CHAPTER 1AN INTRODUCTION TO SUSTAINABLE MARKETING

INTRODUCTION: INTERESTING TIMESTHINK ABOUT ITAssume for a moment that the dire scenarios described on page 1 are the results of proper forecasting methods based on reliable scientific data. Does that mean such sobering circumstances are inevitable? What are the limitations of forecasting? What actions, if any, might bring about different results than those predicted? On what scale would those actions need to be taken?

CHAPTER OBJECTIVES The meaning of sustainability The root of the current crisis of unsustainable growth The problem of declining supply and increasing demand The history of environmental awakening The evolution of a new paradigm: sustainable marketing

COMING TO TERMS WITH SUSTAINABILITYLithosphere – the outer part of the earth, consisting of the crust and upper mantle, approximately 100 km (62 mi) thickBiosphere – The part of the earth and its atmosphere that is capable of supporting lifeHuman sustainability – the opportunity for all people to maintain fulfilling, productive lives while preserving or replenishing the natural and economic systems that make their well-being possible

THINK ABOUT ITThink of a product you recently bought for yourself. Do you know how it was made, or where the materials originated? Do you know which, if any, were toxic? Do you know what waste was created? What will become of it when you are through with it? How might the product be made more sustainable? Would that add to its value for you? Whom else would it benefit?

Three Dimensions of SustainabilityEnvironmental sustainability – the ongoing preservation of essential ecosystems and their functions.Economic sustainability – the ongoing ability of an economic system to provide for all human needs. Social sustainability – the ongoing ability of communities to provide for the wellbeing of all their members.

Mini Case Study Discussion Questions: The Collins Companies The bitter division between timber companies and environmentalists has been

hard fought for many decades. Why do you think Collins has continued to thrive while moving toward greater environmental sustainability? What sets Collins apart from the forest management of other timber companies? How does this approach increase its productivity? What evidence can you find of social sustainability practices?DECLINING SUPPLY AND INCREASING DEMAND

©2012 Pearson Education, Inc. publishing as Prentice Hall1-1

1. A continuous decline in natural resources and ecosystem services, and2. A continuous increase in the demand for those resources and services.

Natural Resources - resources occurring naturally in the environment such as wood, water, soil, minerals, coal and petroleum.Ecosystem Services - collective activities of natural systems that renew resources and sustain life.Ecological Footprint - the amount of Earth’s resources required to support a particular lifestyle.A BRIEF HISTORY OF UNSUSTAINABLE MARKETINGENVIRONMENTAL AWAKENINGPioneers and VisionariesGovernment Efforts

THINK ABOUT ITWhat would the United States look like today if there had been no environmental protections during the last 50 years? Alternatively, what if for the last 50 years the U.S. government had required businesses to be environmentally sustainable and socially responsible?

Engaging the CitizenryReaching the Business WorldTHE EVOLUTION OF A NEW PARADIGM: SUSTAINABLE MARKETINGGreen Products - Generally meaning products that are less damaging to the environment or human health than traditional equivalents A Definition of Sustainable MarketingSustainable marketing    The process of creating, communicating, and delivering value to customers in such a way that both natural and human capital are preserved or enhanced throughout. Marketing must be done in a sustainable manner so that all the marketing processes are environmentally and socially benign while helping to bring about a society in which striving for sustainability is the norm.Natural capital  Consists of all the resources nature provides, including both materials and ecosystem services. Human capital – Consists of all the resources that people provide, including labor, talent, and creativity.

Virtual Field Trip Discussion Questions Searching for sustainability on the Web Pick a product or service category with which you are relatively unfamiliar. Search for it along with the term “sustainable” on the Web. Which brands or models are most highly recommended? What kinds of critiques, cautions, or dissatisfactions do you encounter? Do you believe what you are reading? Why or why not?

The Collaboration AdvantageAlthough experts in their core competencies, many managers may not be well versed in the philosophies, communication strategies, and systems-level thinking that true sustainability requires. Companies partner with non-governmental organizations.

CRITICAL THINKING ACTIVITY

©2012 Pearson Education, Inc. publishing as Prentice Hall1-2

Debate the issues.Some people argue that sustainability is just the business buzzword of the day and that if they ignore it, it will go away. Others see sustainability as the new “must do” that business must embrace, or die. Argue the merits of both sides.

Suggested Media:300 Years Of Fossil-Fueled Addiction In 5 Minuteshttp://www.youtube.com/watch?v=cJ-J91SwP8w

Global Warming: What’s Up With the Weather? (2006)

World in the Balance: The Population Paradox (2004)

The End of Suburbia: Oil Depletion and the Collapse of The American Dream (2004)

©2012 Pearson Education, Inc. publishing as Prentice Hall1-3