Sustainable Marketing Chapter 1 Flashcards

Fundamental concepts of sustainable marketing, including definitions of sustainability, reporting requirements like CSRD and NFRD, and business models such as circular economies and the Triple Bottom Line.

What is sustainability?

A: Sustainability is the long-term balance between environmental, social, and economic systems.

Example: A company protects nature, treats people fairly, and remains profitable.

What is sustainable development?

A: Meeting today's needs without making life harder for future generations.

Example: Using renewable energy instead of fossil fuels.

What is the difference between sustainability and sustainable development?

A: Sustainability is the goal; sustainable development is the process to reach that goal.

Example: Sustainability = healthy planet. Sustainable development = actions taken to get there.

What are the three pillars of sustainable development?

A: Environmental protection, Social equity, and Economic viability.

Example: Reducing emissions, treating workers fairly, and staying profitable.

What is meant by environmental protection in the context of sustainable development?

A: Protecting nature and natural resources for the future.

Example: Reducing CO₂ emissions.

What is social equity?

A: Making sure everyone has the same opportunities and is treated fairly.

Example: Equal opportunities and fair wages.

What is economic viability?

A: Running a business that can survive and make profits in the long term.

Example: A company earns profits while reducing waste.

What is Earth Overshoot Day?

Q: What is Earth Overshoot Day?

A: The day when we have used all the natural resources Earth can replace in one year.

Example: In 2025, Earth Overshoot Day was July 24.

Imagine Earth can grow 100 trees in one year. If people cut down 175 trees during the same year, they are using resources faster than nature can replace them.

🌍 Earth Overshoot Day is the day when the first 100 trees have already been used.

What does Earth Overshoot Day show?

A: We are using too many of Earth's resources.

Example: We would need 1.75 Earths to live this way forever.

What is ecological overshoot?

A: When people use resources faster than Earth can replace them.

Example: Using forests and water faster than they can recover.

Why is traditional marketing criticized?

A: It often encourages people to buy more things than they really need.

Example: Replacing a working phone with a newer model.

How does marketing influence consumers?

A: It influences people's choices, identity, and idea of happiness.

• Choices (what we buy)

• Identity (who we think we are)

• Happiness (what we think will make us happy)

Example: Buying products because they are trendy on social media.

Why do people buy things they do not need?

A: Promotion, convenience, boredom, identity, trends, social media, or low prices.

Example: Buying a third pair of headphones.

Why are sustainable choices difficult?

A: Sustainable choices are not always the easiest or cheapest option.

Example: Organic food often costs more.

What is a strategic marketing question regarding value and consumption?

A: How can companies create value without increasing consumption?

Example: Renting products instead of selling new ones.

What is the concept of services instead of products in sustainable marketing?

A: Creating value through services instead of selling more products.

Example: Spotify instead of buying CDs.

What does access instead of ownership mean?

A: Consumers use products without owning them.

Example: Car-sharing services.

What does a circular business model involve?

A: A business model where products are used again instead of being thrown away.

Example: Repairing your phone when it breaks instead of buying a new one.

🔄 Key ideas:

• Reuse = Use something again.

• Repair = Fix something when it breaks.

• Recycling = Turn old materials into new products.

What is greenwashing?

A: Making a company or product seem more environmentally friendly than it really is.

Example:A company says it is environmentally friendly but does very little to help the environment.

Why is greenwashing a problem?

A: It misleads consumers and reduces trust.

Example: A company claims a product is "eco-friendly" without providing evidence.

What is NFRD?

A: The Non-Financial Reporting Directive is an EU rule that requires large companies to report sustainability information.

Example: A company reports its CO₂ emissions, employee well-being, human rights policies, and anti-corruption efforts.

NFRD mainly covered large companies (500+ employees).

What areas must companies report on according to NFRD?

A: Environment, employees, human rights, social issues, and anti-corruption.

Example: Reporting CO₂ emissions, employee well-being, and anti-corruption policies.

What is CSRD?

A: The Corporate Sustainability Reporting Directive (CSRD) is an EU rule that makes more companies report sustainability information.

Example: A company must report its environmental impact, such as CO₂ emissions and sustainability goals.

CSRD expands the rules to companies with 250+ employees 2028 and later to some smaller listed companies from 2029

Why was CSRD introduced?

A: To make sustainability reporting clearer and require more companies to report it.

Example: Companies must report their environmental and social impact, not just their financial results.

What are the 2030 Sustainable Development Goals

A: The UN's 17 goals to make the world more sustainable by 2030.

Example: Goal 13 focuses on climate action.

What are the four main aims of the SDGs?

A: End poverty, reduce inequality, promote peace and justice, and solve the climate crisis.

Example: Helping poor communities while protecting the environment.

Why are SDGs important for companies?

A: Many companies use the SDGs to guide their sustainability work.

Example: A company sets climate goals that support SDG 13 (Climate Action).

What is the definition of marketing?

A: Creating value for customers and meeting their needs.

Example: Promoting a product that solves a customer's problem.

Creating, communicating, delivering, and exchanging value

What are the main goals of marketing?

A: To create value, satisfy customers, build relationships, and increase sales.

Example: A company builds customer loyalty through good service.

Why is sustainability important for marketing?

A: Marketing can encourage people to make more sustainable choices.

Example: Encouraging consumers to buy durable products instead of disposable ones.

What is the Triple Bottom Line?

A: A business should balance:

• Economic sustainability = making profits in the long term.

• Environmental sustainability = protecting nature and resources.

• Social sustainability = treating people fairly and meeting their needs.

Example: A company reduces emissions, treats employees fairly, and remains profitable.

Why is sustainability marketing called an oxymoron?

A: Because marketing often encourages people to buy more, while sustainability focuses on using fewer resources.

Example: A company can either encourage customers to buy new clothes every month or repair and reuse the clothes they already have.

What are Scope 1, 2, and 3 emissions?

A:

• Scope 1 = Emissions the company creates itself.

• Scope 2 = Emissions from energy the company buys.

• Scope 3 = Emissions from suppliers, products, and customers.

Example:

• Scope 1 = Company trucks.

• Scope 2 = Office electricity.

• Scope 3 = Emissions from making and using the company's products.

Q: What did Bartels argue about marketing?

A: Marketing should help society, not just make profits.

Example: Companies should balance business success with environmental and social responsibility.

What is a sustainability trade-off?

A: When something good also creates a problem.

Example: Air travel helps people connect but creates pollution.

Q: What is the difference between weak (soft) and strong (hard) sustainability?

A:

• Soft sustainability = It is okay to harm some nature if it helps people or society.

• Hard sustainability = Some parts of nature should never be harmed because they cannot be recovered.

Example:

• Soft: Cutting down trees to build homes.

• Hard: Protecting endangered animals from extinction.

Q: What is Fit for 55?

A: An EU plan to reduce greenhouse gas emissions by 55% compared to 1990 levels.

Example: The EU promotes renewable energy and cleaner transport to reduce emissions.