“Did you know that between 80 and 85 percent of the energy used to wash clothes comes from heating the water? Tide Coldwater-The Coolest Way to Clean." - Tide Coldwater Laundry Detergent.“The only thing our washer will shrink is your water bill.” - ASKO.provides examples of successful marketing communications based on the highlighting of inherent consumer’s values of the socio-ecological features of products, and on bundling: Motive alliances are the connections of such core benefits with the relevant socio-ecological attributes embedded in the product, an operation also known as bundling. Core benefits of the product can comprise functionality, performance, design, durability, taste, freshness, uniqueness, aesthetics, fashion. by aligning socio-ecological attributes with core benefits of the product to create “motive alliances”.In other words, companies should highlight the personal customer benefits stemming from the socio-ecological features of the product by identifying and stressing the inherent consumer’s values (efficiency and cost-effectiveness, health and safety, convenience, symbolism and status) of the socio-ecological features of the product.Generally, sustainability marketing myopia can be avoided in two ways: At the same time, sustainability marketing myopia encompasses sustainable services and product-related services, not products alone.Īvoiding sustainability marketing myopia However, it is important to note that sustainability marketing myopia differs from green marketing myopia in that the former follows a broader approach to the marketing myopia issue, taking into account the social attributes of a product, as well as the environmental ones. Just as an excessive focus on product attributes generates marketing myopia, and just as a single-minded focus on customers results in “new marketing myopia”, in both green and sustainability marketing an unbalanced strategy neglecting one aspect (namely, product attributes) is detrimental to the effectiveness of the marketing process. In turns, sustainability marketing myopia is an exaggerated focus on the socio-ecological attributes of the product over the core consumer values, a distortion of the marketing process which is likely to lead to the product failing on the market or remaining confined in a small alternative niche. Sustainability marketing aims at marketing sustainable products and services which “satisfy customer needs and significantly improve the social and environmental performance along the whole life cycle”, while increasing customer value and achieving the company's objectives. Towards sustainability Sustainability marketing myopia When consumers are convinced of the desirable “non-green” benefits of environmental products, they are more inclined to adopt them.Īside from offering environmental benefits that do not meet consumer preferences, green marketing myopia can also occur when green products fail to provide credible, substantive environmental benefits. Īs such, successful green products are able to appeal to mainstream consumers or lucrative market niches and frequently command price premiums by offering “non-green” consumer value (such as convenience and performance). The marketing discipline has long argued that innovation must consider an intimate understanding of the customer and a close look at green marketing practices over time reveals that green products must be positioned on a consumer value sought by targeted consumers. Misjudging either or overemphasizing the former at the expense of the latter can be defined as green marketing myopia. In order to be successful, green marketing must fulfill two objectives: improved environmental quality and customer satisfaction. Green marketing is the marketing of products that are presumed to be environmentally safe. Marketing myopia has been highly influential in the formation of modern marketing theory, and was heeded by marketers to such an extent that some authors now speak of a “new marketing myopia” stemming from too narrow a focus on customer to the exclusion of other stakeholders.
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Knowledge of customer needs and of innovations that can be implemented to maintain customer interest, as well as of how to adapt to the changing business market is crucial. Ī company, besides being technically sound and product oriented, also needs to be customer oriented in order to successfully cater for a market. According to Levitt marketers should not overlook the importance of company potential and product attributes at the expenses of market needs catering for market needs should receive first priority. The marketing myopia theory was originally proposed in 1960 by American economist Theodore Levitt. 3.3 Myopia of sustainable pharmaceutical industryīackground Marketing myopia.2.2 Avoiding sustainability marketing myopia.
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