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Sustainability in Marketing & Consumption

Sustainability in Marketing & Consumption. Mgmt 510, Spring 2010. Sustainable Production & Consumption from a Business Perspective.

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Sustainability in Marketing & Consumption

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  1. Sustainability in Marketing & Consumption Mgmt 510, Spring 2010

  2. Sustainable Production & Consumption from a Business Perspective Sustainable production and consumption involves business, government, communities and households contributing to environmental quality through the efficient production and use of natural resources, the minimization of wastes, and the optimization of products and services. The WBCSD recognizes the need for business to take a leadership role in promoting sustainable patterns of production and consumption that meet societal needs within ecological limits. Business can best work towards these goals through responsible environmental management, enhanced competitiveness and profitable operations. WBCSD (World Business Council on Sustainable Development) Policy Statement, May 1995 Source: WBCSD, Sustainable Production & Consumption from a Business Perspective,1997

  3. Working definition of sustainable production & consumption “The use of goods and services that respond to basic needs and bring a better quality of life, while minimizing the use of natural resources, toxic materials and emissions of waste and pollutants over the life cycle, so as not to jeopardize the needs of future generations.” United Nations Commission on Sustainable Development (UNCSD), Symposium on Sustainable Consumption, Oslo, 1994

  4. Two Perspectives on Marketing “The purpose of marketing is to sell more stuff to more people more often for more money in order to make more profit.” -- Sergio Zyman, past VP Mktg, Coca-Cola VS. “Two key elements of building a brand – it’s marketing that people choose to engage with and marketing that itself improves people’s lives.” -- Pierre Ferrari, past VP Mktg, Coca-cola North America

  5. Manufactured Demand Annie Leonard’s new effort, The Story of Bottled Water www.storyofbottledwater.org

  6. Consumer Decision Making Financial, Social and Environmental Criteria • A complex process affected by different and sometimes competing motives and criteria: Self-interested motives • Criteria: price, quality, individual taste, life-style Unselfish motives • Criteria: culture, self-identity, social pressure, environmental and social concerns

  7. Certifications & Eco-Labeling

  8. Source: Terrachoice Environmental Marketing, http://www.terrachoice.com/

  9. The Gort Cloud Richard Seireeni - Coined this term to describe the vast and largely invisible network of NGOs, trendspotters, advocacy groups, social networks, business alliances, certifying organizations, and other members of the green community that have the power to make or break new green brands. http://www.thegortcloud.com/index.html

  10. Greenwashing Green∙wash (gren’wosh’,-wôsh’) – verb: the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service. Terrachoice Environmental Marketing

  11. Resources to help companies be more authentic in marketing • Greenwashing Index: http://www.greenwashingindex.com Collaboration between Enviromedia, a marketing company based out of Austin, TX, and the University of Oregon's School of Journalism & Communication • Terrachoice’s “7 Sins of Greenwashing”

  12. Resources to help consumers make more informed decisions • Federal Trade Commission - http://www.ftc.gov/bcp/edu/microsites/energy/about_guides.shtml • www.goodguide.com • www.cosmeticsdatabase.com (EWG)

  13. Wal-Mart’s Sustainability Index “The index will bring about a more transparent supply chain, drive product innovation and, ultimately, provide consumers the information they need to assess the sustainability of products. If we work together, we can create a new retail standard for the 21st century.” Mike Duke, President and Chief Executive Officer, Wal-Mart Stores, Inc. Walmart Sustainability Milestone Meeting, July 16, 2009

  14. Wal-Mart’s Sustainability Indexhttp://walmartstores.com/Sustainability/9292.aspx Step 1: Supplier Sustainability Assessment Completed Fall of 2009 Step 2: Lifecycle Analysis Database Will be developed by the Sustainability Index Consortium, which is a consortium of universities that will collaborate with suppliers, retailers, NGOs and government bodies to evaluate lifecycles of different products, from raw materials to disposal Step 3: A Simple Tool for Customers Final step in the process will be provided to consumers at point of purchase in order to inform their decision making.

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