Green Technology Marketing and the Triple Bottom Line

Social and environmental problems play a larger part in consumer and B2B options than in the past. The “Green” movement was about the fringes of Egyptian civilization merely a couple of decades back. Nowadays, global warming, eco-sensitivity, fair trade, and sustainability are problems that may have a huge effect on businesses of all sizes. A comparatively new marketing model — the triple bottom line — provides businesses of all sizes a chance to create sustainable businesses that benefit individuals, the strategy, and company profits.

Though the traditional marketing model’s achievement is typically judged with increased earnings, there’s a new strategy adopted by firms who wish to turn into sustainable businesses. The triple bottom line – economic, societal and environmental – generates a frame for entrepreneurs to utilize their understanding of consumer perspectives concerning sustainability and environmental issues to inform and affect a provider’s external communications and executive-level decision making. As communicators inside a company, technology entrepreneurs play an integral part in the triple bottom line procedure, acting as the touchpoint between the business and its clients.

What’s the Triple Bottom Line?

The triple bottom line identifies an accounting model where environmental and social considerations are quantified together with fiscal performance. The idea changes corporate responsibility out of shareholders’ gains to stakeholders’ interests. To put it differently, the triple bottom line concentrates on anybody who’s influenced by an organization’s choices, as opposed to focusing on shareholders.

As it has social, economic, and environmental factors, the triple bottom line aim is sustainability. Socially, a triple bottom line company is distinguished by honest business practices which benefit many stakeholders while exploiting not one. Economically, the”gains” in the triple bottom line, such as clean air, enhanced security, clean water, etc., are shared with the society, in addition to internal company gains that keep the business running. Environmentally, a triple bottom line company functions to reduce its carbon footprint and also be accountable for the whole life cycle of its own products.

Advantages and Disadvantages of the Triple Bottom Line

Along with the obvious ecological benefits of sustainable corporate practices, proponents of this triple bottom line cite these arguments:

– Untapped market potential, for example, eco-tourism, offer lucrative business opportunities

– Supplying sun ovens and wind-powered generators produce triple bottom line chances

Many organizations agree that societal and environmental issues Are Extremely important, however, they disagree with the triple Bottom Line’ as the best way to improve those requirements for the following reasons:

– Business best serves society when it’s engaged in its own core competency (i.e. making widgets). The triple bottom line diverts business from the core competency.

– Wealthy countries are worried about societal and environmental problems while the rest of the planet is much more worried about starvation.

– Businesses shouldn’t be pressured to become stewards of their environment.


Even though the green movement continues to gain momentum, many businesses have willingly embraced triple bottom line versions for sustainability. As customers and other stakeholders become aware of the effect of a company’s business practices within their everyday lives, the requirement for greater corporate responsibility will expand and more businesses will adopt practices to encourage the triple bottom line.

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