Reforming sustainable marketing is a hot topic in marketing circles right now.

“Many people on the ground trying to implement ‘Sustainable Marketing’ find that there is much high-level enthusiasm for this kind of change, at a management and strategic level, but this enthusiasm is quelled or blocked when the realities of day-to-day marketing activities are faced. Why is this? We conclude that many of the barriers marketers and organisations face in this respect is due to 1) A misalignment between the perceived role of marketing and sustainability 2) Lack of an agreed definition and structure for evolution that companies can follow and stakeholders can use to hold them accountable.” says Victoria Hurth from Plymouth University.

This article published by Friends of the Earth, goes some way to addressing this challenges by way of the Evolved Value Framework.