ALIGNING MARKETING STRATEGIES WITH CLIMATE ACTION AND SUSTAINABLE DEVELOPMENT GOALS IN SOUTH AFRICA

Abstract

As climate change intensifies in South Africa, businesses face growing pressure to align their marketing strategies with sustainability imperatives. However, marketing’s potential to support Sustainable Development Goals (SDGs), particularly SDG 12 (Responsible Consumption and Production) and SDG 13 (Climate Action), remains underexplored and inconsistently realised. Therefore, this study examined how climate change influences marketing strategies in South Africa and assessed the extent to which these strategies align with SDGs 12 and 13 to foster authenticity, reduce greenwashing, and promote responsible consumption. The study employed a qualitative desktop research design, drawing on secondary data from academic literature, corporate reports, policy documents, and sectoral case studies. Thematic analysis was applied through the lenses of the Theory of Planned Behaviour (TPB), Stakeholder Theory, and the Triple Bottom Line (TBL). The findings revealed that while some South African firms are making strides in sustainable branding, most marketing campaigns remain symbolic, lacking measurable impact or authentic consumer engagement. Furthermore, it was found that SDG alignment in marketing is often performative, with limited educational depth or strategic coherence. It was recommended that firms embed SDG principles into core marketing strategies through transparent metrics, inclusive storytelling, and systemic behavioural nudges. Marketing must evolve from persuasion to transformation, becoming a key driver of climate  and sustainable development.