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Can Sustainability Form the Basis of a Marketing Platform?

10 December, 2004

A report from a project sponsored by UNEP and Esomar reviews the marketing and communications basics and evaluates how the objectives of sustainability can be aligned with the needs of marketers.  The study was initiated to try to account for the discrepancy that exists between 30 years of promoting the sustainability message and the perceived lack of sustainable behaviour by consumers and corporate buyers.

The report reveals many inadequacies of current research and CSR reporting which might be expected to improve the marketing performance of companies: although concern for sustainability issues is high, the strength and depth of attitudes are low the necessary ingredients for cultural change are absent the level of debate about sustainability is uninformative and short-hand communications are ineffective CSR reporting is directed to the wrong audience.

CSR performance cannot become an intangible asset of businesses and affect shareholder value unless it affects their business performance first marketers need to take a holistic view of their organisation and the value of sustainable production to brand image

To obtain a copy of the report, go to www.mpgintl.com/sustain  where there is also a copy of an article that has been published in Research World about this study. We would certainly welcome, indeed require, any feed back since this is an on-going project and we wish to move to the next phase of undertaking some original research to help marketers - please use the feedback form on the project web site and we'll produce a summary of people's thoughts and ideas.

The work demonstrates the need for improved methods and metrics as well as for many organisations to research and evaluate their role in promoting sustainable consumption and production.  MPG International are very keen to develop a better understanding and remove some constraints so will continue to work with UNEP, Esomar and the Chartered Inst. of Marketing as well as NGO's, corporates and government agencies who need to develop their strategies to improve effectiveness.  Should you wish to explore some ideas, please contact us on sustain@mpgintl.com 

David J Elliott
Project Director, Managing Director of MPG International

www.mpgintl.com/sustain

Sustainable Motivation
MPG International
18 High Street
Wimbledon
London SW19 5DX
England

MPG International is a consultancy-based research organisation with a background in science and technology as well as strategic and business planning, which is an ideal combination for our work on sustainability. David Elliott has been made a Fellow of the Chartered Institute of Marketing, partly in recognition of his work in this area.

UNEP Environment Programme www.uneptie.org/sustain
ESOMAR www.esomar.org 

041210_MPG_Intl_Sustainable_Motivation_Report.pdf