IN THIS SUMMARY
In Marketing 3.0, companies approach consumers as whole human beings, catering to their hearts, minds, and their spirit of being by pacifying the anxieties they are feeling about today’s environmental and societal issues. It combines emotional marketing with “human spirit” marketing by tapping into and attempting to solve issues that have deep meaning and large impacts on society as a whole. Behaviors such as collaboration, creativity and cultural awareness should be encouraged and fostered in the Marketing 3.0 corporate culture. Organizations also need to market the idea of sustainability to the shareholders. They should demonstrate that sustainability results in a competitive advantage that can not only create profitability but “returnability,” or the ability to bring about large financial returns in the future.