Transcript
Sustainability Marketing Strategy – Part 2
BA 442: SUSTAINABILITY
BEHAVIOR OF CONSUMERS, FIRMS,
AND SOCIETIES
Keep yourself clean and bright.
Become invaluable. Come to serve.Discipline.Listen.
Projects
The Problem with Marketing:
Socio-Ecological Problems
Sustainable Consumer Behavior
Sustainability Marketing Values & Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior
Goal of BA442:provide students with the knowledge to enhance sustainable behaviors in firms, among consumers, and in society at large.
SUSTAINABILITY MARKETING STRATEGY
So how do we create and capture value from products and services that outperform competing offerings while maximizing benefits to people and the environment?
SUSTAINABILITY MARKETING STRATEGY
So how do we create a sustainability marketing
strategy?
Projects
The Problem with Marketing:
Socio-Ecological Problems
Sustainable Consumer Behavior
Sustainability Marketing Values & Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior
Goal of BA442:provide students with the knowledge to enhance sustainable behaviors in firms, among consumers, and in society at large.
Sustainability Marketing Values & Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior
Sustainability Marketing Values & Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior
SUSTAINABILITY MARKETING STRATEGY: VALUES & OBJECTIVES
SUSTAINABILITY MARKETING STRATEGY: VALUES & OBJECTIVES
Conventional Marketing
Sustainability Marketing
Sanctity of MarketsSovereignty of ConsumersSatisfaction of NeedsPeripheral Nature of Nature
60% of global ecosystems are in decline
-Millenium Ecosystem Assessment, 2005
So far we have spent 4 times the amount of money to rebuild our cities ravaged by climate change, than we spent rebuilding Japan after dropping two atomic bombs.
Old Main1922
Part of the problem is that we don’t see the impact, because we aren’t around long enough
Old Maintoday
Part of the problem is that we don’t see the impact, because we aren’t around long enough to see the change.
SUSTAINABILITY MARKETING STRATEGY: VALUES & OBJECTIVES
Conventional Marketing
Sustainability Marketing
Sanctity of MarketsSovereignty of ConsumersSatisfaction of NeedsPeripheral Nature of Nature
SOVEREIGNTY OF CONSUMERS
Consumer Rights Consumer Responsibilities
For example, consumers feel they have the “right” to own the latest iPhone…..but as this video shows they also have the “responsibility” to return the phone for remanufacturing and reuse so that nothing is wasted.
SUSTAINABILITY MARKETING STRATEGY: VALUES & OBJECTIVES
Conventional Marketing
Sustainability Marketing
Sanctity of MarketsSovereignty of ConsumersSatisfaction of NeedsPeripheral Nature of Nature
Daniel Kahneman, and Angus Deaton PNAS 2010;107:16489-16493
Emotional well-being doesn’t improve after $75,000 annual income, but life satisfaction does.
SUSTAINABILITY MARKETING STRATEGY: VALUES & OBJECTIVES
Conventional Marketing
Sustainability Marketing
Sanctity of MarketsSovereignty of ConsumersSatisfaction of NeedsPeripheral Nature of Nature
SUSTAINABILITY MARKETING STRATEGY: VALUES & OBJECTIVES
Conventional Marketing
Sustainability Marketing
Sanctity of MarketsSovereignty of ConsumersSatisfaction of NeedsPeripheral Nature of Nature
SUSTAINABILITY MARKETING STRATEGY: VALUES & OBJECTIVES
Conventional Marketing
Sustainability Marketing
Sanctity of Markets Triple Bottom LineSovereignty of Consumers
Focus on responsibilities not just rights
Satisfaction of Needs
Focus on services instead of material goods
Peripheral Nature of Nature
Nature as ultimate supplier and “holding company”
Sustainability Marketing Values & Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior
1.Screening Sustainability Issues and Actors
2.Segmenting Sustainability Markets
3.Introducing Sustainability Innovations
4.Positioning Sustainable Products
5.Partnering with Sustainability Stakeholders
SUSTAINABILITY MARKETING STRATEGY: MARKETING STRATEGIES
Sustainability Marketing Values & Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior
Customer SolutionsCostConvenienceCommunication
SUSTAINABILITY MARKETING STRATEGY: MARKETING MIX
Sustainability Marketing Values & Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior
1. Selecting Behaviors2. Identifying Barriers and Benefits3. Developing Strategies
1. Commitment2. Social Norms3. Social Diffusion4. Prompts5. Communication6. Incentives
4.Piloting5.Broad-scale Implementation
SUSTAINABILITY MARKETING STRATEGY: FOSTERING
SUSTAINABLE BEHAVIORS
Projects
The Problem with Marketing:
Socio-Ecological Problems
Sustainable Consumer Behavior
Sustainability Marketing Values & Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior
Goal of BA442:provide students with the knowledge to enhance sustainable behaviors in firms, among consumers, and in society at large.
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