Bhutan, a small mountainous Himalayan kingdom sandwiched between the two giants—India and China—is considered the last Shangrila. The country, with its development philosophy of Gross National Happiness has always embraced happiness over GDP, with the four pillars of development: fair and sustainable socio-economic development; conservation and promotion of a vibrant culture; environmental protection; and good governance.
Although the country’s economic development did not start until the early 1960s, the nation is considered one of the fastest growing economies in Asia. As the country develops, to avoid the mistakes of capitalist nations, Bhutan can embrace green digital marketing. The current King of Bhutan His Majesty Jigme Khesar Namgyel Wangchuck, is a great supporter of digitalization and is at the center of such developments, with the King himself in the helm propounding digital finance, cryptocurrency, internet of things, among others.
The current King of Bhutan, Jigme Khesar Namgyel Wangchuck is a strong supporter of the country's digitalisation process, including digital marketing (source: Facebook page of the King)
More than 70% of Bhutan is under forest cover
Why Green Digital Marketing?
1. Eco-friendly digital marketing initiatives seem to be everywhere. Big brands like Nike, Microsoft, and Toyota have made a commitment to be more sustainable. Bhutan has more than 70% of its land under forest cover and is one of the carbon sinks globally. Such environments allow the country to embrace Eco-friendly digital marketing initiatives in the way the nation does things. Bhutan can set an example to the world.
2. Bhutan can be the global hub of green digital marketing by catching certain portion of the world’s costumers who are are moving away from fast fashion and moving towards eco-friendly, sustainable options. Multiple people are changing their lifestyles, trying to reduce their carbon footprint. A survey showed that 66% of consumers are willing to pay more for products from socially responsible companies.
Disclaimer: Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University.