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Question: Discuss about the Marketers not doing enough in directing their target markets towards the Sustainable Consumptions. Answer: The following essay discusses about the marketers not doing enough in directing their target markets towards the sustainable consumptions. With the help of strategic marketing, the marketers try to establish a clear direction and unified purpose in the planning process. The strategic marketing helps to maintain the balance of the sustainability activities and the demand or increase in costs for the capital and marketing, which are responsible for the increase in the revenues. The marketers should segment the consumer markets. The sustainable consumption is required for the achievement of the long-term growth, which remains constant with the social and the environmental needs. The negative environmental and social externalities need to be limited by the marketers when they identify their target market along with the provision of sustainable products to the market (Karababa and Kjeldgaard 2014). The marketers do not have access to enough tools and resources to develop the strategy that is based around the sustainable business. The retail and services exhibit evidence of the market research into the trends of consumer attitudes and behaviors. The trend of the consumers seeking for responsible services and suppliers is rising. There is the meeting point between the marketing of the products and the services, the public concerns about sustainability and the behavior of the consumers. The marketers, marketing and socio-environmental sustainability maintain a cooperative relationship. The instance when marketing has been engaged with sustainability it is due to the company having reached a critical amount of activity. Sustainability cannot be claimed but a compa ny can claim that they are making progress in the process of sustainability. A transformation of the marketing strategies and the markets by the marketers is needed to achieve substantive progress towards the internalization of the social and environmental costs, which were considered as externalities before (MacInnis, Park and Priester 2014). The marketers have to research and focus on reduction, reuse and product sharing. The marketing practices in the industry supply area influences the sustainability of the consumer goods. Marketing is relevant to sustainability of the lifestyles of the consumer. The research on marketers focuses on the involvements and the programs that help to enhance the sustainable consumption behavior also provides attention on how these programs affect the consumers behavior (Hollensen 2015). The marketers have come up with strategies that motivate the consumers to make sustainable choices. They should target all, every sector, each individual, government and corporation whether national or international. The sustainable consumption of the goods and services has a minimum impact on the environment meeting the requirements and the needs the individuals worldwide. The marketers while determining the target market have to keep in mind the matter of sustainable consumption. The marketers have to be c oncerned about the social and environmental concerns so that there is long-term viability of the community and the planet. The marketers have to establish market and business systems and public policies to encourage the people and organizations for consumption and production in the ecological limits. The marketers have to make an effort that is continuous in nature to understand the consumer and the institutions behavior, which create the motivational structure in the society. Despite, all the efforts taken to address the issue of sustainability there is an increase in the issue of the sustainability (Lorek and Spangenberg 2014). The marketers need to ensure that the company or the organization is acting in a sustainable manner. There is very little evidence of the companies adapting to the marketing approaches that are sustainable. The marketers have to set an objective to raise the focus attribute of sustainability to the differentiating factor that is valued by the consumers. The marketers have to provide a direction that is strategic in nature to increase the value of the brand as a non-financial asset. The sustainable consumption is referred to as the use of the products and the services that have an impact on the environment so that the future generations can also avail those products and services. The marketing team does not play a major role in the development of sustainable products and services. Marketing plays a major role of a participant in th e decision making process and communicates the sustainability position to the stakeholders and the market segments. The customers and organizations have become better citizens and caretakers of the resources. They avoid the negative impact on the lives of the present and future generations. Thereby, the following essay discusses the initiative taken by the marketers in directing their target market towards sustainable consumptions. The area of sustainability is an unchartered area for the marketers. The expertise and understanding of the issue that surround sustainability or green is low. There are only few instances when companies can support the marketers in the development of marketing bon a sustainability platform. This does not though remove the responsibility of the marketers to gain the skills and development required for the sustainable consumption. References Hollensen, S., 2015.Marketing management: A relationship approach. Pearson Education. Karababa, E. and Kjeldgaard, D., 2014. Value in marketing: Toward sociocultural perspectives.Marketing Theory,14(1), pp.119-127. Lorek, S. and Spangenberg, J.H., 2014. Sustainable consumption within a sustainable economybeyond green growth and green economies.Journal of cleaner production,63, pp.33-44. MacInnis, D.J., Park, C.W. and Priester, J.W., 2014.Handbook of brand relationships. Routledge.