Avrupa Yeşil Mutabakatı (Green Deal) ve Birleşmiş Milletler Sürdürülebilir Kalkınma Hedefleri Perspektifinde Sürdürülebilir Dijital Pazarlama Stratejileri
Abstract
ABD’de yaşanan politik süreçlerden, 2015 yılındaki Paris Anlaşması’na; sonrasında İngiltere ve Avrupa Komisyonu sürecine uzanan Yeşil Mutabakat (Green Deal) ile 2030 yılına kadar sera gazı emisyonlarınının azaltılması hedeflenmektedir. İçinden geçmekte olduğumuz Covid’19 pandemi süreci ise sürdürülebilirlik ivmesini daha arttırmaktadır. Birleşmiş Milletler Sürdürülebilir Kalkınma Hedefleri (SDG) ve Avrupa Yeşil Mutabakatı ile ortaya konulan paralel hedefler, bir ihracat ürünü haline gelecek olan yeşil ve dijital teknolojileri ön plana çıkarmaktadır. Bu gelişmelere paralel şekilde dijital dönüşüm süreci Avrupa Birliği Yeşil Mutabakat ile Birleşmiş Milletler SDG’lerin birbirleri üzerinde tamamlayıcı bir etkide bulunmalarına neden olmaktadır. Dijital teknoloji endüstrisini temsil eden ve bir Avrupa kuruluşu olan DIGITALEUROPE – Dijital Avrupa ise dijital teknolojilerin sürdürülebilirlik hedeflerine ulaşmada kilit rol oynadığı ifade edilmektedir. Yenilikçi, çevreye duyarlı, dijital sürdürülebilir pazarlama stratejilerinin farkındalığı, geliştirilmesi ve işletmelerin bu stratejileri yapılandırılmış bir yaklaşım ile kurumsal stratejilerine entegre etmeleri kritik önem arz etmektedir. Bu bağlamda çalışmanın amacı, teknolojiyi ve adaptasyonu temel alan entegre bir yaklaşım ile Avrupa Yeşil Mutabakat ve Birleşmiş Milletler SDG’leri doğrultusunda sürdürülebilir dijital pazarlama stratejileri ile ilgili kavramsal bir çerçeve çizmektir.
References
- Amadeo, K. (2021), “The Green New Deal and How It Boosts the Economy”, The Balance, US & World Economies, https://www.thebalance.com/green-new-deal-4582071
- Barbier, E. (2009), “A Global Green New Deal”, Report prepared for the Green Economy Initiative of UNEP
- Barbier, E. (2019), “How to Make the Next Green New Deal Work”, Nature, 565 - 6, https://doi.org/10.1038/d41586-018-07845-5
- Borysia, O., Brych, V., Brych, B. (2020), “Digital Marketing Components of Providing Information About Energy Service Companies in the Conditions of Green Energy Development”, VUZF Publishing House,Vol. 2. – P. 231-240
- Claeys, G., Tagliapietra, S., Zachmann, G. (2019) “How to Make the European Green Deal Work”, Bruegel, Policy Contribution Issue, No:14.
- Desouza, D. (2020), “The Green New Deal Explained”, https://www.investopedia.com/the-green-new-deal-explained-4588463#citation-11
- Friedman, Thomas L., (2007) “The Power of Green, The New York Times Magazine, https://www.nytimes.com/2007/04/15/opinion/15iht-web-0415edgreen-full.5291830.html
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- United Nations: Sustainable Development GOALS. "UN Climate Change Conference Paris 2015, https://www.un.org/sustainabledevelopment/cop21/
Sustainable Digital Marketing Strategies in the Perspective of the European Green Deal and United Nations Sustainable Development Goals
Abstract
Ever since the political process in the USA to the Paris Agreement in 2015; The Green Deal, which extends to the process of the UK and the European Commission, aims to reduce greenhouse gas emissions by 2030. The Covid'19 pandemic process that we are going through increases the momentum of the sustainability movement even more. The parallel targets set by the United Nations Sustainable Development Goals (SDG) and the European Green Deal highlight green and digital technologies that will become an export product. In parallel with these developments, the digital transformation process causes the European Union Green Deal and SDG to have a complementary impact on each other. On the other hand, DIGITALEUROPE – Digital Europe, a European organization representing the digital technology industry, states that digital technologies play a key role in achieving sustainability goals. It is critical that innovative, environmentally friendly, digital sustainable marketing strategies are aware and developed, and that businesses integrate these strategies into their corporate strategies with a structured approach. In this context, the aim of the study is to draw a conceptual framework for sustainable digital marketing strategies with an integrated approach based on technology and adaptation in line with the European Green Deal and SDG.
References
- Amadeo, K. (2021), “The Green New Deal and How It Boosts the Economy”, The Balance, US & World Economies, https://www.thebalance.com/green-new-deal-4582071
- Barbier, E. (2009), “A Global Green New Deal”, Report prepared for the Green Economy Initiative of UNEP
- Barbier, E. (2019), “How to Make the Next Green New Deal Work”, Nature, 565 - 6, https://doi.org/10.1038/d41586-018-07845-5
- Borysia, O., Brych, V., Brych, B. (2020), “Digital Marketing Components of Providing Information About Energy Service Companies in the Conditions of Green Energy Development”, VUZF Publishing House,Vol. 2. – P. 231-240
- Claeys, G., Tagliapietra, S., Zachmann, G. (2019) “How to Make the European Green Deal Work”, Bruegel, Policy Contribution Issue, No:14.
- Desouza, D. (2020), “The Green New Deal Explained”, https://www.investopedia.com/the-green-new-deal-explained-4588463#citation-11
- Friedman, Thomas L., (2007) “The Power of Green, The New York Times Magazine, https://www.nytimes.com/2007/04/15/opinion/15iht-web-0415edgreen-full.5291830.html
- Friedman, L. (2019), “What Is the Green New Deal? A Climate Proposal, Explained”, The New York Times Magazine, https://www.nytimes.com/2019/02/21/climate/green-new-deal-questions-answers.html
- United Nations: Sustainable Development GOALS. "UN Climate Change Conference Paris 2015, https://www.un.org/sustainabledevelopment/cop21/
Details
| Primary Language | Turkish |
|---|---|
| Subjects | Finance |
| Journal Section | Business |
| Authors | |
| Publication Date | October 29, 2021 |
| Submission Date | April 30, 2021 |
| Acceptance Date | September 15, 2021 |
| Published in Issue | Year 2021 Volume: 20 Issue: 4 |