The Sustainability Pyramid: A Hierarchical Approach to Greater Sustainability and the United Nations Sustainable Development Goals With Implications for Marketing Theory, Practice, and Public Policy

Abstract

Although research has explored ways to encourage sustainable consumption, many problems of unsustainable consumption remain, suggesting a need to reconsider current approaches to managing sustainability issues. This paper introduces the sustainability pyramid, which suggests that the goal of sustainable consumption and production—that is, UN SDG12—can be accomplished to a larger extent when a hierarchical approach is adopted to promote sustainability. The pyramid proposes that marketing efforts should prioritize the triple bottom line in the order of economic (prosperity), social (people), and environmental (planet) sustainability. This priority is targeted at persuading desired behavioral change among mainstream consumers, who are “the elephant in the room” for sustainability and are more likely to act on considerations that resonate with them more closely rather than distantly. The pyramid contends that marketing messages that prioritize environmental and social before economic considerations are unappealing to consumers at large. Instead, most consumers, in reality, must be convinced about the economic value of consuming sustainably before they can be expected to demand more socially and environmentally benign offerings. Such demand should create economies of scale and incentivize firms to offer such products. Implications for marketing theory, practice, and public policy conclude the paper.

Moral identity and engagement in sustainable consumption

“…12. Moreover, the number of goals over the past years in SDG has increased, indicating the importance of the issue (Lim, 2022). The above-mentioned calls in the academic literature (Lim, 2022; Voola et al, 2022; Rosenbloom, 2022) indicate even a higher need to further research sustainability and, in our case, consumer engagement in sustainable consumption considering moral identity.…”

“…Environmental and socio-economic pressures demand response at all levels from global to personal; individuals’ behaviour is inevitably a particular focus of sustainable consumption research (Nguyen et al , 2019, 2017; SOER, 2020). Research to date suggests that mainstream consumers still do not adequately engage in sustainable consumption (Lim, 2022; Bhattacharyya et al , 2022; Voola et al , 2022; Gossen and Kropfeld, 2022) and therefore their “materialistic behaviour” (Kennedy et al , 2020) negatively contributes to the conservation of nature, causing climate change and environmental disasters. Only consumers with a “mindful mindset” can care about sustainable consumption because they attempt to become sustainable consumers who make sustainable consumption choices by reducing, simplifying their consumption or not consuming at all if it is not necessary (Haider et al , 2022).…”

Re-imagining Marketing Scholarship in the era of the UN Sustainable Development Goals

“…The third research paper by Lim (2022), argues for reconsidering current approaches to managing sustainable consumption and production (SDG12). A hierarchical approach is conceptualized in a pyramid structure that proposes that marketing efforts should prioritize economic (prosperity), social (people), and environmental (planet) sustainability.…”

“…In terms of technology's relevance for consumers and the SDGs, both Lim (2022) and Wyllie et al (2022) argue that the use of technology affords opportunities and new possibilities for organizations and consumers to efficiently deliver products and services that improve access and engagement in achievement of SDG initiatives. Specifically, Wyllie et al (2022) in relation to SDG3 (Better Health) highlight more needs to be known on how to design, optimize and scale eHealth interventions that operate within complex service systems involving many actors at all levels.…”

“…shown in Figure3, we propose that in line with developing a sustainability mindset, there is the need to develop necessary marketing capabilities to advance the SDGs. Both Voola, Bandyopadhyay,Azmat et al (2022) andLim (2022) argue that more needs to be known on understanding the role of marketing capabilities in the pursuit of the SDGs. This includes rigorous work that allows for specific uncovering of what are the necessary marketing capabilities needed by firms to effectively engage with the SDGs as well identification of the differences that may exist across each of the SDGs.…”