporations are adopting sustainability in their daily activities by involving their stakeholder groups.
Sustainability marketing is the adoption of sustainable business practices which help in creating better businesses, relationships and an improved society.
Corporate Social Responsibility is the method through which a company conducts sustainable marketing. CSR is a concept where a company integrates social and environmental concerns with its stakeholders. It is a way through which the firm attains stability between its economic, environmental and social responsibilities.
ITC Sunfeast has initiated an environmental awareness programme called “Sunfeast Hara Banao” Campaign which went on for six months as an inter-school project contest. It had participation of approximately 70,000 students aged between 11-15 years. The campaign constituted the following –
• Reduction in usage of plastic bags: School children were given practical lessons on the disadvantages of the usage of plastic bags and the adversities faced - Plastic bags is one the leading damaging components of the environment. They were taught to recycle plastic in order to minimize the damage caused to the environment.
• Use of eco-friendly materials: Step-by-step instructions were given for using alternate & eco-friendly material such as waste paper to a make paper bags instead of plastic bags.
• Butterfly gardens: A team of experts introduced children to the concept of 'Butterfly Gardens', where special plants are grown to create a natural habitat for butterflies to breed.
•They organized a Signature Drive which was a pledge from people to support the Sunfeast Hara Banao Campaign for a better tomorrow. About two million signatures were collected by the students.
A sapling plantation drive was also conducted as a part of the “Sunfeast Hara Banao” Campaign where volunteers planted 300587 saplings across 17 villages in Andhra Pradesh. This campaign reached the Guinness Book of World Records for the highest number of saplings planted in a record time of 20 minutes.
These activities conducted by Sunfeast show the brand’s sensitivity towards environmental issues. Sunfeast, being a responsible brand knows that the impact of such activities will be long term and hence it invests time and resources to CSR.
Sustainability marketing is the adoption of sustainable business practices which help in creating better businesses, relationships and an improved society.
Corporate Social Responsibility is the method through which a company conducts sustainable marketing. CSR is a concept where a company integrates social and environmental concerns with its stakeholders. It is a way through which the firm attains stability between its economic, environmental and social responsibilities.
ITC Sunfeast has initiated an environmental awareness programme called “Sunfeast Hara Banao” Campaign which went on for six months as an inter-school project contest. It had participation of approximately 70,000 students aged between 11-15 years. The campaign constituted the following –
• Reduction in usage of plastic bags: School children were given practical lessons on the disadvantages of the usage of plastic bags and the adversities faced - Plastic bags is one the leading damaging components of the environment. They were taught to recycle plastic in order to minimize the damage caused to the environment.
• Use of eco-friendly materials: Step-by-step instructions were given for using alternate & eco-friendly material such as waste paper to a make paper bags instead of plastic bags.
• Butterfly gardens: A team of experts introduced children to the concept of 'Butterfly Gardens', where special plants are grown to create a natural habitat for butterflies to breed.
•They organized a Signature Drive which was a pledge from people to support the Sunfeast Hara Banao Campaign for a better tomorrow. About two million signatures were collected by the students.
A sapling plantation drive was also conducted as a part of the “Sunfeast Hara Banao” Campaign where volunteers planted 300587 saplings across 17 villages in Andhra Pradesh. This campaign reached the Guinness Book of World Records for the highest number of saplings planted in a record time of 20 minutes.
These activities conducted by Sunfeast show the brand’s sensitivity towards environmental issues. Sunfeast, being a responsible brand knows that the impact of such activities will be long term and hence it invests time and resources to CSR.
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