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What is marketing sustainability?

What is sustainability in marketing?

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marketing sustainability & sustainability in marketing

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marketing sustainability & sustainability in marketing

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Give two examples of both.

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Definition of Greenwashing and find an example of when a company has been accused of Greenwashing and why they were accused of this.

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What clarification would a company need to give for each of the following statements for it not to be considered greenwashing?

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What clarification would a company need to give for each of the following statements for it not to be considered greenwashing?

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Our products are 100% sustainable

Our packaging is made from recycled materials

We are committed to becoming plastic-free by 2030

Our factories are powered by renewable energy

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A Detailed Analysis of Sustainability Marketing

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Name the biggest sustainability issues facing the world today

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Name the biggest sustainability issues facing the world today

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What marketing activities consume the most energy (Production and execution)

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What marketing activities consume the most energy (Production and execution)

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How can the following content be made accessible to a wider audience?

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How can the following content be made accessible to a wider audience?

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Video

Audio

Colours

Readability

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Use this tool to test the accessibility of your company website

https://www.accessibilitychecker.org/

Did it pass?

If not, what did it fail on?

Take a screen shot of the report and add here.

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Use this tool to test the accessibility of your company brand colours

https://colourcontrast.cc/

Don’t know the hex colours? https://imagecolorpicker.com/

Take a screen shot of the report and add here.

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At the end of the training you will be able to:

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At the end of the training you will be able to:

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Understand the difference between Marketing Sustainability and Sustainability in Marketing

Be able to ensure your comms are inclusive by using different tools to make sure they are complying with relevant guidelines

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Peloton bike Christmas advert | The Gift That Gives Back

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Sustainability in marketing is the brand commitment in sustainability

Marketing sustainability can be having eco friendly packaging

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Marketing sustainability, is a strategic approach that promotes environmentally and socially responsible products, services, and practices while considering their long-term impact on society and the environment.

Sustainability in marketing is the practice of being mindful of a business's environmental and social impact, including its financial aspects. It promotes brand values and products that are environmentally and socially good.

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Marketing sustainability is a strategic approach that promotes environmentally and socially responsible products, services, and brand values while considering long-term economic viability.

Sustainability in marketing is the practice of promoting products, services, and brand values in a manner that prioritizes environmental protection, social responsibility, and long-term economic viability.

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Marketing sustainability - showing how a brand uses sustainability and eco-friendly produce

Sustainability in marketing is promoting the ethics society and responsibility.

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Marketing sustainability example is having eco friendly packaging, reducing plastic in offices

sustainability in marketing example is tesla doing a campaign on clean energy advocacy, another is ikea's sustainability efforts to use renewable materials on their products

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Marketing Sustainability:

Patagonia: “Don’t Buy This Jacket” Campaign

What They Did: Patagonia, an outdoor clothing brand, ran an ad discouraging unnecessary consumption and encouraging customers to think twice before buying new products. The campaign also emphasized their recycling and repair services.

Why It’s Sustainable: It promoted conscious consumption, extended product lifespans, and minimized environmental impact.

IKEA’s Circular Hub

What They Did: IKEA promotes its "Circular Hub," a program encouraging customers to buy second-hand or refurbished IKEA furniture. Their marketing campaigns highlight sustainability and resource efficiency.

Why It’s Sustainable: Encourages reuse and recycling while reducing waste and promoting resource conservation.

Sustainability marketing

The Body Shop: “Return, Recycle, Repeat” Campaign

What They Did: The Body Shop, a global cosmetics and skincare brand, launched a campaign called "Return, Recycle, Repeat," encouraging customers to return used product containers to stores for proper recycling. The campaign was heavily promoted through in-store displays, social media, and email marketing.

Why It’s Sustainability Marketing:

Promotes environmentally responsible consumer behavior by emphasizing recycling.

Highlights The Body Shop's commitment to reducing waste and operating sustainably.

Engages customers in the brand's circular economy initiative.

Tesla: Promoting Renewable Energy and Electric Vehicles

What They Did: Tesla markets its electric vehicles (EVs) as a sustainable alternative to traditional gas-powered cars. The company’s marketing emphasizes reducing carbon emissions, using renewable energy sources like solar power, and transitioning to a more sustainable future.

Why It’s Sustainability Marketing:

Focuses on the environmental benefits of switching to EVs.

Highlights Tesla’s role in advancing renewable energy solutions, such as solar panels and Powerwall batteries.

Appeals to eco-conscious consumers by linking their purchase to a positive environmental impact.

