Sustainable Practices and Demarketing: An Interview with Philip Kotler

Abstract: This article presents a conversation between Laurence Minsky and Philip Kotler focused on sustainability, societal marketing, and the evolving role of businesses in fostering a more sustainable future. Kotler, a preeminent marketing scholar, delves into the concepts of societal and social marketing while emphasizing the importance for businesses to prioritize sustainability to achieve profitability and positive societal impact. He advocates for demarketing strategies to discourage harmful consumer behaviors and highlights the significance of branding in delivering value and fostering customer loyalty. Minsky and Kotler explore the challenges brands face in a politically divided world while covering the benefits of degrowth as a way to balance economic and population growth with environmental needs. Kotler critiques traditional business models focused on endless growth and advocates for stakeholder (over shareholder) centric approaches. He also sees potential change through the integration of ethical considerations into business education and recognizing and rewarding sustainable practices in advertising. The interview underscores the critical need for a unified approach among businesses, academia, and governments. It also supports the pivotal role of marketing and advertising in promoting positive behavioral change to address societal and environmental challenges.