This paper explores the issue of sustainable marketing practices; more explicitly: whether or not marketers will trade off profitability for the environment. To examine this notion, a question was asked of certified practicing marketers (CPM) during a webinar on hot topics in marketing. Results show that the long term environment is still at risk as marketers are unwilling to trade off profits for sustainable practice. This implies that social marketing activities may require more intense efforts to redress this situation. These activities may need to include upstream social marketing that will require underpinning research for strategic direction.
Brennan, L. and Binney, W., "Is it Green Marketing, Greenwash or Hogwash? We Need to Know if We Want to Change Things" (2008). Partnerships, Proof and Practice - International Nonprofit and Social Marketing Conference 2008 - Proceedings. 18.