marketing sustainability

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marketing sustainability

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  3. 3. Presentation outline▪ Why Green?▪ Sell Green▪ Work Green▪ Be Green▪ Green Returns▪ Green to Go 3
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  5. 5. Why Green?▪ Increase profit▪ Build brand and market exposure▪ Build brand confidence and relevancy▪ Build consumer goodwill▪ Being good is good for business [Anita Roddick, founder, The Body Shop]▪ Can result in profit increases up to 38% for large companies and 66% for small companies [The Sustainability Advantage, Bob Willard] 5
  6. 6. Why Green?▪ Customers appreciate accountability and clear corporate values▪ 83% of Canadians believe corporations should go beyond their traditional economic role [GlobeScan poll]▪ 79% of Canadians think that companies should be held completely responsible for protecting the environment [GlobeScan] 6
  7. 7. Why Green?▪ Consumer beliefs backed by buying decisions:▪ Over 50% respondents have punished a socially irresponsible company in the past year▪ 79% of Canadians said they were willing to alter their lifestyle significantly to stop climate change [Ipsos Reid poll] 7
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  9. 9. Sell Green▪ Appeal to the buyer’s real desire to support change▪ Identify areas in which greener products or services make sense▪ Develop environmental products and services▪ Know the environmental impact of your product or service▪ Communicate those green benefits clearly using hard numbers 9
  10. 10. Sell Green▪ Energy Star label makes a product more attractive to consumers: 66% of consumers said they were more likely to purchase versus one without the label▪ A certified recycling logo made 54% of consumers more likely to select one product over another▪ Products that are the same in function and quality can become instantly differentiated through environmental labeling 10
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  12. 12. Work Green▪ When green products and services are not an option, consider other alternatives▪ Revisit your business practices and processes for green impact▪ Look at all aspects of the product life cycle for green opportunities: manufacturing, packaging, logistics, etc.▪ Carbon footprint, ethical sourcing and packaging waste are all key sustainability issues 12
  13. 13. Work Green▪ Ask key questions: – Where are the raw materials purchased? – How far have they travelled? – Is the packaging excessive? – Are there are non-toxic alternatives to chemicals? – Are production facilities energy efficient? – What mark do your products leave? 13
  14. 14. Work Green▪ Check out options such as recycled packaging, chemically-reduced manufacturing, natural dyes, carbon-offset transportation alternatives, or minimizing facility emissions 14
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  16. 16. Be Green▪ 96% of people believe that more needs to be done to ensure the health of the environment▪ Pursue an overall sustainable corporate culture and image▪ Customers relate to those that share their values▪ Engage consumers in a green conversation▪ Look inward to see what sustainability initiatives are within your doors 16
  17. 17. Be Green▪ Successful companies supplement externally green initiatives with internal ones that can be relayed to customers to highlight global responsibility and accountability▪ Campaigns can including power-usage reductions, waste reduction and recycling, in addition to monetary support for local and national green initiatives▪ Companies also benefit from reduced energy costs, less waste, financial incentives tied to green production and efficiencies 17
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  19. 19. Green Returns - Patagonia 19
  20. 20. Green Returns - Patagonia The Common Threads Pledge: Id like to become a partner in the Common Threads Initiative to reduce excess consumption and give the planets vital systems a rest from pollution, resource depletion and greenhouse gases 20
  21. 21. Green Returns - Patagonia Patagonia agrees to build useful things that last, to repair what breaks and recycle what comes to the end of its useful life. I agree to buy only what I need (and will last), repair what breaks, reuse (share) what I no longer need and recycle everything else. website http://www.patagonia.com/ca/common-threads 21
  22. 22. Green Returns – Patagonia▪ Common Threads: a brilliant brand-within-a- brand that offers a roadmap for companies trying to promote themselves as environmentally friendly▪ Aims to minimize the environmental cost of clothing through its programs to reduce, repair, reuse, and recycle clothing 22
  23. 23. Green Returns - Patagonia▪ Patagonia is perceived to be an active environmental player▪ Excellent example of how branding can help tell the story of serious environmental programs▪ Without Common Threads, Patagonia would have less impact on the world and on their own brand▪ Connection to one percent for the planet (Keep earth in business) 23
  24. 24. Green Returns - Cisco 24
  25. 25. Green Returns - Cisco▪ One Million Acts of Green (OMAoG)▪ Joint venture between Cisco Systems Canada and the CBC▪ Goal: create a social network of Canadians, linked together in their commitment to change their habits for the greater environmental good▪ Invited Canadians to post their Acts of Green online 25
  26. 26. Green Returns - Cisco▪ Cisco wanted to take a leadership role in reducing its overall environmental footprint▪ Tied into Cisco’s corporate philosophy of connecting people through its networks▪ High-profile, non-profit organizations participated as environmental partners▪ Users could see immediate impact of their actions via a greenhouse gas (GHG) emissions calculator 26
  27. 27. Green Returns - Cisco▪ Massive advertising and outreach campaign▪ Pre-launched on Hockey Night in Canada▪ Launched on CBC’s The Hour▪ Aligned with NHL All-Star game▪ Schools, businesses and individuals embraced the program 27
  28. 28. Green Returns - CiscoResults▪ 1.8 million acts of green in less than eight months▪ Over 100 million kgs of GHG emissions saved▪ Initial launch generated significant buzz, with over 150,000 acts logged in week one▪ Cisco measured three million brand engagements and 7,300 clicks to cisco.com/ca 28
  29. 29. Green Returns - Cisco▪ 161 newspaper and magazine articles (78% with Cisco mentioned)▪ The program went global and had participants from over 50 countries▪ Best corporate social responsibility initiative of 2009 as voted by Canadian marketers 29
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  31. 31. Green to Go▪ Assess your corporate CSR strategy and employee engagement for green inclusion▪ Engage corporate leadership to seek mandate for green as a business imperative▪ Look for green opportunities within your product/service mix that benefit your customers and differentiate you▪ Review your corporate practices, processes and products for green impact▪ Identify internal green champions 31
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