Marketing practices are changing in parallel with consumers needs and expectations. Due to the information customers are bombarded with on a daily basis, marketers should attempt to attract customers' attention by keeping them informed and engaged (Quinn et al., 2013).

         

          Environmentalism acts for people who are anxious about future issues (Solomon, 2013) which led to the introduction of  sustainable development: "development that meets the needs of the present without compromising the ability of future generations to meet their own needs" (United Nations, 2014). To achieve the sustainable goals, however, companies need to radically alter their way of production, waste management as well as heavily invest in Research and Development. In such a way, efficiency is improved, because customers prefer companies truly concerned about the environment as well as society as a whole (Kotler, 2011).

          Recycling  today is seen as companies' obligation rather than differentiation from the competition. UK's recycling in the past decades, for instance, has been more efficient compared to other European countries (Vaughan, 2013).
Reduction of water usage is observed in Nestle's Spanish confectionery factory in La Penilla which has been using 72 cubic meters of water per tonne of product before. Having invested in  innovative water-saving initiatives, the usage was halved (Nestle, 2014). Also, Nestle UK has made an effort to produce a 100% recyclable packaging for its Easter eggs in 2012 which usually creates 3000 tonnes of waste (Croydon, 2012).

         Organic explosion began in the 1970s. To be called "organic",  products should be derived from sustainable management practices and solely natural ingredients. Besides, at least 95% of the components should be acknowledged in advance and a EU code label is needed. 1/3 of customers, however,  are uninformed about the organic concept, therefore,  digital marketing and social media, mobile apps may be used  to explain the high price of those eco-friendly products (Mintel, 2013)

Confectionery industry's organic representatives are Mondelēz  Green & Black's  Fairtrade chocolates. They provide the long-term sustainability and support to Dominican cocoa growers by huge investments (Mintel, 2013) (Green & Black's 2014). According to a Soil Association's Organic Market Report, Green and Black's chocolates are  the second most popular branded organic product in the UK (Key Note, 2014).

          The beloved chocolate, however, is not for free. The world's biggest food company- Nestle (Food Engineering, 2014) has been accused of not providing regular control over the child labour in its Ivory Coast's cocoa supply chain. Children were working longer hours without receiving the needed pay (Hawksley, 2012). One of Nestle's plans was to become a partner with Fair Labour Association which revealed Nestle's problems with child exploitation. Thus, Nestle responded with a joint action plan, striving to improve the management of the supply chain via focus on monitoring and directly influencing farmers and children in a positive way (Nestle, 2014). Hershey's has even been sued for illegal child labour and exploitation (Hsu, 2012).