GREEN MARKETINGSustainable Marketing Presented by Sharon Seaford Fayetteville 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
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
“Green Consumer”True or False • 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 • 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.
Sustainable Marketing • Sustainable marketing issocially 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.
Marketing in Action McDonald’s “Plan to Win” addresses environmental issues related to food-supply sustainability, environmentally sustainable packaging, and more responsible store designs.
Social Criticisms of Marketing • Planned obsolescence refers to products needing replacement before they should because they are obsolete.
Marketing in Action A recent TerraChoice study found that 98% of products making green claims committed at least one of the greenwashing sins.
“Greenwashing” is the act of misleading consumers regarding the environmental benefits of a product or service and the seven sins are: • Sin of the Hidden Trade Off • Sin of no Proof • Sin of Vagueness • Sin of Worshiping False Labels • Sin of Irrelevance • Sin of Lesser of the Two Evils • Sin of Fibbing
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.
Consumer Actions to Promote Sustainable Marketing – Buyer’s Rights Traditional Buyer’s Rights Additional Consumer Rights
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.
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.
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.
Business Actions Toward Sustainable Marketing Sustainable Marketing Principles
Sustainable Marketing Principles • Consumer-oriented marketing is the philosophy of sustainable marketing that holds that the company should view and organize its marketing • activities from the consumer’s point of view.
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.
Sustainable Marketing Principles • Innovative marketing is a principle of sustainable marketing that requires that a company seek real product and marketing improvements.
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.
Marketing in Action Timberland’s corporate mission is about “trying to make a difference in the communities where we live and work.”
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.
The Sustainable Company • Sustainable companies are those that create value for customers through socially, environmentally, and ethically responsible actions.
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.”
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
Six Myths regarding the “Green Consumer”True or False • 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
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!