Sustainable Marketing Blog Fall 2011: Presidio Graduate School
Founded in 2003, Presidio Graduate School in San Francisco, CA, is dedicated to developing business and civic leaders with the competencies and courage to create a sustainable future. Presidio Graduate School was among the first and remains one of the only schools in the country offering MBA, MPA, and Executive Certificate programs in Sustainable Management and Sustainable Leadership. An affiliate of Alliant International University, Presidio Graduate School is accredited by the Western Association of Schools and Colleges (WASC).
TriplePundit has partnered with Presidio's Managerial Marketing course to bring 3p readers an in-depth look at "Sustainability in Marketing". The articles on this page are authored by MBA students enrolled in the Fall 2011 semester. Please don't hesitate to leave comments, or contact Presidio Graduate School directly if you have questions.
If you have visited Thailand in recent years and looked for souvenirs to bring back to your family and friends, chances are you had a really easy time finding gorgeous, unique artisan and handcrafted products.
In the 80’s I would always see an ad of a cowboy smoking a cigarette with the sunset behind him. I learned that he was the Marlboro Man, a symbol of what a cool smoker would look like. Marketing professionals would agree that an ad like the Marlboro Man is an iconic image that has helped sell millions of cigarettes.
Blue Ocean Strategy(BOS) is a fabulous book filled with tools and insights on how to run a successful business by steering away from the competition. BOS provides simple frameworks such as the strategy canvas (SC), the 4 actions framework (4A), 6 paths (6P), and others that make strategy and strategic marketing easy to understand and easy to communicate. The following is a summary of my question, new thoughts, and reaffirmations after reading the first 3 chapters.
If you’ve ever tried to convince a parent that they should change their behavior for the sake of the environment, I’ll bet your experience is like mine. Unless you can show them they will keep money in their pocket, it usually doesn’t work. Adults don’t like it when their behaviors and values are challenged by others. But, if their kids pitch the exact same idea, they will listen.
Craft beer is considered by many to be one of the leading green industries in America right now. High costs have inspired them to treat their own waste water, ship across the country by rail, and reclaim heat from boiling tanks for use elsewhere in the brewing process. Support from craft beer drinkers has also given them the freedom to grow their own hops and move to more expensive organic ingredients.
While riding San Francisco’s commuter train (BART) the other day, I was struck by the seeming incongruousness of the signs on adjacent walls. Closest to the door was the brightly painted “Bike Space,” BART’s designated bike priority area where even strollers and luggage take a backseat to cyclists. Just a few seats over was a huge poster advertising a nearby mall, which to its credit made clear it was accessible by BART, but also attempted to lure shoppers with a free $15 gas card as a reward for spending “$150 or more within seven days!”
To date, over a dozen colleges and universities in the U.S. and Canada have campus-wide bans of the plastic bottles. A dozen more have partially halted bottle water sales to certain campus departments, and hundreds of schools have installed multiple “hydration stations”, where students and faculty can refill their own bottles. Some of the bans have resulted from student activism, while others have been a calculated effort by school administrators to save money.
Interestingly, according to Robert Putnam, Harvard professor of public policy, happiness is determined by social interactions. Putnam reports for various reasons a person with less social connections has more chances of dying or being locked in a poverty trap. As social animals, people crave context and acceptance, and without it we’re miserable.
In the wake of the sobering ten-year anniversary of 9/11, I am reminded of what can shift because of a global tragedy. Ironically, unintended positives arose from the burning ashes of southern Manhattan. Our national nightmare united many among the world and helped unify a divided nation in an unprecedented outpouring of compassion and support.
If you’re car shopping next month, you may come across the most user-friendly and informative eco-label ever designed. For 2012 model year cars, carmakers will have the option to place the EPA’s new Fuel Economy and Environment labels in car windows. Then starting next year, labels will be required on all 2013 model year vehicles.
The meteoric rise of collaborative consumption start-ups, such as AirBnB, GoGrubly, Getaround, thredUp, and SnapGoods, to name a few, is arguably due to social media and the people-powered networks that support them. This marketplace is quickly evolving into a robust open-source business platform. Known as the access economy, it not only reduces society’s footprint by connecting people to shared resources, but increases society’s net worth.
Marketing is ‘the action or business of promoting and selling products or services.’ But the problem with marketing in its current state is that selling more stuff is what’s gotten us into this climate mess. More stuff means more greenhouse gas emissions, and that’s not a viable long-term strategy.
The press is happy this week. They love a good fight and President Obama has finally come out swinging. He’s accused Republicans of deceiving the public, working against the good of the country and unpatriotic behavior.
President Obama’s supporters call him a wimp. His enemies are delighted with his weakness. Is it possible we are so addicted to violence that we can’t let our president be reasonable?
During the 1950’s & 60’s the U.S. experienced a huge economic boom which led to the rise of the middle-class, development of infrastructure, and the birth of consumerism. Today, the middle class is disappearing and our infrastructure is falling apart, but the consumerism wheel continues to turn. In a time of economic crisis, we need to rethink what “the good life” really means.
Instead of marketing “green-ness”, sustainable companies should focus their efforts on innovative design, and a clear message that is relevant to their customers’ experience. The fact is, for the truly successful sustainable companies, it’s not about being “green;” it’s about a superior product and a smarter message.
All sustainable marketers are trying to accomplish the same thing: change consumer behavior. But how do we do this? As part of the green marketing community, we get it in our heads that we know how to stimulate behavior change…but do we really? We tend to think about what would motivate us to change our behaviors, but our behaviors are not the ones that need to be changed.
We have all heard about food deserts: those dreary, downtrodden, typically inner-city places where it is easier to buy hard drugs than a fresh apple. Grocery stores won’t locate there and corner stores stick to what they know best: junk food, alcohol, and other not-so-fresh dietary items. Residents in these communities must range far and wide for anything fresh and ultimately find themselves giving in to the convenience of locally available canned and fast-food more often than they should.
August 10, 2011 was an exciting day for the wastewater reuse industry. Sparked by a drought of epic proportions that has gripped much of the state of Texas this year, two separate articles published by CNN and the Associated Press respectively pointed the lens of the national media on one West Texas municipality’s plans to break ground on a $13 million treatment facility that would turn the community’s wastewater into drinking water.
Every time I turn on the radio these days, I hear Sungevity advertisements that, “Solar is not just for environmentalists anymore!” Instead, the Oakland-based photovoltaic leasing company invites prospective customers to “Join the Rooftop Revolution” by saving money, not the earth.