8 - sustainability marketing and marketing in practice Flashcards
why are we living beyond the earths capacity?
- overpopulation
(9. 7 billon by 2050) - greenhouse gas emission, loss of biodiversity
- 300,000 children dang daily from poverty
- urbanisation increasing due to population which increases poverty
- manufacturing, rise in consumption
what % of global greenhouse emissions are due to household consumers?
more than 60%
80% of world land, material and water use
what have scientists now worked out?
a way of calculating out global ecological footprint compared to what the earth can sustain
by 2030 if we carry on the same way we would need 2 earths to sustain consumption, take the earth 2 years for the earth to regenerate what we use up in one year
what was agreed to in paris agreement?
limit rise in global temp by no more than 2 degrees celicus, can make a change if we limit by 1.5 then future gen will have a chance
need to cut carbon emissions by 45% to reach 1.5 limit
what did the UN do in 2015?
all members adopted the sustainable development agenda
0 hunger by 2030
what is the definition of sustainable development?
meeting the needs of the present without compromising the ability of future generations to meet their needs
what is the definition of sustainability?
the possibility that human and other forms of life on earth will flourish forever
when was sustainability introduced?
the Brundtland report 1987
not a new concept but we are still struggling with it 30 years later
what did the UN state in 2018?
that we have 12 years to limit climate catastrophe
how is marketing linked to sustainable development and saving the world?
there are many different types of marketing, many of which pick up the concept of suatiablity
- societal marketing (goes further than looking at present but also future)
- sustainability marketing includes ethical, green and ecological marketung
what is the focus of conventional marketing?
- the consumer as an individual and their wants
- on purchase as an activity
- on transfer of product and its ownership
what is the focus of sustainability marketing?
- the consumer and their wants/needs in their social context and the collective impacts of consumption
- consumption as a process
- long term flows of resources and value
consumption stage may focus not on transfer of ownership but also what happens after dissposal stage
what is sustainable marketing?
socially and environmentally responsible marketing that meets the needs of consumers and business while also preserving or enhancing the ability of future generations to meet their needs
focus on business
meeting current needs that preserves the rights and options of future generations of cons and businesses
what are the social citismis of marketing on society as a whole?
- false wants and too much materialism
- too few social goods
- cultural pollution
what did phillip kotler say in regards to marketing and the environment?
‘reinventing marketing to manage the environmental imperative’
- companies have adopted assumption of an endless supply of resources that doe not add to pollution
- once you ackonwldeg the extrenalities of companies on enviro see why it needs to be reinvented
- should products become more expensive to include impacts pf emissions
what is a popular metaphor?
the consumer as an economic voter
(dickinson and carsky 2005)
idea that we buy that is a vote but if we stop buying due to things they do they will have to change
what is the consumers role in sustainable / ethical consumption?
displaying responsibility through what and how we consume
- curtailment = boycott and discourage purchase and consumption
- consumption = proactively purchase and promotion as a result of ethics and sustainability
what is an example of curtailment / boycott?
BP Boycott 2010
Deepwater Horizon oil spill in the Gulf of Mexico
boycott received 660,000 likes on facebook page
how else can you reduce consumption?
- voluntary simplicity
- sharing economy / collaborative consumption / access based consumption
what is voluntary simplicity?
liberating outselves rom non essential activities and purchases
conscious decision on how to spend time and money
what is sharing economy / collaborative consumption / access based consumption?
reduce, reuse, recycle
renting and access over ownership
e.g. toy libraries, uber, busses
how could you display sustainable / ethical consumption?
buy from social enterprises, supporting charities
causes related to consumption such as fair-trade
what is sustainable consumption?
the use of services and related products which respond to basic needs and bring a better quality of life while minimising the use of natural resources and toxic materials as well as emissions of wast and pollutants over the life cycle of the service or product so as not to jeopardise the needs of future generations
what is an example of business actions towards sustainable marketing?
patagonia 2017
off - the - wall advertising
asked people to think twice before purchasing their products, stop uneccaasary resource use
’ sense of purpose’
- don’t buy this jacket - part of one of their ads
what are sustainable initiatives?
ways that a business could change their business that would then promote it also
Proctor and Gamble Co. launched ocean plastic packaging
Unilever commits to 100% electric vehicles by 2030
what is CSR?
corporate social responsibility
bsuiness approach that contributes to sustainable development by delivering economic, social and environment benefits for stakeholders
should be accountable for its behaviour
TOMS
what is greenwashing?
act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service
difference between CRS companies and those just talking about it
VW emissions scandal 2015, clean diesel
what are the five sustainable marketing principles?
- consumer orientated marketing
- customer value marketing
- sense of mission marketing
- societal marketing
what is consumer orientated marketing?
company should view and organise its marketing activities from the view of the consumer (what they want etc)
what is customer value marketing?
companies should put most of its resources into customer value building marketing investment
what is sense of mission marketing?
should define its mission in a broad social sense rather than narrow product term
what is innovative marketing>
requires a company to seek real product and marketing improvements (packaging) Proctor and Gamble Co. ocean plastic scheme
what is societal marketing?
should make marketing decisions by considering consumer wants, company requirements, consumers long term interests and societies long run interests
what are the five dimensions of CRS activity?
- physical enviro issues: combating global warming
- societal and consumer issues: community support, TOMS shoes, cause related marketing
- supply chain issues: fair trade marketing
- employee relations marketing : internal marketing,
