Integrated Marketing Communications and Sustainability

Question 1

What is Sustainability?

Answer 1

Development that meets the needs of present generations without compromising the needs of future generations

Question 2

What should be created sustainably?

Answer 2

• Wealth (Economic)
• Poverty (Social)

Shouldn’t harm the natural environment

Question 3

What are the problems for marketers and sustainability?

Answer 3

• Marketing is about consumption.
• Marketers are considered successful if they enable people to access as many goods and services.
• Marketers are considered successful if they generate maximum profits.

Question 4

What are some other issues with the sustainability?

Answer 4

1. Price Fixing
2. Treating the Law with Scant Respect
3. Flouting Corporate Ethics
4. Greenwashing

Question 5

How are IMC and Sustainability connected?

Answer 5

The development of brands, their tiny points of difference and appeal to consumers emotions to the symbolism of the brand rather than the quality and price not only complicates decision making but is what drives consumption.

Question 6

How does Advertising use cognitive, emotive and behaviour aspect to influence consumers?

Answer 6

1. Shape our thoughts so that products and services resonate in our consideration set
2. Make us believe that the consumption of the said product is our route to happiness.
3. Marketing/Marcomms does meet our needs and we must recognize the benefits accompanying consumption.
4. Consumption is driven by – our personal needs or the economic and corporate cultures greed.
5. Must not forget ‘consumer sovereignty’ and recognize where and how it is getting undermined.

Question 7

What is Stakeholder Theory?

Answer 7

• All stakeholders are integral to value creation including shareholders whose objective is to maximize profits.
• Hence profit motive is part of the value creation but it is not the only purpose.
• Stakeholder perspective helps to understand the shared purpose of the firm – its corporate responsibility to wards “Sustainability”.

Question 8

What are Shareholders Objectives and Power/Influence?

Answer 8

O - Share Price, Dividend

P/I - Election of Directors

Question 9

What are Directors/Managers Objectives and Power/Influence?

Answer 9

O - Salary, Share Options, Job Satisfaction

P/I - Make Decisions, Have detailed Information

Question 10

What are Employees Objectives and Power/Influence?

Answer 10

O - Salary, Job Security, Job Satisfaction

P/I - Staff Turnover, Strike

Question 11

What are Suppliers Objectives and Power/Influence?

Answer 11

O - Long term Contract, Payment

P/I - Pricing, Quality

Question 12

What are Customers Objectives and Power/Influence?

Answer 12

O - Reliable Supply, Value for Money

P/I - Revenue/Repeat Business

Question 13

What are Community Objectives and Power/Influence?

Answer 13

O - Environment, Local Jobs and Impact

P/I - Indirect via Opinion Leaders

Question 14

What are Government Objectives and Power/Influence?

Answer 14

O - Operate Legally, Tax Receipts, Jobs

P/I - Regulation, Taxation, Subsidies

Question 15

How do Marketers use Strategy to adopt the Sustainability Agenda?

Answer 15

When an organisation is ready to embrace sustainability, marketing strategy becomes critical. Issues like unsustainable packaging, and fast fashion are direct effects of marketing strategies solely centred on capitalism and profit.

Question 16

How do Marketers use Product Development to adopt the Sustainability Agenda?

Answer 16

Marketers can work with product developers and other key decision-makers to reach sustainability and profitability. The issues aren’t always simple. A product might seem “green” by some metrics but not be truly sustainable in the long term.

Question 17

How do Marketers use Packaging to adopt the Sustainability Agenda?

Answer 17

Development and use ofpackaging which results in improvedsustainability.
This involves increased use of life cycle inventory and life cycle assessmentto help guide the use of packaging which reduces theenvironmental impact andecological footprint.
It includes a look at the whole of thesupply chain: from basic function, to marketing, and then through to end of life and rebirth.

Question 18

How do Marketers use Branding to adopt the Sustainability Agenda?

Answer 18

Marketers can harness their powers as consumption influencers to create branding and messaging that stir consumers towards making more sustainable buying decisions.
An excellent place to start practicing is to explore ways to facilitate more sustainable cultural behaviours through marketing communications.

Question 19

How do Marketers use Advertising to adopt the Sustainability Agenda?

Answer 19

Address thecarbon footprint and other negative environmental and social impacts associated with the production and distribution of advertising materials.
A growing number of companies are making a commitment to the reduction of their environmental impact associated with advertising production and distribution.

Question 20

What is Greenwashing?

Answer 20

The intersection of two behaviours seen in a firm – poor environmental performance and positive communication about environmental performance.