Introduction RP1

Introduction
Sustainability has been a hot topic around the globe for quite some time. However, after the
United Nations introduced the SDGS and has advised member countries to comply with the
policies and guidelines provided to avoid future disasters and harm to the atmosphere,
sustainability has become more crucial since it is the biggest threat faced by mankind and future
generations. Many countries, global bodies, and institutions have spread awareness throughout
the globe regarding environmental issues, sustainability, and moving towards environmentally
friendly goods. Many industries have been shut down or have found better alternatives to avoid
harm to the atmosphere. The changes have not only been noticed in industries or factories but
also in the social context as well. People are now more aware of the environmental hazards faced
by humanity and the obstacles that need to be dealt with to ensure a secure and healthy future for
our upcoming generations. United Nations has advised 17 SDGs to ensure progress towards a
developed and equitable society till 2030.
Apart from the Political bodies and Governments, many leading brands are helping to spread
awareness and develop a mindset among the public regarding the use of green goods and
services. Many services and products have been introduced throughout the decades to help
facilitate the green movement, such as the use of solar panels to avoid burning coal and using
nuclear reactors to generate electricity which are one of the main causes of global warming and a
threat to future humans, many brands have switched to use paper bags and straws instead of
plastic bags and goods to avoid many health and garbage related issues. Electric cars have been
introduced to avoid air pollution, the use of recyclable batteries and goods has increased, and
many cosmetic brands have introduced herbal products that are not only safe and effective for
the skin but also pure from any harm to animals to the environment in terms of testing and
manufacturing. Apart from this, many countries have conducted plantation campaigns to
promote greenery and to protect forests from vanishing, moreover, the concept of urban forest is
not something new and is still being carried out in full swing around the globe.
All in all, it is globally acknowledged that global warming and ensuring sustainability are some
of the most crucial and foremost matters to be addressed by not only the Global and local
governments or bodies but also to be recognized and implemented on an individual basis. Green
marketing mix strategies emphasize environmentally friendly products, production processes,
and distribution methods. This focus contributes to the conservation of natural resources,
reduction of pollution, and overall environmental sustainability and as consumer awareness of
environmental issues grows there is an increasing demand for sustainable and eco-friendly
products. Implementing a green marketing mix helps businesses meet this demand, thereby
enhancing customer satisfaction and loyalty. Companies that prioritize environmental
responsibility can attract a segment of environmentally conscious consumers, contributing to
market differentiation.
Pakistan is one of those countries that are still developing and concerned with issues such as
poverty, unemployment, poor economic growth, inflation, malnutrition, and many other similar
matters which is one of the main reasons why brands and local governments focus on fulfilling
the basic needs and wants of the present instead of having a plan for the future progress and
standing in the global society. However, in the past few years, the Pakistani market has
experienced some positive developments and changes in terms of brands, industries,
governments, and institutions moving towards sustainable outcomes and environmentally
friendly alternatives for goods and services being used. Moreover, awareness is being spread on
the state level among citizens such as taxes have been waived or lowered to promote us of Solar
panels to generate electricity for residential purposes, governments have taken initiatives to ban
plastic bags and to promote paper bags and goods, electric vehicles are still being introduced and
it is predicted that Pakistan will have many power stations in the next few years. Brands have
introduced herbal solutions to health care and beauty products, similarly, organic fertilizers and
methods of agriculture are being used and training is provided to farmers to improve the overall
health of crops and production. The recent government took the Initiative to plant 1 billion trees
throughout Pakistan in which many Local and Foreign parties took participation to certify its
importance and success. Apart from this, brands have now affiliated green strategies and
marketing techniques to not only portray a positive image in front of the consumers but also to
facilitate in spreading awareness among the consumers and to benefit the environment and
support the SDGs of the United Nations. To sum up, Pakistan is among the nations that are
gradually moving towards sustainable alternatives and the Pakistani market still has space and
need for better implementation of policies and strategies by governments, industries, and brands
to join the global movement of a sustainable future among the leading nations

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