How Marketing Mix Modeling can become a powerful tool for sustainable business performance

The climate crisis is disrupting "business as usual" - that's a fact.The energy transition requires organizations to transform themselves in depth. Whether they are driven to do so by regulations or by sincere commitment, most are now thinking about their sustainable development and decarbonization strategy. Marketing is no exception, and today people are talking more and more about "green marketing". In fact, despite brand goodwill, the actions implemented are often more akin to greenwashing than to a real sustainable marketing strategy. Indeed, sustainability seems to go against the very nature of traditional marketing, which is focused on the quest for profits. If the mission of tomorrow's marketing should locally turn toward promotion of more and more responsible products, can marketing really reinvent itself that much? Can two seemingly irreconcilable objectives - the search for business performance and sustainability goals - be pursued at the same time?At Ekimetrics, we don't believe in "green marketing", but we believe in "marketing for green", and this nuance changes everything. Sustainability becomes a full business strategy, and Marketing Mix Modeling becomes an invaluable lever.