lesson ter RH wednesday the 6 th of may

 

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
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
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
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
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

 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:

• Patagonia has imposed an Earth tax on themselves 
• Their headquarters in Ventura is powered by solar energy 
• They have funded 1,020 groups tackling climate change

 

 

 

 

 

 

 

 

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