1st Edition
Shifting the Marketing Mindset A Toolkit To Drive Sustainable Transformation
A clarion call for marketing to return to its roots and integrate sustainability principles, this book illustrates how the marketing function can drive organizations, delighting customers and impacting positively on society and the environment.
Accused of manipulation and more, marketing is one of the most misused functions and misunderstood professions. The rise of “green marketing” could have been an opportunity for the profession to exhibit its potential to transform business—but instead, there has been a turn to greenwashing, with false claims of environmental friendliness. Now, businesses must evolve, rebalancing social and environmental priorities with economic ones, and it is time for a new era: Positive Impact Marketing. Drawing on almost 30 years of experience in global marketing, management, and strategy with private, public, and non-profit organizations, this book introduces a framework organized around four key principles, “Connect 4 Impact,” and shows how these principles must govern marketing to achieve the desired net positive impact. It explains why and how marketing is key to establish sustainability at the core of business models and provides marketers with a toolkit and strategies for collaborating with other business leaders in the organization to guide rapid and effective transformations.
This book will be a transformative resource for leaders and managers looking to truly incorporate sustainability into their business models, marketing professionals at all levels, and MBA/BBA students with an interest in sustainable business.
Introduction 1. The Evolving Role of Business in Society. 2. A New Era for Marketing. 3. Connect Stakeholders. 4. Connect Needs and Capabilities. 5. Connect Beginning and Ends. 6. Connect Say and Do. 7. Accelerating Progress. 8. Conclusion. 9. About the Author.
Biography
Clara Millard Dereudre is a pragmatic visionary and seasoned leader with 25 years at Dow Chemical. Passionate about sustainable development, she held various leadership roles in sales, marketing, innovation, strategy, and sustainability. As Sr Corporate Marketing Fellow, she integrated sustainability into business strategies. Appointed Executive Director Smart City at SIG, Industrial Services Geneva, she guides a sustainable and connected society. A graduate of EDHEC and MBA holder, Clara teaches Sustainability Marketing and serves on various boards, advocating for businesses' role in society. She founded Greenbuzz Geneva to foster collaboration in sustainable development.
“Anyone looking for advice on embracing a more sustainable business model may not immediately turn to a book on marketing from an ex-chemicals executive. But it is precisely Clara Millard’s decades of experience and unique perspective that qualify her to reimagine the power of good marketing, and even in the most stubborn industries and environments. Shifting the Marketing Mindset is about rethinking the purpose of marketing to reconnect companies to the outside world, and to societies now yearning for a more hopeful future, with business leading the way”.
Paul Polman, business leader and campaigner, co-author, Net Positive: how courageous companies thrive by giving more than they take.
