We explore conventional marketing through the lens of the UN's Sustainable Development Goals (SDG). Small groups were assigned an SDG and identified how marketing is a help and a hindrance to the goals of the SDG. The objective is to understand the benefits and weaknesses of conventional marketing and seek to identify ways to improve the practice of marketing to realize business and societal goals.

1. The Problem
with
Marketing –
Part 2
BA 442: SUSTAINABILITY
BEHAVIOR OF CONSUMERS,
FIRMS, AND SOCIETIES

2. The Problem with
Marketing:
Socio-Ecological
Problems
Sustainable Consumer
Behavior
Sustainability Marketing Values &
Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior
Goal of BA442:
provide students with
the knowledge to
enhance sustainable
behaviors in firms,
among consumers, and
in society at large.

3. WHAT IS MARKETING?
Creating, communicating and
delivering value to a target market at
a profit.
“CCDVTP”
-Philip Kotler

4. WHAT IS MARKETING?
1. Target market _______________
2. What job does chocolate do for
them? (Clay Christenson, Harvard)
3. What kind of chocolate product
must we deliver? _____________
4. We will communicate value by
________
5. We will deliver value by_________

5. IN SUM: WHAT IS MARKETING?
Marketing is creating, communicating
and delivering value to a target
market at a profit.
Transactional Relational
One-way Multi-directional
Internal Open innovation

6. THE PROBLEM WITH MARKETING
So….what is missing from our
definition?
Creating, communicating and
delivering value to a target market at
a profit.

7.  Population:  11b
 Poverty: 30k/day
 Gender inequality:
$.79/dollar
 Health inequality:
mothers 1/11 vs
1/17,800
 Urbanization: 2b in
slums by 2030
 Eroding cultural
diversity: language
extinction
Food insecurity: 40%
more in next 20 yrs
Water insecurity:
1.1b
Climate change:
400ppm
Resource depletion:
Ecosystem damage:
66% of ecosystems
THE PROBLEM OF MARKETING

8. THE STORY OF ELECTRONICS

9. MARKETING AND THE SUSTAINABLE
DEVELOPMENT GOALS (SDG’S)

10. SUSTAINABLE DEVELOPMENT
GOALS (SDG’S)

11. Find the others who have the same SDG as you
1. EXPLORE: Define your SDG and why it matters
 Learn about the goals under this SDG
2. ANALYZE: How has conventional marketing
contributed to the problem described by this
SDG?
3. PROPOSE: How can marketing help to solve it?
4. BONUS: Find a current story in the news about
how business is helping to meet your SDG?
SDG WORKSHOP:
TEAM ASSIGNMENT