Sustainable Consumption: Lessons for Marketing

The Centre for Sustainable DesignThe Surrey Institute of Art & Design, University CollegeFalkner Road, FarnhamSurrey, GU9 7DSTel: +44 (0)1252 892772Fax: +44 (0)1252 892747Email: mcharter@surrart.ac.ukWeb: www.cfsd.org.uk

Professor Martin CharterDirector

The 2nd International Workshop on Sustainable Consumption12-13th December 2003Tokyo, Japan

Sustainable Consumption: Lessons for Marketing

Sustainable Consumption: Lessons for Marketing

Sustainable Consumption: Lessons for Marketing

Sustainable Consumption: Lessons for Marketing

Sustainable Consumption: Lessons for Marketing

2 in 3 citizens want companies to go beyond theirhistorical role of making profits, paying taxes,employing people and obeying all laws… theywant contribution in a broader societal goal as well

Source: Environics, Millennium Poll, 1999

Societal involvement

Sustainable Consumption: Lessons for Marketing

It is becoming more and more evident thatconsumers are increasingly interested in ‘theworld behind the product’. A part from the priceand quality they want to know how and where andby whom the product has been produced

Dr Klaus Topfer, Executive Director, UNEP

…..Beyond the product

Sustainable Consumption: Lessons for Marketing

Sustainable Consumption: Lessons for Marketing

Source: The Centre for Sustainable Design

Environmental

CSR CR

Eco-efficiency?

Sustainability

Sustainable Consumption: Lessons for Marketing

CSR • Rising expectations• No universal definition• No ‘one size fits all’

- religion- traditions- culture

• Extent of boundaries (in society)• Drifting borderline• Right balance• Where does responsibility: start & stop?

Source: Bjorn Stigson, WBSCD GIN Conference, 2002

Sustainable Consumption: Lessons for Marketing

Sustainability Radar

A F

D

BE

C

Sustainable Consumption: Lessons for Marketing

• Market development• Customers• Legislation• Technology• Knowledge• Skills

Sustainability Trends Analysis (STA)

Sustainable Consumption: Lessons for Marketing

‘It takes 20 years to build a brand and 5 minutes to ruin it!’

Warren Buffet, Head, Berkshire Hathaway Group

Trends

Sustainable Consumption: Lessons for Marketing

Sustainable Consumption: Lessons for Marketing

• Develop a multi-functional group• Establish aims• Develop teams to discuss particular areas of opportunity• Evaluate opportunities

Sustainability ‘Opportunity Search’ Process

Sustainable Consumption: Lessons for Marketing

• Head in the sand• Defensive• Lip service• Knee-jerk• Piecemeal• Green-selling• Integrated sustainable marketing• Integrated organisational

Sustainable Marketing Strategies

Source: Adapted from K. Peattie, Greener Marketing 1992

Sustainable Consumption: Lessons for Marketing

• Planning• Product• Positioning• Pricing• Promotion• Place• Partnership

7P’s

Sustainable Consumption: Lessons for Marketing

• Intelligence• Informational• Involvement• Integration• Innovation

5I’s

Sustainable Consumption: Lessons for Marketing

Sustainable Consumption: Lessons for Marketing

Sustainable Consumption: Lessons for Marketing

Sustainable Consumption: Lessons for Marketing

BMW: Sustainable Value

Sustainable Consumption: Lessons for Marketing

It’s not the strongest species that survive,nor the most intelligent, but the onesmost responsive to change

Charles Darwin 1809-1882

Sustainable Consumption: Lessons for Marketing

Sustainable Consumption: Lessons for Marketing

Professor Martin CharterDirectorThe Centre for Sustainable DesignThe Surrey Institute of Art & Design, University CollegeFalkner RoadFarnhamSurreyGU9 7DSTel: 01252 892772Fax: 01252 892747email: mcharter@surrart.ac.ukweb: www.cfsd.org.uk

Contact Details

Sustainable Consumption: Lessons for Marketing

www.cfsd.org.uk