WEDNESDAY THE 6 TH OF MAY
THE ENVIRONMENT
SESSION 3
GOAL : You
are in charge of public relation of the
company …………………………….
You have
decided to write a letter to your CEO to explain why the company should do some
greenwashing. Or SUSTAINABLE MARKETING .
Word of the
day :
Marketing
Branding.=
advertising
Getting
involved ( etre impliqué)
CSR
corporate social responsibility
STEP 1
VOCABULARY TEST + RESITTING THE TEST : what is greenwashing ? define
why do companies do it ?
STEP 1 RECAP
ON THE DEFINITION OF GREEN WASHING :Complete the following text
Green washing is to make something that …………….. appear
…………………. .
A type of marketing used by companies to sell products
which are not sustainable and to make them appear eco friendly = sustainable .
It dupes= cheats = cons bamboozles the consumer = the customers = clients
It is regarded as a scam = a trap =a hack
STEP 2 THE
TECHNIQUES :How to create a green ad RECAP
-MATCH THE
TECHNIQUE AND THE AD
|
1. Environmental Imageries
Using images of leaves, animals,
green packaging, etc are all ways of classic greenwashing. In truth,
genuinely eco-friendly products generally use simpler images and plain
packaging.
|
A
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2. Misleading labels
Certain products are labelled
“Certified”, “100% organic”, etc. without any supportive information to prove
the same. There is a good chance that these labels are self-created and
self-declared.
|
B
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3. Hidden trade-offs
Corporations can put up an act
of being environmentally friendly and sustainable but have a very
non-environmental friendly trade-off. An example is when clothing companies
use “natural” or “recycled” materials while the clothing is actually
developed through exploitative conditions. Genuine companies would definitely
provide more information on energy, water conditions, greenhouse gas
emissions, etc.
|
C
|
|
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4. Irrelevant Claims
Sometimes, you might come across
labels that say they are free of certain chemicals. The substance might
actually be banned by the law and is irrelevant to advertise as going green.
In addition, you might have also come across labels that say, “not tested on
animals”. This becomes irrelevant in places like China where testing on
animals is required by law.
|
D
|
|
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5. Lesser of two evils
This refers to when the
company’s claim is true within the product category, but a greater risk or
environmental impact prevails. An example is a company selling organic
cigarettes.
Make sure when your own company
or startup
is planning on green initiatives, it has to be certified and backed up with
all the necessary details. You definitely do not want to risk your company’s
reputation.
|
E
|
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ANSWERS
1.C
2.D
3.B
4.A
5.E
STEP 3THIS IS
CALLED SUSTAINABLE MARKETING What is their PURPOSE ?
THEIR GOAL IS
TO improve on their reputation ………………………….
THEIR AIM IS TO
increase = grow their sales ………………………..
THEIR PURPOSE
IS TO attract more customers ………………………….
THEY WANT TO
make their brand successful = they want a succesful brand ………………………………
THEY AIM AT implementing (TO IMPLEMENT = METTRE EN PLACE ) ……………………………… ING their CSR ( corportae
social responsibility )
STEP 6 HERE
IS A TEXT TO TELL YOU WHY sustainable
marketing :is important ?
PARTNER A
Why is sustainable marketing important?
Companies that fail to adopt sustainable marketing risk
losing their consumers. One simple explanation of this phenomenon is that customers love to
relate to their preferred brands.
Unless a brand makes an effort to understand
customers’ wants and needs, the likelihood of keeping loyal customers is
low.
Matching your brand values to the values of your
consumers is a key to successful branding and long-term business prosperity.
Presently, people have been putting an effort to
become more eco-friendly, more sustainable, and more protective of their
environment. These, among others, are the values companies should strive toward
and ensure steady customer acquisition and satisfaction.
In fact, the research has shown that 47% of consumers walk
away from brands that fail to take a stand on sustainability, with 17% never
returning.
A QUIZ
https://gemini.google.com/share/9d9485fa91b6
or questions / WHY SHOULD YOU GO
GREEN ?
STEP 8 SOME
EXAMPLES OF SUSTAINABLE MARKETING CAMPAIGNS
1.
Read
your text
2.
Find
the name of the company
3.
Tell
us what they do to be sustainable
4.
Tell
us why their strategy works and to which category they belong
EXAMPLES
NUMBER 1
Bagboard
Bagboard’s bags
The idea behind Bagboard’s sustainable marketing
strategy:
Bagboard is
one of the sustainability pioneers we are most excited about. The UK-based
platform sells eco-friendly,
reusable, recyclable paper smart bags.
