Progetto UE Desur Corporate Green Communication and Marketing


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Progetto UE Desur Corporate Green Communication and Marketing

  1. 1. Desur Staff exchange meeting Province of Bologna December 9th, 2013 Corporate Green Communication and Marketing
  2. 2. Green marketing: a definition An activity that studies factors related to product, production, commercialization, communication, promotion in order to reducing the environmental impact, protecting the environment and, meantime, consumers health (A.Foglio 2008)
  3. 3. The Green Consumer The so-called green consumer is a variable, everchanging social actor who practices versatile and complex consumption options Far from being a 'target' according to the classic marketing theories, green consumer instead represents a consumption style, that is a set of behaviours and practices expressing: - a political vision of the world - style preferences - liking
  4. 4. Green consumption as political consumerism Green consumers have enough information to BOYCOTT or BUYCOTT brands Green consumers pick up informations on enterpriese behaviour and act consequently, rewarding or punishing a company by “economic voting”, expressed through the daily shopping preferences
  5. 5. Green consumers boycott companies having a heavy environmental and social impact
  6. 6. Instead, green consumers buycott, reward companies having a green approach and policy
  7. 7. The Green Consumers Main features of these ecologically aware consumers derive basically from two macro carachteristics:  Being a prosumer  Critically behaving towards development models proposed by contemporary society
  8. 8. The prosumer Prosumer reveals the active role that ever more subjects want to play in the consumption process: they intend to set themselves free from a mere role of consumer and demand to participate in the brand value creation process, offering hours of free working supporting what they consider their fascination. Often they're very faithful to some brands and get together creating a community brand
  9. 9. A couple of examples of Prosumerism
  10. 10. The green prosumers Green prosumers usually have a high average level of technological literacy, a discrete social and cultural capital, sufficient availability of time: they are able to engage and influence others who, like them, want to play a leading role in the process of consumption. They love to explore, modify, develop, customize their purchases and typically are the early adopters of certain goods.
  11. 11. The green prosumers The green prosumer is quite often connected and informed, use the (internet) and networks (mutual aid) as the main means of transmission of information and value. Green prosumers believe that businesses before an economic objective should have a social function and are therefore very careful about CSR (Corporate Social Responsibility).
  12. 12. The green prosumers They require fair and just products because they believe that another development model is possible. They're very careful about the repercussions of their purchases and criticize the society of consumerism, of waste, and they love to reuse and recycle materials.
  13. 13. Why did they become green prosumers The main factors that have induced them over time to pay more attention to the green consumption, besides the obvious personal bent, are related to: - rules and norms aiming at pushing eco productions and purchases - increased costs of fuel and energy - social inequality - economic crisis - green is in fashion
  14. 14. Green consumers can drive market green Background idea is as much simple as revolutionary: inside the market consumers represent the demand, and it's these ones to lead the supply. Consumers spend money and choose a product and reject others; through their "purchasing power" can orient the market towards production more respectful of work conditions, environment and health
  15. 15. ICT enable and empower green consumers Technology enables individuals to increase their own awareness of products and services. Consumer used to be subjected by company's communication. Progressively situation has changed and consumer has been aquiring new control tools of the 'prosumption' and communication process Communication among companies and consumers is no longer one-to-many, instead many-to-many
  16. 16. ICT enable and empower green consumers ICT tools are ever more available and accessible, thus enabling consumers to communicate more easily among themselves and with the company as well. Companies Stakeholders range gets wider
  17. 17. Green companies for green consumers Green, or willing to be green, companies can act on three different levels to keep on staying tuned with green consumers: Technological level: a never-ending innovation process; Core values level: these should be not change and preserved Communication: company'd better change codes and language system, as well as media and channels through which it veiculates its core values communication, in order to make it as most effective and efficient as possible
  18. 18. Three different approaches to the green marketing J. Grant (Green marketing manifesto), underlines how ecological offer can be meant on three different ideal model: Green: to establish new standards, to communicate Company only aims at commercial objectives: products match with green phylosophy and the differences compare to other market offers is emphasized; Greener: share responsabilities, collaborating. Company is willing to reach both environmental and commercial goals: marketing operations are aimed at achieving environmental objectives, for instance proposing different fruiction modalities of the product; Greenest: supporting innovation, remodelling culture. Company has also cultural objectives: for example it tries to presente green phylosophy-oriented lifestyles and business models as naturally preferable compare to others
  19. 19. Green marketing compared to the 'old-fashioned' marketing Marketing in the past: Finding ways to consume more Green Marketing: Understand how to consume less and better Old-fashioned Marketing 4 P: Price Product Promotion Place Green Marketing 4 S: Safe products Customer Satisfaction Sociability of a product Sustainability
  20. 20. Nine base rules of green marketing Knowing the customer Empowerment of the consumer Being transparent Greener products work better and are worth a premium price Values guide consumer purchasing (once consumers bought solely on price, performance and convenience) Reputation count more than ever The brands consumers buy and trust today educate and engage them in meaningful conversation, especially through the Sns Green consumers are strongly influenced by the recommendations of friends and family, and trusted third parties Nearly everyone is a corporate stakeholder
  21. 21. Greenwashing: how to paint business by using some shade of green... Greenwashing, is an attempt to provide a picture of a company without really changing it the ecological approach It's a typical practice of trying to disguise corporate responsibility towards the environment by means of advertisements in defense of ecosystem and sustainable production which, however, are not reflected in the behavior actually adopted. Often enterprises spend more time and money in communicating a fake green image, rather than thinking of an upgrade of values ​and practices and take action towards sustainability.
