Nepal, March 22 -- A Nepali skincare firm changed the packaging of its soaps to biodegradable paper composed of elephant dung. While the green pledge was admirable, the packaging budget, however, increased. This tension remains, as values and viability alongside purpose and price lie at the core of sustainable marketing. With changing consumer demands both locally and globally and climate commitments to be met, businesses are facing tough times.

Sustainable marketing is not simply about launching a new logo, nor a brochure on recycled paper, or a mountain landscape social media campaign. Sustainability is not a coating on top of the business model, but rather intricately woven into its very fabric by integrating the environmental and soc...