Marketing for Sustainable Business

The rules for marketing green promises are strict in NZ and many businesses break them by mistake. In this one-day course, designed for marketing professionals and anyone interested in targeting green/ethical consumers, you will learn how best to communicate with this growing group of consumers and ensure you comply with NZ advertising standards in this area. You will become better equipped to manage the risks and opportunities of this major trend.

“I really enjoyed this course. The subject matter was well researched, presented and there was a excellent group of attendees which all contributed with excellent industry insights .I came away with a better appreciation of marketing sustainability and can thoroughly recommend this course to people wanting to market to ethical consumers”.
Christopher Hall, Marketing Manager, Eurobin

“I was excited and amazed by the quality of the course. Kath does the basics really well but also challenges and stimulates you with real-world examples. You get all the detail you need in the workbook, and you get to evolve your own marketing ideas with people who share the same values. It’s a very smart course.”Stephen McKernon, Supplejack
 

Expertly designed, this training course is for staff in advertising, design and communications agencies, marketing professionals and business managers/owners with large customer bases (who need to accommodate ethical demands if they are to maintain market share) and members of the Sustainable Business Network and the New Zealand Business Council for Sustainable Development.

During this course you will learn to:

• Recognise the key issues in marketing to ethical consumers
• Identify ways to communicate with this rapidly growing segment
• Understand how to comply with the specific requirements of the Advertising Standards Authority and Commerce Commission.

This course will cover:

• The context for change
• Green marketing history and scope
• Does your customer care? – the demand for ethics
• Marketing’s responsibility
  • Avoiding the brand risk of greenwash
  • ASA and Commerce Commission requirements
  • The risk of greenwaffle
• Marketing’s potential
  • The John Grant Green Marketing model
  • Using the marketing mix to reduce harm
  • Transparent, credible and relevant communication
  • The role of advertising
  • Examples
  • Making your brand an epicentre of change
  • Using your influence to inspire
  • The role of Web 2.0
• Reinventing business – the challenge of net positive impact
• Further reading

Kath Dewar, BA (Hons), Dip (Marketing), AdvCert (Internet Marketing)

Kath has been working at the sharp end of marketing since 1989 and has held senior, strategic roles in the UK and NZ. She has helped numerous businesses with their online strategies and campaigns and was a lead volunteer in the development of the award winning and internationally acclaimed Green Party campaign for the 2008 New Zealand general election. Kath is experienced in delivering effective, enjoyable training. She is a motivating and engaging tutor who blends concepts and theory with practical examples and local case studies.

Learn more about Kath

Upcoming course iterations are shown in the table above, follow the 'enrol now' link to enrol online. Or call us on 0800 864 266 to find out more or book your place over the phone.