Sustainable Marketing: How to Drive Profits with Purpose
320
Sustainable Marketing: How to Drive Profits with Purpose
320Hardcover
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Overview
Sustainable Marketing represents the new benchmark for modern marketing. It emphasizes the importance of sustainability in modern marketing, before providing a comprehensive guide to implementing and driving sustainable practices in any organization. It draws upon both professional experiences and academic research, featuring in-depth case studies that are supported by facts, figures, commentary, interviews and analysis.
In the modern age of authenticity and transparency, consumers are no longer content with brands that are dismissive of, or even apathetic to, sustainability. This includes, but isn't limited to, environmental factors - brands are expected to convey understanding, concern and proactivity, whether this applies to their carbon footprint, employee welfare or charitable contribution. Sustainable marketing isn't just great for the environment—it also results in a loyal consumer base and a widely respected brand identity.
Product Details
| ISBN-13: | 9781472979131 |
|---|---|
| Publisher: | Bloomsbury USA |
| Publication date: | 03/23/2021 |
| Pages: | 320 |
| Product dimensions: | 6.20(w) x 9.30(h) x 1.40(d) |
About the Author
Gemma Butler is the Marketing Director at the Chartered Institute of Marketing. She previously worked across product management, category marketing and buying at corporations such as Xerox and Sony. She writes a quarterly column in the CIM magazine and has spoken at events such as the CIM Annual Digital Summit, and the House of Commons debating group.
Geraint Evans is an award-winning marketing expert, board advisor, speaker and academic researcher. He has held a variety of global marketing leadership roles and has worked on brands such as Odeon, Virgin Media, Tesco and Boots. He has a PhD in Marketing and Entrepreneurship and is a Fellow of The Chartered Institute of Marketing.
Table of Contents
Preface xi
Chapter 1 Where are we … situation analysis 1
1.0 Chapter introduction 1
1.1 Where are we? 2
1.2 Why do companies need to do something about this now? 6
1.3 Things that need to be acknowledged as not perfect 9
1.4 Case study - Ben & Jerry's 12
1.5 Chapter summary 15
1.6 Action points to consider 16
1.7 Chapter 1 references 18
Chapter 2 Sustainability and Leadership 20
2.0 Chapter introduction 20
2.1 Where are we? 21
2.2 Why do companies need to do something now? 25
2.3 Things that need to be acknowledged as not perfect 31
2.4 Chapter summary 36
2.5 Action points to consider 38
2.6 Chapter 2 references 40
Chapter 3 The Importance of Stakeholder Engagement 43
3.0 Chapter introduction 43
3.1 Where are we? Stakeholders - the shift 43
3.2 Why do companies need to do something about this now? 48
3.3 Things that need to be acknowledged as not perfect 52
3.4 Case study - Marks & Spencer - Plan A 57
3.5 Chapter summary 58
3.6 Action points to consider 60
3.7 Chapter 3 references 61
Chapter 4 Sustainable Supply Chain Management 63
4.0 Chapter introduction 63
4.1 Where are we? 64
4.2 Why do companies need to do something about this now? 68
4.3 Things that need to be acknowledged as not perfect 74
4.4 Balancing corporate responsibility and employee rights 75
4.5 Case study - Intel - Sustainable Supply Chain Excellence 79
4.6 Chapter summary 81
4.7 Action points to consider 83
4.8 Chapter 4 references 85
Chapter 5 Beyond Corporate Social Responsibility 89
5.0 Chapter introduction 89
5.1 Where are we? 90
5.2 What is CSR? 91
5.3 The practicalities and why companies really need to get on board now 92
5.4 Things that need to be acknowledged as not perfect 96
5.5 B Corp case study - S'Well 101
5.6 Chapter summary 102
5.7 Action points to consider 103
5.8 Chapter 5 references 105
Chapter 6 Reducing Waste in The Workplace 107
6.0 Chapter introduction 107
6.1 Where are we? 108
6.2 Why do companies need to do something about this now? 112
6.3 Things that need to be acknowledged as not perfect 116
6.4 Case study - PwC - Waste Reduction 122
6.5 Chapter summary 124
6.6 Action points to consider 126
6.7 Chapter 6 references 127
Chapter 7 Plastic: Reduce, Reuse, Recycle 130
7.0 Chapter introduction 130
7.1 Where are we? 131
7.2 Why do companies need to do something about this now? 135
7.3 Things that need to be acknowledged as not perfect 139
7.4 Case study - Ethique - reduce, reuse, recycle 144
7.5 Chapter summary 148
7.6 Action points to consider 150
7.7 Chapter 7 references 151
Chapter 8 Climate Change and the Carbon Challenge 154
8.0 Chapter introduction 154
8.1 Where are we? 155
8.2 Why do companies need to do something about this now? 159
8.3 Things that need to be acknowledged as not perfect 166
8.4 Case study - Patagonia 171
8.5 Chapter summary 175
8.6 Action points to consider 177
8.7 Chapter 8 references 178
Chapter 9 Sustainable Energy 182
9.0 Chapter introduction 182
9.1 Where are we? 183
9.2 Why do companies need to do something about this now? 188
9.3 Things that need to be acknowledged as not perfect 195
9.4 Case study - Stena Bulk and GoodFuels 196
9.5 Chapter summary 197
9.6 Action points to consider 199
9.7 Chapter 9 references 200
Chapter 10 Sustainable Yet Innovative Packaging 204
10.0 Chapter introduction 204
10.1 Where are we? 206
10.2 Why do companies need to do something about this now? 209
10.3 Things that need to be acknowledged as not perfect 216
10.4 Case study - Aquapak 220
10.5 Chapter summary 225
10.6 Action points to consider 226
10.7 Chapter 10 references 227
Chapter 11 The Importance of Effective Partnerships 230
11.0 Chapter introduction 230
11.1 Where are we? 231
11.2 Why do companies need to do something about this now? 235
11.3 Things that need to be acknowledged as not perfect 241
11.4 Case study-GSK 245
11.5 Chapter summary 246
11.6 Action points to consider 248
11.7 Chapter 11 references 249
Chapter 12 Summary and Next Steps 252
12.0 Chapter 1 - Introduction summary 253
12.1 Chapter 2 - Sustainability and Leadership summary 254
12.2 Chapter 3 - The Importance of Stakeholder Engagement summary 254
12.3 Chapter 4 - Sustainable Supply Chain Management summary 255
12.4 Chapter 5 - Beyond Corporate Social Responsibility summary 256
12.5 Chapter 6 - Reducing Waste in The Workplace summary 257
12.6 Chapter 7 - Plastic: Reduce, Reuse, Recycle summary 258
12.7 Chapter 8 - Climate Change and the Carbon Challenge summary 258
12.8 Chapter 9 - Sustainable Energy summary 259
12.9 Chapter 10 - Sustainable Yet Innovative Packaging summary 260
12.10 Chapter 11 - The Importance of Effective Partnerships summary 261
12.11 Taking action: marketing sustainability action plan model 262
12.12 Closing thoughts 263
Afterword 267
Appendix 1 Marketing sustainability action plan 269
Appendix 2 Full interview with Sarah Walker-Smith 282
Glossary 287
Index 296