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Sustainable Consumption: Lessons for Marketing
The Centre for Sustainable DesignThe Surrey Institute of Art & Design, University CollegeFalkner Road, FarnhamSurrey, GU9 7DSTel: +44 (0)1252 892772Fax: +44 (0)1252 892747Email: [email protected]: www.cfsd.org.uk
Professor Martin CharterDirector
The 2nd International Workshop on Sustainable Consumption12-13th December 2003Tokyo, Japan
Sustainable Consumption: Lessons for Marketing
Sustainable Consumption: Lessons for Marketing
Sustainable Consumption: Lessons for Marketing
Sustainable Consumption: Lessons for Marketing
Sustainable Consumption: Lessons for Marketing
2 in 3 citizens want companies to go beyond theirhistorical role of making profits, paying taxes,employing people and obeying all laws… theywant contribution in a broader societal goal as well
Source: Environics, Millennium Poll, 1999
Societal involvement
Sustainable Consumption: Lessons for Marketing
It is becoming more and more evident thatconsumers are increasingly interested in ‘theworld behind the product’. A part from the priceand quality they want to know how and where andby whom the product has been produced
Dr Klaus Topfer, Executive Director, UNEP
…..Beyond the product
Sustainable Consumption: Lessons for Marketing
Sustainable Consumption: Lessons for Marketing
Source: The Centre for Sustainable Design
Environmental
CSR CR
Eco-efficiency?
Sustainability
Sustainable Consumption: Lessons for Marketing
CSR • Rising expectations• No universal definition• No ‘one size fits all’
- religion- traditions- culture
• Extent of boundaries (in society)• Drifting borderline• Right balance• Where does responsibility: start & stop?
Source: Bjorn Stigson, WBSCD GIN Conference, 2002
Sustainable Consumption: Lessons for Marketing
Sustainability Radar
A F
D
BE
C
Sustainable Consumption: Lessons for Marketing
• Market development• Customers• Legislation• Technology• Knowledge• Skills
Sustainability Trends Analysis (STA)
Sustainable Consumption: Lessons for Marketing
‘It takes 20 years to build a brand and 5 minutes to ruin it!’
Warren Buffet, Head, Berkshire Hathaway Group
Trends
Sustainable Consumption: Lessons for Marketing
Sustainable Consumption: Lessons for Marketing
• Develop a multi-functional group• Establish aims• Develop teams to discuss particular areas of opportunity• Evaluate opportunities
Sustainability ‘Opportunity Search’ Process
Sustainable Consumption: Lessons for Marketing
• Head in the sand• Defensive• Lip service• Knee-jerk• Piecemeal• Green-selling• Integrated sustainable marketing• Integrated organisational
Sustainable Marketing Strategies
Source: Adapted from K. Peattie, Greener Marketing 1992
Sustainable Consumption: Lessons for Marketing
• Planning• Product• Positioning• Pricing• Promotion• Place• Partnership
7P’s
Sustainable Consumption: Lessons for Marketing
• Intelligence• Informational• Involvement• Integration• Innovation
5I’s
Sustainable Consumption: Lessons for Marketing
Sustainable Consumption: Lessons for Marketing
Sustainable Consumption: Lessons for Marketing
Sustainable Consumption: Lessons for Marketing
BMW: Sustainable Value
Sustainable Consumption: Lessons for Marketing
It’s not the strongest species that survive,nor the most intelligent, but the onesmost responsive to change
Charles Darwin 1809-1882
Sustainable Consumption: Lessons for Marketing
Sustainable Consumption: Lessons for Marketing
Professor Martin CharterDirectorThe Centre for Sustainable DesignThe Surrey Institute of Art & Design, University CollegeFalkner RoadFarnhamSurreyGU9 7DSTel: 01252 892772Fax: 01252 892747email: [email protected]: www.cfsd.org.uk
Contact Details
Sustainable Consumption: Lessons for Marketing
www.cfsd.org.uk