Green Marketing- Prestig? Duty? Practice?
In the light of the arising awareness of sustainability issues companies build on sustainable activities more extensively or even create completely new business models. In order to promote their business and to be able to sell their products and services, marketing activities are crucial. The specific type of marketing applied in the area of sustainability is the so-called Green Marketing. On 21st January, the 8th ‘MIBAS Debate on CSR’ event took place dealing with this very topic. More than 80 students, professors, guests crowded into the spacious hall of the Hamburg University Guesthouse for a lively and knowledge expanding discussion.
As usual, the MIBAS debates team invited a number of distinguished experts from the business world to discuss the topic at hand. Thomas Strerath, executive board member of the Hamburg marketing agency Jung von Matt, shared his views from a marketer’s perspective. Achim Lohrie, director of Corporate Responsibility at Tchibo, expressed his opinions from the angle of a large German retailer on its way to change its business model. As well as Jakob Berndt, LemonAid’s CEO, contributed to the discussion as a founder of a business acting sustainably from its conception. The invited experts discussed, argued, and exchanged ideas on a multitude of topics that Green Marketing touches. To give some examples, the participants discussed about launching Green Marketing campaigns and eventually agreed that a crucial prerequisite is a revised supply chain. They analyzed to which extent companies are able and allowed to manipulate their customers to choose the ‘right’ product through Green Marketing campaigns. In particular, the function of eco labels for marketing green products and services was examined, both from the marketer’s view and the consumer perspective. In the end, the audience was given the chance to pose their questions and share their own points of view. Amongst others, occurring topics included the Nudge Theory as a possible way to lead customers to more sustainable products as well as the normative realms of Green Marketing.
After two hours of intense and valuable discussion the guests and experts finally headed toward the bar for some sustainable drinks, home-made vegan cake, and the chance to reflect on the debate with each other. As depicted by Professor Geiger, patron of the MIBAS debates on CSR events, the evening can be described as another successful occasion linking insights in sustainable business practices with theoretical knowledge. The MIBAS debates on CSR team looks forward to the next event, hoping to enable such a fruitful and well-perceived discussion again.
Watch interviews with our guests of the MIBAS Debate on "Green Marketing" online: https://www.youtube.com/watch?v=_dtQh7qKWNY