groene marketing voor hogeschool gent
TRANSCRIPT
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“Groene producten succesvol maken”
Hogeschool Gent, 4 April 2010
Stefaan Vandist www.trinity-planning.be
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Watisduurzaamheid?
Profit
People Planet
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What it is
“verb: the act of misleading consumers regarding practices of a company or the environmental benefits
of a product or service.”
Green·wash (grēn'wŏsh', -
wôsh')
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What it is
Spending more on advertising green then actual investing in sustainable action
Like BP, ”Beyond Petroleum”: 45 million in solar versus 5 billion on oil exploration in Alaska
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1
changing buying patterns in consumer markets
Why it happens
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CFCFREE|ORGANIC|FREERANGE|CRUELTYFREE|BIO|DOLPHINFRIENDLY|NONTOXIC|
BIODEGRADABLE|RECYCLABLE|ECO|CARBONNEUTRAL|FSC|AGAINSTANIMALTESTING|
VEGAN|FAIRTRADE|LOCAL|OZONEFRIENDLY|CARBONOFFSET
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Smallestofniches
1/33
Verydesirablemarket,settogrow
1/3
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“Green is a new sort of ‘good manners’”
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CULTURALCREATIVES|LOHAS|NEWWORLD’S|BLUEGREENS|POSITIVECHOSERS...
high-educated, involved, opinionated, active, merely urban, double income, early-adapting, ...
And marketers are starving to get them
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2
OureducaYon:we’remoYvatedtotellthestory
inthemostbeauYfulway
Why it happens
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Isn’t this how you would think of advertising milk?
We are educated to make things look nice
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Why all the fuss? Why is that so bad?
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HARMING THE FUTURE
More complaints against advertising Undermining confidence in business Sabotage of environmental movement in
business. Damage credibility of sustainability Feeding cynical views on sustainability
HARMING YOURSELF
Brand image damage, bad press attention Decreasing employer motivation Decreasing goodwill of strategic stakeholders Honestly…It is simply annoying And last but not least…
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You don’t want this kind of circus on your doorstep
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2 ways you can avoid greenwashing
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A
SYcktotheMAINPRINCIPLEofGreenverYsing:
“Green Marke*ng is not about making normal things seem green (greenwashing), it is about making green stuff seem normal”
Greenisspecial Greenisnormal
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B
Be aware of the
“seven sins of Greenwashing”:
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1
The sin of suggestive pictures:
Greenimagesthatindicatea(un‐jusYfied)greenimpact,
likeflowersbloomingfromexhaustpipes
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2
The sin of the hidden trade off:
Greenproduct/DirtycompanySuggesYonofbeingGreen,basedonasingleenvironmentalabribute,while
blurringallotherparameterswhicharemaybemoreimportant.
Expl.talkingaboutyour4%greenenergy,tohidealltherest
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3
Thesinofnoproof:
Claimsthatcouldberight,butarenotsupportedbyanyevidence,
orbyanyreliablethird‐partycerYficaYon.
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4
The sin of vagueness:
Claims that are expressed with fluffy language without a fixed meaning, like ‘earth-friendly’ packaging
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5
Thesinofirrelevance:
environmentalclaimsthatareredundantandunimportantforcustomers
seekingenvironmentallypreferableproducts.ItisirrelevantandthereforedistractstheconsumerfromfindingatrulygreeneropYon.
Like‘unleadedfuel(allfuelinEuropeisunleaded)…
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6
The sin of lesser of two evils:
These are “green” claims that may be true within the product category, but that risk distracting the consumer from the greater Health- or other
negative impacts of the category as a whole
Like organic cigarettes
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2MillionEuro’snarrowingthe‘open’debatetoproversuscontranuclear,ignoringallalternaYves
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7
Thesinoffibbing
out‐right lying, and produce
totally fabricated claims or data
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Let’sgettopracYce:
“Findme5sinsofGreenwashinginthisad”
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“Findme5goodpracYcesinthisad”
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Cutoutandkeep
1. ThesinofsuggesYvepictures2. Thesinofthehiddentradeoff3. Thesinofnoproof4. Thesinofvagueness5. Thesinofirrelevance6. Thesinoflesseroftwoevils7. Thesinoffibbing
“The seven sins of Greenwashing”
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Old versus new marketing
How to become the purple cow in post-advertising marketing?
