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SUSTAINABLE
MARKETING


Alex Brewers




               1
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.




                                                               2
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




                                                                         3
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.
                                                                   4
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




                                                                     5
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




                                                           6
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




                                                            7
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




                                                                      8

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Sustainable Marketing & Development

  • 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. 2
  • 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 3
  • 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. 4
  • 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 5
  • 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 6
  • 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 7
  • 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 8

Editor's Notes

  1. First and foremost: it is an all-encompassing aspect of global change. Sustainable marketing is a subset of the sustainable development field recently formed in 1992. Both fields are complex and development elusive, but diverse bodies of knowledge areinvolved including, philosophy, economics, social sciences, business strategy, marketing, andenvironmental. For more than 25 years, scientists have warned of the dangersNASA scientists predict climate change will disrupt the ecological balance between interdependent and often endangered plant and animal species, reduce biodiversity and adversely affect Earth's water, energy, carbon and other element cycles.
  2. Anthropocentrism - There are unspoken fears in society that sustainable development and marketing will jeopardize people’sstandard of living, individual autonomy and even self-identity through limiting ourconsumptivepreferences.Life Centered Ethics – Itis a new dimension to the marketing mix, due to the alignment of economic and naturalresources. Sustainable development analyzes the relationship between nature and people.
  3. Such innovation includes the Body Shop (“against animal testing”), Ben & Jerry’s (“sustainable agriculture”) and the Co-operative Bank (“ethical finance”).