Research suggests that events are target by governments as
a way to reach public and influence attitudes (AGreenerFestival. n.d.).
Sustainability values, therefore can be a successful differentiator. Many
marketers and festival organizers find that integrating sustainability values
into a brand can contribute to market growth (Marketing and Sustainable
Development. n.d.), preservation of license to operate, enhanced brand value and
reputation, customer attraction and retention to name a few (Sustainable Event
Solutions. n.d.).
Marketing is central to global society and when harnessed
responsibility can encourage to recycle, reuse, save energy and support good
causes (Gordon, Carrigan and Hastings 2011, 144). The sustainability approach
adopts a holistic, integrated view of marketing, considering social equity,
environmental protection, and economic livability (Jamrozy 2007, 117).
The challenge however, lies in a resulting deluge of
skepticism - dubbed as ‘green wash’ (Ottman, 2011) due to a lack of awareness,
understanding and trust about sustainability issues within consumers (Gordon,
Carrigan and Hastings 2011, 145).
Marketing managers struggle to translate sustainability ideas
in viable propositions. Sustainable marketing is viewed as an oxymoron and
marketers have often faced criticism for being part of the problem – for
encouraging unsustainable patterns of consumption (Marketing and Sustainable
Development. n.d.). Telling people they can no longer drive everywhere or
consume as they see fit is undoubtedly popular. The important message to
deliver is that seeking more resource efficient ways of meeting our needs and
aspirations does not mean a reduction in well being (Gordon, Carrigan and
Hastings 2011, 146)
As mention above, can we claim that sustainable marketing has two main objectives with respect to environmental and social sustainability. First, sustainable marketing means marketing in a sustainable manner. Second, sustainable marketing means marketing sustainability---as a concept, a cultural value, and a set of practices. Marketing that promotes a company's sustainable initiatives serves as a bridge between corporate responsibility and profitability.
ReplyDeleteI agree with you there.
DeleteIn todays world, sustainability is and is becoming a big issue to many consumers, and by marketing sustainability initiatives it brings about a more positive brand image, brand loyalty, which in turn, as you said, brings in more profitability.
At first, I like the way you put all the different articles together. Secondly, as you mentioned sustainable marketing is viewed as an oxymoron. Needless to say, it is true. Because, basically marketing is about selling people more. Marketing is a set of skills that generally enable companies to sell more products to as more people as they can and to get a greater market share. So marketers normally don’t care what kind of products are being sold and sold to whom in what marketplace. However, sustainability development it can be understand as consuming in more environmentally and socially responsible ways, from somehow it means consuming less. So how to make sustainable marketing work, I believed marketing innovation is a good way. For example, Toyota is now using a newly developed bio-plastic made from sugar cane in the production of car interiors. Because in today’s uncertain world, we might ask ourselves about the impact of the environment, then an environmental friendly product is more popular to customers.
ReplyDeleteI agree with you that innovation is a good way, but sometimes, the best innovation can also come by using what is around you. This is not to say that companies shouldn't look into other methods to continuously improve, but make sure that those innovations are truly sustainable in every aspect, not just one.
DeleteBelow is a link that shows some sustainable product innovations on everyday products:
http://www.pg.com/en_US/sustainability/environmental_sustainability/products_packaging/sustainable_innovations.shtml
An example listed was the
Olay New Pump - a popular beauty line for women.
Total Effects, Olay’s top-selling line of anti-aging moisturizers, is introducing an improved pump design that is expected to save 800,000 pounds of plastic a year—equivalent to the weight of a Boeing 747.
Other products involved are Ariel Washing Powder, Tide Washing Powder, Olay Packaging and much more.
Although these make small changes to the look of the product, the quality hasn't changed and these small changes are making a big difference.
In the case of the Glastonbury Festival, there practices may not seem as innovative now as a lot of people have began to follow in this trend but at the time when they started the Festival, it was one of it's kind.
We can even argue that it still is,as they are working with many environmental organisations to make sure that they stay sustainable and keep improving on their sustainable practices.
We can also presume that around 90% of the 140,000 attendees either are environmentally conscious and are doing something about it, or have now been exposed to ways on how to be environmentally conscious due to the atmosphere around them.
I guess marketers are more interested in conventional research into consumer behaviour, pricing models or new product innovation than sustainability marketing. With the popular of social media nowadays, it would be good if people share interest in sustainability marketing use the list serve, youtube video and the Facebook group to share insights, information and opinions. If we all do that, sustainability marketing will start to feel much more like a communal effort. Then people will be easy to get more involved in sustainability marketing issues in an effective and rapid way.
ReplyDelete