Journal of Creative Media

The advent of digital technologies has revolutionised the marketing communication landscape, presenting both challenges and opportunities for businesses (Nesterenko, et al., 2023). The disruption has also altered the understanding of the concept of marketing communications with several significant changes in how businesses interact and communicate with consumers (Sandi, 2023). This has consequently necessitated a change in approach to the study and practice of marketing communication globally.

The new era, particularly in the field of marketing, has been regarded as ‘Marketing 3.0’ (Sandi, 2023). This novelty in approach emphasises the importance of sustainability values in marketing communications (Sandi, 2023). This, in essence, implies business must communicate their commitment to these issues and demonstrate concrete actions that support those values (Sandi, 2023; Nesterenko, et al., 2023). Therefore, the need for relevant knowledge in this dimension has become a necessity for scholars and practitioners in marketing communication and related fields.

Importantly, sustainable marketing communication involves the adoption of marketing communication to promote sustainable business practices in the global community (Eagle et al., 2020; Kumari, 2024). It consists of a broad area that covers corporate communication, advertising, branding, marketing, Public Relations, and social media management. In addition, the recent emergence of Artificial Intelligence is promoting the significance of sustainable marketing communication in the world of business (Vlačić, et al., 2021; Hermann, 2022). Hence, sustainable marketing communication can be regarded as a catalyst for the promotion of sustainability in most modern societies.

Dr. Nelson Okorie
Editor, Journal of Creative Media
Director, Centre for Media and Communication Research