Marketing & Sustainability: A key collaborative relationship in creating long-term and successful sustainable products and services
Marketing + Sustainability = Innovation?
The FMCG (fast-moving consumer goods) community have long been the most sophisticated readers of consumer demand. And, as with most consumer aspirations, there is often a disconnect between their stated sustainability intentions and their purchasing habits. However, armed with the correct knowledge, marketing can absorb sustainability principles in their product development cycles – and create sustainable options that perform well at affordable prices. And which people buy in big numbers.
The recent case studies from P&G (e.g. Coldwater) and a number of others show us that when sustainability and marketing functions understand each other they can really innovate – and that there are significant market gains up for grabs. This is a chance for both B2B and B2C to understand the importance of this relationship and innovation. P&G, Mars and Reckitt Benckiser will offer their FMCG experiences, drawing on recent work and Virgin will offer a slightly different perspective. And we will be asking the audience what lessons B2B businesses have to learn here.