GREEN 2.0
Marketing Sustainability in a
World of Collaborative Creativity
Peter John Eyres
www.green-consultancy.com

Some Definitions
 Sustainability
 Socio-economic
 Enviro-economic
 Global
 Collaborative Creativity
 Open source
 New conception of intellectual property
 Globally Engaging

Some Home Truths
 Consumers don’t trust companies or government
 No amount of traditional marketing will make them
 Contradictions exist in every organisation
 Most organisations are less
prepared for the future
than ever before

The Conscious Consumer
 Reward and recognition-driven
 More sceptical every year
 Connected globally and locally
 Content creator rather than just consumer

Recent Trends
 Proprietary Innovation → Open Innovation
 Consumers → Participants
 Communications → Conversations

e.g. Procter and Gamble
 Connect and develop
 Open innovation supplements internal R&D
 Anyone can submit ideas or solutions
 From anti-virals to baked potato snacks
 www.pgconnectdevelop.com

e.g. Threadless T-Shirts
Open design → Everyone’s a designer

Voting on designs → Demand insight

 Community built around site
 Shipping 40,000 t-shirts monthly
$1000 startup → $50,000,000 turnover


So What?
 Blurred line between consumer and creator
 Marketing needs to encourage participation
 Marketing sustainability means encouraging
consumers’ green creativity
Messages need to be co-created
with consumers in conversations
about sustainability

GREEN2.0 Guide
 Always use the right tools for the job
Bandwagon hopping doesn’t work

 Sell transparency internally first
 Invite a response in all communications
 Keep up your side of the conversation
 Remember, you might just learn something

GREEN2.0 Opportunities
 Opportunities exist both on and off-line
 Open up internal collaborative potential
 Co-create a holistic green map with peers
 Get involved as an individual first
Fresh-thinking → Future-proofing


Contact Us
 peter@green-consultancy.com
 www.twitter.com/verdantnews
 www.green-consultancy.com
 0790 484 0903