Sustainable Marketing
Sustainable Marketing Triple Bottom Line
TBL or Green Mix: People, Planet, Profit: How to create value around these
Marketing: It’s about creating, communicating, deliver, value to the target market and earn profit. All about creating value to the stakeholders. Marketers don’t create need, the need is internal but they know how to target this need. They make people aware of their needs. The job is to turn the wants into needs. Ex of TBL: Lakefield Wind Project. People and Profit: New local jobs that bring revenue to the economy. Environment: Renewable enegy rather than fossils fuels.
Green Marketing
1- Green Marketing: All efforts to consume (raw materials), produce, distribute, promote, package, and reclaim (recycling) products in a manner that is sensitive or responsive to ecological concerns. 2- Green marketing management: The process of planning and executing the marketing mix to facilitate consumption, production, distribution, promotion, packaging, and product reclamation in a manner that is sensitive or responsive to ecological concerns. 3. Sustainability: “Development which meets the needs of the present without compromising the ability of future generations to meet their own needs”. Gro Harlem Brundtland (1983)
Sustainable Marketing
Sustainability takes place when all TBL overlap.
Why Green Marketing is important?
1. Environment • Fossil fuel consumption, coal for electricity, gasoline burned for automobile transportation, air pollution, water pollution, land degradation, endangered species.
2. Developing Economies • Low income, underdeveloped assets, and economic vulnerability • High dependence on the agricultural sector • Increased exposure to drought, intense storms, floods, and environmental stress • Increasing pressure on urban areas • Leapfrog antiquated operations with efficient and environmentallyfriendly designs 3. Consumers • Knowledge that they are doing their part to reduce climate change • Associated with
TBL or Green Mix: People, Planet, Profit: How to create value around these
Marketing: It’s about creating, communicating, deliver, value to the target market and earn profit. All about creating value to the stakeholders. Marketers don’t create need, the need is internal but they know how to target this need. They make people aware of their needs. The job is to turn the wants into needs. Ex of TBL: Lakefield Wind Project. People and Profit: New local jobs that bring revenue to the economy. Environment: Renewable enegy rather than fossils fuels.
Green Marketing
1- Green Marketing: All efforts to consume (raw materials), produce, distribute, promote, package, and reclaim (recycling) products in a manner that is sensitive or responsive to ecological concerns. 2- Green marketing management: The process of planning and executing the marketing mix to facilitate consumption, production, distribution, promotion, packaging, and product reclamation in a manner that is sensitive or responsive to ecological concerns. 3. Sustainability: “Development which meets the needs of the present without compromising the ability of future generations to meet their own needs”. Gro Harlem Brundtland (1983)
Sustainable Marketing
Sustainability takes place when all TBL overlap.
Why Green Marketing is important?
1. Environment • Fossil fuel consumption, coal for electricity, gasoline burned for automobile transportation, air pollution, water pollution, land degradation, endangered species.
2. Developing Economies • Low income, underdeveloped assets, and economic vulnerability • High dependence on the agricultural sector • Increased exposure to drought, intense storms, floods, and environmental stress • Increasing pressure on urban areas • Leapfrog antiquated operations with efficient and environmentallyfriendly designs 3. Consumers • Knowledge that they are doing their part to reduce climate change • Associated with