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WHAT ISDevelop and market sustainablebrand experiences.Sustainability marketing is a holistic, structured and innovative marketing approach - it revolutionizes the way we think, the way we design businesses, products, brand experiences, and communication. It impacts our everyday life and future learning profoundly.Sustainability marketing focuses both on the customer, his needs and your relationship to him as well as ecological and social values . Therefore, sustainability marketing is a strategic and evolutionary way to develop, implement and successfully market future-oriented solutions. Data Intelligencesmartnew businessBusiness EvolutionunconventionalChallengingtechnologyequitablereinvent yourselfdemocraticdigitalizationsustainableInnovation... reimagine economyPlanet
DiversityglobalSustainabilityNEW MOBILITY
INDUSTRY 4.0ECO SYSTEMSBlockchainIT SecuritysocietyCircularitycreativeconnectedsafeResponses to climate changeChallenges of unprecedented complexity require profound changes in all areas of life. It is necessary to transform the linear production of disposable products with high resource consumption and enormous waste generation. These videos succinctly illustrate the consequences of our current linear economic system: The Story of StuffThe “Story of Stuff” project, founded by Annie Leonard, who is now Executive Director of Greenpeace USA. Solutions forsustainable businessResource-saving product design, re-use, regeneration and recycling are the central elements of a new economic concept that is modelled on nature's life cycle.Circular economyAn economy that functions as a cycle offers a wide range of opportunities: for innovative business models, companies' future prospects, social improvements in society and the protection our environment - and thereby our livelihood. DigitizationNew technologies and digitalisation are drivers and instruments for the development of innovative products and solutions. New business models and sources of income are emerging, i.e. in tracking materials, easy procurement or value-added services. Sustainability marketingSustainability marketing drives change in the company, which is seen as part of a broader social, economic and ecological system. It translates the strategic and operational business goals into sustainable solutions, communication and commercialization strategies. Four core principles generate sustainable growth:
Sustainability marketing is......ecologically oriented.The goal is to satisfy our needs while protecting the health and viability of ecosystems. ...economically successful.Innovative solutions are developed with the client and successfully marketed using new technologies, digitization and agile methods. ...ethical.Social conditions are improved; equality and diversity are promoted. ...customer-centered.The focus is on sustainable and dialog-driven relationships between the company, its customers and stakeholders. Focus on relationships –The Sustainability Marketing MixThe difference to the classic marketing mix is based in the "customer centricity", which means the consistent orientation towards the customer, his needs as well as his communication, purchasing and usage behavior.Customer Solutions and Customer CostSustainability throughout the entire life cycle is taken into account in the design of products, services and solutions: from the reduced use of resources, the environmentally and socially compatible production to reprocessing, reuse and disposal of products and components. New pricing and service models are necessary and emerging, such as sharing or licensing concepts. Convenience and communicationThe easiest possible handling, procurement and disposal of products generate a high level of acceptance and loyalty among customers. This customer relationship and sustainable brand loyalty will be supported and expanded in the long term through dialog-oriented information and communication. Sustainability Marketing Mix(Customer & relationship oriented) Sustainability “4 Cs”:• Customer solutions • Customer cost • Convenience • Communications Classical Marketing Mix(Product & production oriented) Conventional “4Ps”:• Product • Price • Place • Promotion 02 Topics | menu
Why sustainability marketing?The change to digitization and sustainability poses opportunities and challenges. It is essential to secure and positively shape the future - for your company, the society and the environment.Changing entrepreneurial behaviour, the organisation and the products in a sustainable way, while simultaneously marketing the innovations successfully and developing new markets effectively, is an agile and complex process. The earlier we start, the more successful we can be.
Sustainability as a business strategySustainability in the business context is not a project or task that is limited in time or effort.Sustainability strategies and sustainability marketing can only be successful if they are part of the company's DNA and business strategy. Everyone in the organization makes an important contribution, acts as a multiplier and ensures effective implementation. A sustainable marketing strategy must work on several levels:Nachhaltige Unternehmensziele Corporate goalsSales growth Production goals Employee identification Customer loyalty
Customer goalsCustomer needs Satisfaction Service quality Convenience Nachhaltige soziale Ziele Societal goalsHealth and wellbeing of employees, communities, stakeholders and the environment Sustainability marketing benefits your company and everyone else
Digitization as a game changerDigitization plays a central role both in the development of sustainable, innovative solutions and in marketing them.Companies that have already started with the digital transformation have a clear advantage and can also build on these experiences and utilize them in the change towards greater sustainability. Frameworks like circular economy use similar agile methods and instruments. The best practices gained from the digital transformation also help to drive the necessary change in corporate culture and in the mindset of employees. Digitization as a driver for......sustainable innovations.
