The development of a sustainability marketing strategy includes a five step process: screening issues and actors, segmenting markets, introducing innovations, positioning products, and partnering with sustainability stakeholders.

1. Sustainability
Marketing
Strategy –
Part 3
BA 442: SUSTAINABILITY
BEHAVIOR OF CONSUMERS,
FIRMS, AND SOCIETIES

2. Keep yourself clean and bright.Become invaluable. Come to serve.
Discipline. Listen.
Speak well.

3. Process:
1. Select client – YES
2. Project Scope
3. The Work
4. Recommendations & Presentation
to Client + Final Paper
CONSULTING PROJECTS

4. Project:
Solve a problem for your client that
relates to a sustainability marketing
challenge or opportunity
CONSULTING PROJECTS

5. Market Research…to understand a
target group’s perspective, attitudes,
and knowledge about a socio-
ecological issue/aspect of a product
or service.
TYPES OF PROJECTS

6. Product/Service redesign…conduct
appropriate analysis and make
recommendations to improve
customer benefits and overall
environmental/social impact of a
product or service
TYPES OF PROJECTS

7. Promotional campaign
design….conduct appropriate
analysis and creative work to make
recommendations on improving
communications to (and with) target
consumer/citizen (online, in-print,
etc)
TYPES OF PROJECTS

8. GOOD LUCK CONSULTANTS!

9. SUSTAINABILITY MARKETING STRATEGY
So how do we create and capture value
from products and services that
outperform competing offerings while
maximizing benefits to people and the
environment?

10. Sustainability Marketing Values & Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior

11. Sustainability Marketing Values & Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior

12. SUSTAINABILITY MARKETING STRATEGY:
VALUES & OBJECTIVES
Conventional Marketing Sustainability Marketing
Sanctity of Markets Triple Bottom Line
Sovereignty of
Consumers
Focus on responsibilities
not just rights
Satisfaction of Needs Focus on services
instead of material
goods
Peripheral Nature of
Nature
Nature as ultimate
supplier and “holding
company”

17. ENVIRONMENTAL JUSTICE
Environmental justice is the fair treatment and meaningful
involvement of all people regardless of race, color,
national origin, or income, with respect to the
development, implementation, and enforcement of
environmental laws, regulations, and policies.
EPA has this goal for all communities and persons across
this nation. It will be achieved when everyone enjoys:
 the same degree of protection from environmental and
health hazards, and
 equal access to the decision-making process to have a
healthy environment in which to live, learn, and work.
Source: US Environmental Protection Agency

18. ENVIRONMENTAL JUSTICE:
A CHALLENGING PROPOSITION
How do we ensure that all people have the
opportunity to be involved and to benefit
from the creation of sustainable products
and services?
Or….is sustainability just another way for
the privileged to manage their health,
their money and take care of their own
thus widening the gap between the have’s
and have not’s?

19. Sustainability Marketing Values & Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior

20. 1.Screening Sustainability Issues and
Actors
2.Segmenting Sustainability Markets
3.Introducing Sustainability
Innovations
4.Positioning Sustainable Products
5.Partnering with Sustainability
Stakeholders
SUSTAINABILITY MARKETING STRATEGY:
MARKETING STRATEGIES

21. 1.Screening Sustainability Issues and
Actors
2.Segmenting Sustainability Markets
3.Introducing Sustainability
Innovations
4.Positioning Sustainable Products
5.Partnering with Sustainability
Stakeholders
SUSTAINABILITY MARKETING STRATEGY:
MARKETING STRATEGIES

22. 1.Screening Sustainability Issues and
Actors
SUSTAINABILITY MARKETING STRATEGY:
MARKETING STRATEGIES
Issues Actors
Socio-Ecological
Issues of the
Product/Service
Socio-Ecological
Issues Important
to your
Stakeholders
Matrix Stakeholder
Mapping
LCA

23. ISSUES ARE IDENTIFIED WITH THE
SOCIO-ECOLOGICAL IMPACT MATRIX
Cultivation/P
rimary
Processing
Roasting and
Packaging
Distribution Consumption
& Disposal
Energy
Air
Water
Soil
Waste
Ecosystems
Health
Equity
High Impact Medium ImpactKey:
COFFEE

