The Green Revolution: Sustainable Marketing
The growth of environmental awareness by consumers and companies has made necessary the adoption of a new, green, communication style. Sustainable marketing responds to a corporate process that concerns the organisation as a whole, and it is oriented to the research and development of more sustainable business models. Compared to the classic marketing approach, which focuses on a short-term customer satisfaction, sustainable marketing focuses on the long-term effects of production and consumption. Under this light, eco-friendly corporations have a dual aim: not only to ensure the firm is profitable, but they also care about environmental and social aspects and the creation of a long-term benefit for the community.
In the past only a slice of consumers was sensitive to environmental issues for what concerns business practices, but nowadays the "green" phenomenon is increasingly common among consumers. It is therefore necessary to adopt strategies that abandon the logic of the niche market and aim at a promotion on a wider competitive scale.
Adidas: Parley for the Oceans
When it is said that the ecological is successful, think about what was able to do Adidas, that sold a million pairs of shoes made from recycled plastic from the oceans in 2017. The project started in 2015 with the Ocean Plastic Trainer, the shoes made with the environmental association Parley for the Oceans. It was the same CEO of Adidas to announce the important result in sales of this product: "Adidas supports Parley in its research and development, education and communication activities", underlining a commitment that goes beyond business needs. The goal, rather than monetizing, is to raise awareness on the issue of marine pollution. The task of the industries is to reinvent products and materials to stimulate change in society and play an active role in the resolution of global pollution and the preservation of the oceans.
This new shoe line is not just a simple addition to our accessory offer. It is a symbol, a new way of establishing a link between products and the cause of ocean pollution
Combat climate change with Head & Shoulders
Head & Shoulders, the most famous shampoo line from Procter & Gamble, has been awarded the "United Nation Momentum for Change" award in the Planetary Health category. The Momentum for Change initiative, led by the UN Climate Change Secretariat, brings to the fore some of the most innovative, feasible and practical examples of what people around the world do to combat climate change. In June 2017, in partnership with TerraCycle and Suez, Head & Shoulders launched the world's first recyclable shampoo bottle made of plastic collected from beaches and recycled to 25%, an extraordinary technological breakthrough. Thanks to this partnership, P&G has eliminated, until today, the largest amount of ocean plastic (in terms of volume and % used in the bottle) thanks to the support of thousands of volunteers and hundreds of NGOs who have collected the plastic waste present on the beaches.
Compared to the standard model of virgin plastic production, this innovation requires lower energy consumption and contributes to a 60% reduction in CO2 emissions throughout the production cycle.
P & G also announced that in Europe, by the end of 2018, more than half a billion bottles produced each year will include up to 25% of recycled plastic. Will this project continue to inspire other brands and companies to find solutions to the problem of plastic waste?
The average consumer, more than ever, tends to prefer a brand that aligns with their own values, and more and more personal values tend to align with global consciousness in as many forms as possible .
Written by: Chiara Estini
Edited by: Priscilla Greggio