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At this moment, the marketing industry is on the edge of a big shift
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You should know, because if developing sustainable innovation, you better leapfrog, and start from the new practice
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Theoldrulewas:
Createsafe,ordinary
productsandcombine
themwith
massmarkeYng
The new rule is:
Create truly innovative products, and build the marketing right into it
The offer and the message become one again
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Messaging Experience Oldbrandingparadigm Newbrandingparadigm
Branding?
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• Promising• Messaging
• StaYccampaigns• Passiveaudience• IdealisYcImage• Consistentstyle• Top‐down• Illusion
• DemonstraYng• Experience• Evolvingexperience• AcYveparYcipants• TruecollaboraYvemission• DiversityofinnovaYon• Bobom‐up
• AuthenYcity
Old Marketing New Marketing
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Buying attention
Being Interesting
Reach Message Repeat
Connect Engage Empower
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Downtalking Uptalking
Connectwithalargersocietaltendency
Connectwithpeoplewhobenefit
spreading
Designorprogramaunique
performance
Developpromise
CampaignwithafakenarraYve
Repeatasmuchaspossible
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Thesedays,brandsarenotitsadverYsingidea’s,baselinesorlogos.Itaresimplythesumsofthegreatidea’sthatbuildthatbrand.
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ABRAND=ACLUSTEROFCULTURALIDEA’SWITHANINTENTION
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CREATIVITY=BLENDINGTHESECULTURALCOMPONENTSANDCREATESOMETHINGNEW
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Asbrandsareclustersofculturalidea’s,youcandepictthemasmolecules
Run London
Just do it
Nike Plus
Nike Free
Nike ID
Nike Considered
Tiger Woods
Brazilian Soccer team
Jordan
Nike BIZ
Products Brand Company
MTV
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Cutoutandkeep
“Old versus new marketing” • Promising• Messaging
• StaYccampaigns• Passiveaudience• IdealisYcImage• Consistentstyle• Top‐down• Illusion
• DemonstraYng• Experience• Evolvingexperience• AcYveparYcipants• TruecollaboraYvemission• DiversityofinnovaYon• Bobom‐up
• AuthenYcity
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“7 building blocks of the right belief system”
#5
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Brompton1) Unique performance and/ or flatteringstory
2) Sharability
3) Connection with a larger societal movement
4) Clear and single-minded eco-benefit
5) Credible proof
6) Credible corporate intention
7) Ease & attractiveness
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Ben & Jerry’s1) Unique performance and/ or flatteringstory
2) Sharability
3) Connection with a larger societal movement
4) Clear and single-minded eco-benefit
5) Credible proof
6) Credible corporate intention
7) Ease & attractiveness
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Ecover1) Unique performance and/ or flatteringstory
2) Sharability
3) Connection with a larger societal movement
4) Clear and single-minded eco-benefit
5) Credible proof
6) Credible corporate intention
7) Ease & attractiveness
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Kuyichi1) Unique performance and/ or flatteringstory
2) Sharability
3) Connection with a larger societal movement
4) Clear and single-minded eco-benefit
5) Credible proof
6) Credible corporate intention
7) Ease & attractiveness
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Prius | Renault Zoë Ze 1) Unique performance and/ or flatteringstory
2) Sharability
3) Connection with a larger societal movement
4) Clear and single-minded eco-benefit
5) Credible proof
6) Credible corporate intention
7) Ease & attractiveness
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Veil Solar Shade1) Unique performance and/ or flatteringstory
2) Sharability
3) Connection with a larger societal movement
4) Clear and single-minded eco-benefit
5) Credible proof
6) Credible corporate intention
7) Ease & attractiveness
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Zipcar1) Unique performance and/ or flatteringstory
2) Sharability
3) Connection with a larger societal movement
4) Clear and single-minded eco-benefit
5) Credible proof
6) Credible corporate intention
7) Ease & attractiveness
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Cutoutandkeep
1) Unique performance and/ or flattering story 2) Sharability 3) Connection with a larger societal movement 4) Clear and single-minded eco-benefit 5) Credible proof 6) Credible corporate intention 7) Ease & attractiveness
“7 building blocks for the right belief system”
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Personal beliefs Itshouldstartwith“relocaYngdreams”
Itisnotabout“changingtheworld”,itisaboutcontribuYngtochange,eachwithourowntalentsandspecialism
Ifitdoesn’tsell,itisnotsustainable.Youshouldconnectwitharealconsumerbenefit,otherwise
itwon’twork
RaYonalargumentswon’tchangebehaviour,itisaboutsocialstatus