BAM studentencongress: Meaningful marketing!
Sustainability
Joke Claessen – Global track presentation (33.51)
Hoofd van de think tank ‘sustainability’
• Needed to act now! Decade of action! Create a better future for our next generation.
What is sustainability?
SDG =
Sustainability cake
Bottom: biosphere: water, pollution, our planet: take care of it! otherwise you will never eat the rest
of the cake!
3 main parties (levels of action)
- Consumer
- Government
- Companies
Covid: people lost trust in the government
Consumer looks at the government but also at the companies!
,Start: let’s look at the consumer:
Is the consumer ready? Has he already changed his behavior? More sustainable? What can he do?
Will it really have an impact if 1 consumer eats less meat
EU: not all of the 17 SDGs are equally important to the consumer
Many of the priorities are linked to the environment!
But differences between generations!
Our generations is much more preoccupied with the social aspect: inclusion, no poverty,…
Companies need to take that in account!
We do not always do the right thing: ‘we wanna be more sustainable but our behavior is different!’
we do not always take a bike instead of a car!
Why is this gap there?
Often it is the consumer not knowing what to do, being unaware of the impact of their actions
Companies need to take this into account! Guide the consumer! Provide, convince information.
1 cannot act if they do not receive the possibilities (informations)
,Example: UK: so many labels on the product that consumers even don’t remember what it all mean
What is sustainable fish?? They don’t understand so they choose the cheaper and non sustainable
fish.
So lidl decided: we only offer the sustainable one
Now the companies
How do they act?
What do they need to do?
Sustainability is something we NEED to do
Acting now: what is the place of sustainability in the company?
In the past: not a main role, from now on it needs to be in the heart of the company!
1) Know your customer!
Develop your sustainable offer based on your consumer information
Aspect of will and acknowledge
Will: do I want to change my behavior?
Aknowledge: do I know how to change?
➔ Firms need to inform on that!
Belgian study 2021:
People on consuming food
, Left: convinced ecologists: quality is really important for them, they are very sensible to sustainable
products or not
59% very large number
23% sceptic strugglers: realise: something needs to happen, they believe they can have an impact but
they are sceptic, is it true what the companies say?
Sadly: 20% non-believers
Sustainability is not important at all.
They believe their actions cant have a positive impact on sustainability. They buy cheap. They think:
sustainability = expensive
Have they already changed their behavior?
In the last year: increased by 35% : seasonable vegetables and fruits. Not imported from far countries
More fresh food and not packaged
Packaging is one of the main aspects of sustainability.
Companies can have an impact on consumption!
Local: positive impact on local economy and transport
Sustainability
Joke Claessen – Global track presentation (33.51)
Hoofd van de think tank ‘sustainability’
• Needed to act now! Decade of action! Create a better future for our next generation.
What is sustainability?
SDG =
Sustainability cake
Bottom: biosphere: water, pollution, our planet: take care of it! otherwise you will never eat the rest
of the cake!
3 main parties (levels of action)
- Consumer
- Government
- Companies
Covid: people lost trust in the government
Consumer looks at the government but also at the companies!
,Start: let’s look at the consumer:
Is the consumer ready? Has he already changed his behavior? More sustainable? What can he do?
Will it really have an impact if 1 consumer eats less meat
EU: not all of the 17 SDGs are equally important to the consumer
Many of the priorities are linked to the environment!
But differences between generations!
Our generations is much more preoccupied with the social aspect: inclusion, no poverty,…
Companies need to take that in account!
We do not always do the right thing: ‘we wanna be more sustainable but our behavior is different!’
we do not always take a bike instead of a car!
Why is this gap there?
Often it is the consumer not knowing what to do, being unaware of the impact of their actions
Companies need to take this into account! Guide the consumer! Provide, convince information.
1 cannot act if they do not receive the possibilities (informations)
,Example: UK: so many labels on the product that consumers even don’t remember what it all mean
What is sustainable fish?? They don’t understand so they choose the cheaper and non sustainable
fish.
So lidl decided: we only offer the sustainable one
Now the companies
How do they act?
What do they need to do?
Sustainability is something we NEED to do
Acting now: what is the place of sustainability in the company?
In the past: not a main role, from now on it needs to be in the heart of the company!
1) Know your customer!
Develop your sustainable offer based on your consumer information
Aspect of will and acknowledge
Will: do I want to change my behavior?
Aknowledge: do I know how to change?
➔ Firms need to inform on that!
Belgian study 2021:
People on consuming food
, Left: convinced ecologists: quality is really important for them, they are very sensible to sustainable
products or not
59% very large number
23% sceptic strugglers: realise: something needs to happen, they believe they can have an impact but
they are sceptic, is it true what the companies say?
Sadly: 20% non-believers
Sustainability is not important at all.
They believe their actions cant have a positive impact on sustainability. They buy cheap. They think:
sustainability = expensive
Have they already changed their behavior?
In the last year: increased by 35% : seasonable vegetables and fruits. Not imported from far countries
More fresh food and not packaged
Packaging is one of the main aspects of sustainability.
Companies can have an impact on consumption!
Local: positive impact on local economy and transport
