best practices in sustainability marketing irc conference

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Sustainability Marketing

A Guide to Success with Sustainability

2Sustainability Marketing v1.0 Rev04162015

© 2015 Purdue Research Foundation

Agenda Introduction to Sustainability Understanding the Market

2

Agenda



Current Industrial Cycle: Linear



“Meeting the needs of the present without compromising the ability of future generations to meet their own needs.”- UN General Assembly, Report of the World Commission on Environment and Development

Sustainability

"In every deliberation, we must consider the impact on the seventh generation..." – The Constitution of the Iroqouis Nations

"able to last or continue for a long time" – Merriam Webster



Sustainability Core Concepts1. Sustainability “Triple Bottom Line”2. Environmental WASTE Categories3. 4R WASTE Hierarchy4. WASTE Inputs & Outputs



People

ProfitPlanet

Sustainability = delicate balance of all three factors in the Triple Bottom

Line

Sustainability



4R WASTE HierarchyMost desirable

Least desirable

4Rs

RefuseReduceReuse

RecycleEnergy Recovery Disposal



Why Sustainability?

http://www.greenbiz.com/blog/2014/04/17/eu-law-big-companies-report-sustainability



Business TrendsBeat your competition to the punch! “It’s the ratchet effect,” said Nigel

Hollis, chief global analyst at brand consultancy Millward Brown. “Once one brand in a category

incorporates sustainability in a way that benefits the consumer at a fair price, it is tough for competitors not to respond in kind.”



Business TrendsMarket distinction can lead to… New growth opportunities &

segmentation strategy Niche markets Government Grant funding



Business Trends- Europe 2014 - new law requires EU’s biggest

companies to include sustainability factorsas part of their annual financial report

Affects public companies with over 500 employees

Required to include information on their supply chains




Business Trends- Global As of 2011, 95% of the world's largest 250

corporations produce annual sustainability reports

86% of the largest U.S. companies report on sustainability




Sustainability Drivers Why do companies choose to pursue

sustainability?



Business Survey



Consumers



Consumers Consumers now

recognize green labels More options than ever

to obtain green seals & sustainability certifications



Consumers

66% of consumers prefer to buy products and services from companies that have implemented programs to give back to society

Source: www.Nielsen.com



Consumers More than half of all

consumers globally say they are willing to pay extra for products and services from sustainable companies

Source: www.Nielsen.com



Consumers 32% of Americans’

purchase decisions are partly dependent on the packaging.

They check the labeling before buying to ensure the brand is committed to positive social and environmental impact

Source: www.Nielsen.com 2015



Consumers 29% of Americans’

rely on family & friends to ensure a brand is committed to positive social & environmental impact

Source: www.Nielsen.com 2015



Consumers Consumers are more likely to adopt environmentally responsible

behaviors if both cost-efficient and convenient.

Source: http://www.saiplatform.org/uploads/Modules/Library/WBCSD_Su

stainable_Consumption_web.pdf



Getting Started Understand where you are now

Are you tracking already? Do you have a Sustainability Initiative? Is there a team or committee? Have there been efforts in the past? If so, why

didn’t they succeed (changing culture, cost?) What is your current company culture? What are your goals and vision for the future? Consider surveying employees and/or customers



Green Teams….getting started1. Secure Support from Management2. Form a Team3. Develop a Plan

Support

StrategyStructure

Getting Started



Vision. Be clear, actionable and global. Endorsement. Get adoption and action from senior

leadership. Strategy. Focus on outward messaging and

consistent cause messaging. Accountability. Use key performance indicators,

internally and externally. Measurement. Quantify program outcomes and

return on investment consistently across markets.

Getting Started



Getting Started Verify Results

Be careful not too overinflate claims or extrapolate Consider external verification for new claims Business mentors are great critiques! Consider getting certifications or endorsements

to gain credibility with new sustainability initiatives (BIFMA, etc.)



Getting Started Share your Success!

Early, small achievements are key to engagement

Newsletters, flyers, company meetings are all great opportunities to let employees know what the company is working towards

Engage your community and get media coverage!



Third Party Reporting

Source: 2014



Thank you!

best practices in sustainability marketing irc conference

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