Course: Sustainability Marketing | OnCourse UB

  • Lection 1

    • Thinking again about Sustainability Marketing

    • Overview, Learning Outcomes and Structure of the Lesson

    • The Evolution of the Marketing-Sustainability Relationship

    • Sustainability Marketing - Beyond the Conventional

    • Social Marketing for Sustainability

    • (Click on the play buttonto look at the example 😉).

    • Where to Next?

    • Review and Discussion

      1. What stages has the relationship between marketing and socio-environmental issues gone through over the past 40 years?
      2. What aspects of sustainability marketing make it different to conventional marketing?
      3. As commercial marketers & social marketers in the public sector converge on an agenda of promoting sustainable behaviours, what might the implications be?

    • Literature and References

      Belz, F.M., Peattie, K. (2012): Sustainability Marketing: A Global Perspective, 2. ed., Chichester: Wiley, p. 299-318. 

      NESTA (2008): Selling Sustainability: Seven Lessons from Advertising and Marketing to Sell Low-carbon Living, London: NESTA. Available at: https://www.nesta.org.uk/report/selling-sustainability/.
      The report is very interesting in terms of looking at how marketing can go beyond the commercial sector and be used to promote sustainable lifestyles.

      Unilever (2011): Sustainable Living Plan Progress Report: https://www.unilever.com/planet-and-society/
      It shows the extent to which businesses have started to become innovative, forward-looking and very holistic in thinking about both their businesses and the lifestyle of their consumers.

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