24. ISSUES ARE IDENTIFIED WITH THE SOCIO-
ECOLOGICAL IMPACT MATRIX
Cultivation/P
rimary
Processing
Roasting and
Packaging
Distribution Consumption
& Disposal
Energy
Air
Water
Soil
Waste
Ecosystems
Health
Equity
High Impact Medium ImpactKey:
COFFEE

25. ISSUES ARE IDENTIFIED WITH
LIFE CYCLE ASSESSMENT

26. 1.Screening Sustainability Issues and
Actors
SUSTAINABILITY MARKETING STRATEGY:
MARKETING STRATEGIES
Issues Actors
Socio-Ecological
Issues of the
Product/Service
Socio-Ecological
Issues Important
to your
Stakeholders
Matrix Stakeholder
Mapping
LCA

27. ACTORS ARE UNDERSTOOD WITH
STAKEHOLDER MAPPING

28. 1.Screening Sustainability Issues and
Actors
2.Segmenting Sustainability Markets
3.Introducing Sustainability
Innovations
4.Positioning Sustainable Products
5.Partnering with Sustainability
Stakeholders
SUSTAINABILITY MARKETING STRATEGY:
MARKETING STRATEGIES

29. CONSUMER SEGMENTATION
Geographic
Demographic
Behavioral
Psychographic

31. Source: http://www.cottoninc.com/corporate/Market-
Data/SupplyChainInsights/Shades-of-the-Green-Consumer/
Source: http://www.greenmarketing.com/blog/comments/a-smart-new-way-to-
segment-green-consumers/

32. SEGMENTING FORMULA
For X who is struggling with y,
we provide z.

33. GEOFF MOORE'S VALUE POSITIONING
STATEMENT (BOOK: CROSSING THE CHASM)
Template:
For ____________ (target customer)
who ____________ (statement of the
need or opportunity)
our (product/service name)
is ____________ (product category)
that (statement of benefit)
____________ .

34. GEOFF MOORE'S VALUE POSITIONING
STATEMENT
Example:
For non-technical marketers
who struggle to find return on
investment in social media
our product is a web-based analytics
software that translates engagement
metrics into actionable revenue metrics.

35. GEOFF MOORE'S VALUE POSITIONING
STATEMENT
Example:
For Penn State students
who need to understand how businesses
are engaging with sustainability
our product is a two-piece course
sequence that makes clear the business
case for sustainability and its connection
to their major.

36. GEOFF MOORE'S VALUE POSITIONING
STATEMENT
Example:
For business owners/managers
who want to improve their understanding
of sustainability and create business
value
BA442 features student consulting
teams that provide research, analysis
and recommendations to businesses.

37. YOUR TURN
Template:
For ____________ (target customer)
who ____________ (statement of the
need or opportunity)
our (product/service name)
is ____________ (product category)
that (statement of benefit)
____________ .

38. 1.Screening Sustainability Issues and
Actors
2.Segmenting Sustainability Markets
3.Introducing Sustainability
Innovations
4.Positioning Sustainable Products
5.Partnering with Sustainability
Stakeholders
SUSTAINABILITY MARKETING STRATEGY:
MARKETING STRATEGIES

39. Sustainability Marketing Values & Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior

40. Customer Solutions
Cost
Convenience
Communication
SUSTAINABILITY MARKETING STRATEGY:
MARKETING MIX

41. Sustainability Marketing Values & Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior

42. 1. Selecting Behaviors
2. Identifying Barriers and Benefits
3. Developing Strategies
1. Commitment
2. Social Norms
3. Social Diffusion
4. Prompts
5. Communication
6. Incentives
4.Piloting
5.Broad-scale Implementation
SUSTAINABILITY MARKETING STRATEGY:
FOSTERING SUSTAINABLE BEHAVIORS

43. The Problem with
Marketing:
Socio-Ecological
Problems
Sustainable Consumer
Behavior
Sustainability Marketing Values &
Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior
Goal of BA442:
provide students with
the knowledge to
enhance sustainable
behaviors in firms,
among consumers, and
in society at large.