Can sustainability thinking help you be a better marketer

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Marketing is a sector that is facing huge disruption and change. In the new marketing environment many, if not most of the old approaches do not work. Sustainability thinking offers many solutions to help marketers be successful in this new landscape. This presentation explains how brands can become better marketers through sustainability, and references many examples where it is already happening. It also explains how corporate structures need to transform in order to take advantage.

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Can sustainability thinking help you be a better marketer

  1. 1. Can sustainability be a route to becoming a better marketer?
  2. 2. 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?
  3. 3. What is the job of sustainable marketing? Adding some green sheen?
  4. 4. Green sheen is definitely not the answer!
  5. 5. An evolutionary perspective on the new challenges of marketing... and how sustainability thinking can overcome these challenges
  6. 6. what works - has changed what is possible - has changed what people want - has changed the rules the players the platform platform rules characters
  7. 7. 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
  8. 8. “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
  9. 9. 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)
  10. 10. Simultaneous TV watching & internet use Source: nVision research Base: 9000 internet users aged 15+
  11. 11. 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
  12. 12. 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
  13. 13. what’s possible has changed Hide behind Digital the brand transparency
  14. 14. what’s possible has changed Brand People directed directed media media
  15. 15. 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
  16. 16. Sustainability thinking can help... Di≠erentiation Reputation risk/ opportunity Open dialogue
  17. 17. 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.
  18. 18. 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

  19. 19. 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
  20. 20. Sustainability thinking can help... Relevance - Empathy Authenticity Leadership
  21. 21. Using sustainability to answer the new marketing challenges means re-thinking corporate structures
  22. 22. Inside out Outside in Sustainability Marketing The lines become blurred
  23. 23. “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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. “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
  32. 32. “ 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

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