We know what to do; now it's time to act

Dear readers,

This week, we're highlighting (again) a best practice from the shoe industry with the collaboration of 新百伦 , Crocs, Inc. , and 塔吉特百货 in The Footwear Collective. We also explore insights from marketing experts and monetization strategies to steer the discussion towards how to monetize sustainability effectively. These examples underscore the need for innovative business models, transparent communication, and industry-wide collaboration to align with environmental and societal impacts while driving profitability:

After Dr.Martens, another example from the shoe industry!

New Balance, Crocs, and Target collaborate in The Footwear Collective (TFC) to drive circularity in the shoe industry.

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TFC, founded in 2023, focuses on circular materials, waste reclamation infrastructure, and consumer engagement to demonstrate that sustainability and profitability can coexist. This initiative helps reduce carbon emissions and aligns with member companies' KPIs, ensuring a commitment to sustainable practices that can be monetized through enhanced brand value and operational efficiency.

Read the full article

What about applying circularity in Marketing?

The "Sustainable Marketing 2030" report by WFA and 凯度 showcases how integrating sustainability can drive both profit and positive impact. Key insights include:

• Circular Marketing: Transforming traditional marketing by embedding sustainability at every stage, from sourcing to disposal.
• Consumer Engagement: Addressing the "intent-to-action" gap to meet rising consumer demand for sustainable solutions.
• Local Nuances: Tailoring strategies to regional needs for effective implementation.
• Business Growth: Case studies highlight how sustainable practices boost brand loyalty and profitability.

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Transformative Stories:

• 联合利华 ’s Conny Braams emphasized the urgency for marketing to lead business performance by aligning with consumer demand for sustainability, leveraging Unilever's Planet Pledge as a blueprint for impactful action.
• 宜家 ’s CIRKUL?R Campaign showcased a successful case where encouraging customers to return and buy used furniture not only reduced waste but also boosted brand loyalty and sales.

Download the full report

Shoes, Marketing... The real challenge is how to monetize

Fabien created this short video to illustrate an intriguing study conducted at 美国斯坦福大学 , where participants were challenged to turn $5 into the highest possible return.

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One standout example involved a group that generated $650 by creatively selling their 3-minute presentation, while other groups tried to buy and sell items using their $5 from the start. This story powerfully demonstrates the need to rethink and innovate our business models to monetize sustainability successfully. By adopting a creative and resourceful approach, we can uncover new avenues for generating revenue while promoting sustainable practices.

Watch this 1 minute video

So What?!

The collaboration between New Balance, Crocs, and Target in The Footwear Collective (TFC) and insights from the "Sustainable Marketing 2030" report highlight a clear message: integrating sustainability into business models isn't just good for the planet—it’s a strategic advantage. These examples show that innovative approaches and transparent communication are essential to align marketing with environmental and societal impacts, driving both consumer engagement and brand growth.

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So what? The success stories of TFC and sustainable marketing principles underscore the critical need for businesses to rethink their strategies. It's not enough to merely adopt sustainable practices; companies must transform their entire approach to integrate sustainability at every level. This means fostering industry-wide collaboration, measuring progress accurately, and being transparent to avoid greenwashing.

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What’s Next? To further this mission, PricingforthePlanet is organizing the PricingForThePlanet Week in Fall 2024. This event aims to share thought leadership, innovative strategies, and success stories in sustainability. We are looking for sponsors to help make this event a success and drive the future of sustainable business practices. Join us in leading the way towards a more sustainable and profitable future.

Contact us to sponsor the PricingForThePlanet Week

Discover How Sustainability Can Boost Your Competitive Edge: Free Webinar!

Did you miss the 2024 PricingForThePlanet Annual Summit?

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Good news! Here is the recap of this special event: Join us for a free webinar where we share pivotal insights from the 2024 PricingForThePlanet Annual Summit. This year, in collaboration with 波士顿谘询公司 , 施耐德电气 , @The Pricing Professional Society, and Syncron , we explored how sustainability can be a strategic advantage.

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We delve into innovative topics like Shared Value and ROSI (Return on Sustainable Investment), showcasing tools that make sustainability both a practical transformation and a savvy financial move. Expect concrete examples and strategies in action. Plus, don’t miss a special announcement and a unique gift at the end!

Watch the free webinar

[In case you are new] Who are we?

PricingForThePlanet offers a wide range of services designed to help organizations monetize and enhance their sustainability efforts, including informative webinars, presentations, C-suite sessions, basic training, workshops, sprints, market and pricing research studies, and certification programs.*

Until next time, stay inspired!

Best wishes,

Stephan and Fabien

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