Sustainability Marketing Empirical Analysis of Managerial Perceptions
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A 10-minutes conference presentation on the preliminary findings of research on Sustainability Marketing.
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Sustainability Marketing Empirical Analysis of Managerial Perceptions
- 1. Sustainability Marketing Maria Correia Empirical Analysis of Managerial Perceptions UoN research conference 20th & 21st June 2018
- 2. Sustainability Marketing Empirical Analysis of Managerial Perceptions • Objectives • Key concepts • Research questions • Methodology • Preliminary findings • Conclusion
- 4. Objectives How marketers view the importance of the implementation of sustainability marketing strategies (SMS); What drivers and barriers influence them; How the marketing mix components can integrate sustainability.
- 5. Key Concepts The nested spheres model (Sandhu et al., 2014, p.5) • “the development that meets the needs of the present without compromising the ability of future generations to meet their needs“ (WCED, 1987, p.41). • Triple Bottom Line (TBL) of People, Planet, Profit (Elkington, 1997). People Planet Profit
- 6. Key Concepts (Bedek, 2011; Cronin et al., 2011; James et al., 2015)
- 7. Sustainability Marketing “…aims to satisfy consumers’ needs or wants and create a favourable position for the business in the marketplace by communicating how the business addresses environmental, social and economic concerns” (Villarino & Font, 2015, p.326)
- 8. 1.Which drivers and barriers influence the implementation of SMS? 1.What marketing mix strategies are being implemented to pursue sustainability? 1.To what degree do marketers view the importance of SMS? 1 2 3 Research Questions
- 9. Methodology • Mixed method • Primary sources • Marketing executives • Questionnaires and interviews
- 10. Preliminary Findings Drivers • Brand reputation • Customer satisfaction • Stakeholder's commitment Barriers • Pressure for short-term profits • Difficulty to measure sustainability results
- 11. Strongly agree 20% Agree 55% Disagree 20% Strongly disagree 5% The pressure for short-term profits weakens our efforts to pursue sustainability. 75% Drivers and Barriers Strongly agree 55% Agree 45% Our sustainability initiatives have boosted company’s brand reputation. 100%
- 12. Marketing Mix Product Price Place Promotion
- 13. Drivers - Brand reputation - Customers’ awareness of ethical issues Barriers - Pressure for profits - Difficult to measure Conclusion Marketing mix Promotion Product Place Supply chain Labelling, recycling Communication
- 14. “Sustainability is no longer an option but an imperative. Rather than a burden, it is the beta of future growth.” (Parry, 2018)
- 16. References Adidas (2018) Adidas Parley. Adidas [online]. Available from: https://www.adidas.co.uk/parley [Accessed 25 May 2018]. Allen, Kate (2018) EIB plans sustainability bond for ethical investors. Financial Times [online]. 20 April 2018. Available from: https://www.ft.com/content/2b5e534e- 4492-11e8-803a-295c97e6fd0b [Accessed 18 June 2018]. Bedek, A. (2011) Sustainability Marketing Strategies: Examples of Best Practices in Croatia. International Journal of Management Cases, 13(2), pp.33-43. Belz, Frank-Martin; Peattie, K. (2014), Sustainability Marketing: A global perspective. 2nd ed. Chichester: Wiley. Cronin, J.; Smith, J.; Gleim, J.; Ramirez, S.; Martinez, M. (2011) Green marketing strategies: An examination of stakeholders and the opportunities they present. Journal of the Academy of Marketing Science. 39(1), pp.158-174. Delmas, M. A. and Toffel, M. W. (2008) Organizational responses to environmental demands: opening the black box. Strategic Management Journal. 29 (10), 1027- 1055. Elkington, J. (1997) Cannibals with forks: The triple bottom line of 21st century business. Oxford: Capstone. James, B.; Katie, G.; Jitendra, M.; Bharat, M. (2015) 'The Big Idea' The Sustainable Economy and the TBL (triple bottom line). Advances in Management, 8(1), pp.1-8. Parry, Andrew (2018) Sustainability is no longer an option but an imperative. Financial Times [online]. 24 April 2018. Available from: https://www.ft.com/content/d5c571e4-47c3-11e8-8ee8-cae73aab7ccb [Accessed 25 May 2018]. Sandhu, S.; McKenzie, S.; Harris, H. (2014) Linking local and global sustainability; The International Society of Business, Economics and Ethics Book Series; Volume 4 [online]. New Yoyrk: Springer. Available from: https://link.springer.com.ezproxy.northampton.ac.uk/book/10.1007/978-94-017-9008-6 [Accessed 18 June 2018]. Villarino, J.; Font, X. (2015). Sustainability marketing myopia. Journal of Vacation Marketing, 21(4), pp.326-335. WCED (1987) Our Common Future. United Nations - World Commission on Environment and Development. Available from: www.un-documents.net/our-common- future.pdf [Accessed 18 June 2018].
