Introduction to Marketing of sustainable

consumer and firm. = CSR

CSR = Corporate Social Responsibility

 The way in which companies integrate, on a voluntary basis, social, environmental and
ethical concerns in their economic activities as well as in their interactions with all
stakeholders (Internal or External).
 A company’s commitment to minimize or eliminate its harmful effects on society and
maximize its long-term beneficial impact on it.
 An organization’s responsibility for the impacts of its decisions and activities on society and
the environment, resulting in ethical and transparent behavior that
o Contributes to sustainable development, including the health and well-being of
society;
o Takes into account the expectations of stakeholders;
o Complies with applicable laws while being consistent with international standard of
conduct;
o Is integrated throughout the organization and implemented on its relationships

CSR

Improve Society and

Company Voluntary Good relations with
make environment
Commitment stakeholders
cleaner

Carry out activities taking Meet their exêctations,

Beyond its economic and into account their through ethical and
legal obligations repercussions on society responsible behavior
and the environment ensuring their well-being
CSR: Stakeholders

Stakeholders: Actor or groups of actors who impact the decisions and/or activities of the company
and/or who are impacted by it.

Social Community
Public authorities,
Internal Stakeholders median NGOs,
Employees, Unions ... associations, civil,
societyn surrounding,
communities, ect...

Operational Partners
Shareholders
Customers, Suppliers,
Institutional investors,
Subcontractors,
small shareholders,
Insurance, Companies,
managers, ...
Banks, ...
Company

CSR: Pressures to adopt a corporate CSR positioning

Type of Pressure Pressure Factor

 Legal Regulations / Risks of civil proceedings
 Financial Control of productions costs / Efficiency gains /
Insurers / Shareholders
 Commercial International standards / Customers /
Suppliers / Distributors
 Social Employees / Local Communities / Publics /
NGOs

CSR: The motivations for adopting a CSR business Positioning

Motivations:

 Reputation & Image:

o The Reputation capital of pro – active SD companies can turn to be high!
o Creation or improvement of its responsible image
 Legal and regulatory anticipation:
o With a pro-active SD strategy, companies are better equipped to cope with legal and
institutional changes, especially at the international level;
 1970’s, The polluer pays Principles
 2008’s, Extended Producer responsability
 Attract and retain good employees:
o Allow companies to be identifies as employers of choice and gives them a
competitive advantage in attracting and retaining employees.
 Practicing environmental responsibility policies
  High profitability:
o Eco-innovation can improve profitability and reduce costs. The objective is not to
produce less but to produce better by reducing the impact on the environment.
 Ex: Consumption of water, raw materials.

CSR: 4 Company positions

Company Motivations

Low resistance High commitment, opportunity

Low Compliant/Tracker Eco - company

/ Passive / Committed

Stakeholders
pressures

Leader / Pro -
Defensive
High active

The positioning and strategy of companies with respect to the environment and society is adapted at
all levels of the organization. They can take four major configurations:

Defensive Compliant, tracker, Leader / Pro-active Eco-company /

Passive Committed
Company with Company with a Company which are Company with a niche
defensive strategy follow-up strategy deploying a pro-active strategy,
ignores ecological and complies strategy. Missions define
social requirements at  With legal Set: regarding ecological
the risk of failing into obligations  High and societal
illegality. But environmental & imperatives.
Miss:  Without social Aligns its internal
 Ecological principal anticipating new responsibility management with the
in management requirements objectives principals of SD
 Environmental Environmental  Uses extra-
policies issues: financial
 Monitoring system  Additional performance as a
related to issues of constraint to be factor inherent of
social integrated as the its brand image.
responsibility lowest cost
CSR: 2 Visions

 CSR suffers as a punishment, a constraint …

 The DESIRE CSR creator of value and source of innovation

CSR: 4 Dimensions

 Philanthropy
o Help developing countries
o Gets involved with communities
o Developed project in poor countries
o Humanitarian causes
o Promote social and cultural activities
 Environmental efforts
o Reduces consumption of natural resources
o Production process more environmentally friendly
o Product/services as environmentally friendly as possible
o Implemented policies to reduce its GHG emissions
 Respect for consumers
o Respects consumers rights (guarantees, after sale services …
o Treats its customers fairly
o Give correct information’s about the product’s composition
o Protect consumer safety & health
o Protect consumer privacy
 Ethical labor practices
o Create jobs
o Respect laws
o Respect the right of its employees
o Provide training for its employees
o Guaranty health & safety for employees
o Respect Humans right in all countries

CSR: Toward the adoption of sustainable marketing mix

 Product: Responsible offer, Eco-design, Eco packaging, RESPONSIBLE LABELS, Recycling.

 Price: Responsible, fair, just
 Promotion: Responsible advertising (content + form + distribution)
 Placement: Responsible image of distributor, responsible point of sale, responsible private
labels.

CSR: Focus on few implemented actions

Actions=

 Responsible labers :
o Nutri score : Classify product (protein, fiber, energy, sugar…)
 oYuka : Based on Nutritional quality, the presence of additives, the biological
dimension.
 Responsible retailers : Traditional, specific.

CSR: Avoid green / Social / Woke washing

Greenwashing: Communication and marketing strategy adopted by companies. It consists in putting

forward ecological arguments in order to forge ecologically responsible image among the public

It means asserting the ecological quality of a product without having significantly improved its real
environment performance.

Ex:

 No proof, false labels , fibbing …

CSR: Consumer reactions to responsible business approaches

Valency of reaction

Negative Positive

Resistance in
Indirect/Subtle lifestyle Shareholdings or
investments
Non-Consumption

Form of
reaction
Deliberate choice
of a company
Boycott Involvment in the
Direct creation of the
offer