Beyond green marketing

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Green marketing has been stained by exaggerated claims of superficial benefits to the environment – “greenwash” -- leaving a skeptical consumer public and drawing increasing regulation by the FTC. But consumers are looking for brands that share their social and environmental values and leading firms have taken much more substantive operational changes that offer new opportunities for credible, effective communications. The answer is a new approach based on authentic claims, transparent support of those claims and engaging directly with key audiences in a partnership around solutions. Jim Nail of Speaking Sustainability and Felice Kincannon will lead the discussion to provide a framework, show examples and discuss successful strategies for making sustainability a core element of your brand.

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Green Marketing The Good…the Bad… And Beyond S PEAKING S USTAINABILITY

Speakers S PEAKING S USTAINABILITY Jim Nail Speaking Sustainability Felice Kincannon

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Green Claims are Booming Source: The 7 Sins of Greenwashing TerraChoice, April 2009

History of Green Marketing S PEAKING S USTAINABILITY 1990 1994 A Short

History of Green Marketing S PEAKING S USTAINABILITY 1994 1996 2000 A Short

History of Green Marketing S PEAKING S USTAINABILITY 2010 A Short 2000

What’s Wrong with Green? ,[object Object],[object Object],[object Object],[object Object],S PEAKING S USTAINABILITY

Say it ain’t so…natural Active ingredient: Pyrethrin Though “natural”, pyrethrin is classified by the EPA as a “restricted use pesticide”

America’s Most Admired Companies The World’s Most Reputable Companies - Fortune -The Reputation Institute The Harris Interactive Reputational Quotient World’s Most Respected Companies -Harris Poll - Barron’s Top 10 Companies for Executive Women Top Companies for Women Executives - DiversityInc -NAFE 100 Best Companies for Working Mothers Top 50 Companies for Diversity - Working Mother - DiversityInc Energy Program of the Year Top Company to Work for in India -Platt’s Global Energy -Great Places to Work Institute MBA 100 Five Best Places to Work in Sweden - Fortune - Veckans Affarer and 10 more…

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What Went Wrong with Green? ,[object Object],[object Object],[object Object],[object Object],[object Object]

S PEAKING S USTAINABILITY Can Green Marketing be Fixed? FTC Green Guides increasing muscle General Benefits Certifications Degradable and Compostable Recyclable Renewal Materials/Energy Carbon Offsets

Can Green Marketing be Fixed? S PEAKING S USTAINABILITY

Marks & Spencer S PEAKING S USTAINABILITY

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Thank you! S PEAKING S USTAINABILITY Jim Nail [email_address] http:// speakingsustainability.com Felice Kincannon www.felicekincannon.com Q & A

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Purpose – The purpose of this paper is to analyse the impact of green marketing strategies on consumer purchasing patterns in Mauritius. The present research also explores the possibility of introducing greener patterns of consumption into contemporary lifestyles in the current context where green products are increasingly available. Design/methodology/approach – This paper reviews the theory of green marketing to identify how customers are persuaded to purchase greener products. It also reports the empirical results of a consumer survey on green marketing strategies by the questionnaire method. The survey questionnaires were administered to 150 respondents visiting various hypermarkets and supermarkets. The questionnaires were processed and analysed with the statistical programme SPSS, using descriptive, correlation and factor analysis. Findings – The findings provide some interesting clues regarding customers’ perceptions on environmental concerns and green products. Further findings suggest that most consumers have expressed a great interest in the protection of the environment and they are strongly concerned about the environment and its degradation. Hence, business executives should host workshops and seminars so as to educate customers on environmental protection and environmental‐friendly products. Results also indicated an overall positive correlation between effective green marketing strategies and customers’ purchasing patterns for green products. Therefore, there is a powerful urge for companies to promote green branding, eco‐labelling and green packaging strategies in order to encourage a greener pattern of consumption among consumers in Mauritius. Practical implications – The paper suggests a stepping approach to consumer purchasing patterns for greener products could be exploited more within consumer groups that have strong environmental concerns and beliefs in Mauritius. The results also offer precious knowledge on the effectiveness of green marketing strategies which can assist both private and public enterprises in developing and designing appealing green products that will be favoured by customers. Originality/value – Although green marketing has been an important research topic for several decades, hardly any research has been focused on the impact of green marketing strategies on consumer purchasing patterns in the context of developing countries. This paper has analysed the strength of environmental concerns and beliefs and has provided some insights on green marketing strategies and the various managerial implications have been fully addressed in order to favour the consumption of greener products in Mauritius.

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Beyond green marketing

1. Green Marketing The Good…the Bad… And Beyond S PEAKING S USTAINABILITY

2. Speakers S PEAKING S USTAINABILITY Jim Nail Speaking Sustainability Felice Kincannon

4. Green Claims are Booming Source: The 7 Sins of Greenwashing TerraChoice, April 2009

5. History of Green Marketing S PEAKING S USTAINABILITY 1990 1994 A Short

6. History of Green Marketing S PEAKING S USTAINABILITY 1994 1996 2000 A Short

7. History of Green Marketing S PEAKING S USTAINABILITY 2010 A Short 2000

9. The Language of Green Marketing

10. Say it ain’t so…natural Active ingredient: Pyrethrin Though “natural”, pyrethrin is classified by the EPA as a “restricted use pesticide”

11. The “Certification” of Green

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13. Highjacking the Concept

14. Nobody’s perfect DMDM hydantoin – antimicrobial formaldehyde releaser preservative

15. The k-cup dilemma: Fair Trade coffee vs. unrecyclable packaging

16.

17. S PEAKING S USTAINABILITY Can Green Marketing be Fixed? FTC Green Guides increasing muscle General Benefits Certifications Degradable and Compostable Recyclable Renewal Materials/Energy Carbon Offsets

18. Can Green Marketing be Fixed? S PEAKING S USTAINABILITY

19. S PEAKING S USTAINABILITY Beyond Green

20. Beyond… S PEAKING S USTAINABILITY Product Focus Business Focus Claims Perfection Goals Progress Brand image Transparency Solution Facilitator … Green Marketing… … Sustainability Communications … to…

21. Marks & Spencer S PEAKING S USTAINABILITY

22. S PEAKING S USTAINABILITY

23. S PEAKING S USTAINABILITY

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25. S PEAKING S USTAINABILITY

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27. Thank you! S PEAKING S USTAINABILITY Jim Nail [email_address] http:// speakingsustainability.com Felice Kincannon www.felicekincannon.com Q & A

Beyond green marketing

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