Bagboard is
also working together with ecofriendly brands to feature ( présenter) their campaigns on the bags.. Hence, while
strolling the streets, you’re automatically promoting a brand of your own
choosing.
There’s
more: Bagboard has partnered with NGO Plastic Bank. The non-profit removes
plastic from the ocean every time you reuse your bag.
Why does it work?
The concept
behind Bagboard is super clever. It gives power to the consumer, data to
brands, and revolutionizes the advertising concept.
Consumers
are in charge of the
brands they want to see display on the bags. instead of being bombarded by
their advertising, the consumer chooses the brands they want to promote And
brands can track how well their campaigns are doing as they track the number of
people who have chosen them . It’s a win-win.
EXAMPLES
NUMBER 2
Tony’s Chocolonely
Tony’s Chocolonely’s motto: Crazy about chocolate,
serious about people.
The idea behind Tony’s Chocolonely sustainable
marketing strategy:
That is a Chocolate
that’s fighting a social cause
From the
start, Tony’s Chocolonely has been on a clearly defined
mission: To make chocolate 100% slave free and end child labour in the
African cacao industry.
That mission
earned it the title of the Netherlands
’ most sustainable brand. But Tony’s most remarkable feature is probably their blockchain-powered
“Beantracker”. The
technology monitors track the provenance of the beans ( les feves de cacao ) to
make sure their suppliers (fournisseurs) did not use child labour .
Why does it work?
As more and
more companies are adopting sustainable marketing principles, consumers
are becoming more skeptical. And honestly, who can blame them?
Why would
consumers believe that Tony’s Chocolonely is making chocolate 100% slave
free?
It’s because
they don’t just rely on a fancy mission statement to confide trust in
their consumers. Instead, the “beantracker” makes Tony Chocolonely transparent
and trust worthy ( digne de confiance )
EXAMPLE
NUMBER 3 PANTAGONIA CLOTHES
The idea behind Patagonia’s sustainable marketing
strategy:
Patagonia is
a household name in sustainable marketing. They’re first and foremost, a
company that is producing outerwear./ clothes to go outside
But what
they’re probably primarily known for is their activism. According to
Patagonia’s website, they are “in business to save our
home planet”.
In the past,
they have asked customers to buy
second-hand (second
hand = d’occasion) and even put out a controversial campaign that told their consumers not to
buy their jackets.
Why does it work?
Patagonia is
serious about their commitment to saving our planet. Their sustainable
marketing doesn’t just sound good in theory; it’s backed by actions.( to
be backed = to be supported )
Here’s a
selection of their sustainable marketing principles put into practice:
EXAMPLE
NUMBER 4 BACARDI
·
Bacardi
·
·
·
The idea behind Barcadi’s sustainable marketing campaign:
·
Up until
recently, we’ve known Bacardi as a rum producer. But now people are asking
whether Barcadi might be the company that has solved the world’s plastic
problem?
·
·
Bacardi has
invented a biodegradable bottle that degrades in only 18
months while other
plastics still take hundreds of years to degrade. Talking about
sustainability marketing definition
·
·
Why does it work?
·
Technically,
this isn’t a sustainable marketing campaign but an entirely new product. But
there’s a reason why Bacardi is rounding off our list.
·
Bacardi who didn’t
start as a company that cared a whole lot about sustainability is now one
of its pioneers. And we’re convinced you can do it, too!
·
HOMEWORK
EXPRESSION
ORALE LUNDI
Voici
les instructions à suivre pour bien vous préparer
: 1
lisez le texte présentatnt votre société ( soit1 2 3 ou 4 ) comme attribué en
classe
2.
dans votre présentation orale donnez les informations suivantes :
a)Le
nom de votre société
b)
quel produit ils vendent
c)
pourquoi on peut dire que c’est une société écologique
d)
quelle stratégie marketing ils emploient pour promouvoir leur produit
STEP 9
WRITING A LETTER TO YOUR CEO
1.
Choose
an american company which is not sustainable
2.
Follow
the template to write a letter to the CEO of the company to explain why they
need to organise a sustainable marketing campaign .
Dear
sir / ms
We
are all know that the planet is in danger …………………………. ( complete by explaining
WHY the planet is in danger and what are
the CONSEQUENCES )
So
we need to act for the benefit of the world but also of our company ……………. (
complete by explaining WHY SUSTAINABLE MARKETING IS IMPORTANT )
So
me and my team believe that we should implement a sustainable marketing
strategy .
………………………………………..(
tell the CEO what he should do to make a sustainable marketing campaign and
explain the strategy )
I
hope you will see the benefit of this strategy which will benefit both the
world and our company.
I
am ready to answer any further question you might have and i am looking forawrd
to discussing the next stage with you.
Best
regards
