FEU Prayer

Direct, O God, we beseech You.

All our actions by Your holy inspiration
and help them on by Your gracious
assistance
so that every prayer and work of ours
may begin in You
and by You be happily ended.
Amen.

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Sharing of Day 4 learnings….

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 Green Consumers
Common Attitudes and Beliefs:
• Commitment to green lifestyles
• Critical of their own environmental practices
and impact
• Looking for companies that incorporate
green practices
• Overstate their green behavior
• Want environmental protection to be easy
• Tend to distrust companies environmental
claims
• Lack knowledge about environmental
issues, but eager to learn
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 Green Consumers
Demographic Characteristics:
• Many are young adults, influenced by their
young children
• Women are a key target market. They
often make purchases on behalf of men
• The best green customers are those with
money to spend (good prospects for
businesses at the high end of the market)
• Consumers born before 1950 are the least
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Other Marketing people reflection on green “Tipping
Point”:

• Only a tiny minority actually care about

the issues enough to act on them;
• The mainstream consumer will only
respond to a self-interested ideas

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Green Consumerism Notations:

• Markets don't wait for slow movers. Businesses

that innovate and respond quickly to consumer
demands survive best.
• Everyone has a part to play, at various levels of
administration, manufacture and use.
• A consumer has to realize that he/she not just
buys 'a' product, but everything that went into its
production, and everything that will happen in
the future as a result of that product.
• All products have an environmental impact,
however small. The idea is to reduce it to the
minimum.
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 Key impacts of green products:
• Consumers have been asking for green products.
• Businesses have looked into the green process.
• Green products have also increased competition
among businesses to generate more
environmentally friendly products.
• Ecolabelling networks that monitor and evaluate
green products have been developed in many
countries.
• Governments have also taken several measures
that have supported and facilitated such moves
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by businesses.
Traditional Consumer Values Considerations

• PRICE - Few will pay extra for greener

products

• QUALITY – Many think green products

will be less effective than existing brands

• CONVENIENCE – only minimal

inconvenience will be tolerated by
consumers of green products

• AVAILABILITY – very few customers will

go out of their way to purchase greenyour name
products
Sustainability Definition:

• Social progress which recognizes the

needs of everyone;
• Effective protection of the
environment;
• Prudent use of natural resources; and
• Maintenance of high and stable levels
of economic growth and employment.
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 Key issues for the future include:
• Health: A sentary lifestyle combined with health
impacts of environmental pollution and
emissions, use and abuse of pesticides, anti-
biotics etc.
• Population and consumption: Population
increases, aging populations, consumption
patterns - living beyond means, etc.
• Globalization: Transboundary effect and free
trade have both advantages (efficiency, profits,
opportunities, demand) and disadvantages
(unemployment, footloose companies, weaker
controls, unfair trade, small scale loses out) etc.
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 Key issues for the future include:
• Energy: Every source of energy has an
environmental impact. Energy efficiency is not
just technology, but also cutting back. There
are enough cars to create a six-lane traffic jam
to the moon.
• Water: Water use is increasing at twice the rate
of population increase. Much can be done at
the individual level.
• Chemicals: Use of pesticides and other
hazardous chemicals. PCB?DDT has been
found in mother's milk too! Ozone depleting
chemicals, hormone-disrupting chemicals have
long term effects on human health and well-
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being.
 Key issues for the future include:
• Genetic engineering: Includes many
ethical and moral issues, including
misinformation. Not that genetic
engineering is bad - but the consumer
should be given the choice.
• Natural World: Considerable pressures
put on the natural world due to population
increases and rise in consumption. 40% of
all plant growth consumed by humans!
Somewhere, something should stop.
• Ethics: The treatment of other peoples.
Issues of gender, children, animal welfare.
Ethics of cloning, fertility et al. your name
 Key issues for the future include:

• Fair Trade: Nee to look into working

conditions (child labour, low wages, long
hours, lack of safety, mass production v/s
craft industries.
• Neighbourhoods: Development of a
sense of community. Increase in financial
wealth, but also of quality of life. Measure
"gross national happiness"!!
• Childhood: Loss of 'childhood' due to
societal pressures and expectations,
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Green Marketing

DAY 5
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 Day 5 Objectives

• Understand “the green marketing

challenge”.
• To be familiar with Green Marketing
Five I’s

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 challenge
Challenge
youself..

What is
effective?
What changes
will you make?

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The Green Marketing Challenge
Green Marketing Outcomes Criterion
• Commercial Outcomes
• Environmental Outcomes
• Cultural Outcomes

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 Old - New Marketing
• Slick • Authenticity
• Consumerised • Transparency
aspiration • Customer
advertising experts, word
• People of mouth
seduction on • Participation
product • Community
• Helpful
developments
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The Green Marketing Challenge
Video…
(worms)

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 Green Marketing Five I’s
• INTUITIVE

Making Better Alternatives Accessible

and Easy to Grasp.

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 Green Marketing Five I’s
2. INTEGRATIVE

Combining Commerce, Technology,

Social Effects and Ecology

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 Green Marketing Five I’s
3. INNOVATIVE

Creating New Products and New

Lifestyles

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 Green Marketing Five I’s
4. INVITING

A Positive Choice Not a Hair Shirt

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 Green Marketing Five I’s
5. INFORMED

Lack of Knowledge Is What Most

Distorts People’s Behavior

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Green Marketing Five I’s
Video
(6 Degrees)

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 Green Marketing Success
• Commercial Success
• Green (and/or ethical) Success
• Cultural Success

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 Next meeting….
We’ll talk about the introduction of
Green Marketing Grid…

Please prepare for our 1st Prelim Exam

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…thank you
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