Can sustainability thinking help you be a better marketer

Can sustainability be a route to becoming a better marketer?

What is the job of marketing? “Marketing people like to say that a product is more than a physical object. There is a story a promise - that’s what the brand represents. Sometimes this story is true and sometimes unfortunately it is not. The process of marketing is to uncover and coax out a story that is buried inside the product. What happens next is a battery of focus groups, ethnographies and brainscans to uncover what the consumer wishes the product really was. Then the marketing budget is spent telling lies about the product” Baked In by Alex Bogusky and John Winsor Adding some sheen?

What is the job of sustainable marketing? Adding some green sheen?

Green sheen is deﬁnitely not the answer!

An evolutionary perspective on the new challenges of marketing... and how sustainability thinking can overcome these challenges

what works - has changed what is possible - has changed what people want - has changed the rules the players the platform platform rules characters

what works has changed Advertising In ads we trust resistance Belief that companies generally tell  the truth in ads has fallen down  from 13% to just 6% 2002 to 2006 The brand bubble  John Gerzema and Ed Lebar

“Advertising does not reﬂect my life nowadays” % who agree / strongly agree, by age within country Source: nVision Research Base: 11,000 aged 15+ / 5,000 aged 16-64 (Nordics), 2006

what works has changed Can’t get my Media message across monopoly TV viewing (UK.)  No of programmes in  the UK that reached over 15 million? 1999 – 177 2006 – 2  2007 – 0 Barb data Source: Jupiter/Merrill Lynch/Deloitte State of Media 2007, Big Six Study 2007 (US/Germany)

Simultaneous TV watching & internet use Source: nVision research Base: 9000 internet users aged 15+

what works has changed Trust and Falling trust respect in and respect brands Y&R research from  2008 shows a 50%  drop in TRUST in the  last 9 years  The Henley centre in the UK has  recorded that since 1999 the 17  largest iconic brands have shown a  16% decline in consumer TRUST

Sustainability thinking can help... Engagement Trust is more important to us than it has ever been.    Global chief marketing ofSicer McDonalds  From loss of trust to  Build trust and respect sustainability champions Behaviour - the company is the message

what’s possible has changed Hide behind Digital the brand transparency

what’s possible has changed Brand People directed directed media media

what’s possible has changed Product Commoditisation di≠erentiation Brand differentiation decline  40  out of 46 categories showed a  decline in ability to differentiate  based on Copernicus brand metrics

Sustainability thinking can help... Di≠erentiation Reputation risk/ opportunity Open dialogue

what people want has changed Inhuman Human companies companies “A business has a voice. You can usually hear it -- authentic or unauthentic -- most obviously and transparently, on its Web site. Even before the last graphic finishes downloading, you can usually tell if the company speaks with passion, if it’s lost or uninterested. The Cluetrain Manifesto - Rick Levine, Christopher Locke, Doc Searls, and David Weinberger.

what people want has changed Brand Authenticity identity seeking 40% of Europeans now claim that  they actively try to “support small  brands or producers whenever I  can” according to nVision Research. Aegis Media research 

what people want has changed Meeting short Fitting with term needs long term Values The brand bubble  John Gerze ma and Ed Lebar “In ‘Built To Last’, Jerry Porras and Michael  Collins demonstrate that – in the medium  and longer term – purpose‐driven businesses  outperform businesses with similar asset  bases, from similar locaEons, of similar age,  etc. by a large margin.” Mark Earls, HERD Vision “The market for  something to  believe in is inﬁnite”    Hugh MacCleod

Sustainability thinking can help... Relevance - Empathy Authenticity Leadership

Using sustainability to answer the new marketing challenges means re-thinking corporate structures

Inside out Outside in Sustainability Marketing The lines become blurred

“Brand Ecosystem” Operations CSR Marketing HR Product Suppliers Employees Customers Every part of your business is under scrutiny But when imbued with sustainability thinking, every part can be brand building

Patagonia - just logistics? Digital transparency 16 products Interactive Open discussion “ We believe it’s important for our customers to know the true environmental and social impact of a garment they purchase. Casey Sheahan, CEO, Patagonia

Zappos – just human resources? “ To us, customer service isn't just a department -- it is the entire company. $2000 to quit random acts of kindness 10 core values employees in ads $1.2 billion

Nike greenxchange – just product development? open-source collaborative 400 patents shared innovation communities “ Our hope is this will unleash new innovation to help solve current obstacles to sustainability issues Mark Parker, Nike CEO

Dole - just supply chain management? 3-digit farm code 25+ farms traceability digital transparency “ It's not enough for the customer to love your product. They have to love your process as well. The Cluetrain Manifesto

News Corp – just corporate comms? leadership on big issues “ Imagine if we succeed in inspiring our audiences to reduce their own impacts on climate change by just 1 per cent. That would be like turning the state of California oﬀ for almost two months. carbon neutral Rupert Murdoch, CEO News Corp educate and engage drives a hybrid

Danone Grameen - just CSR? “ new market A great opportunity to make partnership progress and take another huge step towards fulﬁlling multinational social business our mission: to bring health through food to as many 6¢ people as possible. 1,600 new jobs Franck Riboud, CEO Groupe Danone

Pepsi Refresh – beyond brand communications? “We decided that this year it was time for the brand to actually go within culture and actually move something forward, so that it was actually $25 million $5,000 - $250,000 getting engaged with consumers. 6 categories Frank Cooper, CCEO, PepsiCo 1155 ideas this month

“Brand Ecosystem” Operations CSR Marketing HR Product Suppliers Employees Customers Every part of your business is under scrutiny But when imbued with sustainability thinking, every part can be brand building

“ The future belongs to a very diﬀerent kind of person with a very diﬀerent kind of mind – creators and empathizers, pattern recognizers and meaning makers. Daniel H. Pink

Can sustainability thinking help you be a better marketer

by Given London on Jun 19, 2010

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Can sustainability thinking help you be a better marketer — Presentation Transcript

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