  22. 22. Greenwashing: how to paint business by using some shade of green... It is clear that the greenwash can be an obstacle to the development of a sustainable economy. In fact, "can slow sustainability efforts by making people more skeptical of the environmental initiatives. The green wash also prevents consumers understand the impact of their buying decisions, because they find it difficult to differentiate between valid statements from false ones. " (J. Grant)
  23. 23. Are we willing to adopt a green marketing strategy? Yes we are. Our products have valuable green features No, we are not. We’ve too many doubts and fears to developing a green communication When does my brand new communication get started? Today Tomorrow Never
  24. 24. Why adopting a Green Marketing strategy New opportunities for innovation More opportunities to improve further on Increasing competitiveness Strengthening the corporate identity and image Strengthening the relationship with the internal stakeholders (employees, partners, managers, etc..) and external stakeholders (local communities, supply chain, public and private institutions, etc.) Concern for the economic, social and environmental crisis Convergence of objectives> Sharing corporate values
  25. 25. Green communication: a social need Fish could die or swimming in the seas and in the rivers could cause disease, there may be no more oil at the petrol distributors and the average temperature could rise or fall: as long as this is not communicated, there will be no social effects (N.Luhmann)
  26. 26. Three axis of the Green Communication Communication (sharing>bidirectionality of the action>participation) Information (base unit of the communication > answers are not expected Education (no answers, instead information acquisition > playfully informing on environmental issues, its values and practices to keep it safe, raising awareness of such issues)
  27. 27. Green Communication: Who? Green communication players can be part of: - Public bodies and institutions - Third sector - Private companies And all planet stakeholders such as you, me...
  28. 28. Green Communication: When? It can't be communicate what hasn't been done: Green communication represents a sort of finish line and a starting point at the same time, it can be implemented when the environmental performance of both products and corporate policy reached a good level, and from that moment on no one step back, just forward, by improving such green performances and, meanwhile, green communication
  29. 29. Green Communication: to Whom? To all corporate stakeholders Stakeholder (a brief definition) =an accountant, group, organization, member or system who affects or can be affected by an organization actions In this specific case, stakeholders can be: public institutiones, environmentalist association, consumers, suppliers, funders, collaborators, citizens, unborn....
  30. 30. Green Communication: to Whom? Ever more people try to live more responsibly. Of course not too many are willing to make sacrifices, to disrupt their habits and to bear additional costs. They expect companies to help them to understand why a certain product is better for the environment than another one and what a difference they can make by choosing to buy it. Informed, they would be able to make purchasing decisions
  31. 31. Green Communication: to Whom? There's no need to be sociologist to understand that there's a huge gap between being concerned about the environment and being green consumers Economic resource play an important role, as well as the lack of confidence in the company and a scarce knowledge of environmental issues
  32. 32. Green Communication: to Whom? Corporate green communication has to take into consideration the context it takes place, other than: Influencer/Opinion leader (ecologist associations, experts in the field, politicians, public institutions) Ground noise Old and recent history of the area involved Actions, tools, policies sustainability-oriented implemented in the past
  33. 33. Green Communication: to Whom? Consumers no longer believe in whatever the advertisement says They don't trust the government and the institutions and, more likely, seek for answers on the internet where they'll find independent information, blogs and social networks to discuss and share their opinions
  34. 34. Top environmental issues of concern 2009 % 2005-09 % change Water quality 67 -1% Hazardous, toxic and nuclear waste 61 -6% Pollution from cars and trucks 54 +2% Water conservation 53 +10% Deforestation 52 +8% Global warming or climate change 50 +2% Overpopulation 50 +28% Reliance on fossil fuel 47 +18% Lack of open space or urban sprawl 37 +42%
  35. 35. How to communicate sustainability? Fair and effective Effective but unfair Fair but ineffective
  36. 36. How to communicate sustainability? You must first define the communication objectives, the budget, the audience you will target and the timing, and then identify actions, tools and resources needed to implement the plan, and finally, identify indicators for monitoring and evaluation of the effectiveness of communication.
