Sustainable Marketing Strategies – Next steps and further readings

The course offers a range of actionable insights and benefits tailored to various stakeholders. Here’s how different groups could benefit:

1. Business Executives and Managers:
   • Benefits: Improved understanding of integrating sustainability into business strategies, leading to enhanced corporate reputation and long-term success.
   • Actionable Insights: Adopt the PLANET framework to systematically incorporate sustainable practices and align business goals with environmental and social responsibilities.
2. Marketing Professionals:
   • Benefits: Guidance on ethical marketing practices that build consumer trust and brand loyalty.
   • Actionable Insights: Develop transparent and honest marketing strategies that avoid greenwashing and emphasize genuine sustainability efforts.
3. Corporate Social Responsibility (CSR) Teams:
   • Benefits: A comprehensive approach to embedding CSR principles into core business operations.
   • Actionable Insights: Use the PLANET framework to prioritize and evaluate sustainability initiatives, ensuring they align with stakeholder expectations and global standards.
4. Environmental Organizations:
   • Benefits: Opportunities to collaborate with businesses on impactful sustainability projects.
   • Actionable Insights: Engage with companies using the PLANET framework to create mutually beneficial partnerships that drive environmental progress.
5. Investors and Shareholders:
   • Benefits: Insights into the sustainability practices of companies, helping in making informed investment decisions.
   • Actionable Insights: Evaluate the sustainability reports and transparency of companies using the PLANET framework as a benchmark for long-term viability and ethical practices.
6. Consumers:
   • Benefits: Increased awareness of the sustainability efforts of companies, leading to more informed purchasing decisions.
   • Actionable Insights: Support businesses that demonstrate genuine commitment to sustainability through transparent and ethical practices.
7. Policy Makers and Regulators:
   • Benefits: Understanding the importance of sustainability in business practices, aiding in the creation of supportive policies and regulations.
   • Actionable Insights: Develop and enforce regulations that encourage businesses to adopt frameworks like PLANET, ensuring accountability and transparency.
8. Non-Governmental Organizations (NGOs):
   • Benefits: Enhanced ability to advocate for sustainable practices and partner with businesses for greater impact.
   • Actionable Insights: Collaborate with companies to implement sustainability initiatives that align with both organizational goals and community needs.
9. Suppliers and Partners:
   • Benefits: Alignment with the sustainability goals of their business clients, leading to stronger partnerships and market opportunities.
   • Actionable Insights: Adopt sustainable practices and transparency in operations to meet the standards and expectations set by business clients using the PLANET framework.
10. Community Leaders and Advocates:
    • Benefits: Empowerment to engage in meaningful dialogue with businesses about their environmental and social impact.
    • Actionable Insights: Use the insights from the PLANET framework to advocate for more sustainable and community-focused business practices.

Further Readings

Adsoftheworld (2023) “Tech Goes Green by Samsung Electronics”, Agency Bloomberg, https://www.adsoftheworld.com/campaigns/tech-goes-green

Al-Olaimy, T. (2020) “Why nature is the most important stakeholder of the coming decade”, World
Economic Forum, https://www.weforum.org/agenda/2020/01/why-nature-will-be-the-most-important-stakeholder-in-the-coming-decade/

Always (2023) “About us”, https://www.always.com/en-us/about-us/our-epic-battle-like-a-girl

Apple (2020) “Apple commits to be 100 percent carbon neutral for its supply chain and products by
2030”, https://www.apple.com/uk/newsroom/2020/07/apple-commits-to-be-100-percent-carbon-neutral-for-its-supply-chain-and-products-by-2030/

B-Corporation (2023) “About B Lab”, https://www.bcorporation.net/en-us/

Baden, D. (2016) “A reconstruction of Carroll’s pyramid of corporate social responsibility for the 21st
century”, International Journal of Corporate Social Responsibility, 1(1), 8.

C2ccertified (2022) “How to design a circular product: R-strategies and Cradle to Cradle Certified®”,
https://c2ccertified.org/articles/how-to-design-a-circular-product-r-strategies-and-cradle-to-cradle-c
ertified-r

Carroll, A. (1991) “The pyramid of corporate social responsibility: Toward the moral management of
organizational stakeholders”, Business Horizons, 34(4), 39-48.

