Is the promotion of the process more important than the promotion of the product?

With the acceleration of measures to decarbonise industry and strengthen the resilience of value chains in the face of supply, geopolitical and health shocks, buyer demand is increasingly focused on the way in which a product is manufactured. Compliance with product specifications and price are no longer enough: the origin and quality of components, manufacturing methods, greenhouse gas emissions generated, recycling, the producer’s purchasing policy… are all becoming part of the product’s story.

Isn’t the job of marketing to match the company’s product and service offering with customer needs? To promote current products and define future offerings? The need to meet the demand for more transparency on the “how?” poses new marketing challenges.

This article lists the main “how?” questions, identifies the underlying issues, outlines the pitfalls to be avoided, and suggests how marketing can be instrumental in transforming markets to meet the challenges of tomorrow’s world.

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