People, Planet, Profit(Triple P)
Strategy and planning
Strategy and planning
People, Planet, Profit (Triple P) considers business decisions through their social, environmental and economic effects. This sustainability framework is separate from the Ps of the marketing mix.
People concerns effects on people, including employees, customers and communities. Planet concerns environmental effects. Profit concerns economic performance and business continuity. The idea is to assess more than the financial outcome alone.
Triple P is associated with John Elkington's triple bottom line. It is a framework for thinking, not a certification or a fixed method that automatically calculates a sustainability score. The three dimensions can support one another, but trade-offs can also arise.
In marketing, this framework can help connect your positioning and message to evidenced decisions. Examples include specific information about product materials or how your offer helps people. A green slogan alone does not show what you actually do.
Tip
Keep your message specific and verifiable. Describe what you can substantiate and avoid broad sustainability claims that go beyond your evidence.
Related terms
- Marketing mixThe marketing mix consists of connected decisions about product, price, place and promotion: the 4 Ps. For services, these are often extended to 7 Ps with people, process and physical evidence.
- PositioningPositioning is the place you occupy in your audience's mind: who you're for, how you differ, and why that difference matters.
- Brand identityBrand identity is how your brand looks, sounds and behaves: logo, colours, typography, imagery, language and how you treat customers.