Cricelli, L. and Strazzullo, S. (2021) “The economic aspect of digital sustainability: A systematic
review”, Sustainability, 13(15), 8241.

Delmas, M. and Burbano, V. (2011) “The drivers of greenwashing”, California Management Review,
54(1), 64-87.

Dove (2017) “Apology”, https://twitter.com/Dove/status/916731793927278592
Elkington, J. (2013) “Enter the triple bottom line”, in The Triple Bottom Line: Does it all add up?,
Routledge.

Eyre, A. and Randle, P. (2023) “The Sustainable Marketing Compass”, June,

The Compass

Farooq, Y. and Wicaksono, H. (2021) “Advancing on the analysis of causes and consequences of green
scepticism”, Journal of Cleaner Production, 320, 128927.

Freeman, R., Harrison, J. and Zyglidopoulos, S. (2018) Stakeholder theory: Concepts and Strategies.
Cambridge University Press.

IAEG-SDG (2016) “Final list of proposed Sustainable Development Goal Indicators”,
https://sustainabledevelopment.un.org/content/documents/11803Official-List-of-Proposed-SDG-Indi
cators.pdf

IKEA (2021) “IKEA to phase out plastic from consumer packaging by 2028”,
https://about.ikea.com/en/newsroom/2021/11/17/ikea-to-phase-out-plastic-from-consumer-packagi
ng-by-2028

ISO (2022) “ISO 14040:2006 Environmental management — Life cycle assessment — Principles and
framework”, https://www.iso.org/standard/37456.html

Iqbal, N. (2015) “Femvertising: how brands are selling #empowerment to women”,
https://www.theguardian.com/lifeandstyle/2015/oct/12/femvertising-branded-feminism

Jankowicz, M. (2021) “A South Korean beauty brand admitted that its product marked ‘I’m paper
bottle’ is actually a plastic bottle wrapped in paper”, Business Insider,
https://www.businessinsider.com/innisfree-paper-bottle-actually-plastic-bottle-wrapped-in-paper-20
21-4?r=USandIR=T

Kaner, G. (2021) “Greenwashing: How Difficult It Is to Be Transparent to the Consumer—H&M Case
Study”, Green Marketing in Emerging Markets: Strategic and Operational Perspectives.

Krajewski, M. (2014) “The great lightbulb conspiracy”, IEEE Spectrum, 51(10), 56-61, doi:
10.1109/MSPEC.2014.6905492.

Kramer, M. and Porter, M. (2011) Creating shared value (Vol. 17). Boston, MA: FSG.

Malla, F., Mushtaq, A., Bandh, S., Qayoom, I. and Hoang, A. (2022) “Understanding climate change:
scientific opinion and public perspective”, Climate Change: The Social and Scientific Construct, Cham:
Springer International Publishing.

McMillan, K. (2023) “Carbon Accounting for Sustainable Computing in Cloud Provisioned Data
Centers”, Masters of Science in Engineering and Management, Massachusetts Institute of
Technology, https://dspace.mit.edu/bitstream/handle/1721.1/150244/mcmillan-kmcmill-sm-sdm-2023-thesis.pd
f

Mitchell, T. (2020) “Critical Race Theory (CRT) and colourism: a manifestation of whitewashing in
marketing communications?” Journal of Marketing Management, 36(13-14), 1366-1389.

Moore, J., Mascarenhas, A., Bain, J. and Straus, S. (2017) “Developing a comprehensive definition of
sustainability”, Implementation Science, 12(1), 1-8.

Moosmayer, D., Waddock, S., Wang, L., Hühn, M., Dierksmeier, C. and Gohl, C. (2019) “Leaving the
road to Abilene: A pragmatic approach to addressing the normative paradox of responsible
management education”, Journal of Business Ethics, 157, 913-932.

Mud Jeans (2022) “Sustainability Report 2021”, https://mudjeans.eu/pages/sustainability-report-2021

Munir, S. and Mohan, V. (2022) “Consumer perceptions of greenwashing: lessons learned from the
fashion sector in the UAE”, Asian Journal of Business Ethics, 11(1), 1-44.

