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The Sustainability campaign was launched by Google in 2007 and targeted the improvement of the ecological situation on the planet. The campaign promotes carbon neutrality for businesses and states that Google wants to become carbon-free by 2030 (Google, n.d.). Being primarily a service provider, Google sets an example for other companies in creating environmentally-beneficial projects and reducing carbon emissions. Apart from that, the company helps general people support the ecological initiative by showing the ways of reducing the harmful influence on the environment.
The Sustainability campaign by Google may be called social marketing campaign due to several factors. First of all, the program supports and promotes a socially valuable initiative that is environmental protection. Apart from that, the campaign is a great way to show the brand values and make the customers understand and approve of them that enhances the customers loyalty and demand for the companys services. In addition, Google Sustainability targets not separate categories of the clients but the society in general that relates to the main principle of social marketing that is promoting socially valuable principles.
The target audience of the campaign may be divided into two parts. The first one concerns the companies and businesses whom Google encourages to follow its example and reduce their carbon emissions. The second part of the target audience is general people as well as the whole society because the articles on the website of the campaign contain information on how people may show the ecological initiative (Google, n.d.). Thus, Google Sustainability may be considered a social marketing campaign that is aimed at improving the environmental state of the planet and reducing carbon emissions in the production field.
Reference
Google (n.d.). Carbon neutral since 2007. Carbon free by 2030. Google Sustainability. Web.
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