...strong customer loyalty.
...interactive marketing communication.
...and much more.03 Topics | menu
Sustainability marketing in B2B businessSustainability criteria determines purchasing decisionsGrowing market potentialExperts estimate that around 10 - 20% of consumers worldwide now make purchasing decisions based on whether and to what extent products promote health and sustainability. This trend in private consumption towards a lifestyle geared to health and environmental protection (LOHAS = Lifestyle of Health & Sustainability) now corresponds to a market volume of approximately USD 290 trillion in the USA alone. Sustainability trend creates pull effect for B2BNot only CO2 emissions, but the entire ecological and social footprint of the end products counts. All companies involved in raw material extraction, transport chains, production and supply processes, in trade and distribution, in digitization, energy production and real estate management as well as in recycling and disposal contribute to this. Sourcing decisions define your own footprintSustainability criteria for purchasing decisions are therefore becoming increasingly important in B2B as well. When choosing partners and suppliers, it will become even more important to determine how they can influence the social and ecological footprint of your company as positively as possible and how they open up new options for sourcing and reprocessing products, components and materials. This applies to the entire value chain. Sustainable change only works in the entire systemMany companies have already started pilot projects, research and development of sustainable products and alternative solutions. Examples such as the handling of single-use plastics clearly demonstrate that stand-alone changes have no effect neither from the end of the value chain through changes in consumer behaviour, nor through initiatives by individual companies to convert production and processing alone. An alliance of many companies across the entire supply, production and retail chain is required to change the entire system. For example, this includes standards for the most uniform and pure use of materials that enable reprocessing. The will require legislators to come up with regulations and specifications of universal standards. Public sourcing is driving changeIn addition to formulating regulatory requirements, the public sector also has started using its purchasing power to steer markets in this direction, for example, in infrastructure, transport and digitization projects. This way public bodies can influence which products, materials and solutions are put out to tender and later utilized. Many municipalities, cities and administrations worldwide have recently launched comprehensive sustainability programs and are thereby promoting companies and industries that invest in appropriate solutions. How is customer behaviour changing?
Sustainability Success StoriesVisionary entrepreneurs are driving changeSuccess stories such as Tesla in electric mobility or Airbnb as a shared accommodation concept show that it is usually the visionary, innovative entrepreneurs who pave the way for changes in the economy and customer behaviour with sustainable business models and product ideas. Through the enormous commercial success of their start-ups, they are the ones who challenge established brands and markets. Sustainable marketing in B2BMarketing trends and innovations often arise first in consumer markets (B2C). Instruments, strategies and tools that have proven successful there are subsequently adapted to B2B marketing. This is also the case in sustainability marketing. Companies as well as the public sector increasingly rely on the development, communication and commercialisation of sustainable solutions and concepts. Successful B2B best practice examples:
10 steps to get started:
Core elements inB2B sustainability marketingAwarenessInsightsConvenience
DigitalCustomerExperienceCommunicationsAwarenessStrong brands and a clear positioning increase your customers' awareness and knowledge of your company and solutions - so you will be shortlisted. InsightsDo you know your customers and their needs precisely? You need a deep understanding of their processes, drivers and motivations for sustainable purchasing decisions - especially of buying centers. ConvenienceInformation, product handling, procurement, service and disposal or returns must be easy and convenient. Digital customer experienceA consistent brand and product experience in the digital world at all customer touch points strengthens brand and customer loyalty. CommunicationsCredibility and authenticity in communication arise through transparency, dialogue and the relevance of topics. This is how you build long-term, positive relationships with customers and stakeholders. 04Topics | menu
Building a sustainable marketing strategySuccessful sustainability marketing is always part of a holistic, sustainable business strategy.Many companies describe their sustainability goals and values in a corporate social responsibility (CSR) strategy as a core element of the business strategy. The business sustainability strategy is the starting point for the development of a sustainability marketing strategy. The Sustainability Marketing FrameworkSource: Sustainability Marketing: A Global Perspective; Frank-Martin Belz, Ken Peattie Socio-ecological |