Sustainablemarketing 181024114822-(1)
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This document discusses the unsustainable rate of global population growth and resource consumption and proposes sustainable marketing approaches. It notes that population grew from 1 billion in the 19th century to over 7 billion today, while consumption grows faster than the planet's renewal rates. Conventional marketing is criticized for encouraging overconsumption. Sustainable marketing aims to promote sustainable behaviors and products through segmentation of consumers by willingness and barriers. Examples show appealing to consumer self-interest through benefits, rather than guilt, can better motivate sustainable actions.
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Sustainablemarketing 181024114822-(1)
- 2. Introduction Costof Growth TheRoleof Marketing/Advertising Sustainable Marketing Moving Up the Ladder: SustainableSegmentation Doesit Work? TheNeed: Better Messaging Classroom Presentation Conclusion
- 3. It took the world’s population until the 19th century to reach 1 billion. Bythe turn of the 20th century, the world population had reached 6 billion and is estimated to reach 9 billionby 2050 (U.S.CensusBureau 2012). At the sametime, our consumptionis growing at apacethat the planet cannot keep upwith. Currently, it takes the planet 1.5 years to regenerate the renewable resources thatare usedwithin oneyear.
- 4. Thisunsustainable lifestyle is called ecological overshoot, which means that people usemore than the planet can provide. Thisecological overshoot occurred for the first time in the 1970s and hascontinued ever since. (WWF2012, 18- 41.)
- 5. Thispursuit of constant economic growth and consumption is seenasameansto improve peoples’standard of living. But the cost of this growth is enormous andunsustainable. Isthe way we measure growth flawed? For instance, if many people are sick and need medical treatment, the GDPincreases but at the sametime amore efficient health system,which would lower costs, would also lower the GDP . (Stieglitz 2009.)
- 6. Are we trading short-term profits forlong-term loss? When corporations measure performance from quarter to quarter and countries from year to year, we lose sight of the biggerpicture. https://www.youtube.com/watch?v=G4H1N_yXBiA
- 7. Who do we rely on? EVERYONE(government, business, individuals) Marketers in particular havebeen faced with environmental and social criticism over the years. Marketing is, at least partly, regarded as responsible forthe current condition the planet is in, by constantly creating demand and encouraging consumption (e.g.: planned obsolescence, cultural pollution, etc.)
- 8. Sinceconventional marketing is considered mainly responsible for continuously increasing consumption, the goal of sustainable marketingis to promote sustainable consumer behaviour and offer suitable products, with the aim of economic and environmental sustainability.
- 9. Sustainable marketing is aholistic approach with the aim of satisfying the wants and needs of the customers while putting equal emphasis on environmental and social issues, thus generating profit in aresponsibleway. In order for sustainable marketing to be successful, consumer behaviour and consumption patterns have to bereconsidered.
- 10. Possiblesustainable segmentation (DEFRA 2008, 42-45) Segment Ability/Willingne ss Barriers Positive Greens High Waste Watchers Medium/Low • Think they are doingenough • Scepticism Concerned Medium • Think they are doing morethan they actuallydo • Difficulty adapting lifestyle • Scepticism Consumers
- 11. Segme nt Ability/Willingne ss Barrier s Side-line Supporte rs Low/Medium • Low knowledge about sustainability • Difficulty in changing habitsand adapting lifestyle Cautious Participan ts Medium/Low • Difficulty changing habitsand adapting lifestyle • Losing self-identity • Low priority • Donot want tobe identified as green • Not the socialnorm
- 12. Segme nt Ability/Willingne ss Barrier s Stalled Starters Low • Low priority • Scepticism • Low knowledge about sustainability • Inconvenience, costs • Difficulty in adaptinglifestyle • Losing self-identity • Donot want tobe identified as green Honestly Disengag ed Low • No opinion about or interestin sustainability • Not the socialnorm • Low priority
- 13. Over the years, many sustainability campaigns have been appealing to our better intentions, from hotels primarily requesting you hangyour towels, to brands asking you to recycle for the “next generation.” Themodus operandi is to cajole, coerce and guilt-trip usinto doing the right thing, for the higher purpose of sustainability. That’s alot of existential angst to load into ashoppingbasket.
- 14. Getting consumers to act on their good intentions still represents the final frontier for sustainability. Astudy from National Geographic found that although the number of global consumers who saythey are very concerned about the environment (61%)hasincreasedsince 2012, sustainable purchasing behaviour has actually decreased in key markets such asthe US, Germany, Japanand China.
- 15. Confronting consumers with the threat of climate change or loss of biodiversity can be intimidating and causeguilt or fear, which does not necessarily lead to achange in behaviour. Although consumers might feel guilty, theymight also feel that the claims are false or at least exaggerated, aswell asbeing manipulated. (Belz & Peattie 2009, 187; Emery 2012,219-221.)
- 16. Theproblem with sustainability marketing?Not enough “me” Consumers are more receptive to change when communications appeal to their self-interestsor focus on their benefits. Although consumers do care about the environment and social issues, they want to know what is in it for them when they use sustainable products.
- 17. Asabrand, whether you are trying to motivate behaviours or sell products, you need tostart by asking “what’s in itfor my customers?” Byshowing consumers what sustainability cando for them (rather than what they can do for sustainability), marketers can close the values- action gap alot faster.
- 19. Classroom Presentation Useone of the techniques discussed in the sessionon Advertising Strategy to create anad to reduce plasticuse Motivation Drivers/EaseDrivers