Sustainable marketing : how to drive profits with purpose

Sustainable Marketing is the essential guide to implementing, maintaining and scaling sustainability in any marketing initiative. 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. Title Page Copyright Page Contents Preface Chapter 1: Where are we ... situation analysis 1.0 Chapter introduction 1.1 Where are we? 1.2 Why do companies need to do something about this now? 1.3 Things that need to be acknowledged as not perfect 1.4 Case study – Ben & Jerry’s 1.5 Chapter summary 1.6 Action points to consider 1.7 Chapter 1 references Chapter 2: Sustainability and Leadership 2.0 Chapter introduction 2.1 Where are we? 2.2 Why do companies need to do something now? 2.3 Things that need to be acknowledged as not perfect 2.4 Chapter summary 2.5 Action points to consider 2.6 Chapter 2 references Chapter 3: The Importance of Stakeholder ­Engagement 3.0 Chapter introduction 3.1 Where are we? Stakeholders – the shift 3.2 Why do companies need to do something about this now? 3.3 Things that need to be acknowledged as not perfect 3.4 Case study – Marks & Spencer – Plan A 3.5 Chapter summary 3.6 Action points to consider 3.7 Chapter 3 references Chapter 4: Sustainable Supply Chain ­Management 4.0 Chapter introduction 4.1 Where are we? 4.2 Why do companies need to do something about this now? 4.3 Things that need to be acknowledged as not perfect 4.4 Balancing corporate responsibility and employee rights 4.5 Case study – Intel – Sustainable Supply Chain ­Excellence 4.6 Chapter summary 4.7 Action points to consider 4.8 Chapter 4 references Chapter 5: Beyond Corporate Social ­Responsibility 5.0 Chapter introduction 5.1 Where are we? 5.2 What is CSR? 5.3 The practicalities and why companies really need to get on board now 5.4 Things that need to be acknowledged as not perfect 5.5 B Corp case study – S’well 5.6 Chapter summary 5.7 Action points to consider 5.8 Chapter 5 references Chapter 6: Reducing Waste in The Workplace 6.0 Chapter introduction 6.1 Where are we? 6.2 Why do companies need to do something about this now? 6.3 Things that need to be acknowledged as not perfect 6.4 Case study – PwC – Waste Reduction 6.5 Chapter summary 6.6 Action points to consider 6.7 Chapter 6 references Chapter 7: Plastic: Reduce, Reuse, Recycle 7.0 Chapter introduction 7.1 Where are we? 7.2 Why do companies need to do something about this now? 7.3 Things that need to be acknowledged as not perfect 7.4 Case study – Ethique – reduce, reuse, recycle 7.5 Chapter summary 7.6 Action points to consider 7.7 Chapter 7 references Chapter 8: Climate Change and the Carbon Challenge 8.0 Chapter introduction 8.1 Where are we? 8.2 Why do companies need to do something about this now? 8.3 Things that need to be acknowledged as not perfect 8.4 Case study – Patagonia 8.5 Chapter summary 8.6 Action points to consider 8.7 Chapter 8 references Chapter 9: Sustainable Energy 9.0 Chapter introduction 9.1 Where are we? 9.2 Why do companies need to do something about this now? 9.3 Things that need to be acknowledged as not perfect 9.4 Case study – Stena Bulk and GoodFuels 9.5 Chapter summary 9.6 Action points to consider 9.7 Chapter 9 references Chapter 10: Sustainable Yet Innovative Packaging 10.0 Chapter introduction 10.1 Where are we? 10.2 Why do companies need to do something about this now? 10.3 Things that need to be acknowledged as not perfect 10.4 Case study – Aquapak 10.5 Chapter summary 10.6 Action points to consider 10.7 Chapter 10 references Chapter 11: The Importance of Effective ­Partnerships 11.0 Chapter introduction 11.1 Where are we? 11.2 Why do companies need to do something about this now? 11.3 Things that need to be acknowledged as not perfect 11.4 Case study – GSK 11.5 Chapter summary 11.6 Action points to consider 11.7 Chapter 11 references Chapter 12: Summary and Next Steps 12.0 Chapter 1 – Introduction summary 12.1 Chapter 2 – Sustainability and Leadership summary 12.2 Chapter 3 – The Importance of Stakeholder ­Engagement summary 12.3 Chapter 4 – Sustainable Supply Chain summary 12.4 Chapter 5 – Beyond Corporate Social Responsibility summary 12.5 Chapter 6 – Reducing Waste in the Workplace summary 12.6 Chapter 7 – Plastic: Reduce, Reuse, Recycle summary 12.7 Chapter 8 – Climate Change and the Carbon ­Challenge summary 12.8 Chapter 9 – Sustainable Energy summary 12.9 Chapter 10 – Sustainable, Innovative Packaging summary 12.10 Chapter 11 – The Importance of Effective ­Partnerships summary 12.11 Taking action: marketing sustainability action plan model 12.12 Closing thoughts Afterword Appendix 1: Marketing sustainability action plan Appendix 2: Full interview with Sarah ­Walker-Smith Glossary Index Shortlisted for the Business Book Awards 2022 In the modern age of authenticity and transparency, consumers are no longer content with brands that are dismissive of, or even apathetic to, sustainability. Brands are now expected to convey understanding and concern when it comes to matters such as climate change, carbon footprints and employee welfare. Most importantly of all, they must be genuinely committed to these standpoints – remaining consistent and proactive in their principles. With the rise of more conscious consumers and the belief-driven buyer, organizations ignore sustainability and the spirit of 'doing good' at their own peril. From three marketing experts with decades of experience between them, Sustainable Marketing delivers the new benchmark for modern marketing. This book clarifies the importance of the sustainable approach before providing a comprehensive guide to implementing, driving and maintaining these practices in any organization. A must-read for any business leader or marketing executive, this is a unique and fascinating blend of academic research and practical case studies that will kick-start and inspire sustainable initiatives.