• Posted on April 2, 2024
• Aashish

C11SK Sustainable Marketing Assignment Sample

L2. Principles of Sustainable Marketing

Sustainable marketing refers to the production and the consumption of products and services which helps to create a better quality of life by reducing the usage of toxic materials and pollutants. In the context of sustainable marketing it is very important to mention that the consumers play an important role in creating this type of market condition.

Role of Consumer in Creating Sustainable Market Condition

An organization or a business hub produces its products according to the demands and the needs of the consumer. Every business organization wants to maximize its profitability by fulfilling the demands of the consumer. Therefore it can be said that the role of the consumer is very important for creating any marketing condition. When the demands of the consumer derive towards purchasing sustainable products then business organizations will also start producing the sustainable product and it will be helpful for creating a sustainable business environment in a country. In this particular context it is also necessary to say that the demand of the product can affect sustainability also. The demand of the consumer can affect the sustainable business condition in various ways.

1. i) When the demand of the car (fuel) increases, car companies produce various designs and they increase the production of cars and with the increase in car production the sales also increases and this can create an adverse situation for the environment by enhancing the carbon emission.
2. ii) The increase in demand of electronic goods can increase the resource usage consequences. The production of trimmer can be taken as an example. There are various materials used in making a trimmer like steel, copper wire, plastic, lithium. The excessive demand of trimmer will force the business organization to use this type of materials for making trimmer and it can be the reason for reduction in the resource (Almiya, et al. 2020). The excessive use of some material or things can be adverse for the environment also. The excessive use of plastic can increase pollution.

iii) This type of Copper mining can create waste. Various radioactive materials are presented in the ore of the copper. “The most frequently occurring radionuclides found in the copper ore are” Uranium and Radium.

Therefore it can be said it is very important now to focus on this matter carefully and it is very important for modern times to create a business plan which will be helpful for creating sustainable business plan by “Stabilizing the population, Eradicate the poverty, Stabilize the climate and Restoring the natural support system of the Earth.”

Framework for Sustainable Marketing

With the advancement of time the pollution has also been increasing therefore it is very important for now to go for plan B. The companies and the industries should go for zero carbon emission. In this context it is very important to mention the Warning of the honorable governor of the Bank of England. In his statement he state that “The companies and Industries that are not moving towards Zero -Carbon Emissions will be punished by investors and go bankrupt.”  The “Prosperity without Growth Model” can be very helpful for increasing the demands of sustainable marketing.

Sustainable Production and consumption System

The Triple Bottom Line can be very effective for a sustainable production and consumption system. It will be helpful for the Economic measures and Environmental Measures. Therefore it can be said that the triple bottom line is very effective for the sustainable production and consumption system.

Principles of sustainability

The four principles of sustainability are

1. i) Radical resource productivity.
2. ii) Biomimicry.

iii) Service Economies.

1. iv) Re-Investment.

L3. Frameworks for Sustainable Marketing

National Step Framework

The principles of sustainability are basically divided into four parts. The situation of modern times has been forcing the government of various countries and business organizations to create sustainable marketing. There are some things where the focus needs to be given for creating a sustainable society.

1. i) Needs to eliminate the contribution of humans into the progressive buildup of the substances extracted from the crust of the earth like fossil fuels, heavy metals.
2. ii) Needs to reduce the excessive use of chemical compounds like DDT, PCBs, and Dioxins etc.

iii) Needs to focus on the harvesting, maintaining the wildlife in an appropriate way and implementing some regulations and laws which will be beneficial for the environment.

1. iv) Needs to eliminate the contribution of people to that type of condition which undermines the capacity of the people in meeting their basic needs. Unsafe working conditions and less pay for living can be the example of such contributions.

In the context of sustainable marketing it is very necessary to discuss the principle of Karl Henrik and Ray Anderson.

In his theory Karl Henrik stated that it is very important to “nurture a broad knowledge base” and build a system which will carry the practice and theory in advance. He also stated that sustainability is one of the most important issues in modern times and it is very important to create sustainable marketing.

On the other hand the principle of Ray Anderson stated that a company can make a huge profit by choosing the principles of sustainable development and this process can be also very helpful for nature and humans.

