From the Sustainability Dictionary: The process of promoting, selling, and distributing a product or service in a sustainable market in such a way as to educate customers of the multiple benefits of valuing human, economic, and natural capital.
This post is part of a blogging series by marketing students at the Presidio Graduate School’s MBA program. You can follow along here. By Kathrin Jansen In November 2010, the British/Dutch company Unilever launched its Sustainable Living Plan (SLP) with much media attention and four simultaneous live debates in London, Rotterdam, New Delhi and New [...]
At the “base” conference in London, according to Business Green, a panel of marketing experts “predicted that the next year will see a shift in companies’ environmental advertising and communications strategies.” In other words, within the next year, green marketing will become the rage. “It’s inconceivable now that new brands can launch without green credentials,” [...]
Last night I dropped in at “Swagapalooza“, a live marketing experiment put on by startup firm Launch Hear. The idea: Pack a fun venue with bloggers, and invite entrepreneurs to take 5 minutes each to sell their idea to the room. Free product samples (and quite a lot of free beer) were given out to [...]
As a marketing tool, networking is a great outlet for making “ideal” connections for small businesses. What’s an ideal connection? Perhaps an analogy will help elucidate the term. You’ve probably heard the following saying: Give a man a fish and you’ve fed him for a day. Teach a man how to fish and you’ve fed [...]
Since TriplePundit.com launched in 2005, Walmart and other big box stores have gone through quite a metamorphosis in the eyes of many pundits of triple-bottom-line business. In fact, 2005 was the same year that Walmart launched the first of a growing list of initiatives aimed at simultaneously reducing its environmental impact and its operating expenses. [...]
I was reading Cory Vanderpool’s article, prompted by an article in The Atlantic about how the Grateful Dead discovered innovative marketing secrets almost 40 years before they became mainstream, and I wanted to add some of my own thoughts about one marketing method that is hotly contested today: giving away content and making money off [...]
Or: How I stopped worrying about greenwashing and learned to love EPDs You have a product and you want to tell the world how great it is. But what if you want to make claims that it’s better than the competition? How can you do so without being slammed for greenwashing? Even in these early [...]
By Rebecca Busse “Doing well by doing good” is a commonly heard phrase in sustainability circles, and the Microfinance California Conference was no exception. Microfinance CA was held at Stanford University on May 28, 2009, and was remarkably well organized for a first effort. “Doing well by doing good” was spoken or alluded to by [...]
I came across the term “pyromarketing” in this week’s Economist as I was reading about the growing trend of reconciliation between religious and corporate America which intrigued me and I wondered how it might fit with “green” or sustainable marketing. Pyromarketing is a term coined by Greg Steilstra, formerly the chief marketer for Zondervan, a [...]
By Jason Smith The book, Marketing Management 12e, by Kotler and Keller, introduces one of the shortest definitions of marketing there is; “meeting needs profitably.” After reading that definition I was shopping at Long’s drugstore in Santa Cruz when I noticed something that struck me as odd consumer-based marketing. The cigarettes (product) were displayed along [...]
During the 1980s, the “two fisted slobber” was an animated character who would appear periodically during Milwaukee Brewers baseball games on the video scoreboard. His purpose was to address a rash of bad stadium etiquette. He was fat, drooled, and spilled beer and ketchup on the people sitting near him while simultaneously belching and yelling [...]
The current demand for disaster relief supplies and workforce greatly exceeds the supply at the moment. The recent earthquake in Pakistan has killed 87,000 people and left another 2.8 million people homeless. There is currently an estimated need for $550 million in disaster relief funding and $5.2 billion in reconstruction costs. The disaster relief agencies [...]
Social marketing defined by Kotler: “Social marketing is the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify or abandon a behavior for the benefit of individuals, groups, or society as a whole. Since Kotler created this definition more than 25 years ago, it has been associated with [...]
I’m a happy tap water drinker. Maybe I’m blissfully ignorant, but the idea of buying bottled water just seems silly and wasteful to me, unless I’m on a camping trip, in which case I’ll often buy a bottle of Pepsi’s Aquafina – simply because that brand’s bottles are the right size to fit in my [...]
This project is a part of the Managerial Marketing course at the Presidio School of Management in San Francisco. Is the essence of marketing to sell a dream or to fulfill the dream of society? Is the dream of society the common good, or what the market wants, or what business wants? What role does [...]
Best Practices in Corporate Volunteering
Communicating Corporate Responsibility with AHA
The Future of Fair Trade with Fair Trade USA
Bard College MBA in Sustainability
Sustainability Ratings and Key CSR Topics
How to Invest for Income and Impact
Energy Options: Pros and Cons from Solar to Nuclear
[coming soon] The Green Beer Series 2012
San Diego: June 4-7
Sustainable Brands 2012: Join us as the Sustainability, Brand Strategy and Innovation Communities convene to shape the future. Discover and participate in the sustainable brand revolution by collaborating to shift consumer demand, drive heretical innovation, and evolve the business case. 20% Reader discount with code "nwtripsb12".
Webinar: June 5
Running an Effective Corporate Volunteer Program with AngelPoints: Key clients discuss how they put the AngelPoints Volunteering solution to work for them. Attend this webinar to learn best practices, tips & tricks - and how to get an effective volunteer program off the ground at your organization.
Seattle: June 11-12GRI Certified Training: Demand for sustainability experts is growing rapidly as companies look for proven professionals. For companies, GRI trained employees mean faster implementations and better use of the GRI Sustainability Reporting Framework. Join our partner ISOS group for this two day session. Early bird discounts apply!
Portland & Seattle: June 13 & 14
Sustainable Industries Economic Forum:
NYC: June 27-28Responsible Business Summit USA: Discover how to fully embed and integrate CSR in your organization. Learn how to collaborate with key stakeholders and establish competitive edge using proven CSR strategies. Hear best practices from GAP Inc, Timberland, Lockheed Martin, Life Technologies, Campbell Soup and many more.
Minneapolis: July 19-20GRI Certified Training: Demand for sustainability experts is growing rapidly as companies look for proven professionals. For companies, GRI trained employees mean faster implementations and better use of the GRI Sustainability Reporting Framework. Join our partner ISOS group for this two day session. Early bird discounts apply!
Boston: Sep 13-14GRI Certified Training: Demand for sustainability experts is growing rapidly as companies look for proven professionals. For companies, GRI trained employees mean faster implementations and better use of the GRI Sustainability Reporting Framework. Join our partner ISOS group for this two day session. Early bird discounts apply!
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