Surprisingly, NO. Tesla, such a known brand for the amazing electrical cars with autopilot, is focusing on the luxury aspects. Sustainability is not a primary focus in Tesla’s marketing (Martin and Vaisto, 2016).
Should Tesla promote sustainability?
I think it would be beneficial for the society to do so. According to Martin and Vaisto (2016), agreater regard for consumer experience in sustainable consumption improves the behavior of the consumers. This is because through advertising that product as a sustainable one, people will become more aware of the importance of using such a good to minimize the impact on the environment.
I think that we are generally aware that most of the pollution, especially in the cities, is caused by the fossil fuels that cars use. For this reason, using electric cars represents a real solution for reducing the pollution. However, I do not see electric cars brands, such as Tesla, promoting this side of their products. Why would Tesla show the consumers just how luxurious are their cars when they are also sustainable? There are so many brands that have just luxurious cars, which are not electrical as well.
The lesson?
Tesla has the power to change things! By focusing on sustainability in its marketing, it can change consumer lifestyles and consumption levels (Tunn et al., 2019). This would help to create a sustainable society and economy. Moreover, I think that it would not be favorable only for the environment, but also for the company. The sales can increase due to satisfying the consumers interested in sustainability (Tunn et al., 2019).
The Investigator 