Marketing Sustainability in a
World of Collaborative Creativity
SUSTAINABILITY


Multiple interpretations

Context specific

Social

Environmental

Economic

Global



SOME HOME TRUTHS 

Consumers don’t trust companies or government

No amount of traditional marketing will make them

Contradictions exist in every organisation

Most organisations are less prepared for the future than ever before
RECENT TRENDS 

Proprietary Innovation to Open Innovation

Consumers to Participants

Communications to Conversations
LABOUR "crowd sourcing" competition

Get its supporters involved in devising election campaign ideas

More than 1,000 entries

Anyone can submit ideas 

Bypass the traditional Ad agency 

Create buzz and raise interest


THREADLESS T-SHIRTS

Open design Everyone’s a designer

Voting on designs Demand insight

Community built around site

Shipping 40,000 t-shirts monthly

$1000 startup$50,000,000 turnover
THE NEW CONSUMER

Reward-driven

Ever more sceptical

Connected globally and locally

Content creator rather than just consumer
SO WHAT?

Marketing needs to encourage participation

Marketing sustainability means encouraging consumers’ green creativity 

Messages need to be co-created with consumers in conversations about sustainability


GREEN 2.0 GUIDE

Sell transparency internally first

Invite a response in all communications

Keep up your side of the conversation


GREEN2.0 OPPORTUNITIES

Opportunities exist both on and off-line

Open up internal collaborative potential

Co-create a holistic green map with peers

Get involved as an individual first

Fresh-thinking Future-proofing
Contact Us

iain@green-consultancy.com
www.twitter.com/greenawards
www.green-consultancy.com
0207 939 39 58
WEB 2.0


Collaborative creativity: Wikipedia, crowd sourcing...

Open source: Mozilla, Linux...

New interpretation of the intellectual property