Green Marketing: Part 3

Why is marketing seen as bad?

• consumer influence: high prices, misleading (manipulation), planned obsolescence

• societal influence: environmental destruction, too few social goods, creation of new desires

What are the two groups of alternatives to mainstream marketing?

• Relationship marketing: focus on building + maintaining customer relationships (Loyalty/ Marketing)

• Macro Marketing: focus on addressing gaps between marketing and social/environmental realities

Name some examples for Macro Marketing!

Green Marketing, Social Marketing (using marketing for social change)

What is societal marketing?

Marketing that questions that satisfying individual needs leads to a better society; three goals should be accomplished: organizational, consumer + societal goals

What is eco-marketing?

marketing that focuses on showing the negative + positive impacts of marketing on social/natural environment (since 1970s)

What is the purpose of sustainability/green marketing?

building and maintaining sustainable relationships with customers and the social and natural environment

integrating sustainability into business models

What is sustainability/green marketing a combination of?

Modern marketing, Eco-/Ethical marketing, Relationship marketing

What does green marketing focus on now compared to the 1970s?

not just non-renewable resources, also loss of species, destruction of the ecosystem, poverty

What does John Grant define as sustainability?

ethics, way of doing things, emergency

What is the earth overshoot day?

the day, where humanity’s demand for resources exceeds what the earth can regenerate in a year

What are the planetary boundaries?

Nine planetary boundaries which we should stay in if we want humanity to continue to develop and thrive for generations to come

What happens when you cross a boundary?

this increases the risk of developing large-scale and irreversible environmental changes

Name a few of the 9 planetary boundaries!

• climate change: greenhouse gas emissions

• loss of biodiversity (species and ecosystems)

• ozone layer thinning

• land use change: using natural land for humans (building homes and cities etc.)

What is the difference between territorial and consumer based emissions?

territorial based emissions: only personally produced emissions inside a country (domestic production, transport)

consumer based emissions: all emissions from domestic consumption (incl. imports)

What are the areas of the highest environmental relevance?

• mobility: car fuel, car kilometers driven

• building & living: living space size + insulation compared to heating energy consumption

• nutrition: meat + dairy consumption

What is the Oslo Symposium on Sustainable Consumption?

= the use of products should benefit the current consumers without endangering the needs of future generations through toxic materials or waste emissions

What is SDG 12 about?

Responsible Consumption and Production

What is sufficiency? Name an example!

producing and consuming less to begin with, avoiding overconsumption + encouraging moderation

e.g. choosing to own less clothes rather than buying from slow-fashion brands

What is efficiency? Name an example!

doing more with less, focus on technological improvements that reduce resource use per output unit, important: avoiding rebound effect (people consume more bc its cheaper or greener)

e.g. producing energy-efficient appliances (LED-Lights, low energy washing mashines)

What is consistency? Name an example!

working with nature, not against it. Humans should work with planetary boundaries + natural systems. encourages renewable energy, regenerative practices

e.g. biodegradable packaging

Describe the importance of 'Sufficiency, Efficiency, and Consistency' in sustainability marketing with real-life examples.