There is a lot of buzz around sustainable marketing, and rightly so. It’s important at not just the procducts and services that businesses deliver are sustainable, but also the marketing processes involved in their marketng and communications.

I first became sensitised to the implications of the concept many years ago, when preparing a proposal for an event whose topic was sustainable communities. One of the stipulations of brief was that the event itself was to be sustainable – including its marketing.

At the time, it was quite a challenge to find information and guidance – but once I began to understand the principles, I was able to incoprorate them into our day-to-day practice.

Today, it should be an essential condition of every project or campaign brief – and part of the review and evaluation process.