Climate change is one of the major issues for the world. The Government of the United Kingdom has aimed to cut carbon emission within a few years.

• In the context of Coca Cola Company and NatWest Group it can be said that the coca cola company has reduced their carbon emission in one third in the last decade. The company has also signed the business ambition for 1.5 pledges and they are aware of climate change. On the other hand the NatWest group has been helping the government by delivering green investment and growth. Both the company should focus on the environmental issue effectively and they should focus on increasing green marketing.
• Both the companies are supporting the bold decision of the UK government regarding climate changes and they both have been trying to reduce the emission of carbon.
• Both companies should consider creative solutions for tackling the Carbon emission. They should go for the sustainable marketing for tackling such issues.
• Both companies should prioritize the decision of the government effectively and they should reduce carbon emission.

Circular Economy

The circular economy basically relies on some simple principles. They are as follows.

1. i) Design out waste.
2. ii) Building resilience through diversity.

iii) Increasing the reliance on renewable energy

1. iv) Think in systems.
2. v) Waste is food.

National Level

In the view of the Scottish Government the value from products can be maintained via moving to a circular economy. The government of a country is responsible for implementing law and regulation. Therefore the strict policy of the government regarding the environment pollution and plastic waste can be very effective and they can also be very helpful for creating a proper environment for sustainable marketing.

L4. The Sustainable Consumers

Sustainable consumer behavior helps to understand why and how consumers are incorporating or not incorporating sustainability issues into their behavior. Sustainability is one of the most important issues in recent times. Therefore it is very important to focus on this issue effectively.

• Perspective of the UN on Sustainable Development

On their observation the UN stated that the per capita material footprint in the high income countries are almost 60% higher than that of the upper middle income countries and the number is 13 times of the low income countries. The international organization also stated that the global material footprint has been growing rapidly.

• Evolution of a Sustainable Mindset

The pollution crisis and other adverse things related to the pollution has been helping to change the mindset of the people. It would be better to say that the current environmental situation and pollution have been forcing people to choose sustainable product and the mindset of the people have been driving towards sustainability.

The Business case for Sustainability

The figure three is representing the sustainable product sales in the U.S.A. The figure is suggesting that the sustainable product sale in the U.S.A has been increasing in pre COVID period and it can be said that the mindset of the people has been deriving towards the sustainable products.  The Stern CSB Sustainable Share Index also reveals that the mentality of the people has been changing and they are now focusing on the sustainable products more and the market of the sustainable product has been growing.

Consumers thinking about Environment

In modern times the environment is a developing issue for the consumer. In this context it is very important to mention that the consciousness of people regarding the environmental issue has been increasing and they are now focusing on the sustainable products more.

Various studies and researches have also revealed that with the advancement of time the consciousness of people has also been increasing. The modern people are now more concerned about the environment issue. A recent study by HBR suggested that more than 60% of consumers want to drive their focus towards the sustainable products but only 25% of them purchase the sustainable products. The report of Unilever also suggested that 21% of shoppers around the world say that they want to go for the sustainable product and these facts reveal that the sustainable customers existed.

Barriers to Behavioral Changes

The behavior of the consumer has been changing but it has been changing slowly. The reason behind such is there are some barriers which are preventing them from changing their behavior like social pressure, Habits, Behavior gap etc.

Behavior Gap is one of the barriers for the behavioral changes of the human because people think that the change in the product cannot fulfill their demands or that cannot satisfy the necessity of them.

Tutorial 1. Introduction to Marketing Sustainability

The marketing sustainability is very important for modern times. In the context of introduction to marketing sustainability the Case study of Nike can be discussed.

In the year 1998, the natural step began working with Nike to help the organization in their sustainable business operation. In 2008, the company again started their partnership with the natural step for further development their approach in the sustainable business development. According to Mark Parker, the CEO of NIKE, “We see corporate responsibility as a catalyst for growth and innovation. It is an integral part of how we can use the power of our brand, the energy and passion of our people, and the scale of our business to create meaningful change.”

