Sustainable and responsible marketing

An Article

Why is it important

Author year group number

Identify what

Choose a responsible brand – why is it irresponsible and give solutions for each element to make it
responsible

Product

Price

Place

Promotion

PP 4-5 slides and send it

Changes begin with small things

We have just 1planet

Sustainable development goals

https://www.theseus.fi/bitstream/handle/10024/50565/Reutlinger_Janina.pdf?
sequence=1&isAllowed=y

Lafarge

Milton F. to create profit for shareholders – the only responsibility of the company

Shareholder – owns a share in the company

Stakeholders _ workers, government, banks, customers, competitors – different parties

Video

50

Plastic company

Poisoning – disease

Environmental
Birds, domestic pets, fish

Phycological effects, paralyzed, behavior, loss of hearing, loss of speech, headaches

900 people died

Neurotoxicity

Social impact (young people leave the village)

Corporate social responsibility

Company’s responsibility must be extended to take into account + et – externalities that it may have
on the various stakeholders – CSR is not just about rules

Take into consideration 3 aspects:

Social

Environmental

Economic

To identify stakeholders And try to create links between them (stakeholders may move and become
competitors, shareholder etc)

Borders of responsibility are not fixe, the are changing with moving of different stakeholders – you
have to identify responsibility at each moment of time – it is dynamic

Responsibility should be measured – management control – challenge (difficult to measure

something what is always moving)

Management control – sum of technics which allow to measure the efficiency and effectiveness

If we reached the goal – we have to explain how

If we didn’t – we have to explain why

Involvement of CSR as an instrument for external communication

Impact on financial performance

Why be responsible

Brand image

Government laws

Attract customers

Pay lower taxes

Tools to measure CSR have been developed since 2000:

Environment – ISO

Social – social accounting SA 8000, AA 1000

Integrated approach – GRI, BSC, TBL

Criticized for inability to ensure integrated management and to establish causal links between them
(for all dimensions)

Financial performance

Customer relation system

Learning process performance

Internal process performance

We have to be performant in all axes

In addition to a tool, you need a method

1960 JF Company

65 % family-owned company

500 employees

Committed to civic and environmental policy

When you give a tool its necessary to explain how to work with it

If we just buy new equipment but don’t use it – it doesn’t make changes

Sooo We need co-construction

Deliberated strategy – rational, planned strategy

Emergency strategy - planned strategy + reality

Materiality matrix is a tool to identify the stakeholders and to measure their importance and the
quality of relationship

If one issue is important for a stakeholder but not for a company, we have to look at the previous
stakeholder and verify if it was also important for him. If so, we have to act in order to satisfy the
stakeholder. This approach allows to define the borders of CSR.

ECOLOGICAL TRANITION

18th century England industrial revolution – new technology changes life (hard work conditions)

Income and consumption increase

Energy and agricultural capacity are limited

Dégradation of environnement et eco problems

So, we have to make an eco transition, associations, cities, people and companies are ready to make
the changes

Responsible company takes into consideration the consequences of its actions

Patagonia - Reduce eco impact: design, materials

What companies, consumers can do

Collective action, public policy

Identify 4 limits and 3 areas of improvement/eco transition

4 limits :
-Managing both Ecology and capitalism is a hard thing to do because of the egoistic mindset
capitilism gives to people. Everybody wants whats best for them and only them, they don't
care about what happens to the rest of the world.

-Mass consumption leads to intensive agriculture which itself damages the soils

- Countries do not all have the same standards.

-Too soft or even lack of punishments (by the international instances. But sometimes it
doesn't even matter because some countries only listen to their own rules (ex: china; usa; ...)

3 solutions :

- Try to make people understand that consuming smartly is better for them or the environment
than just consuming a lot.

- Create more protected spaces like the unesco patrimonies does.

- Find a way to normalize standards and make everyone follow them

At every step of production, we have all 6 indicators.
Eco responsible business models – table 4

https://www.tandfonline.com/doi/full/10.1080/21681015.2016.1172124

Values – independence, responsibility, respect _

Strengths _ organized, humble, hopeful _ people state that she is well organized,

Plans everything in advance and follow her schedule

A way To get friends and to build relationships

Hope for the best

Sweet spot

Values, strengths, motivation

Motivation

Fixe weaknesses
People around who help to grow

Qualities of responsible and creative leadership

Intelligence

Try to find more proofs

Creativity – no rules

Wisdom

If its not proved evidence we cant judge

Why we trust some people and not others

“I have an impression”

Metro + noise

The reason

Secret vote

A good leader is ready to take the responsibility and to express his opinion even if its different from
the others, he didn’t follow the majority, he

TELS THE most important

Accurate, details

Make decision

Proof

Analytical and practical mindset and he uses different ways to find the truth through experiments

Has a lot of knowledge in diff spheres

How to convince people and to influence their mind

objective, prejudice

alone against 11 persons and he didn’t just

how can we improve ourself qualities network

PERSONALLY HOW CAN I BECOME A RESONSIBLE LEADER

Values as a strong leader

Digital Responsibility

Ethique digitale

La difference entre CDR et CSR

Il y a plusieurs éthiques – normes/valeurs morales

M. Freedman RDE – there is one and only one social responsibility of business – to use its resources
and engage in activities designed to increase profit as long as it stays within the rules of the game.

What rules?

Dans le domaine digital il n y pas de règles

Economical (to be profitable) – economic stability and wellbeing of employees) – capable to develop
new innovative business models (tesla, uber, Airbnb, spotify –technological progress),

legal (respecter des Lois) – GDPR – lois pour protéger les données, aux Etats-Unis pas de règlement

ethical (avoid harm, pollution electronique),

philanthropic responsibility

CDR Principles

1. Trust
2. Fair and equitable access for all
3. Promote social wellbeing
4. Economic and social impact

Les acteurs clés –

individual actors – users (consommateur, usateurs, non-utilisateurs)

entreprises

l’etat

technologie

Process

Data _ raw materials et technology

Creation de donees

Pour prendre des décision

Évolution et changement

Améliorer

+ - artificiel intelligence

Not effective during the crisis

numerous pollution

problème – décision doit être prise pas l’homme

faut pas faire confiance parce qu’il y a beaucoup de limites

l’homme est indispensable et AI est une support

Shoshana Zoboff

The age of surveillance capitalism

https://www.nytimes.com/2021/11/12/opinion/facebook-privacy.html

2000 GOOGLE suivi par Facebook

Exhaust data (pas de Valeur de données) ---> residual data (les données ont une valeur stratégique,
derrière il y a un business lucratif pour acheter des données)

Historically, great concentrations of corporate power were

associated with economic harms. But when human data are the raw
material and predictions of human behavior are the product, then
the harms are social rather than economic. The difficulty is that
these novel harms are typically understood as separate, even
unrelated, problems, which makes them impossible to solve.
Instead, each new stage of harm creates the conditions for the next
stage.
destruction of privacy
The social effect is a new form of inequality, 
Solutions
Reglementation / lois democratiques
RGPD
Creation des postes pour protéger les donnees
La formation des managers
Se déconnecter – sobriété digitale – droit à la déconnection
Corporate digital responsibility award 2021
Code de bonne conduite digitale / chart  meilleure gouvernance
du digital
content moderation and policing illegal content.

Behavioral surplus
Extrapolation, Anticipation and revision of Human behavior
Pour creer des nouveaux besoins et mieux repondre aux besoins
existants

Christopher Wylie