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Sustainability: Why Marketing Needs to be Firmly Rooted in the Movement


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Sustainability IS a marketing issue. CMA’s 2012 Leadership Series paper brings together industry leaders with expertise in sustainability to discuss communication strategies, supply chain implications, and the need for employee education and training. Big brand case studies profile company approaches to developing impactful sustainability programs and bringing them to market.

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Sustainability: Why Marketing Needs to be Firmly Rooted in the Movement

  1. 1. CMA Leadership PaperSustainability: Why Marketing Needsto be Firmly Rooted in the Movement Perspectives from industry leaders with expertise in sustainability
  2. 2. Contents of Paper• The Issue – Sustainability in a Marketing Context• The Opportunity for Marketers• The Knowledge Gap• Case Studies: „Big Brand‟ Approaches
  3. 3. The Authors• Kathryn Cooper - President & Chief Learning Officer, Sustainability Learning Centre• James D Downham - President & CEO of PAC – The Packaging Association• Paul Massey - EVP, Weber Shandwick (US) & Francois Tasçhereau - EVP, Weber Shandwick (Canada)• Stephanie Myers - Director, New Business, JWT
  4. 4. The Issue – Sustainability In a Marketing Context • Sustainability embodies how a company sources, promotes, sells and distributes its products or services – in the most responsible way possible; o By embedding, integrating and engaging all of the important communities with which it serves.
  5. 5. The Issue - Sustainability• Consumers have come to demand commitment to sustainability and social involvement from the companies they frequent. o 70% of consumers avoid buying products if they do not like the parent company. o 67% of consumers are increasingly checking product labels to see what company is behind a product. Weber Shandwick report, 2012
  6. 6. The Issue - Sustainability• Social Media – A Best Practice for Amplifying Sustainability Messages o Seven in 10 executives say social media has been used to communicate their Corporate Social Responsibility messages. o Six in 10 say it has a positive impact on the quality of communications. Weber Shandwick survey, 2011
  7. 7. The Opportunity for Marketers• Marketers must help frame the discussion for consumers. o Consumers want to be educated by companies about what they are doing to reduce a product‟s impacts across the supply chain. o Consumers want messages that are precise.
  8. 8. The Knowledge Gap• Employees need new know-how to maintain and improve competitive advantage - they need to shift to new “green” core competencies. o For marketers, this means understanding the nuances of carbon and water footprinting, product lifecycle, environmental label declarations, & stakeholder engagement processes.
  9. 9. Download CMA Paper• Visit