MKTG 405

Green Marketing and

Sustainability
2016

Dr. Mary McKinley

First a little history

Economic Development
Sustainable
Development/Sustainabil
ity
Green/Sustainable
Marketing
 ECONOMIC DEVELOPMENT
Became popular in 1950s

The hope was that :

Universal prosperity is
possible

Its attainment is possible

on the basis of the
materialist philosophy
"enrich yourselves"

This is the road to peace

 Growth and Limits

The Limits to Growth is a 1972 book

modeling the consequences of a rapidly
growing world population and finite resource
supplies, commissioned by the Club of Rome.
Dr. Dennis Meadows

Its authors included

Dr. Dennis
Meadows who
updated it 20 years
later in Beyond
the Limits and
again in Limits to
growth: the 30-year
update
The message changes

Meadows says: In 1972, we talked about

"how to slow growth".

In the 2004 book,Limits to growth: the 30-

year update, the message has changed.
Meadows explained: "Now we must tell
people how to manage an orderly reduction
of their activities back down below the limits
of the earth's resources.."
 Sustainable Development
Sustainable development is development that meets
the needs of the present without compromising the
ability of future generations to meet their own needs.
(Brundtland, 1987)

It contains within it two key concepts:

1. the concept of `needs', in particular the essential needs of

the world's poor, to which overriding priority should be given;
and

2. the idea of limitations imposed by the state of

technology and social organization on the environment's
ability to meet present and future needs.
UN World Commission on Environment and Development Our Common Future 1987 (the Bruntland report)
 Sustainable Development

This is not a 'zero growth' agenda!

The goal is to ensure that economic growth will not be

self-defeating because its results lead to environmental
or social crises.

It means solutions that are

economically efficient,
socially equitable and
ecologically sustainable.
What does sustainability entail?
The Triple Bottom Line
 Vital trends...

Global stresses in the last 40 years:

Population pressure - more than 3 billion

more people than in 1980
Decline in:
Soil Water
Wildlife Fish
SOIL
Around 2 billion hectares of soil, 15% of
the Earth's surface, is now classed as
degraded by human activities
WATER

About half the world's rivers are seriously depleted and

polluted. Serious water shortages were affecting 40% of
the world's people by the mid-1990s and getting worse. 7
million people die every year from water borne diseases,
most of them under 5 years old.
WILDLIFE

Nearly 25% of mammal species and 12% of birds

are regarded as globally threatened today
FISH

Thirty per cent of global fish stocks are

defined as depleted, over-exploited, or
recovering from over-fishing Help!
Businesses have unparalleled ability to innovate and to
steer behaviour and capital flows -- in the right
directions. They should do even more to support green
technologies and make them one of tomorrow's growth
industries.
Millennium Development Goals

Source: UNDP

2012 John Wiley & Sons Ltd. www.wiley.com/college/belz

2030 Sustainable Development Goals
Say they are particularly
worried about
environmental issues.
As far as Im
concerned, these are
crucial issues. Im
aware of these issues
and Im interested in
them.
Base : 300 (Brand For Good
Study Added Value 2007)
 Green Marketing

Responsible marketing processes

that identify, anticipate and and
satisfy stakeholder requirements,
for a reasonable profit, without
adversely affecting human well
being or natural environment
Understanding the
consumer
Id like to end poverty,
stop violence and racism,
and get to
Id like ridend
of pollution.
poverty and hunger,
Everyone should be equal.
stop violence,
get rid of pollution.
Everyone should be equal.

I want to dress in the nicest clothes,

drive a great car, own on the latest
mobile phone, and live on junk food without
getting fat

Source: McCann-Erickson
AMA definition of marketing pre/post 2008

Then: Marketing is an organizational function

and a set of processes for creating,
communicating, and delivering value to customers
and for managing customer relationships in ways
that benefit the organization and its shareholders.
Now: Marketing is the activity, set of institutions,
and processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and society
at large.
Small changes make big
differences

Depicts two million plastic beverage bottles, the

number discarded in the US every five minutes.
Artist, Chris Jordan
(http://www.chrisjordan.com/gallery/rtn/#pla
stic-bottles)
The alternative?

Refillable non-plastic containers

In restaurants, filtered water in a carafe,

sparkling or still

Just say No to beverages in plastic

bottles
Funds using social criteria have more
than doubled in size over the last 10
years.
Funds in Ethical Investment have
lost less than others
Avoiding tobacco stocks is the No. 1
approach used by socially responsible
investment funds.
 Myths and fallacies are
long lasting...

meeting environmental standards adds to costs

WRONG
being proactive makes you uncompetitive
WRONG
everything is going well, why bother?
WRONG
but the time has come
for new values and beliefs

Sustainability marketing brings business

opportunities
Investments in sustainability are productive
investments, not penalties
Protecting shareholder value means market
leadership!
In conclusion

Sustainability marketing is good for you,

for society and for the planet
One person (x 1 billion) can make a
difference
Leaders in the change today will be
tomorrows winners