Impact of sustainability on marketers and consumers

Sustainability has become a vital aspect of modern business strategy, playing a pivotal role in shaping both corporate practices and consumer behavior. Defined as the ability to meet present needs without compromising future generations, it encompasses economic, environmental, and social dimensions (ERM Sustainability Institute, 2024). As challenges like climate change and resource depletion grow more pressing, businesses are embedding sustainable principles into their operations to remain competitive and socially responsible (Jakubowska et al., 2024). At the same time, consumers are increasingly favoring brands that demonstrate genuine accountability and a commitment to sustainable practices in their choices (ERM Sustainability Institute, 2024).