Editor's Notes
- For the purpose of this presentation I will focus on the key concepts, research questions, methodology and preliminary findings (it is a work in progress)
- “Plastic accounts for around 90% of all ocean trash” This picture shows about 22 bottles from this trash converted into fashionable trainers This is part of the Parley A.I.R Strategy of ADIdas What a good example of how some companies are communicating their sustainability initiatives. - This is exactly what I am looking at, on my research…
- This study attempts to generate useful insights on sustainability marketing good practices. More specifically, it aims to impart a degree of understanding on how marketers view the importance of the implementation of sustainability marketing strategies, what drivers and barriers influence them, & how the marketing mix components (PPPP) can integrate sustainability.
- It could be argued that the environmental awareness began on the 70’s... However, only in the 80’s sustainability has emerged as a clearer concept, when the Brundtland Report brought it into mainstream and defined it as the “development that meets the needs of the present without compromising the ability of future generations to meet their needs“. - SINCE THEN, the TBL of People Planet and Profit, a term coined by John Elkington, has become an influential approach all over the world. NOWDAYS, the most commonly accepted model to describe sustainability and the TBL is the nested spheres model as shown in this figure. Sustainability can be illustrated as the place where the three dimensions overlap.
- Sustainability awareness has become increasingly important to society and a matter of interest by scholars, professionals, governments, watchdog groups. Above all, stakeholders (customers, suppliers, etc) have been demanding sustainable organisational strategies, products and services. Therefore, companies are now more focused on win-win strategies reaching benefits not only for themselves but also for the environment and for their stakeholders. - In this context, marketing plays an important role in how companies COMMUNICATE & design their products and services to satisfy their customer requirements and to achieve higher financial performance.
- The concept of SMktg emerged from the concerning of the organisations with the socio-environmental issues which lead to a new approach to that problem. -SMktg may be defined as building and maintaining sustainable relationships with customers and other stakeholders while considering the Triple Bottom Line and corporate objectives.
- Therefore, the following 3 research questions are addressed: Which drivers and barriers influence the implementation of these strategies… What marketing mix strategies are being implemented by marketers… To what degree do they view the importance of sustainability for the competitive advantage of their organisations…
- The methodology approach of this study is a mixed method (quantitative and qualitative). Email questionnaires followed by an interview are being conducted with executives on marketing and sustainability. (END) qualitative data are often useful in supplementing the quantitative data… these two types of data together can largely enhance their value since they cap each other.
- The research’s preliminary findings indicate that brand reputation, customer satisfaction and stakeholder's commitment seems to be the main DRIVERS for pursuing sustainability. - On the other hand… Main BARRIERS encompass the pressure for short-term profits and from fierce competition; and the difficulty to measure sustainability results
- These pie-charts illustrate some figures… For example, it is interesting that none of the respondents have disagreed regarding a boost on brand reputation resulting from their sustainability initiatives. HOWEVER, … 75% mention the pressure for short-term profits and from fierce competition as a tough barrier for their efforts on pursuing sustainability. - One interview mentioned “the pressure within companies to reduce costs, with performance rewarded for achieving this”.
- the preliminary findings have revealed that the marketers and their companies are focusing their sustainability marketing mix mainly towards Product and Promotion. - In terms of PRODUCT: this applies not only to product design, but also on emphasising any ethical or environmental benefits of their products on the labelling, PROMOTION: For example, one Respondent mentioned a “dedicated website and promotional activities with suppliers”.
- So far this research has provided evidence that marketers assign a considerable importance to S. They are communicating their sustainability engagements in their branding efforts and CSR reports Brand reputation & customer’s awareness of ethical issues are strong drivers to this efforts However the difficulty to measure S. results & the pressure for short-terms profits and to cut costs still barriers to implement these strategies …Working towards a sustainable supply chain
- “Sustainability is no longer an option but an imperative - Rather than a burden, it is the beta of future growth”. By Andrew Parry, in FT.com 24 April 2018. Available from https://www.ft.com/content/d5c571e4-47c3-11e8-8ee8-cae73aab7ccb
- <a href="https://www.freepik.com/free-photos-vectors/logo">Logo vector created by S.salvador - Freepik.com</a>
- Slide 3 data: Green, Dennis (2018) Adidas is getting serious about making sneakers from ocean waste. Business Insider [online]. 22 April 2017.Available from: http://uk.businessinsider.com/adidas-releases-new-parley-ocean-waste-plastic-shoes-2017-4 [Accessed 17 June 2018]. (Each shoe uses an average of 11 plastic bottles per pair) UN Environment (2018) Infosys World Environment Day – Plastic to Funtastic. World Environment Day [online]. 13 June 2018. Available from: http://worldenvironmentday.global/en/news/infosys-world-environment-day-%E2%80%93-plastic-funtastic [Accessed 17 June 2018]. (Plastic accounts for around 90% of all ocean trash) Images: Image LinkedIn: https://scontent.fltn1-2.fna.fbcdn.net/v/t1.0-1/p200x200/13507012_1036079739815537_2946377366651799948_n.png?_nc_cat=0&oh=906fc6f0140d26cf7d6e33848511a897&oe=5BAA3288 Image Methodology: https://static1.squarespace.com/static/524319e8e4b09f996d338ad6/t/5283ed94e4b0a2969a363449/1384377797719/Methodology_Image2.png?format=300w