GREEN MARKETING Sustainable Marketing Presented by Sharon Seaford Fayetteville Technical Community College Resources used: “Sustainable Marketing “ Marketing:

GREEN MARKETINGSustainable Marketing

Presented by Sharon SeafordFayetteville 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)

http://www.sheltongroupinc.com/

http://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

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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

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

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• 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

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• 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.

“Green Consumer”True or False

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Sustainable Marketing

Sustainable marketing is socially

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.

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Sustainable Marketing

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Marketing in Action

McDonald’s “Plan to Win” addresses environmental issues related to food-supply sustainability, environmentally sustainable packaging, and more responsible store designs.

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Social Criticisms of Marketing

• False wants and too much materialism

• Too few social goods• Cultural pollution

Marketing’s Impact on society

• Acquisitions• Creating barriers to

entry• Unfair competitive

marketing practicesMarketing’s Impact on other businesses

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Social Criticisms of Marketing

• Planned obsolescence refers to products needing replacement before they should because they are obsolete.

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Marketing in Action

A recent TerraChoice study found that 98% of products making green claims committed at least one of the greenwashing sins.

http://sinsofgreenwashing.org/

http://sinsofgreenwashing.org/

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“Greenwashing” is the act of misleading consumers regarding the environmental benefits of a product or

service and the seven sins are:

1. Sin of the Hidden Trade Off2. Sin of no Proof3. Sin of Vagueness4. Sin of Worshiping False Labels5. Sin of Irrelevance6. Sin of Lesser of the Two Evils7. Sin of Fibbing

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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.

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Consumer Actions to Promote Sustainable Marketing – Buyer’s Rights

Traditional Buyer’s Rights

The right not to buy a product that is offered for sale

The right to expect the product to be safe

The right to expect the product to perform as claimed

Additional Consumer Rights

The right to be well informed about important aspects of the product. The right to be protected against questionable products and marketing practices

The right to influence products and marketing practices in ways that will improve the “quality of life”

The right to consume now in a way that will preserve the world for future generations of consumers

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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.

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The Environmental Sustainability Portfolio

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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.

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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.

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Business Actions Toward Sustainable Marketing

Consumer-oriented

marketing

Customer-value

marketing

Innovative marketing

Sense-of-mission

marketing

Societal marketing

Sustainable Marketing Principles

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Consumer-oriented marketing is the philosophy of sustainable marketing that holds that the company should view and organize its marketingactivities from the consumer’s point of view.

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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.

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Innovative marketing is a principle of sustainable marketing that requires that a company seek real product and marketing improvements.

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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.

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Marketing in Action

Timberland’s corporate mission is about “trying to make a difference in the communities where we live and work.”

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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.

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The Sustainable Company

Sustainable companies are those that create value for customers through socially, environmentally, and ethically responsible actions.

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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.”

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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

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• 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

Six Myths regarding the “Green Consumer”True or False

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Conclusion: Provide Desirable Products High on Both Counts

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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!

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GREEN MARKETING Sustainable Marketing Presented by Sharon Seaford Fayetteville Technical Community College Resources used: “Sustainable Marketing “ Marketing:

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