Sustainable Marketing

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Sustainable Marketing
Presented by Emma Williams CSR Communications
Manager
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Toolbox Tuesdays and Thursdays
On the 4th of December 2008 CSR Europe launched
20 CSR Tools which were the compilation of 18
months of work by CSR Europe, its Members and
Partners and the European Alliance for CSR
through the CSR Laboratories. CSR Laboratories
are action oriented projects with the objective
of bringing together business practitioners and
stakeholders to share experiences and expertise
to address key socio-economic challenges. CSR
Europe has now launched Toolbox Tuesdays and
Thursdays as a new service to its Members and
National Partner Organizations. The purpose of
these conference calls is to give CSR Europe
Members and NPOs a light informal training on
the individual CSR Tools launched as part of CSR
Europe's Toolbox in December 2008.
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Sustainable Marketing
22 of Germans and Spanish take environmental
aspects of products into account when shopping
In the UK, ethical consumer spending grew more
than threefold between 1999 and 2006, from 9.6 to
32.2 billion GBP
4 Ps for 3Ps. The Laboratory aims to provide
marketers with both basic and more advanced tools
to put sustainable marketing into practice.
the Tool (http//www.csreurope.org/data/files/to
olbox/Sustainable_marketing_Guide.pdf)
The business case for sustainable marketing
concrete benefits to the company and quantitative
data from consumers across Europe A toolkit
with practical tools ranging from basic
sustainable marketing audits to advice on
embedding sustainability within the company An
online 3D game enabling marketers to put
themselves in the shoes of consumers to help
start brainstorming on how to more efficiently
communicate the environmental aspects of the
products to consumers Read about this tool at
www.csreurope.org/toolbox/sustainablemarketing
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How to Link.....
The process of planning, implementing and
controlling the development, pricing, promotion
and distribution of products in a manner that
satisfies the following three criteria (1)
Customer needs are met (2) organisational goals
are attained, (3) the process is compatible with
ecosystems. Donald Fuller (1999)
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Excuses, excuses, excuses...
Its up to Government to clean up the
environment.
Consumers want these products - who am I to
say otherwise?
My job is to sell products not save the world!
I dont have time!
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What can Marketers do?
It is simply about Looking at your products
and or services, assesing how they impact the
environment and then taking steps to minimise
those impacts

Concerns about social and environmental issues
provide opportunities for brands to connect with
their consumers at a deeper level and, in doing
so, gain competitive and sales advantage. Patric
k Cescau, CEO of Unilever
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....and for the first step
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The Consumer wants action
In 1999, ethical consumers spent a total of 9.6
billion. By 2006, this had grown to 32.3
billion.
Europe, as a whole, is changing its attitude
toward sustainable purchasing. 22 of Germans
and Spanish purchase sustainably With this figure
increasing to 33 for Italians and French
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More Facts Figures
43 - the percentage of consumers who consider
product information on packaging very important
when judging companies
66 - the number of US consumers that
have considered switching brand due to issues of
CSR
17 - the increase in 2007 of ethical food and
drinks in the UK, up from 4.1 billion to 4.8
billion
20 - the growth in clothing boycotts in 2007 to
reach 338million
81 - the increase in UK household spending in
line with ethical values from 2002-2007. Up from
spent 664 in 2006 compared with 366 in 2002
a1 increase
21 - the percentage of consumers that not only
say they are willing to pay more for ethically
produced and environment-friendly products but
actually do buy these products.
227 billion - the size of the US market for
ecological products
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What can Sustainable Marketing do for my
business?

• Differentiate the Brand
• Mitigate Risks Identity Opportunities
• Create New Market Opportunities Win New
  Business
• Increase Customer Retention Brand Loyalty
• Drive Innovation and Creativity
• Protect Reputation Build Strong Brands
• Delight Customers
• Motivate Employees
• Save Costs
• Retain the Best Staff
• Attract Investment
• Head-off Potentially Restrictive Legislation

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What can Sustainable Marketing do for my
business?

• Create new market opportunities win new
  business
• Cannons Green Calculator
• Build Strong Brands
• Innocent
• Drive innovation and creativity
• Sony Playstation
• Delight customers
• PG
• Save costs
• O2 and Nokia
• Retain the best staff
• BT
• Attract investment
• Coca Cola

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Reputation Killers Things to Avoid

• Green Washing
• Over- Packaging

• Consumer Distrust
• Boycotts
• Consumer Backlash

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The Sustainable Marketing Toolkit
Download the booklet from www.csreurope.org/sust
ainablemarketing
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A Virtual Shopping Experience

• Set in a shopping mall, the game puts the
  marketer in the shoes of the consumer during a
  virtual shopping experience.

The Game is a brainstorm started How
to help consumers shop for more environmentally
friendly products?
Game developed by Dassault Systèmes
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Lets make it easier for consumers.

• Environmental criteria can be a part of
  consumers choice of product

In view of the amount of information that
consumers must deal with
The environmental criteria should be clearly
communicated
http//www.csreurope.org/sustainablemarketing_game
/
Game developed by Dassault Systèmes
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and remember
For more information http//www.csreurope.org/
pages/en/sustainable_marketing.html
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Sustainable Marketing Laboratory Contact Details
Emma Williams CSR Communications Manager
BT emma.2.williams_at_bt.com
Ann Vandenhende Senior Director Products and
Services CSR Europe av_at_csreurope.org
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European Toolbox Roadshow
From February 2009-January 2010, CSR Europe will
be coordinating in cooperation with National
Partners, national sessions in various geographic
areas in Europe as part of a wider European
Toolbox Road show. The objective is to further
disseminate the laboratory tools, as well as to
equip companies and stakeholders participating in
national sessions with relevant, useful and
practical CSR tools. Further Information
www.csreurope.org/pages/en/roadshow.html
.Sustainable Marking Tool
The Sustainable Marketing Tool will be presented
at the following National Sessions Hungary (14th
of May, 2009, 1330 1500) Italy Austria