CSR Europe's Guide to Sustainable Marketing
'4Ps for 3Ps' Guide and Toolkit
Pioneering companies have proved that moving towards more sustainable marketing practices can be a shrewd business move. For many, operating in an ethically and environmentally responsible way is proving to be a cost-effective hit with customers.
But how do you start? Just how do you make your marketing more ‘sustainable’? Academic marketing concepts are one thing, but what does this look like in the real world?
Written by Emma Williams from BT, CSR Europe’s Sustainable Marketing Guide is designed to help you take the first steps in the right direction. Written by practitioners, for practitioners, the guide has been developed by CSR Europe's business-to-business working group on sustainable marketing.
The first part of the guide presents the Business Case for Sustainable Marketing, including the latest market data and inspirational examples from companies that are proving that sustainability is good for business as well as the conscience. The Sustainable Marketing Toolkit contains the tools and techniques which will help put it all into practice, such as checklists and decision trees.
To obtain a free PDF copy of the guide (English Version), click here
To obtain a free PDF copy of the guide (Spanish Version), click here
To obtain a free PDF copy of the guide (Finnish Version), click here
The Spanish version of the Guide to Sustainable Marketing has been translated and adapted by Forética, one of CSR Europe's national partners in Spain and the leading Spanish organisation of businesses and professionals in ethical management and CSR. To find out more about Forética, its members and activities, please visit http://www.foretica.es/.
'4Ps for 3Ps' Online Game
The Guide is complemented by the '4Ps for 3Ps' Sustainable Marketing Online Game. The interactive 3D game aims to show marketers that environmental criteria can be a part of consumers' choice of product, and that in view of the vast amount of information that consumers must deal with, these criteria should be clearly communicated. Set in a shopping mall, the game puts the marketer in the shoes of the consumer during a virtual shopping experience.
To play the game (English Version), click here
To play the game (Spanish Version), click here
Decision Tree Example on Printed Marketing Materials
Decision trees are a useful tool for tactical decision making. The decision tree example below is designed to help analyse the environmental impacts of printed marketing materials.
To download the decision tree, click here
Other Publications and Guidelines
- Defra Guidelines, Department for Environment, Food and Rural Affairs of the UK
- Sigma Sustainable Marketing Guidelines, the Sigma Project
- Let Them Eat Cake, WWF
- Ethical Consumerism Report 2007, The Co-Operative Bank
- What Assures Consumers, Accountability
- The Greenwash Guide, Futerra
- Talk The Walk, UNEP, Utopies & UN Global Compact