short BUDAPEST CLASS 2 Green Marketing OCTOBER2024 sHORT.pptx

Gloria Aznar

Budapest October 2024

Marketing Green

start

Video

interactive questions

green branding

CONTEXT

Interactive question

Conclusions

recommended readings

birth of green marketing

why green marketing

starategy

EXAMPLES

wHY

difficulties

What is green marketing

Index

CONTEXT

1. PLASTIC

Around 0.5% of plastic waste ends up in the ocean. The world produces around 350 million tonnes of plastic waste each year. Estimates BY 2050 MORE PLASTIC THAN FISH

2.Greenhouse Gas emissions

Global Greenhouse Gas (GHG) Emissions: GHG emissions reached 59 gigatonnes of CO2 equivalent in 2019, which is 54% higher than in 1990. To meet the 1.5°C global warming limit set by the Paris Agreement, GHG emissions need to peak before 2025 and decrease by 43% by 2030​

3. Socialbeings

Air pollution is responsible for approximately 7 million premature deaths annually, according to the World Health Organization (WHO). It is linked to respiratory diseases, heart disease, stroke, and lung cancerto interact with each other.

4. CO2 emissions

As of 2022, global CO2 emissions were approximately 36.8 gigatonnes (Gt), which represented an increase from previous years despite efforts to curb emissions​

CONTEXT

A more sustainable context SUSTAINABLE: With conditions to be mantained or preserved

Now

CONTEXT

Now

CONTEXT

Now

Embedded Content

Social Media

Music

Map

ACTIVITY KAHOOTgoing green OR...

It follows the same logic as Green Marketing, but instead of focusing on products, services or actions, it tries to leverage the sustainable image of the entire brand.

Green Branding

WHY

Why Green Marketing

• Addressing Global Challenges
• The Consumer is demanding it
• Brand Loyalty and Reputation
• Regulatory Compliance and Risk Management
• Cost Savings and Operational Efficiency
• positive Environmental Impact

WHAT IS GREEN MARKETING

Sustainable Productiont

Eco-Friendly ProductsPackagingTransparencyCertification

Green marketing

It refers to the promotion of products or services based on their environmental benefits. It involves strategies that highlight how a business's offerings are eco-friendly, sustainable, and contribute to the preservation of the environment. This form of marketing can encompass product design, production methods, packaging, and even how a company manages waste and energy use.

+ info

WHAT OTHER NAMES?

- Always cite the author

EXAMPLES

Unilever

Patagonia

Examples of green marketing?

ACTIVITY:

BIRTH

Marketing Green

start

Birthday Green Marketing

The 1960s proved to be the origins of the Green Movement, from Rachel Carson’s Silent Spring to Ralph Naders Unsafe At Any Speed. he late 1980s marked the first phase of green marketing when the concept of “green marketing” was first discussed. The first phase was termed “Ecological” green marketing.Many of today’s auto pollution and safety features, including emission reductions, catalytic converters, seat belts, and air bags are a direct result of Nader’s work.

STRATEGIES

- In this eco-friendly marketing universe, slogans like “Reduce, Reuse, Recycle” are more than catchphrases; they’re guiding principles. Green marketing doesn’t just make you want to buy a product; it inspires you to be a part of a global movement toward a cleaner, greener world.

PRODUCT

4 P´S

Eco-Friendly Design: Products that are designed for longevity, recyclability, or minimal environmental impact.Certifications: Labels like organic, fair trade, or energy-efficient can enhance product credibility and appeal to eco-conscious consumers.Example: Brands like Patagonia focus on sustainable materials and ethical production practices, promoting their commitment to the environment as a key product feature​F

product itself should have environmentally friendly attributes. This can include:Sustainable Materials: Products made from recycled, organic, or renewable materials.

Growing popularity of products "marketed" as green

46%

approximately 46% of global consumers purchased at least one sustainable product in 2023. Green products are no longer niche, with consumer demand coming from mainstream audiences rather than just environmentally-conscious activists. ver, many consumers are willing to pay up to 27% more for products that meet their sustainability expectations​

PRICE

4 P´S

E.Example: IKEA offers products that are both affordable and sustainable, balancing eco-friendliness with price competitivenesss.