  37. 37. Green communication goals The objectives of the Sustainable communication may change depending on the - type of stakeholders the company intends to communicate with - the reference context (ground noise, what's previously done in that field) in which they develop communication flows In fact in some cases it may be important to raise awareness and/or draw the attention on green issues, in other cases offer warranties (including forms of certification), or informing about green products
  38. 38. The budget for the green communication It is important to establish for each tool, category, action: The estimated amount The cost per unit The subtotal and total cost
  39. 39. The green communication plan timing
  40. 40. Internal and external communication (green starts from inside) Green communication should be focusing on two macro-areas: the internal and external communication.
  41. 41. Internal and external communication (green starts from inside) The employees are in fact the first public to be involved, to make them aware of their responsibilities towards corporate green goals, and to engage them and increase their sense of belonging to the organization. The main objectives of which should aim communication actions are therefore: - Motivate employees towards the company's green strategies; - To strengthen the sense of belonging; - To foster the relationships and synergies between different business sectors; - Affirm the green values ​of the organization; - Create identity inside and outside companies.
  42. 42. Several internal communication tools Bulletin board E-mail Poster designing and signage House organ, booklets, manuals and magazines Newsletter Ethic code Training sessions, workshops, conventions Questionnaires and surveys Intranet, social networking and business website
  43. 43. Advices for a sustainable internal communication If it's really necessary, it's recommended to print by using recycled paper, or FSC certified paper, and eco-font76
  44. 44. External communication The external communication has to take into account all the aspects previously mentioned that that characterize today's market, where companies get in touch and set a relationship with consumers who are ever more aware of, informed and involved in sustainability issues and to whom transmitting green-social values consumers trust in Quality and certifications Saving and performances Products Life Cycle Environmental committment
  45. 45. External communication tools Environmental certifications - EMAS (Eco-Management and Audit Scheme) - ISO 14001 - ISO 14020, ISO 14021, ISO 14024, ISO 14025 - FSC (Forest stewardship council) - CoC (Chain of Custody) Accountability tools (Corporate Social and Environmental Report) Corporate publications, catalogues, ect. Newsletter Packaging Corporate press agency
  46. 46. External communication tools • Internet • Corporate building • Concept store • Billposting • TV and radio commercials • Guerrilla marketing • Ambient advertising • Events
  47. 47. The 7 sins of Greenwashing Sin of the Hidden Trade-off A claim suggesting that a product is ‘green’ based on a narrow set of attributes without attention to other important environmental issues. Paper, for example, is not necessarily environmentallypreferable just because it comes from a sustainably-harvested forest. Sin of No Proof An environmental claim that cannot be substantiated by easily accessible supporting information or by a reliable third-party certification. Common examples are facial tissues or toilet tissue products that claim various percentages of post-consumer recycled content without providing evidence. Sin of Vagueness A claim that is so poorly defined or broad that its real meaning is likely to be misunderstood by the consumer. ‘All-natural’ is an example. Arsenic, uranium, mercury, and formaldehyde are all naturally occurring, and poisonous. ‘All natural’ isn’t necessarily ‘green’.
  48. 48. The 7 sins of Greenwashing Sin of Worshiping False Labels A product that, through either words or images, gives the impression of third-party endorsement where no such endorsement exists; fake labels, in other words. Sin of Irrelevance An environmental claim that may be truthful but is unimportant or unhelpful for consumers seeking environmentally preferable products. ‘CFC-free’ is a common example, since it is a frequent claim despite the fact that CFCs are banned by law. Sin of Lesser of Two Evils A claim that may be true within the product category, but that risks distracting the consumer from the greater environmental impacts of the category as a whole. Organic cigarettes could be an example of this Sin, as might the fuel-efficient sport-utility vehicle. Sin of Fibbing Environmental claims that are simply false. The most common examples were products falsely claiming to be Energy Star certified or registered.
  49. 49. Which tools we're gonna be using Traditional media Stores Traditional shop Large retails Press Television Stores Product packaging Environment al features Environment al certifications Shopping assistence Advertising campaign Exhibition corner Cause related marketing
  50. 50. Cause related green marketing
  51. 51. How to evaluate communication
  52. 52. How to evaluate communication
  53. 53. How to evaluate communication
  54. 54. How to evaluate communication
  55. 55. How to evaluate communication
  56. 56. Thank you for your attention Umberto Mezzacapo - CesCoCom Studies Center on Consumption and Communication Department of Sociology and Business Law University of Bologna