• Nike was committed to the sustainable principle from the very beginning of starting their business operation.
• Nike can maintain their stand on sustainability and they can also think about the development of this thing.
• From the very beginning of their business operation NIKE is committed towards sustainable business development (Jiang and W 2019). For this development the company has taken various steps. The company became more environmentally conscious when they realized that the consumers of the company have been shifting towards sustainable products. The company reduces the usage of leather and has been trying to go with synthetic leather. Moving to zero is NIKE’s journey towards zero waste and zero carbon. Nike is ambitious about doubling its business by choosing the three strategies. The first one is Minimizing the environmental footprint, transforming manufacturing and unleashing the human potential.

In the context of carbon emission and sustainability it is important to mention that the mindset of the people has been changing and they are now focusing on the sustainable products more. Sustainable products are helpful for both the consumer and the producer. It can be helpful for reducing the waste and it can also be helpful for reducing the environment pollution also.  The strategies of the NIKE are also very helpful for increasing the business operation of the organization.

Week 5: Online Lecture

Sustainability is one of the burning issues in recent times. Sustainability refers to the use of “services and related products.” Sustainability is very helpful for the minimization of toxic materials (Rosen and B  2019). It is also very helpful for reducing the emission of waste and carbon. Sustainable marketing can be defined as three dimensions of marketing. i) Social marketing, ii) Green marketing and iii) Critical Marketing. With the advancement of time the mindset of the people has been changing and they are now more focusing on sustainable products.

Motivator of Greater Sustainability Consumer

It is very important to motivate the consumer towards sustainability. There are various things where the focus needs to be given for such motivation. The quality of the product is one of the most important things in this regard. It has been found in various studies and researches that a large number of consumers think that the shifting towards the sustainable product cannot fulfill their needs and demands but the actual thing is totally contrary to it. It has been found in various studies that sustainable products are very effective for fulfilling the demand and the needs of the people and it has been also found in various researches that the sustainable product are more effective for fulfilling the demand of the consumer.

Understanding Sustainable Consumption

There are various theories which are very helpful for understanding sustainable behavior.

• The Economic approaches of sustainable consumption focuses on the various alternative courses of action that are helpful for maximizing the utility.
• On the other hand the Social psychology theories focus on the values, consumer attitude and information processing.
• In the context of sociological approaches it can be said that this approach focuses on the self-meaning, social identity and image.

Barriers to Sustainable Development

There are various things which are the barriers of sustainable development. The first and the most important thing in this context is

1. i) Complexity:

   The complexity is one of the great barriers of sustainability. The complexity is one of the most vital issues for both consumer and the producer.

2. ii) Flexibility and Inconsistency: 

   Sustainable development is one of the most complex things. The reason behind such complexion is people from various backgrounds have different mentality and understanding (Zavyalova, et al. 2018). The demands and the needs of the people are also different. Therefore the process is not flexible and it is very inconsistent.

iii) Doubts in Sustainable Consumption:   One of the most important and legit barriers of sustainable marketing is doubt among the consumer about the products. When a consumer shifts their demands from one product to another he always thinks about whether it will be effective for him or not.

Necessity of Sustainable Products

The world has been changing rapidly. Pollution and global warming become more relevant issues for modern times. Therefore it is very important to take steps against it and increase the use of the products which are very helpful for reducing this adverse situation and that is why sustainable marketing is very important.

