Post by account_disabled on Feb 20, 2024 6:54:15 GMT
Marketing is about “identifying, anticipating and satisfying customer needs,” according to the Chartered Institute of Marketing. But… How can you do it sustainably? The Network for Business Sustainability asked two experts: David Hardisty is a marketing professor at the University of British Columbia's Sauder School of Business, who studies "green consumers," and Alena Kuzniatsova, who runs the marketing agency Orange. Bird in Amsterdam, and works with companies focused on sustainability. Below are highlights from the podcast discussion . What is sustainable marketing? According to Hardisty: Marketing is many things. It includes informing people about what is more sustainable, as well as influencing people, driving them to be more sustainable. Informing people is not enough, we also need to motivate them. The third major role of marketing is through the process of developing new systems. It is not only about communicating, but also about understanding the consumer very well, in order to inform the development of the product. For example: If a company is developing a system to repair and reuse products, that system has to be easy for consumers to do. Marketers know how to make something easy for the consumer so that it fits perfectly into their lifestyle. Por su parte, Alena Kuzniatsova affirms: At Orange Bird Agency, our specialty is the marketing of those companies and organizations whose products and services promote sustainability, so that their clean technologies, products and services replace traditional and polluting ones. Alena Kuzniatsova, director of the Orange Bird marketing agency.
Sustainable marketing is also about the need to stop encouraging consumerism. I consider it a professional sin for marketers to generate demand for unsolicited products or services instead of trying to satisfy consumers' genuine needs and wants. Alena Kuzniatsova, director of the Orange Bird marketing agency. In addition to this, Hardisty thinks: Marketing is not just Europe Cell Phone Number List advertising, right? It's all about appealing to and understanding the consumer. Being a good company is doing good marketing. And so you can also lead change within your company, saying to your own employees, "Hey, being a better company will be attractive to people." David Hardisty, professor of marketing at the Sauder School of Business at the University of British Columbia. What are the tips for sustainable marketing? Hardisty says, “A lot of marketing is about satisfying who I am as a person, who I really am, or who I want to be. And so people tend to choose actions, products, services that are consistent with that. So as marketers, we need to show how sustainability is part of who we are in our daily lives and what we aspire to be.
And if you can make sustainable products great, that's the Holy Grail. I'm thinking about electric cars. Companies have been trying to push electricity for a long time and they've gotten nowhere and said, 'Oh, there's just no demand out there, no one wants electricity.' "And then Tesla came along and made electricity cool, and suddenly everyone wants an electric car." Kuzniatsova says: “I think the barrier to sustainability is the belief that we will have to sacrifice things: limit economic growth or lower our standard of living. That is no longer true. There are so many technologies, products and services that might be less known, but are much more efficient and cheaper than traditional ones, such as clean energy. For example, have you heard of stone-based paper? It is an innovative Dutch company that produces paper from stone waste without a single drop of water and without cutting a single tree. If we want to reach a broader audience, we have to show how our sustainable product or service is also cheaper or makes more sense for today's generations. "If we only show how sustainable the use of this product is, we will only attract early adopters and some innovators." What are the challenges and opportunities for sustainable marketing? Hardisty comments: “The sustainability market is growing, younger generations are more interested in sustainability than older generations. "Also, I've seen some recent survey data that because of the pandemic, people are seeing how interconnected everything is, how fragile things are, and they're actually more concerned about sustainability now than before.