Groene Marketing

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The document discusses the challenge of green marketing and moving from indifference to actively pursuing green initiatives. It provides 10 dos and don'ts for effective green marketing, including making sustainability tangible and involving stakeholders. Green marketing is an evolution, not a revolution, and should not be seen as niche. The reality is that consumers increasingly demand green practices from companies.

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3. Groen is een evolutie geen revolutie.

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Climate Group is an independent, nonprofit organisation dedicated to advancing business and government leadership on climate change. We are based in the UK, the USA and Australia and we operate internationally.

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What has the power to destroy brand reputation, undermine a movement, alienate customers and estrange a loyal workforce? A greenwashed ad. Far as sustainability marketing has come in the last decade, the Greenwash Monster is still lurking, and it’s time we got rid of it once and for all. In partnership with our Advisory Board, OgilvyEarth put together this best practices guidebook to steer brands through the challenging terrain of sustainability marketing. The rewards that await – enhanced reputation, inspired customers and invigorated employees - make all the effort worthwhile.

Mainstream Green by Graceann Bennett and Freya Williams

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Despite the best attempts by the green movement, mainstream acceptance of sustainability behaviors has remained elusive. Those most committed to the green movement have tried mightily to get the masses to see things their way, but Graceann Bennett and Freya Williams of OgilvyEarth suggest that things are upside-down and that the green movement needs to start seeing things through the eyes of the mass market. Original research commissioned for this Red Paper demands a radical shift in perspective if the green movement is going to stop alternately talking to itself and shouting at its detractors. The great middle offers the biggest opportunity to create the change the world so needs. They have good intentions when it comes to sustainable behaviors, but when it comes to action they get stymied. This report shows how to bridge that green gap.

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While we have been relatively good at getting people to believe in the importance of more sustainable behaviors, practices, and purchases, we have been unable to convert this belief fully into action. The following charts — calculated by comparing the percentage of consumers who stated that this green activity was very important or important to them to the percentage who stated they “usually do” this activity — prove the point.

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Generous Brands 2.0: Retail’s ongoing journey towards the greater good

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Emotional connection with shoppers has always sat at the heart of the essence of our industry, and yet there are still precious few retailers putting their money where their mouths are towards a new agenda of social wellbeing. 5 years ago FITCH identified the move towards this trend with its Generous Brands white paper, a ground breaking challenge to the retail industry to take up the mantle and to change both operations and culture from a focus solely on the bottom line to one marrying commercial realities with a responsibility towards a higher purpose. The time has come to revisit this topic as retail finds itself poised at a moment of profound change – most pointedly the approaching dominance of Gens Y and Z on the shopping landscape, collectively the largest block of consumers in history and by far the most socially conscious. Against this backdrop it is more important now than ever before for brands and retailers to align their higher purpose with their business goals. Only then will they become not only unique, but relevant and memorable to those that they seek to serve.

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Avoiding greenwashing is a real communications challenge—even for the most sustainable companies. That telltale streak of hyperbole is easy to spot when others are doing it, but much harder to see in your own marketing. At the same time, audiences are more skeptical than ever—and they have the means to call you on it when you overreach. That’s no reason to shy away from promoting environmental benefits, though. Follow the advice in our "9 Ways to Promote Sustainability without Greenwashing" Strategy>Shift guide, and you can make your case with confidence. It gives you a concise set of guidelines and why they matter, plus tips for staying inside the lines.

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Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers. Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.

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