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Marketing sustainability:

1. Patagonia: A leader in sustainable marketing, Patagonia has implemented the innovative Worn Wear program that encourages customers to repair and reuse clothing instead of buying new items. In 2022, their program saved over 63,000 kilograms of waste from landfills. They actively promote environmental activism through their marketing, using platforms like their website and social media to raise awareness about critical issues like climate change and land conservation.

2. TOMS Shoes: TOMS demonstrates sustainable marketing through their Earthwise™ shoe range, which is created from sustainable and recycled products. They communicate their sustainability efforts through social media campaigns and have partnered with ThredUp to encourage customers to return worn shoes, enabling the creation of new products from recycled materials and keeping items out of landfills.

1. Sustainability in marketing:

Unilever: Sustainable Living Plan

Unilever has integrated sustainability into its marketing and overall business strategy through its comprehensive Sustainable Living Plan. This approach focuses on:

Improving health and well-being, Reducing environmental impact, Enhancing livelihoods.

2. Procter & Gamble (P&G) is a company very similar to Unilever in its sustainability approach. Like Unilever, P&G has comprehensive sustainability initiatives through its "Ambition 2030" goals, which include: 100% renewable electricity, 100% recyclable or reusable packaging, 35% reduction in water consumption.

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Marketing Sustainability:

Urban Outfitters - Recycling and upcycling products such as vintage sales

BrewDog - Carbon-zero emissions for their products

Sustainability in Marketing:

Fairy Liquid - Customers are encouraged to return their empty bottles

Clarks - Campaign encouraging school children to donate their old/small shoes to be recycled into new ones

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Deforestation

Pollution

Climate Change

Waste Management

Plastic Pollution

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1. Climate Change: Rising global temperatures due to greenhouse gas emissions.

2. Deforestation: Loss of forests impacting biodiversity and carbon absorption.

3. Plastic Pollution: Widespread plastic waste harming ecosystems.

4. Water Scarcity: Limited access to clean and safe water.

5. Biodiversity Loss: Extinction of species and ecosystem degradation.

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Climate Change

Climate change is widely considered the most urgent and impactful environmental crisis.

Biodiversity Loss

The rapid loss of biodiversity is another critical sustainability issue.

Water Scarcity

Water scarcity is a growing concern, driven by over-extraction, pollution, and climate change.

Resource Depletion

The unsustainable use of natural resources is a significant sustainability challenge.

Waste Management

The generation of waste, particularly plastic waste, is a major environmental problem.

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Greenwashing is the practice of misleading consumers into believing that a company or its products are environmentally friendly, when in reality, the claims are exaggerated, false, or unsubstantiated.

Example of Greenwashing:

H&M (2022):
H&M faced accusations of greenwashing for its "Conscious Collection," which claimed to use sustainable materials. Critics argued the collection provided vague or misleading information about sustainability metrics and failed to address the brand's overall environmental impact from fast fashion.

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Climate Change

Air Pollution

Landfill Overflow

Fossil Fuel Consumption

Plastic Pollution

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Greenwashing is a deceptive marketing practice where companies exaggerate or falsely claim that their products, services, or policies are environmentally friendly.

Nestlé

In 2018 Nestle said it had “ambitions” for its packaging to be 100% recyclable or reusable by 2025.

Environmental groups and other critics pointed out that the company hadn’t released clear targets, a timeline to accompany its ambitions or additional efforts to help facilitate recycling by consumers.

Greenpeace reacted and said "Nestlé’s statement on plastic packaging includes more of the same greenwashing baby steps to tackle a crisis it helped to create."

Nestlé, Coca-Cola, and PepsiCo were named the world’s top plastic polluters for the third year in a row.

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Greenwashing is when a company pretends to be eco-friendly through misleading marketing without making real environmental improvements.

Nestlé faced accusations of greenwashing regarding its bottled water business. The company marketed its bottled water as a sustainable product, claiming it was sourced responsibly. However, critics pointed out that Nestlé's water extraction practices often drained local water supplies in drought-prone areas, and its plastic bottles contributed significantly to plastic pollution. Despite these environmental issues, Nestlé promoted its bottled water as environmentally friendly, which led to accusations of greenwashing.

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Greenwashing is an attempt to capitalize on the growing demand for environmentally sound products.

Greenwashing can convey a false impression that a company or its products are environmentally conscious or friendly.

Nestlé

In 2018, Nestlé released a statement saying that it had “ambitions” for its packaging to be 100% recyclable or reusable by 2025. However, environmental groups and other critics pointed out that the company hadn’t released clear targets, a timeline to accompany its ambitions or additional efforts to help facilitate recycling by consumers. Greenpeace reacted to this by releasing its own statement, in which it said, “Nestlé’s statement on plastic packaging includes more of the same greenwashing baby steps to tackle a crisis it helped to create. It will not actually move the needle toward the reduction of single-use plastics in a meaningful way, and sets an incredibly low standard as the largest food and beverage company in the world.” In Break Free From Plastic’s 2020 annual report, Nestlé, along with Coca-Cola and PepsiCo, were named the world’s top plastic polluters for the third year in a row.

