marketing sustainability
-
date post
12-Sep-2014 -
Category
Documents
-
view
420 -
download
0
description
Transcript of marketing sustainability
![Page 1: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/1.jpg)
1
![Page 2: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/2.jpg)
2
![Page 3: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/3.jpg)
3
Presentation outline
▪ Why Green?
▪ Sell Green
▪ Work Green
▪ Be Green
▪ Green Returns
▪ Green to Go
![Page 4: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/4.jpg)
4
![Page 5: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/5.jpg)
5
Why Green?
▪ Increase profit
▪ Build brand and market exposure
▪ Build brand confidence and relevancy
▪ Build consumer goodwill
▪ Being good is good for business
[Anita Roddick, founder, The Body Shop]
▪ Can result in profit increases up to 38% for large
companies and 66% for small companies
[The Sustainability Advantage, Bob Willard]
![Page 6: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/6.jpg)
6
Why Green?
▪ Customers appreciate accountability
and clear corporate values
▪ 83% of Canadians believe corporations
should go beyond their traditional economic
role [GlobeScan poll]
▪ 79% of Canadians think that companies should
be held completely responsible for protecting
the environment [GlobeScan]
![Page 7: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/7.jpg)
7
Why Green?
▪ Consumer beliefs backed by buying decisions:
▪ Over 50% respondents have punished a socially
irresponsible company in the past year
▪ 79% of Canadians said they were willing to alter
their lifestyle significantly to stop climate change
[Ipsos Reid poll]
![Page 8: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/8.jpg)
8
![Page 9: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/9.jpg)
9
Sell Green
▪ Appeal to the buyer’s real desire to support change
▪ Identify areas in which greener products or services
make sense
▪ Develop environmental products and services
▪ Know the environmental impact of your product or
service
▪ Communicate those green benefits clearly using
hard numbers
![Page 10: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/10.jpg)
10
Sell Green
▪ Energy Star label makes a product more
attractive to consumers: 66% of consumers said
they were more likely to purchase versus one
without the label
▪ A certified recycling logo made 54% of consumers
more likely to select one product over another
▪ Products that are the same in function and quality
can become instantly differentiated through
environmental labeling
![Page 11: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/11.jpg)
11
![Page 12: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/12.jpg)
12
Work Green
▪ When green products and services are not an
option, consider other alternatives
▪ Revisit your business practices and processes
for green impact
▪ Look at all aspects of the product life cycle for
green opportunities: manufacturing, packaging,
logistics, etc.
▪ Carbon footprint, ethical sourcing and packaging
waste are all key sustainability issues
![Page 13: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/13.jpg)
13
Work Green
▪ Ask key questions:
– Where are the raw materials purchased?
– How far have they travelled?
– Is the packaging excessive?
– Are there are non-toxic alternatives to chemicals?
– Are production facilities energy efficient?
– What mark do your products leave?
![Page 14: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/14.jpg)
14
Work Green
▪ Check out options such as recycled packaging,
chemically-reduced manufacturing, natural dyes,
carbon-offset transportation alternatives, or
minimizing facility emissions
![Page 15: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/15.jpg)
15
![Page 16: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/16.jpg)
16
Be Green
▪ 96% of people believe that more needs to be
done to ensure the health of the environment
▪ Pursue an overall sustainable corporate culture
and image
▪ Customers relate to those that share their values
▪ Engage consumers in a green conversation
▪ Look inward to see what sustainability initiatives
are within your doors
![Page 17: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/17.jpg)
17
Be Green
▪ Successful companies supplement externally
green initiatives with internal ones that can be
relayed to customers to highlight global
responsibility and accountability
▪ Campaigns can including power-usage
reductions, waste reduction and recycling,
in addition to monetary support for local and
national green initiatives
▪ Companies also benefit from reduced energy
costs, less waste, financial incentives tied to
green production and efficiencies
![Page 18: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/18.jpg)
18
![Page 20: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/20.jpg)
20
Green Returns - Patagonia
The Common Threads Pledge:
I'd like to become a partner in the Common
Threads Initiative to reduce excess consumption
and give the planet's vital systems a rest from
pollution, resource depletion and greenhouse gases
![Page 21: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/21.jpg)
21
Green Returns - Patagonia
Patagonia agrees to build useful things that
last, to repair what breaks and recycle what
comes to the end of its useful life.
I agree to buy only what I need (and will last),
repair what breaks, reuse (share) what I no
longer need and recycle everything else.
website
http://www.patagonia.com/ca/common-threads
![Page 22: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/22.jpg)
22
Green Returns – Patagonia
▪ Common Threads: a brilliant brand-within-a-
brand that offers a roadmap for companies
trying to promote themselves as
environmentally friendly
▪ Aims to minimize the environmental cost of
clothing through its programs to reduce, repair,
reuse, and recycle clothing
![Page 23: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/23.jpg)
23
Green Returns - Patagonia
▪ Patagonia is perceived to be an active
environmental player
▪ Excellent example of how branding can help
tell the story of serious environmental programs
▪ Without Common Threads, Patagonia would
have less impact on the world and on their
own brand
▪ Connection to one percent for the planet
(Keep earth in business)
![Page 24: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/24.jpg)
24
Green Returns - Cisco
![Page 25: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/25.jpg)
25
Green Returns - Cisco
▪ One Million Acts of Green (OMAoG)
▪ Joint venture between Cisco Systems
Canada and the CBC
▪ Goal: create a social network of Canadians,
linked together in their commitment to change
their habits for the greater environmental good
▪ Invited Canadians to post their Acts of Green
online
![Page 26: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/26.jpg)
26
Green Returns - Cisco
▪ Cisco wanted to take a leadership role in
reducing its overall environmental footprint
▪ Tied into Cisco’s corporate philosophy of
connecting people through its networks
▪ High-profile, non-profit organizations
participated as environmental partners
▪ Users could see immediate impact of their
actions via a greenhouse gas (GHG)
emissions calculator
![Page 27: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/27.jpg)
27
Green Returns - Cisco
▪ Massive advertising and outreach campaign
▪ Pre-launched on Hockey Night in Canada
▪ Launched on CBC’s The Hour
▪ Aligned with NHL All-Star game
▪ Schools, businesses and individuals embraced
the program
![Page 28: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/28.jpg)
28
Green Returns - Cisco
Results
▪ 1.8 million acts of green in less than
eight months
▪ Over 100 million kgs of GHG emissions saved
▪ Initial launch generated significant buzz,
with over 150,000 acts logged in week one
▪ Cisco measured three million brand
engagements and 7,300 clicks to cisco.com/ca
![Page 29: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/29.jpg)
29
Green Returns - Cisco
▪ 161 newspaper and magazine articles (78%
with Cisco mentioned)
▪ The program went global and had participants
from over 50 countries
▪ Best corporate social responsibility initiative
of 2009 as voted by Canadian marketers
![Page 30: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/30.jpg)
30
![Page 31: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/31.jpg)
31
Green to Go
▪ Assess your corporate CSR strategy and
employee engagement for green inclusion
▪ Engage corporate leadership to seek
mandate for green as a business imperative
▪ Look for green opportunities within your
product/service mix that benefit your
customers and differentiate you
▪ Review your corporate practices, processes
and products for green impact
▪ Identify internal green champions
![Page 32: marketing sustainability](https://reader038.fdocuments.in/reader038/viewer/2022102921/5412a6987bef0a6e048b5e75/html5/thumbnails/32.jpg)
32