This document discusses sustainable marketing. It defines sustainable marketing as adopting practices that create better businesses, relationships, and world while not compromising future generations. It notes that most consumers want simpler, less wasteful lives. The challenges of sustainable marketing are gaining competitive advantage through innovation, building trust, and developing environmentally-focused opportunities. The document advocates life-centered ethics and eliminating consumption addiction. It also discusses using competitive resource advantage and capability theories in sustainable marketing.

1. SUSTAINABLE
MARKETING
Alex Brewers
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2. WHAT IS IT?
 The adoption of sustainable practices that create better
businesses, better relationships, and ultimately a better
world.
Why be sustainable?
 So we do not compromise the ability of future generations.
 Human-induced climate change is changing the Earth.
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3. IS THE MARKET THERE?
 A recent poll of Europeans found that 83% of consumers said the
impact of a product on the environment played an important roll in
their purchasing decision.
 World population increase
 “In my experience very few consumers come out and say „I want
products that help the environment‟. But if we listen hard, we
might hear them say, „I want to do more with less. I want my life to
be more simple. I don‟t want to waste.‟ Those words have strong
eco-efficiency undertones – and give us the incentive to keep
delivering more value
with less resource.”
- Joe Mallof, SC Johnson, USA, Walking the Talk
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4. Life Centered Ethics - To
accomplish sustainability
from this viewpoint, the
question becomes whose
and what values are we to
…Solved from a follow? Justification for moral
judgment is the base of
philosophical sustainable development,
which in turn creates a need
standpoint… for sustainable marketing.
Anthropocentrism - Basing human need
upon desire. To accomplish sustainability
from this viewpoint, we must eliminate
Western civilizations‟ addiction to material
consumption.
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5. CHALLENGES IN SUSTAINABLE
MARKETING
Overcoming three challenges in sustainable development is key:
1) Competitive advantage through brand innovation
2) Building trust with customers, consumers, and society
3) Developing market opportunities centered around the environment
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6. IMPLEMENTING PHILOSOPHIES AND OVERCOMING
CHALLENGES FROM A BUSINESS THEORY
PERSPECTIVE…
 THE COMPETITIVE RESOURCE ADVANTAGE THEORY
(R-A THEORY)  more life-centered ethics approach
 THE CAPABILITY THEORY  more anthropocentrism approach
- Advantage is promotion of
horizontal flows in marketing
product designs, engineering
processes and pollution
control functions
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7. 2013 SUSTAINABLE MARKETING
INITIATIVES TO WATCH FOR
1. Community awareness for climate
resilience
2. Marketing sustainability for key urban
problems
3. Linking smart growth with the green
agenda
- See the coming population growth as a challenge AND
opportunity to get things right
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8. RESOURCES
 http://www.nasa.gov/topics/earth/features/climate20111214.html
 http://www.businessgreen.com/bg/analysis/1802101/how-
develop-sustainable-marketing-campaign/page/2
 http://pubs.cas.psu.edu/freepubs/pdfs/c13.pdf
 http://www.academia.edu/308706/Sustainable_Marketing_Philoso
phies_Economies_and_Strategies_for_a_New_Consumer_Metab
olism
 http://switchboard.nrdc.org/blogs/kbenfield/seeing_cities_as_the_
environme.html
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