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1. Details about what the products are made of and an explanation of the production process

2. Details about what the packaging is made of and an explanation of the production process

3. Companies SMART goals, backed by data and an external partner to authenticate, showing progress in real time to the consumer

4. Companies SMART goals, backed by data and an external partner to authenticate, showing current statistics compared to past

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"Our Products are 100% sustainable":

Clarify what "sustainable" means (e.g., materials, production methods, lifecycle impact) and provide third-party certifications or detailed data.

"Our packaging is made from recycled materials":

Specify the percentage of recycled content and the type of materials used, with certifications if available.

"We are committed to becoming plastic-free by 2030":

Outline the roadmap, interim milestones, and specific actions being taken to achieve the goal.

"Our factories are powered by renewable energy":

Provide the percentage of energy sourced from renewables, types of renewable energy used, and whether it covers all operations or just specific factories.

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Our packaging is made from recycled materials

Clarification Needed: Specify how much of the packaging is made from recycled materials and where they come from (e.g., post-consumer plastic). Also, explain whether the packaging itself is recyclable and if the materials are sourced responsibly.

We are committed to becoming plastic-free by 2030

Clarification Needed: Outline the clear steps the company will take to reach this goal, like finding alternative materials or reducing plastic usage. Regular updates and independent reviews can also help prove they’re making progress.

Our factories are powered by renewable energy

Clarification Needed: Share what percentage of energy comes from renewable sources, and whether the company is directly sourcing clean energy or using renewable energy credits. Proof, such as certifications, would help confirm this claim.

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Our products are 100% sustainable

Disclose any aspects of the product that may not meet strict sustainability standards

Provide third-party certification or verification of sustainability claims

Our packaging is made from recycled materials"

Specify the exact percentage of recycled content in the packaging

Detail the source of recycled materials (e.g., post-consumer or pre-consumer)

We are committed to becoming plastic-free by 2030

Define what "plastic-free" means in the context of their business

Provide a detailed roadmap with specific milestones towards the 2030 goal

Our factories are powered by renewable energy

Specify the percentage of energy that comes from renewable sources

Detail the types of renewable energy used

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Top 10 list of marketing activities that consume the most energy, in order:

1. TV and Video Production – High energy use for filming, lighting, and equipment.

2. Digital Advertising – Power consumption from data centers, servers, and online ads.

3. Events and Trade Shows – Energy for venues, lighting, climate control, and travel.

4. Print Advertising – Energy-intensive printing and paper production.

5. Out-of-Home Advertising (Digital Billboards) – Continuous power for digital displays.

6. Radio and Podcast Production – Energy used in recording and broadcasting.

7. Direct Mail Campaigns – Energy for printing, materials, and postal distribution.

8. Social Media Marketing (Video Content) – Power for video creation, editing, and online hosting.

9. Email Marketing Campaigns – Server energy use for sending large volumes of emails.

10. Influencer Marketing – Power used in video production, editing, and online content hosting

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Television and Media Advertising

National television commercials involve high production costs and significant energy consumption for filming, editing, and broadcasting.

Interactive Digital Experiences

Technologies like virtual reality (VR) tours of renewable energy facilities or augmented reality (AR) apps that demonstrate energy consumption in real-time require substantial computational power and energy for development and deployment.

Data-Driven Personalization

Leveraging customer data for personalized marketing campaigns involves significant computational resources. AI-powered insights, dynamic content generation, and smart segmentation require robust data centres, which are energy-intensive to operate.

Content Marketing and Visual Campaigns

Creating high-quality visual content such as videos, infographics, and heat loss maps (e.g., MyHEAT’s campaigns) demands considerable energy for graphic design, video production, and digital distribution.

Social Media and Digital Advertising

Paid ads on platforms like Google or Bing, as well as social media campaigns, consume energy through server usage for ad hosting and targeting algorithms.

Event Sponsorships

Sponsoring large-scale sports or cultural events requires logistical support, branding materials, and sometimes direct energy contributions to event operations.

