Lucija Mijatović: GUERILLA MARKETING IN THE PRISM OF SUSTAINABILITY
Professional Paper
Lucija Mijatović, Melden Agency, Croatia
DOI: https://doi.org/10.59014/UPBB6746
Keywords:
difference, future, guerrilla, sustainable marketing
Abstract
This paper examines the intersection of guerrilla marketing and sustainability, focusing
on how unconventional marketing strategies can foster environmentally and
socially responsible business practices. Guerrilla marketing is defined by its creative,
low-cost tactics that enable brands to engage consumers in impactful ways without
requiring significant resource expenditures. This approach not only challenges traditional
marketing paradigms but also aligns with the growing consumer demand for
sustainability. The paper provides a comprehensive overview of guerrilla marketing,
traditional marketing, and sustainable marketing, highlighting their key characteristics
and differences. Traditional marketing often relies on established, high-budget
strategies, while guerrilla marketing thrives on innovation and resourcefulness. In
contrast, sustainable marketing emphasizes long-term ecological balance and social
responsibility, integrating these values into all aspects of a business’s operations. As
businesses increasingly prioritize sustainability, the future of guerrilla marketing appears
promising. By leveraging its inherent creativity, guerrilla marketing can create
memorable consumer experiences that resonate with environmentally conscious audiences.
This paper seeks to answer critical questions about the potential for guerrilla
marketing to evolve within a sustainable framework, exploring how brands can harness
its principles to foster positive social and environmental outcomes. Ultimately,
the findings suggest that when executed thoughtfully, guerrilla marketing can not
only drive brand engagement but also contribute significantly to the broader goals of
sustainability and responsible business practices.
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