Sustainable marketing is the adoption of sustainable business practices that create better businesses, better relationships and a better world.
ITC’s belief is that "a company’s performance must be measured by its Triple Bottom Line contribution to building economic, social and environmental capital."
By adopting this approach, the company has unleashed multiple drivers of growth in India, creating sustainable livelihoods around 6 million people belonging to the marginalized sections of society as well as ensuring long-term sustainability and competitiveness of its businesses.
Sustainable marketing involves developing and promoting products and services that meet consumer and business user needs utilizing society’s natural, human, and cultural resources responsibly to ensure a better quality of life now and for future generations to come. Companies can no longer pay mere lip service to sustainability in a leveled, democratic marketplace where consumers demand transparency as the return on their emotional and economic investment in a brand. Successful companies must be ready to tell a compelling and authentic sustainability story, acknowledging limitations and defining an honest vision for overcoming them.
ITC’s belief is that "a company’s performance must be measured by its Triple Bottom Line contribution to building economic, social and environmental capital."
By adopting this approach, the company has unleashed multiple drivers of growth in India, creating sustainable livelihoods around 6 million people belonging to the marginalized sections of society as well as ensuring long-term sustainability and competitiveness of its businesses.
ITC is today an exemplar in sustainability practices; a fact that is manifest in its status of being the only company in the world of comparable dimensions to be 'carbon positive', 'water positive' and 'solid waste recycling positive'.
ITC executes the Triple Bottom Line strategy by:
- Embedding Sustainability in Business
- e-Choupal
- Social Farm Forestry
- Investing in Social Development
- Integrated Watershed Development Programme
- Women's Empowerment Programme
- Primary Education Programme
- Livestock and Animal Husbandry Programme
- Adopting a Low Carbon Growth Path and a Cleaner Environment Approach
- Renewable Energy
- Green Hotels
- Waste Recycling
Classic Milds uses rolling sheets and filters made from recycled paper which contribute to ITC's vision of sustainability. One of the biggest problems that ITC faces is disposal of cigarettes butts.
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