Responsible marketing refers to marketing by companies that emphasises responsibility and sustainability. This can include, for example, promoting environmentally friendly products and services, emphasising ethical production methods, and transparency and honesty in communication. The aim is to build trust and long-term relationships with customers while promoting positive environmental, social and economic impacts.
The aim of my research was to understand how Finnish micro and small enterprises implement sustainable marketing, what kind of challenges they face and how they feel they benefit from it. The study used a qualitative research method consisting of semi-structured thematic interviews with six companies from different industries and an analysis of their marketing materials. This multi-method approach provided an in-depth insight into the practices and challenges of sustainable marketing in companies.
The analysis of interviews and marketing materials revealed that micro and small enterprises understand the importance of sustainability but face a number of challenges in putting it into practice. The most common barriers were lack of resources and knowledge and the complexity of responsible strategies. The overall understanding of sustainability (environmental, social and economic aspects) also posed challenges. Nevertheless, some companies identified the benefits of sustainable marketing, such as improved brand image, more satisfied employees and stakeholders, and cost savings. The focus on sustainability also responded to growing consumer expectations for ethical and environmentally friendly business practices. Transparent and responsible content production, certifications, sustainability reporting, use of sustainable packaging materials and environmentally friendly brand colours and logos were highlighted as sustainability marketing practices.
The importance of responsible marketing has increased, especially as consumers increasingly value ethically and ecologically produced products and services. Sustainability legislation and requirements are also putting pressure on companies to become more sustainable. However, for micro and small enterprises this can be challenging due to a lack of resources and expertise. In addition, the complexity of sustainability requirements can make it difficult to integrate these principles into day-to-day business practices.
My research shows that micro and small enterprises need targeted support and resources to overcome the barriers to sustainable marketing. This can include training, financial support and networking opportunities. Increased societal and consumer interest in sustainability also creates pressures, but at the same time offers opportunities to differentiate in the market and build trust with customers.
It is also important to note that while larger companies often have more resources to implement sustainable development principles, micro and small enterprises can act quickly and innovatively thanks to their flexibility and agility. This can enable unique and effective sustainability solutions that larger organisations may find too challenging or costly to implement.
Micro and small enterprises are an important part of the Finnish economy, and their sustainable marketing practices can have a broad impact on society and the environment. My research highlights the need to support these businesses in developing and implementing sustainable strategies. Sustainability is no longer just an option, but a necessity for every business. Integrating sustainable marketing into a business strategy is not always easy, but it is an investment that can deliver long-term value for both companies and society. Together, we can contribute to sustainable development and create a better future.
You can read more about my study "Sustainable marketing in micro and small enterprises" here.
Author:
Pekka Holappa, M.Sc. (Economics and Business Administration)
In Kerttu Saalasti Institute's blog we write about the topics of the Institute's research groups, micro entrepreneurship education and the Institute's general topics. The authors are researchers, experts and members of networks.
Our topics are: micro entrenepreneurship, future manufacturing technologies, regional excellence, micro entrepreneurship education