GREEN MARKETINGSustainable Marketing
Presented by Sharon SeafordFayetteville 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 Marketing2. 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 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.
“Green Consumer”True or False
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• 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.
“Green Consumer”True or False
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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
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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. Sin of the Hidden Trade Off2. Sin of no Proof3. Sin of Vagueness4. Sin of Worshiping False Labels5. Sin of Irrelevance6. Sin of Lesser of the Two Evils7. 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
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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
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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 marketingactivities 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.
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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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• 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
Six Myths regarding the “Green Consumer”True or 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.
Make the Connection and Draw Your Own Conclusion about
Green Marketing-No Myths, No Greenwashing, No Joking!!!
Thank You!
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