Socially Responsible Marketing - DEEL 1

SOCIALLY RESPONSIBLE
MARKETING
Inhoud
Class 1: Introduction...............................................................................................................................2
Sustainablity.......................................................................................................................................2
Relationship between sustainability and marketing...........................................................................3
Online Knowledge Clips: Industry 1 – Sustainability & marketing......................................................4
Industry 2: Integration sustainability in marketing.............................................................................5
Industry 3: Sustainable product..........................................................................................................9
Industry 4: Sustainable price............................................................................................................11
Industry 5: sustainable distribution..................................................................................................13




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, CLASS 1: INTRODUCTION

 In March: Assignment
 Exam: 16/06  Questions where you have to link your own assignment with the content of the course
+ take home exam
 Material: slides, knowledge clips, papers, solutions to exercises

SUSTAINABLITY

Sustainable development

= development that meets the needs of the present generation, without compromising the ability of future
generations to meet their own needs

 2015: sustainable development goals, 17 goals that have to be met by 2030
 Elkington (1994), Triple bottle lines (3 P’s): make entrepreneurs think more critically about the future
of capitalism, idea to bring more balance between the profits, planet and peace. A lot of companies
gave profit the dominant factor and still is. However, a shift to the other P’s as well. Sustainable
development consists of:
 People: end poverty and hunger in all forms and ensure dignity and equality
 Planet: protect our planet’s natural resources and climate for future generations
 Partnership: implement the agenda through a solid global partnership
 Peace: foster peaceful, just and inclusive societies
 Prosperity: ensure prosperous and fulfilling lives in harmony with nature

Beyond sustainability: go for regeneration, restore
the negative impact we had before. This needs
priority in every decision we make




Regeneration puts life at the centre of every action and decision. It applies all of life – grasslands, farms,
insects, forests, fish, wetlands, coastlands, and oceans – and it applies equally to family, communities, cities,
schools, religion, commerce, and governments. And most spectacularly to climate.

- Regeneration is a response to the urgency of the climate crisis, a determined what-to-do manual for
all levels of society, from individuals to national governments and everything and everyone in
between. It describes a system of interlocking initiatives that can stem the climate crisis in one
generation
- Regeneration creates livelihoods that bring life to people and people to life. It is work that links us to
each other’s wellbeing, that provides those in poverty
with purpose and a future of dignity and respect.

Sustainability = shared responsibility

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