8 - sustainability marketing and marketing in practice

Question 1

why are we living beyond the earths capacity?

Answer 1

• 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

Question 2

what % of global greenhouse emissions are due to household consumers?

Answer 2

more than 60%

80% of world land, material and water use

Question 3

what have scientists now worked out?

Answer 3

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

Question 4

what was agreed to in paris agreement?

Answer 4

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

Question 5

what did the UN do in 2015?

Answer 5

all members adopted the sustainable development agenda

0 hunger by 2030

Question 6

what is the definition of sustainable development?

Answer 6

meeting the needs of the present without compromising the ability of future generations to meet their needs

Question 7

what is the definition of sustainability?

Answer 7

the possibility that human and other forms of life on earth will flourish forever

Question 8

when was sustainability introduced?

Answer 8

the Brundtland report 1987

not a new concept but we are still struggling with it 30 years later

Question 9

what did the UN state in 2018?

Answer 9

that we have 12 years to limit climate catastrophe

Question 10

how is marketing linked to sustainable development and saving the world?

Answer 10

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

Question 11

what is the focus of conventional marketing?

Answer 11

• the consumer as an individual and their wants
• on purchase as an activity
• on transfer of product and its ownership

Question 12

what is the focus of sustainability marketing?

Answer 12

• 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

Question 13

what is sustainable marketing?

Answer 13

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

Question 14

what are the social citismis of marketing on society as a whole?

Answer 14

• false wants and too much materialism
• too few social goods
• cultural pollution

Question 15

what did phillip kotler say in regards to marketing and the environment?

Answer 15

‘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

Question 16

what is a popular metaphor?

Answer 16

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

Question 17

what is the consumers role in sustainable / ethical consumption?

Answer 17

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

Question 18

what is an example of curtailment / boycott?

Answer 18

BP Boycott 2010

Deepwater Horizon oil spill in the Gulf of Mexico

boycott received 660,000 likes on facebook page

Question 19

how else can you reduce consumption?

Answer 19

• voluntary simplicity

- sharing economy / collaborative consumption / access based consumption

Question 20

what is voluntary simplicity?

Answer 20

liberating outselves rom non essential activities and purchases

conscious decision on how to spend time and money

Question 21

what is sharing economy / collaborative consumption / access based consumption?

Answer 21

reduce, reuse, recycle

renting and access over ownership

e.g. toy libraries, uber, busses

Question 22

how could you display sustainable / ethical consumption?

Answer 22

buy from social enterprises, supporting charities

causes related to consumption such as fair-trade

Question 23

what is sustainable consumption?

Answer 23

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

Question 24

what is an example of business actions towards sustainable marketing?

Answer 24

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

Question 25

what are sustainable initiatives?

Answer 25

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

Question 26

what is CSR?

Answer 26

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

Question 27

what is greenwashing?

Answer 27

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

Question 28

what are the five sustainable marketing principles?

Answer 28

• consumer orientated marketing
• customer value marketing
• sense of mission marketing
• societal marketing

Question 29

what is consumer orientated marketing?

Answer 29

company should view and organise its marketing activities from the view of the consumer (what they want etc)

Question 30

what is customer value marketing?

Answer 30

companies should put most of its resources into customer value building marketing investment

Question 31

what is sense of mission marketing?

Answer 31

should define its mission in a broad social sense rather than narrow product term

Question 32

what is innovative marketing>

Answer 32

requires a company to seek real product and marketing improvements (packaging) Proctor and Gamble Co. ocean plastic scheme

Question 33

what is societal marketing?

Answer 33

should make marketing decisions by considering consumer wants, company requirements, consumers long term interests and societies long run interests

Question 34

what are the five dimensions of CRS activity?

Answer 34

• 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,