The growing concern for a sustainable development calls for new rules in marketing activities. A global environmental strategy will not only promote the development of products that require less material or less energy in the manufacturing phase, and consume less energy when used. Considering the entire life cycle of a product, the attention need to be concentrated in durability (prolonging the product life itself), re-use of dismissed products and re-cycling of the waste material. However, most of these efforts could be lost if the customers do not appreciate and support this process with their attitudes. In this context the role of marketing is to educate the customer (both consumer and business) to change her/his buying and using habits.
Day 1: The competitive advantage of sustainability
Environmental sustainability is not a matter of compliance or risk management: the industry is increasingly recognizing that there are business opportunities and competitive advantages.
Day 2: From green marketing to eco-marketing
True sustainability calls for a paradigmatic shift from product ownership to performance delivery: the role of marketing could be determinant in changing people lifestyle (consumers) and procurement policies (business).
Duration: 16, 18 June
Destinatarios
The programme is designed for: Business executives, marketing managers and practitioners, quality/environmental managers, environmental agencies and NGOs.
METHODOLOGY
Topical sessions to be accompanied by case histories (one video).