Nalband, N., and Kelabi, S. (2014) “Redesigning Carroll’s CSR pyramid model”, Journal of Advanced
Management Science, 2(3).

Nyberg, D., Ferns, G., Vachhani, S. and Wright, C. (2022) “Climate change, business, and society:
Building relevance in time and space”, Business and Society, 61(5), 1322-1352.

Ormesher, E. and Greenfield, P. (2023) “Greenwashing era is over, say ad agencies, as regulators get
tough”, https://www.theguardian.com/environment/2023/may/15/greenwashing-era-is-over-say-ad-agencies-as-regulators-get-tough

Pardo-Vicente, M., Camacho-Magriñan, P. and Pavon-Dominguez, P. (2022) “Influence of Technology
on Perceived Obsolescence through Product Design Properties”, Sustainability, 14(21), 14555.

Pingali, V. (2020) “Framework for responsible (sustainable) marketing”, Corporate Governance and
Sustainability Review, 4. 50-55, doi: 10.22495/cgsrv4i2p5.

Polonsky, M., Grau, S., and Garma, R. (2010) “The new greenwash?: Potential marketing problems
with carbon offsets”, International Journal of Business Studies: A Publication of the Faculty of
Business Administration, Edith Cowan University, 18(1), 49-54.

Quick, M. (2017) “Five numbers that will define the next 100 years”,
https://www.bbc.com/future/article/20170330-5-numbers-that-will-define-the-next-100-years

Samsung Electronics (2023) “Changing the world together by 2030”, Samsung Global Goals App,
https://www.samsung.com/global/galaxy/apps/samsung-global-goals/

Samsung Electronics (2022) “A journey towards a sustainable future”, Samsung Electronics
Sustainability Report, 15th edition, https://images.samsung.com/is/content/samsung/assets/global/ir/docs/sustainability_report_2022_
en.pdf

Santoro, G., Bresciani, S., Bertoldi, B. and Liu, Y. (2020) “Cause-related marketing, brand loyalty and
corporate social responsibility: A cross-country analysis of Italian and Japanese consumers”,
International Marketing Review, 37(4), 773-791.

Shuili Du, C. and Sen, S. (2009) “Maximizing Business Returns to Corporate Social Responsibility
(CSR): The Role of CSR Communication”, ijmr_276, 8.. 19.

Singh, S., and Jain, D. (2014) “Evaluating customer relationships: current and future challenges”, in
The Routledge Companion to the Future of Marketing, Routledge.

Slade, G. (2006) Made to Break: Technology and Obsolescence in America. Harvard University Press,
http://www.jstor.org/stable/j.ctvjhzqd7

Tandon, S. and Das, S. (2023) “Digital Revolution Complements Sustainable Goal Achievement During
and After Pandemic: A Research Agenda”. in Mondal, S.R., Yegen, C., Das, S. (eds), New Normal in
Digital Enterprises, Palgrave Macmillan: Singapore, doi: 10.1007/978-981-19-8618-5_11

TerraChoice (2007) “Sins of Greenwashing”, https://www.ul.com/insights/sins-greenwashing

UN (2023) “Transforming our world: the 2030 Agenda for Sustainable Development”,
https://sdgs.un.org/2030agenda

UN Global Compact (2023) “The Ten Principles of the UN Global Compact”,
https://unglobalcompact.org/what-is-gc/mission/principles

Vollero, A. (2022) “Case Studies: Lessons to Avoiding the Greenwashing Trap”, in Greenwashing.
Emerald Publishing Limited.

WFA (2023) “Planet Pledge: A plan to make marketing part of the solution”
https://wfanet.org/leadership/planet-pledge/about

WEF (2023) “Global Risks Report 2023”,
https://www.weforum.org/reports/global-risks-report-2023/in-full/2-global-risks-2033-tomorrow-s-c
atastrophes#2-global-risks-2033-tomorrow-s-catastrophes

Wójcik, P. (2016) “How creating shared value differs from corporate social responsibility”, Central
European Management Journal, 24(2), 32-55