Guerrilla Marketing for Island Sustainability: Small Actions Driving Big Impacts

Abstract

Island communities face unique sustainability challenges, including resource scarcity, waste management difficulties, and vulnerability to climate change. Traditional awareness campaigns often fail to engage these communities effectively due to high costs and limited reach. Guerrilla marketing, an unconventional, low-cost marketing strategy, offers a promising alternative to inspire sustainable behaviours and practices. This short communication explores how guerrilla marketing techniques can be adapted for sustainable island living. By leveraging local culture, materials, and creativity, such campaigns can generate strong community participation and environmental awareness. Examples such as beach art installations from litter, pop-up recycling hubs, and solar lantern festivals illustrate the potential of guerrilla marketing in fostering eco-friendly behaviours. A conceptual framework is proposed to guide stakeholders in implementing these strategies. The article concludes by highlighting the need for pilot projects and further research to evaluate the effectiveness of such interventions in island settings.