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1. Digital Marketing:

Large-scale data centers for online advertising and analytics

Energy consumption from continuous operation of servers and network infrastructure

2. Video Production and Distribution:

High energy use in video shooting, editing, and rendering

Streaming services for video content delivery

3. Event Marketing:

Energy consumption for large-scale events, including lighting, audio-visual equipment, and climate control

Transportation and logistics for event materials and attendees

4. Print Marketing:

Energy use in paper production and printing processes

Distribution and transportation of physical marketing materials

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Influencer Marketing – Power used in video production, editing, and online content hosting

Direct Mail Campaigns – Energy for printing, materials, and postal distribution.

Social Media Marketing (Video Content) – Power for video creation, editing, and online hosting.

Email Marketing Campaigns – Server energy use for sending large volumes of emails.

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Video - Removing paid subscriptions, adding subtitles and including an option for translated subtitles, audio description.

Audio - Removing paid subscriptions, including an option for translated subtitles.

Colours - Use dark on light colours or patterns to create contrast for people who are colour blind.

Readability - Use accessible typography, including font, size, kerning, etc. Consider how the font would look in other languages such as Arabic or Urdu.

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Video Accessibility

Key Strategies:

Add captions and subtitles synchronised with audio

Provide audio descriptions for visual elements

Create detailed transcripts

Use an accessible video player

Pause/stop functionality

Screen reader compatibility

Audio Accessibility

Recommended Approaches:

Create accurate transcripts

Include descriptions of non-speech sounds

Ensure clear audio quality

Minimise background noise

Provide sign language interpretation for live content

Colour Accessibility

Design Considerations:

Use high colour contrast

Avoid relying solely on colour to convey information

Select colours that are distinguishable for colour-blind users

Ensure text is readable against background colours

Readability Accessibility

Implementation Techniques:

Use clear, simple language

Choose readable fonts

Maintain appropriate text size

Provide sufficient colour contrast

Avoid complex technical jargon

Structure content with headings and clear formatting

Over 15% of the world's population has a disability, making accessibility crucial for inclusive communication.

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Video: Make videos accessible by adding subtitles or closed captions, and providing a transcript to support people with hearing impairments, non-native speakers, or those in sound-off environments.

Audio: Ensure audio content is accessible by offering transcripts and clear narration, helping those with hearing impairments or people who prefer reading over listening.

Colors: Improve color accessibility by using high contrast and colorblind-friendly palettes, ensuring that all users, including those with visual impairments like color blindness, can distinguish important elements.

Readability: Enhance text accessibility by using clear, simple language, larger fonts, high contrast, and short, concise paragraphs, making content easier to read for people with cognitive disabilities, dyslexia, or low vision.

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Video

Provide captions and audio descriptions for the visually and hearing impaired.

Offer a transcript for easy reading.

Audio

Provide transcripts for users who can’t hear.

Ensure clear speech and multiple audio formats.

Colours

Use high contrast between text and background.

Don’t rely on color alone to convey information.

Test for color blindness accessibility.

Readability:

Use legible fonts and adjustable sizes.

Break text into short paragraphs with simple language.

Enable text-to-speech or screen reader compatibility.

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Visual and Structural Accessibility Tests issues and Interaction and Navigation tests

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Fail on - Interaction and Navigation Tests + Visual and Structural Accessibility Tests

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Failed on a few things, Interaction and Navigation Test, Screen Reader and Assistive Technology Tests, etc

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Our main hex codes:

#000f9f

#3daf2c

#ffffff

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Fail

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Pass

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a)Produce evidence which shows how you have created comms that are ethical and diverse, this can include any social media posts, email marketing etc.

b)1 page listing how you have ensured any claims in those comms are not misleading, and also ensuring that your comms are accessible, e.g. the correct colours have been used etc.

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Evidence of diverse range of characters used throughout images - I use 'Midjourney' to aid in image generation of specific characters therefore my posts aren't limited to stock images and I can use prompts like 'show a range of characters from different backgrounds and races'

All posts are compliant on all platforms ensuring that nothing that is sent out makes false promises or claims that can be seen as not true or reliable. Everything that gets sent out is thoroughly checked by specialists in the subjects department. for example if I was creating a post on Science Manufacturing Technician Apprenticeships, I get this signed off by an SMT tutor ensuring all information used is correct and complaint.

When creating social posts we try to ensure that all our posts are accessible and easy to read - ensuring that colours used aren't conflicting and that if images are placed behind text the font size or colour of the image or text ensures it is still easy to read.

As an apprenticeship provider we try to celebrate how diverse our audience is and support in anyway we can ensuring we post activist post celebrating diversity in all areas. We avoid giving our own opinions or apply a religion to our company therefore instead of saying 'Merry Christmas' we say 'Seasons greetings'.

On our social posts we try to ensure accessibility is considered one of the ways that we do this is by adding alt text to all of our images ensuring our images can be seen or understood by all users.