sust marketing strategy

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?

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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.

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.

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.




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”

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

Customer SolutionsCostConvenienceCommunication

SUSTAINABILITY MARKETING STRATEGY: MARKETING MIX

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

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sust marketing strategy

Education