To be truly sustainable, companies must reconcile the different marketing messages they use around the world
You might not realise it when you walk along the aisles of your local supermarket, but you are surrounded by marketing messages. These differ in every country. Buying milk in the UK? You’ll probably see messages about climate change and the environment. Go to China and the packaging is more likely to emphasise its origins and address consumer concern about food safety.
These simple but fundamental differences, with in this case milk, illustrate how businesses adapt their marketing strategies depending on the market. They use whatever elements of sustainability consumers care most about in a given market.
Source: Guardian Environment