The chapter “Navigating Global Challenges” explores how sustainability considerations create both dilemmas and opportunities for organizations, with a particular focus on the role of marketers. It introduces the PLANET framework to help marketers address sustainability-related communications effectively. This framework emphasizes the importance of understanding stakeholder perspectives, aligning strategies with sustainability goals, and maintaining transparency and ethical practices in communications. The chapter highlights the critical role of digital marketers in promoting sustainable practices and addresses the complex ethical dilemmas they face. It also underscores the necessity of integrating sustainability into organizational strategies to benefit the triple bottom line—people, planet, and profit.
In this course you will: