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 [...]
Webinar: Feb 17Greening Stonyfield Farm: As a consultant with Stonyfield Farm for the past 12 years, Switzer Fellow Tim Greiner will discuss efforts to broaden and deepen sustainability within the company. He will discuss the company's efforts to track its environmental impacts, barriers the company had to overcome.Webinar: Feb 29Product Scorecards for Sustainability: Product scorecards that detail and evaluate environmental and sustainability aspects of products are increasingly adopted by leading companies. This webinar covers the best practices in this area and a case study by Seventh Generation.
NY: Mar 19-20Wall Street Green: The longest running and most comprehensive environmental market event in the industry. The Wall Street Green Summit covers cutting edge content, industry developments and features the practitioners and the leaders of tomorrow. 
Bay Area: Mar 22-23GRI 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!
SF: Mar 26-28Cleantech Forum San Francisco: The 2012 Cleantech Forum San Francisco will mark the 10th anniversary of Cleantech Forums, the annual gathering of the global clean technology innovation community. Our theme this year is “The Power of Global Partnerships,” an exploration of how strategic relationships are playing an ever more important role in the future of clean technology. For a $300 Discount use code "VIPofTriplePundit " More Info.
SF: April 10-12 Navigating the American Carbon World: The must-attend event for professionals in the carbon landscape. Over the past decade, NACW has consistently provided informative content, thoughtful discussions and outstanding opportunities for collaboration.
TriplePundit.com is published under a creative commons license. You are free to republish only headlines and excerpts of 3p articles except where explicitly permitted by agreement with 3p. Please Contact Us for details.
Recent Comments