Download Marketing - NC-NET

GREEN MARKETING
Sustainable
Marketing
Presented by Sharon Seaford
Fayetteville Technical Community
College
Resources used: “Sustainable Marketing “ Marketing: An Introduction 10th Edition,
Armstrong/Kotler Pearson Education, 2011 , Study Shatters Stereotype of Green
Consumer “Green Living Pulse” Shelton Group (www.sheltongroupinc.com) 2009, and
Greenwashing Report 2010 (www.sinsofgreenwashing.org)
Objectives:
1. Define Sustainable Marketing
2. Identify the Social Responsibility in
Consumerism & Environmentalism
3. Test You Knowledge of the Green Consumer
4. Make the Connection and Draw Your Own
Conclusions Concerning …………..
GREEN
MARKETING
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Green Consumer- Definition
• Consumer participating in at least some green
attitude and behavior
• 63 million adults and growing
• Buying power of $230 billion and growing
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“Green Consumer”
True or False
• Green Consumers’ top
concern is the
environment.
• Green Consumers’
main motivation when
reducing their energy
use is to save the
planet.
• Green Consumers are
all-knowledgeable
about environmental
issues.
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“Green Consumer”
True or False
• Green Consumers fall
into a simple
demographic profile.
• Children play a big part
in influencing their
parents to be green.
• If people just knew the
facts, they would make
greener choices.
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Sustainable Marketing
Sustainable marketing is socially
and environmentally responsible
marketing that meets the
present needs of consumers and
businesses while also preserving
or enhancing the ability of
future generations to meet their
needs.
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Sustainable Marketing
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Marketing in Action
McDonald’s “Plan to Win” addresses environmental
issues related to food-supply sustainability,
environmentally sustainable packaging, and more
responsible store designs.
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Social Criticisms of Marketing
• False wants and too
much materialism
• Too few social
goods
• Cultural pollution
• Acquisitions
• Creating barriers to
entry
• Unfair competitive
marketing practices
Marketing’s
Impact on
society
Marketing’s
Impact on
other
businesses
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Social Criticisms of Marketing
• Planned
obsolescence
refers to products
needing
replacement
before they should
because they are
obsolete.
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Marketing in Action
A recent TerraChoice study found that 98% of
products making green claims committed at least
one of the greenwashing sins.
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“Greenwashing” is the act of misleading consumers
regarding the environmental benefits of a product or
service and the seven sins are:
1.
2.
3.
4.
5.
6.
7.
Sin of the Hidden Trade Off
Sin of no Proof
Sin of Vagueness
Sin of Worshiping False Labels
Sin of Irrelevance
Sin of Lesser of the Two Evils
Sin of Fibbing
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Consumer Actions to Promote Sustainable
Marketing
Consumerism is an organized movement of
citizens and government
agencies to improve the
rights and power of
buyers in relation
to sellers.
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Consumer Actions to Promote Sustainable
Marketing – Buyer’s Rights
Traditional Buyer’s Rights Additional Consumer Rights
The right not to buy a product that is offered
for sale
The right to be well informed about
important aspects of the product. The
right to be protected against
questionable products and marketing
practices
The right to expect the product to be safe
The right to influence products and
marketing practices in ways that will
improve the “quality of life”
The right to expect the product to perform as
claimed
The right to consume now in a way that
will preserve the world for future
generations of consumers
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Consumer Actions to Promote Sustainable
Marketing
Environmentalism is an organized movement of
concerned citizens and government agencies to
protect and improve people’s current and future
living environment.
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The Environmental Sustainability Portfolio
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Marketing in Action
Suburu of Indiana works towards pollution prevention,
and claims that it now sends less trash to the landfill
each year than the average American family.
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Marketing in Action
To reduce its packaging waste, Coca-Cola is now
testing new contour bottles made from corn,
bioplastics, or more easily recycled aluminum.
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Business Actions Toward Sustainable
Marketing
Sustainable Marketing Principles
Consumeroriented
marketing
Customervalue
marketing
Innovative
marketing
Sense-ofmission
marketing
Societal
marketing
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Sustainable Marketing Principles
Consumer-oriented
marketing is the
philosophy of sustainable
marketing that holds that
the company should view
and organize its marketing
activities from the
consumer’s point of view.
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Sustainable Marketing Principles
Customer-value marketing is a principle of
sustainable marketing that holds that a
company should put most of its resources
into customer-value building marketing
investments.
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Sustainable Marketing Principles
Innovative
marketing is a
principle of
sustainable
marketing that
requires that a
company seek real
product and
marketing
improvements.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Sustainable Marketing Principles
Sense-of-mission marketing is a principle of
sustainable
marketing that
holds that a
company should
define its
mission in broad
social terms rather than narrow product terms.
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Marketing in Action
Timberland’s corporate mission is about “trying to make a
difference in the communities where we live and work.”
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Sustainable Marketing Principles
Societal marketing A principle of sustainable
marketing that holds that a company should
make marketing decisions by considering
consumers’ wants, the company’s requirements,
consumers’ long-run interests, and society’s
long-run interests.
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The Sustainable Company
Sustainable companies are those that
create value for customers through socially,
environmentally, and ethically responsible
actions.
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Marketing in Action
That’s right-big bad, Wal-Mart. “The company whose
2,300 superstores take up at least 46,000 acres of
earth, whose 117 square miles of asphalt parking lots
add up to the size of Tampa, Florida, and in 2004 faced
fines for violating laws in nine states has …found green
religion.”
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Six Myths Regarding the “Green Consumer”
True or False
• Green Consumers’ top
concern is the
environment. False
• Green Consumers’ main
motivation when
reducing their energy use
is to save the planet.
False
• Green Consumers are all
knowledgeable about
environmental issues.
False
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Six Myths regarding the “Green Consumer”
True or False
• Green Consumers fall
into a simple
demographic profile.
False
• Children play a big part
in influencing their
parents to be green.
False
• If people just knew the
facts, they’d make
greener choices. False
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Conclusion: Provide Desirable
Products High on Both Counts
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Marketing in Action
Haworth’s Zody
office chair fits the
bill as a desirable
product. Not only
is it attractive and
functional, but also
environmentally
responsible.
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Make the Connection and Draw
Your Own Conclusion about
Green Marketing-No Myths, No
Greenwashing, No Joking!!!
Thank You!
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