Marketing can be a solution to the environmental crisis, and clever marketers realize that it is in their best interest to be truly "green." This presentation discusses why green marketing and production processes are a key competitive advantage, and how marketers can successfully market "green" products.

1. Green
Marketing
The Why
and the How

2. fresh ideas.
Dr. Joachim Scholz ; Queen’s School of Business
jscholz@business.queensu.ca joachim-scholz.com @joachimscholz n

3. The environmental crisis
poses one of the biggest
threats to humankind.

6. Marketing is part
of the problem.

8. MARKETING’S IMPACT
ON THE ENVIRONMENT
✤ Stimulating (over-) consumption
contributes to environmental
degradation
✤ Marketing replaces more
environmental goods to increase
profit margins
✤ Unnecessary packaging
contributes to environmental
degradation
✤ Long supply chains increase
carbon-dioxide footprint of
products

9. Marketing can be
part of the solution.

10. MARKETING PHILOSOPHIES
✤ Sustainable marketing concept: Sustainable marketing
is the process of creating, communicating, and
delivering value to customers and companies in such
a way that both natural and human capital are
preserved or enhanced throughout
✤ Environmental sustainability: Ongoing preservation
of essential ecosystems and their functions
✤ Social sustainability: Ongoing ability of communities
to provide for the well-fare of their members
✤ Economic sustainability: Ongoing ability of an
economic system to provide for all human needs
Triple
BottomLine

11. Marketing
Societal Marketing
Sustainable Marketing

12. MARKETING PHILOSOPHIES
✤ Sustainable marketing concept
expands marketing concept by
making the need for sustainability
more explicit
✤ Sustainable marketing is still based on
creating a competitive advantage
through superior performance in the
meeting of consumers’ needs
✤ Social, political and environmental
changes make sustainability a way to
achieve a competitive advantage

13. SUSTAINABILITY AS A
COMPETITIVE ADVANTAGE
✤ Integrating sustainability into marketing
strategies
✤ allows a company to realize cost savings
✤ reduces a company’s exposure to
regulatory and resource based risks
✤ spurs innovation to stay ahead of
competition
✤ can reduce conflicts with retailers and
business partners
✤ can improve a company’s reputation and
positioning
✤ improves a company’s chances to recruit
talented employees
✤ ➛ Sustainable marketing improves a
company’s chances for long-term survival

14. WHY “DOING GOOD” BECOMES
MORE IMPORTANT
✤ Changing value systems
✤ young people are “global, socially
conscious consumers”
✤ Look for value instead of price
✤ Consumer empowerment
✤ Social web makes allows
consumers to expose
unethical practices
✤ Mobile technologies allow
consumers to shop
according to their values at
point-of-purchase

15. GREENWASHING
✤ Making unsubstantiated or partial
sustainability claims
✤ Dawn: helping to save wildlife?
✤ Dawn donates soap to clean
animals after oil spill and gives
money to rescue groups
✤ But contains an antibacterial agent,
called triclosan, that is toxic to
aquatic life
✤ Greenwashing widespread, but on the retreat
✤ 2009: 2% of “green products” without
greenwashing
✤ 2010: 4.5% of “green products” without
greenwashing
Goodguide
click here
youtu.be/rlT6kqHFjvU
or scan

16. SUSTAINABLE
MARKETING
✤ Integrate a sense of mission into the core
of the business
✤ Window-dressing is not rewarded by
consumers
✤ Integrating social and environmental
causes into products leads to long-term
loyalty
✤ Financial gains by companies
that integrated sustainability into
their core businesses (e.g., Hain
Celestial up 40% in 2013 due
to rising consumer demand)
✤ Greening from the top, not only
from the bottom
Green Walmart
click here
tiny.cc/greenwalmart
or scan

17. What is the problem with many green
alternatives to conventional products?

19. Green marketing must
satisfy consumers’ needs.

22. we are...
At method, we’re happy about
what we do. Sometimes we’re
even a little giddy. But when it
comes to the effectiveness of
our products, we’re dead
serious. They work. How could
we be happy if they didn’t? Our
cleaners use powerful formulas
made with naturally derived
surfactants that work by
dissolving and removing dirt.
Our team of green chefs (aka
formulation chemists +
product designers), ensure that
our products are not only
highly innovative, but also
highly effective.
Cleaning can be a chore.
Stinging eyes, burning lungs
and headaches aren’t just
unfortunate side effects of a
well-kept home. They’re
warning signs. That’s your
body telling you, “Don’t use
this. This is bad for you.” Our
greenskeeping team rigorously
assesses every ingredient we
use, so we can be completely
sure of its safety. That’s why
method’s entire product line is
both people- and pet-friendly,
specially formulated to put the
hurt on dirt without harming a
hair on you or your loved ones’
heads.
Most companies treat product
design like it ain’t no thang. At
method, we believe product
design is a thang. It’s very
much a thang. So when we
were figuring out how to
package our products, we
enlisted world-renowned
designer Joshua Handy to
sculpt some of the finest pieces
of recyclable plastic art this
side of MoMA. Form, meet
function. Function, form. You
two play nice.
Some companies might think
that ammonia or bleach is the
fragrance of clean. At method,
we’re for flowers. Also fruit.
Maybe an herb here or there.
We’ve noticed that some home
products lead to rapid breath-
holding and window-opening.
But no one holds their breath
while slicing a grapefruit. So
we’ll stick with that.
We’re in business to change
business. At method, we see
our work as an amazing
opportunity to redesign how
cleaning products are made and
used, and how businesses can
integrate sustainability. Our
challenge is to make sure that
every product we send out into
the world is a little agent of
environmental change, using
sustainable materials and
manufactured responsibly. Little
green soldiers in the battle of
doing-well-by-doing-good, if
you will. This is why we make
our bottles from 100% recycled
plastic, why we reduce and
offset the carbon emitted by our
business, why we never test on
animals, why we design
innovative products using
natural, renewable ingredients,
and why we’re transparent
about the ingredients we use,
how we make our products, and
what our track record is as a
green business.
when it comes down to it, we’re here to make products that work, for you and for the planet, ones that are as easy on the
eyes as they are on the nose. it’s a tall order but we wouldn’t want to do anything else.

23. SUSTAINABLE+ MARKETING
✤ Don’t sacrifice immediate
satisfaction for long-term benefits
✤ Salutary products: long-term
beneficial, but not successful
because of low immediate appeal
✤ Don’t focus on the “absence of
negatives”, but on “green+design”,
“green+technology” or “better
designed products”
✤ Create desirable products that
combine immediate satisfaction
with long-term benefits
Green+
click here
youtu.be/mzUE59RI8K8
or scan

24. ✤ Product: packaged with ocean
recycled plastic
✤ Communication: Focus on
community building and changing
people’s minds (collecting plastic
event, blog, youtube, donation to
collaborating environmental
organizations)
Collaborate
Greening
click here
youtu.be/08qmB-ysqAQ
or scan

25. CONCLUSION
✤ Non-sustainable marketing hurts a company’s
relationships with consumers and its long-term survival
✤ Changing value systems and the empowerment of
consumers will continue to increase the importance of
sustainable marketing
✤ Combine short-term satisfaction with long-term
benefits to be successful in marketing environmentally
responsible products
✤ Marketing can be a part of the solution: You can
contribute to sustainable marketing as an empowered
consumer and an enlightened marketer / entrepreneur

26. Dr. Joachim Scholz ; Queen’s School of Business
jscholz@business.queensu.ca joachim-scholz.com @joachimscholz n
thank you.
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