The one sentence summary
In the modern age of authenticity, organisations ignore sustainability at their own peril.
- The environmental practices of a company are now the subject of greater focus and visibility than at any time in the past.
- This book aims to introduce the principles that will help you evaluate your company’s current sustainability approach; help you develop, ‘own’ and lead the creation of a purpose-driven marketing approach in your organisation; and ultimately achieve a company-wide philosophy of running a company with a true ‘profits with purpose’ approach.
- After an introductory Situation Analysis, the book covers:
- Sustainability and Leadership
- The Importance of Stakeholder Engagement
- Sustainable Supply Chain Management
- Beyond Corporate Social Responsibility
- Reducing Waste in the Workplace
- Plastics: Reduce/Reuse/Recycle
- Climate Change and the Carbon Challenge
- Sustainable Energy
- Sustainable Yet Innovative Packaging
- The Importance of Effective Partnerships
- These topics and themes are then drawn together at the end in an illustrated framework (The Marketing Sustainability Action Plan Model) designed to help the reader actively manage sustainability in their organisation.
- Each chapter follows essentially the same structure: Where are we?; Why companies need to do something about this now?; Things that need to be acknowledged as not perfect; a case study to bring it to life; a chapter summary; and action points to consider.
- All the Action points are also consolidated at the end of the book, in one comprehensive Action Plan.
WHAT’S GOOD ABOUT IT
- This is a well-structured, diligently researched, and well-written guide to the world of sustainable marketing.
- Many books on the subject focus on a single issue, which can make their perspective somewhat narrow. This, however, is highly comprehensive and does full justice to this wide and complex topic, striking a balance between realism and optimism.
- The Marketing Sustainability Action Plan Model is good for those who appreciate a visual representation of a methodology.
- The combined Action Plans are very practical and should help any business or brand use sustainability as a source of competitive advantage.
- In addition to the comprehensive Action Plans, other practical elements include:
- a list of questions to ask leaders or leadership teams
- a checklist of things a responsible marketer should continue to challenge (of themselves and the brand).
- The book should help any organisation wondering where to start in the field of sustainability, or in need of guidance on whether their efforts so far are up to scratch.
WHAT YOU HAVE TO WATCH
Not much, although the title is a touch misleading as the book is to do with a great deal more than just marketing – more like Sustainable Business overall.