SUSTAINABILTY

Methods for Assessing the Sustainability of Products



Methods for Assessing the Sustainability of Products

Sustainability

No concept associated with environmental protection has enjoyed more widespread public legitimacy than sustainability, something scientists and social activists alike have long advocated in an attempt to encourage careful use of resources. The premises for sustainability are that care for the environment is essential to social and economic development; that natural resources are the base of industry, including agriculture; and that only by sustaining that base can humanity sustain development. It is a systemic concept for suggesting how society might enable all beings to meet their needs and express themselves while preserving diversity, both within the human species and beyond it. The idea of sustainability is likely to remain prominent in public discourse surrounding the interaction of environment and economic development.

Sustainability has many definitions, but the core concept remains this: As we use the Earth's resources to produce economic goods and services, we must maintain the Earth's capacity to provide natural resources and absorb wastes for the benefit of future generations, and we must meet our social responsibilities to allow and enable poor countries and marginalized groups to share the Earth's bounty.

Sustainable Development

Sustainable development has shown that the destruction of the natural heritage of nations is not profitable, or improves their competitiveness, but rather the opposite. And corporate social responsibility of business is a key to sustainable development. But while these approaches are often reduced to issues of infrastructure and the environment, sustainability criteria and corporate social responsibility must also contribute to improving the development and dignity of human beings.

It is increasingly clear that companies have little future speculative mentality. The customer relationship must be sustainable and create empathy as a result of which each party is satisfied in the relationship. That is the mission of marketing.

Like other sciences and disciplines, marketing is not inherently bad or good, depends on the use made of it. Unfortunately, the people who have used what has been done many times with the sole purpose of benefiting, regardless of sustainability criteria, i.e. without considering the damage that may have caused to others. Many unscrupulous marketing managers have taken advantage of their ability in handling the tools available to cause increased demand for products or services unnecessary or of poor quality (Kates 2001, 641-642).

Fortunately things are changing. The reasons for this improvement are basically three: the pressure from customers, the maturity of the companies and the significant increase in competition. This has forced employers and managers to understand that marketing is an increasingly important component of sustainability and social responsibility.

On the one hand the "clients" are becoming more sophisticated. The level of information is growing rapidly and although the subjectivity remains key in their decision-making, the rational component has more influence than many believe. On the other hand the failures due to unscrupulous attitudes of some marketing managers have made them understand that the pursuit of ephemeral benefits normally become failed ...