Marketing Peer Group Web Meeting 

Marketing Sustainability -- How Far Do You Go? 
November 09, 2021 09:00 AM - 12:00 PM 
Gain Greater Confidence in Marketing Your Organization's Commitment to SustainabilityThis meeting will be held via web only. 

Sustainable products have been a growth driver in the past; across consumer categories, those marketed as sustainable have been growing five to six times faster than the average market. Also, sustainable products come at a high price premium. Consumers say they’re willing to pay a little or even a lot more if they know that those products have been sustainably sourced and produced. But are consumers truly paying more attention to sustainability—or just saying that they are? What are companies doing to ensure that their businesses are both sustainable and profitable?

In a 2021 McKinsey & Co global survey, 22 percent of respondents say their companies realized modest or significant value from sustainability in the past five years. Nearly as many respondents say their companies’ sustainability programs resulted in significant or moderate cost increases. About one-third say their companies’ sustainability programs have had minimal or no financial impact. So, while some product categories resonate with sustainability-driven consumers demonstrating a higher willingness to pay and brand loyalty the signals are not universal across all categories. For instance, in study after study we see that sustainability advocates skew toward women, Gen Z, and people with higher incomes.

In this session we will explore questions such as:

  • Which sustainability practices are most closely linked with positive financial impact?
  • Which sustainability practices are most closely linked with positive financial impact?
  • What is the best approach to seeking customer input on the sustainability attributes of your products and services?
  • How do you communicate your aspirational sustainability agenda without getting ahead of your company’s actual performance?

Participate in Customizing the Agenda: Help shape our presentation content – and maximize its relevance for you – by suggesting topics of interest when you register.

Events Team, , 
© 2000-2021 UW E-Business Consortium, University of Wisconsin-Madison. All rights reserved. Site credits»