Best books to get started with sustainable marketing

Sustainable marketing is a powerful approach that combines business profitability with purpose-driven practices. If you're looking to delve into the world of sustainable marketing and explore the strategies and insights behind it, here are some must-read books to get you started. These books offer valuable guidance, expert perspectives, and practical tips for integrating sustainability into your marketing efforts.

1. Sustainable Marketing: How to Drive Profits with Purpose

   By Gemma Butler, Geraint Evans and Michelle Carvill

   This is so far the only book that fully focuses on sustainable marketing and provides practical frameworks and action plans that can be applied in real-life business scenarios. No other book marries so well sustainability action plans with strategic communications. My top pick!

2. Sustainability Reporting and Communications

   By Alan S. Gutterman

   In this book, Alan S. Gutterman offers a comprehensive guide to effectively communicating sustainability efforts and reporting on sustainable practices. It is quite comprehensive, covering both the regulatory and communication considerations of CSR and ESG reporting.

3. Simplifying Corporate Sustainability: A Guide To Implementing Sustainable Practices

   By Dr. Charu Jain

   Dr. Charu Jain offers practical insights and a step-by-step guide for organisations to implement sustainable practices. This book covers a wide range of topics, including baselining energy consumption, creating a net zero strategy, and implementing sustainability solutions, helping businesses embrace sustainability with clarity and ease.

4. Corporate Social Responsibility

   By Michael Blowfield and Alan Murray

   This book delves into the field of corporate social responsibility (CSR), examining the relationship between businesses and society. It explores various perspectives, frameworks, and case studies, providing a comprehensive understanding of CSR's role in sustainable business practices. A bit theoretical – but rather fundamental for those who are new to sustainability.

5. Strategic Corporate Social Responsibility

   By Debbie Huski-Leventhal

   Debbie Huski-Leventhal presents an in-depth exploration of strategic corporate social responsibility (CSR) and its integration into business strategies. The book offers practical guidance on developing CSR initiatives that align with organisational goals while creating positive societal impact.

6. Strategic Corporate Sustainability: 7 Imperatives for Sustainable Business

   By R. A. Fernando

   R. A. Fernando outlines seven imperatives for implementing sustainable business practices. Drawing on real-world examples and research, this book provides valuable insights into the strategic aspects of corporate sustainability, guiding organisations in their journey towards long-term success. A light read – with lots of interesting examples from the author’s work experience at the UN, multinationals and other organisations.

7. ESG Matters: How to Save the Planet, Empower People, and Outperform the Competition

   By Dr. Debra L. Brown and David A.H. Brown

   This book offers practical strategies for integrating ESG principles into corporate decision-making, providing insights on how companies can make a positive impact while achieving financial performance. If you are looking to convince your CEO or investors to adopt sustainability, it will equip you with the right ‘financial’ language and arguments.

8. Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit

   By Anne Bahr Thompson

   Anne Bahr Thompson presents a compelling case for brand citizenship, showcasing how businesses can align purpose and profit. The book provides guidance on developing authentic and impactful brand strategies that create positive change while driving business success. If you are looking for case studies on the synergy of purpose and profit (e.g. how Toms became a $600 million company after giving away 35 million pair of shoes), you will find this book really insightful.

9. Balancing Environmental, Social, and Governance Goals: What Banks and Companies Can Do on ESG and Sustainability

   By Walid R. Alameddin

   Walid R. Alameddin explores the importance of balancing environmental, social, and governance (ESG) goals in the banking and corporate sectors. This book offers practical insights and strategies for organisations to integrate ESG and sustainability principles into their operations.

10. A Stakeholder Approach to Corporate Social Responsibility: Pressures, Conflicts, and Reconciliation

    By Philip Kotler, François Maon and Adam Lindgreen

    This book provides a comprehensive overview of stakeholder management, conflict resolution and strategy alignment when it comes to adopting sustainability in complex organisational contexts.

11. Greener Marketing

    By John Grant

    John Grant explores the concept of greener marketing, highlighting the importance of sustainability in marketing practices. This book offers practical insights and strategies for businesses to adopt environmentally friendly approaches and effectively communicate their green initiatives to consumers.

12. Brand Activism: From Purpose to Action

    By Philip Kotler and Christian Sarkar

    This book explores how businesses can leverage their brand influence to drive purposeful actions and positive change (“brand activism”). I am convinced that channels such as CEO activism and cause-related marketing are key to sustainable marketing, so it’s worth reading Kotler’s and Sarkar’s views on adopting these innovative marketing channels.

13. Net Positive: How Courageous Companies Thrive by Giving More Than They Take

    By Paul Polman and Andrew Winston

    Paul Polman, former CEO of Unilever, shares his insights on how businesses can adopt a net positive approach to thrive in a changing world. This book emphasises the importance of companies giving more to society and the planet than they take, highlighting successful examples and inspiring actions. If you are wondering how growing returns by 300% and ranking #1 globally for sustainability can go together, this book gives the answers.

14. The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value

    By Marco Bertini and Oded Koenigsberg

    Marco Bertini and Oded Koenigsberg challenge traditional business models and offer a new perspective on value creation. This book explores how companies can move away from simply selling products and instead focus on delivering sustainable value to customers and society.

15. Prosperity: Better Business Makes the Greater Good

    By Colin Mayer

    Colin Mayer explores the relationship between business and society, emphasising the importance of aligning business goals with societal well-being. This book provides a roadmap for businesses to create prosperity by embracing sustainable practices and contributing to the greater good.

You may also find useful: Top 10 sustainability marketing & PR courses

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