What movement has spawned the marketer's awareness of environmentally sustainable strategies?

The rise of the environmental movement, particularly since the late 20th century, has significantly influenced marketers to adopt environmentally sustainable strategies. Increasing public concern over climate change, biodiversity loss, and pollution has led consumers to favor brands that demonstrate social responsibility and eco-friendly practices. This shift in consumer behavior has compelled businesses to integrate sustainability into their marketing strategies to meet demand and enhance brand loyalty. As a result, sustainable marketing has become a key focus for companies aiming to align with the values of environmentally conscious consumers.