Presentation for GE420 course at Bilkent University. The topic is Sustainable Marketing.

1. Sustainable
Marketing
November 21, 2022
Yağmur Can
21802404
GE-420 Midterm Project

2. Table of Contents
SECTION 1
Why this topic?
Background Information about
Marketing
Why Sustainability in Marketing
Matters?
Introduction & Background
Why Green Marketing?
Strategies
Greenwashing
Laws and Regulations
Green Marketing
Practices
LEGO
Samsung
ÜNSPED Turkey
Suggestions
Practices & Suggestions
SECTION 2 SECTION 3

3. Introduction &
Background
SECTION 1

4. Introduction
the scarcity of resources, social inequality, pollution, and
serious health issues caused by mass production and
exploitation of natural resources --> sustainability actions
1
sustainability actions in production, operation and
marketing activities...
2
3
81% of CEOs affirm that they are already developing
new sustainable products and services.
4 Marketing, consumption and sustainability? : the
possible dilemma
*2021 Report of United Nations Global Compact

5. 5 Sustainable
Development
Goals out of 17

6. the main goal of marketing strategy: creating a competitive advantage
Concepts of marketing - 3 Cs: customers, companies, and competitors.
First, the emphasis on production, product, and selling concepts,
Then, in the middle of the 20th century - focus on a customer-centric approach
creating, communicating, and delivering superior value to the target customers
the concept of "societal marketing,": integrating moral and social issues
Now, it is time to implement sustainability criteria into marketing.
Background Information

7. Why Sustainability in
Marketing Matters?
different brand communication = priority on
relationship marketing
increased environmental protection awareness =
businesses looking to benefit from sustainable
marketing strategies
green marketing is gaining popularity gradually.
how to meet consumers' demands and expectations on
sustainability
considerations for people, profit, and the planet

8. Green Marketing
SECTION 2

9. Green Marketing
it can help them achieve their goals,
moral obligation to be socially responsible,
the pressure of government and society,
competitors' environmental activities putting
pressure to change their marketing strategies,
costs associated with waste
•does not have a single definition: ecological, environmental,
or sustainable marketing...
•Companies use green marketing because:

10. Green Marketing – 2
reduce costs
increase profit
competitive advantage through
differentiation
business development
brand enhancement & reputation building &
improved consumer understanding of the
business
•An internal and external opportunity for
businesses:

11. Strategies: Green Marketing Mix
1
2
3
4
responsible packaging,
e.g. Doğadan
recyclable materials and types of ingredients
reframing the product life cycle
renewable energy
innovative product development.
cruelty-free and fairtrade
GREEN PRODUCT
location where a product is available to the
consumers
how it is delivered to that location.
logistics are managed to reduce gas
emissions from transportation
lowering the carbon footprint and the
negative effects on the environment.
e.g. e-commerce and sustainability in logistics,
Trendyol's discount offer
GREEN PLACE
GREEN PRICING
promoting environmental
sponsorships
concrete environmental
actions
public discourse regarding
eco-friendly products and
services.
GREEN PROMOTION
green products are typically
more expensive
Companies and producers
might reconsider their pricing
strategies

12. Greenwashing
deceiving consumers that their products, aims, and policies are
environment-friendly.
a fine line between greenwashing and green marketing
if an organization does green marketing and fails to live up to
sustainable business practices standards - greenwashing
taking advantage of green marketing labels such as “eco-
friendly,” “organic,” “natural,” and “green”
Green marketing - a moral obligation, more environmentally and
socially responsible.
but failure to back these labels up - greenwashing

13. Use of ambiguous words - "all-natural", "eco-
friendly"
Lack of transparency and proof
Utilizing suggestive photos - images that
suggest a green impression
Irrelevant claims - one green attribute
although the rest is not sustainable
Fabricated claims or data - reports
Green products vs. dirty company - producing
green products but yet the factories pollute the
environment
Greenwashing Activities

14. Precautions: Laws & Regulations
rules and principles when
formulating public statements
about sustainability
false environmental marketing
claims and labeling regulations for
specific types of products or
claims.
only 18% of CEOs claim that the
law and regulations have a clear
structure for companies*
*2021 report of UN Global Compact and Accenture -The Decade to Deliver
Federal Trade Commission (FDC) Act forbids "unfair or
deceptive acts or practices" **
policies:
claims in commercials,
product packaging,
sustainability reporting in the US.
a reasonable foundation for sustainability claims in ads
clear information about which marketing claims apply to a
product, packaging, or service.
16th of Code of Federal Regulations:
claims that a product is "sustainable" or "environmentally
friendly" are likely to be misleading
Sept 2019: Truly Organic Inc. paid a $1.76 million fee to resolve an
FTC case.
**Covington Sustainability Toolkit - Sustainability Marketing Claim Regulation
In the US

15. Meanwhile in Turkey...
"Environmental Law" - Çevre Kanunu
"sustainability": mentioned as a term
2022: the Capital Markets Board's new requirement:
Public Disclosure Platform (In Turkish: Kamuyu
Aydınlatma Platformu, KAP) sustainability
statements with a specific template
transparency
However, no legal framework for deceptive marketing
activities

16. Practices and
Suggestions
SECTION 3

17. Example #1:
The LEGO Group
toys = plastic bricks
more than toy production company: environmental
issues, equality and human rights
impacting children, creativity and learning
"role model"
Partnerships:
with the World Wildlife Fund in 2013
1st toy company to join the WWF Climate Savers
Program, (reduce energy by 10% when producing. )
building a wind farm to generate renewable energy for
the production of bricks.
huge windmill made of their bricks (Guinness
Record)
greenwashing?
2030: sustainable alternatives of raw materials and
packaging

18. CSR = Corporate Social Responsibility
a YouTube channel called “Samsung CSR”
partnered with the Korea International Volunteer
Organization
safe and low-cost solar-powered lanterns in areas
lacking electricity in Ethiopia.
the story of an Ethiopian girl named Aster
with the light -> youth helping their families by making
more baskets and saving money
emotional value -> contribution to brand image
Example #2:
Samsung CSR

19. Example #3:
ÜNSPED
Turkish Customs Consultancy Company
a member of UN Global Compact
too much paper wasted in the customs business.
digitalization process (e.g. e-bills)
discouraging customers from using paper bills (via extra fee)
sustainability activities are framed by the “Green Customs Initiative”
social responsibility projects :
healthy development and sports habits of children
a sports club was established in a school, financial aids
CSR committees within the company for the projects
Blockchain -- gathered a R&D team
lack of proper regulations + bureaucratic support
Problems and Solutions

20. 1 4
2 5
3 6
ÜNSPED
transparent reporting
detailed goals (e.g. year)
more framed plans
sustainability consultancy
Suggestions
COMMUNICATION WITH
CONSUMERS
educating the consumers:
seminars, schools, etc.
marketing campaigns
COLLABORATIVE WORK
partnerships with different
sectors
faster change
TRANSPARENCY
reporting
claims in campaigns
GREEN PRICING
inflation
short-term thinking when purchasing
encouragement through keeping the
price similar to conventional products
LAWS AND REGULATIONS
More sustainability laws in
Turkey
laws and regulations about
green-washing

21. THANK YOU!
Title of the Report | Date of the Report

22. References
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