Reflection

After discussing the various issues related with sustainable marketing, I understood that it is very important to encourage sustainable marketing. In this paper I have discussed various things which are very helpful for understanding why it is very crucial to go for sustainability. I have also discussed various principles of sustainability, framework for sustainable marketing, sustainable consumers and things which can be barriers for sustainable marketing. Sustainable marketing is very much relevant and important for modern times. Sustainability is also very effective for increasing the efficiency and effectiveness of an organization. It is quite obvious that the effectiveness and the profitability of an organization is interconnected. Therefore with the increase in the effectiveness the profitability of an organization also increases. Government of various countries have enforced various laws and regulations for creating sustainable marketing. In this context I must say that the involvement of the people is very important in many things. Therefore the awareness of the people about this particular thing is very important. The thinking process of the consumer is one of the most vital barriers for sustainability. People think that they have to compromise with the quality of the product if they choose sustainability but I have seen totally contradictory thoughts when I go through some research and learning. Those researches have also revealed that the sustainable product is very helpful for fulfilling the demands of the consumers and it has also been found in various research that the sustainable products are more effective for fulfilling the demands of the consumer. The reduction of plastic waste and the material waste can be very helpful for increasing sustainability. I have found a fact in various research papers that the plastic waste and the waste from the material are the biggest reason behind pollution. I have also found that the consciousness of the people has been increasing regarding carbon emission and greenhouse emission. The people of modern times are really worried about these things and they are also aware of it. In this context it is also very important to mention that there is no doubt that the understanding and the consciousness of the people have been increasing but they have been increasing slowly. It is also very important to mention here that the strict policies of the governments of many countries are also the reason behind creating such a mentality among the people. The awareness of the government of various countries and the awareness of various international organizations are also very helpful for creating such a business environment. Though there are some shortcomings where the focus needs to be given. A large number of people are still not aware of this and they do not have any idea about this. To counter these things the reduction in illiteracy and increasing the awareness is very important because it is very important to say that the sustainability in the marketing and business development is very important for modern times.

Reference List

Almiya, M.S., Kee, D.M.H., Haron, M.Z.B., Nasharudin, M.I.B., Nasruddin, M.M.B.M. and Johari, M.E.W.B.M., 2020. Consumption of Plastic and Sustainability Efforts of Nike towards Green Environment. International Journal of Applied Business and International Management (IJABIM), 5(1), pp.60-73.

Brondoni, S.M., 2019. Shareowners, stakeholders & the global oversize economy. The coca-cola company case. Symphonya, (1), pp.16-27.

Chua, J.Y., Kee, D.M.H., Alhamlan, H.A., Lim, P.Y., Lim, Q.Y., Lim, X.Y. and Singh, N., 2020. Challenges and solutions: A case study of Coca-Cola company. Journal of the Community Development in Asia (JCDA), 3(2), pp.43-54.

Ditlev-Simonsen, C.D., 2022. The Business Case for Sustainability. In A Guide to Sustainable Corporate Responsibility (pp. 103-128). Palgrave Macmillan, Cham.

Dupree, A.R., 2020. The Impact of Nike Inc.’s Utilization of Sustainable Business Practices in Their Marketing Strategy on Brand Equity, Brand Image and Brand Loyalty (Doctoral dissertation).

Fung, Y.N., 2021. Sustainable fashion product development: with application in fashion sportswear.

Jiang, W., 2019. Sustainable development of supply chain in footwear industry–take Nike as the case. Asian Business Research, 4(3), p.86.

Jones, P. and Comfort, D., 2018. The coca cola brand and sustainability. Indonesian Journal of Applied Business and Economic Research, 1(1), pp.34-46.

Kroesen, J.O., 2020 What Is the Coca Cola Sustainability Initiative Effect on Production? Basil Al-Halil 4780930.

Miklian, J., 2019. The role of business in sustainable development and peacebuilding: Observing interaction effects. Business and Politics, 21(4), pp.569-601.

Niskanen, H., 2019. Sustainability in the sporting goods industry: How Nike, Adidas and Puma have developed company sustainability.

Polderman, M., 2020. Responsiveness, Cost-Efficiency and Sustainability in The Global Apparel Supply Chain: Towards an Integral Approach on Manufacturing Location Decisions A Nike Inc. Case study (Doctoral dissertation, University of Groningen. Faculty of Economics and Business).

Rosen, B., 2019. Session II Business Presentation 1: The Economic Effect of Sustainability as Demonstrated by Nike, Inc.

Senay, E., Cort, T., Perkison, W., Laestadius, J.G. and Sherman, J.D., 2022. What Can Hospitals Learn from The Coca-Cola Company? Health Care Sustainability Reporting. NEJM Catalyst Innovations in Care Delivery, 3(1), pp.CAT-21.

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Zavyalova, E., Studenikin, N. and Starikova, E., 2018. BUSINESS PARTICIPATION IN IMPLEMENTATION OF SOCIALLY ORIENTED SUSTAINABLE DEVELOPMENT GOALS IN COUNTRIES OF CENTRAL ASIA AND THE CAUCASUS REGION. Central Asia & the Caucasus (14046091), 19(2).

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