Pricing strategies in green marketing can vary:Premium Pricing: Eco-friendly products may be priced higher due to sustainable sourcing and production costs, appealing to consumers willing to pay more for sustainability.Competitive Pricing: Some brands may choose to price their green products competitively to attract a broader customer base.Value Communication: Highlighting the long-term savings associated with energy-efficient products can justify higher initial costs

Willingness to pay more

27%

Many consumers are willing to pay up to 27% more for products that meet their sustainability expectations​

PLACE

4 P´S

Distribution channels in green marketing should reflect sustainability:Sustainable Retailers: Partnering with retailers that prioritize sustainability in their operations and supply chains.Online Platforms: E-commerce options that minimize carbon footprints through efficient logistics.Local Sourcing: Emphasizing local production to reduce transportation impacts and support local economies.

Many green brands, such as BiOrganik, focus on local markets and eco-friendly retailers to strengthen their community ties and reduce their environmental impact.

PROMOTION

4 P´S

Promotional strategies should effectively communicate the sustainability aspects of products:Educational Campaigns: Informing consumers about the environmental benefits of products and the company's sustainability efforts.Social Media: Utilizing platforms to engage consumers with interactive content that highlights eco-friendly practices and product benefits.Cause Marketing: Aligning with environmental causes or initiatives to enhance brand reputation and resonate with eco-conscious consumers.

Coca-Cola promotes its sustainability initiatives through various marketing campaigns that focus on recycling and reducing plastic waste.

ACTIVITY IN CLASS

How do you harness the dark arts of marketing for good? With climate change still being such a polarising issue, is there a better way we can cut through and encourage more people to become climate advocates?

Greenwashing refers to the practice where a company misleadingly promotes itself or its products as environmentally friendly, when in reality, its environmental impact is minimal or negative. This is typically done to attract eco-conscious consumers without making genuine efforts to improve sustainability

DIFFICULTIES

- GREEN WASHING

Unfortunately, greenwashing practices have been increasingly identified. Example: Procter & Gamble's paper roll, which supposedly contained recycled material, but the only part that was actually recycled was the cardboard backing.

Greenwashing

Volkswagen's Dieselgate Scandal

DIFFICULTIES

H&M's Conscious Collection:

DIFFICULTIES

BP's "Beyond Petroleum" Campaign:

DIFFICULTIES

How to identify?

Greenwashing

YES

Is this green washing?

• A plastic package containing a new shower curtain is labeled “recyclable.” It is not clear whether the package or the shower curtain is recyclable. In either case, the label is deceptive if any part of the package or its contents, other than minor components, cannot be recycled.

Interactive Question

Interactive Question

Interactive Question

Interactive Question

Conclusions Circular Economy

• The circular economy emphasizes resource efficiency by reducing waste and keeping materials in use for longer.
• Sustainable product design in the circular economy ensures items are durable, repairable, and recyclable.
• It offers both economic and environmental benefits by lowering resource extraction and pollution.
• The model shifts from ownership to access, promoting shared and service-based consumption.
• Achieving a circular economy requires collaboration across industries and systemic changes in policies and behaviors.

Animate your content and take it to the next level

Conclusions Agenda 2030

• Agenda 2030 aims to achieve sustainable development by addressing global challenges like poverty, inequality, and environmental degradation.
• It includes 17 Sustainable Development Goals (SDGs) that focus on areas such as health, education, and climate action.
• The agenda promotes economic growth that is inclusive, equitable, and environmentally sustainable.
• Collaboration between governments, private sectors, and civil society is essential to achieving the SDGs.
• Agenda 2030 emphasizes the importance of global partnerships and shared responsibility for a sustainable future.

RECOMMENDED READINGS

05

irCircular economy

https://www.ellenmacarthurfoundation.org/

06

nderstanding plastic

https://www3.weforum.org/docs/WEF_The_New_Plastics_Economy.pdf

07

Visual beings

https://youtu.be/HCGzK4XCAl0.

08

NUN On cirular economy

https://climatepromise.undp.org/news-and-stories/what-is-circular-economy-and-how-it-helps-fight-climate-change

Thank you for your attention!

Step 8

And add a topping: give it interactivity and animation.

Use this space to highlight super-relevant data.

Write a great headline

Write a great subtitle here to provide context

Use this space to add some great interactivity. Include text, images, videos, tables, PDFs... even interactive questions! Premium tip: If you want to understand how your audience interacts, remember to enable user tracking in the Analytics preferences.Let the communication flow!

Step 7

Make numbers stories with graphics.

Step 6

Telling stories with order and hierarchy is essential.

Step 5

Icons are always good allies.