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OK, so about a week ago we made a rather disheartening post “It’s Better for Whose Environment,” (Teach the 4 Ps, October 17, 2010) that described how Sun Chips abandoned an environmentally friendly (but noisier) package when sales dropped.

Well, maybe we marketers just need to figure out the best way to change consumer behavior.  This fascinating article “The Secret to Turning Consumers Green” (Wall Street Journal, October 18, 2010 – click here if non-subscriber - then link through).  The article describes a variety of techniques — most relying on perceptions of peer behavior — that have been shown in research to change behavior.  Let’s hope we can nudge people to make more sustainable choices.

This might be fun to talk about when talking about consumer behavior or social responsibility.

Consumer interest in making sustainable choices may be limited.  Sun Chip is ditching its environmentally-friendly compostable (but noiser) bag.  Sales of the snack dropped after the new bag was introduced (“It’s Better for Whose Environment?“, Wall Street Journal, October 8, 2010 – note this link takes you to a back door for non-subscribers). This sentiment is also expressed at Adweek, “Consumers Don’t Warm to Eco-Friendly Products” (October 12, 2010).  It might be interesting to ask students why they think this is happening?   Note:  Also posted at Learn the 4 Ps.

Here is the latest take on the ethics of marketing to disadvantaged consumers.  Nestle has begun sailing a “supermarket barge” down the Amazon River and its tributaries.  The company has adapted some of its products with cheaper ingredients and smaller packages — to offer them at prices low-income shoppers can afford.  Sounds like good marketing — adapting the marketing mix to fit the needs of a target market.

Not so fast.  The program has drawn criticism from many corners — showing the power of a few prominent voices on the internet to influence public opinion.  This article in the Atlantic “Nestle Barge to Ply the Amazon, Bringing Ice Cream and Rage,” (June 21, 2010).  The debate raises interesting ethical and social responsibility questions.  It also raises questions about Nestle’s strategy and implementation of this project.

This issue might be discussed one one of the first few days of school around issues of micro- and macro-marketing (we cover these in chapter one of our books — along with social responsibility).  It also provides a nice ethical debate to have in the segmentation and targeting chapter.

What if you had a restaurant where you could take what you wanted and pay what you wanted – with a donation.  As a marketing professor, I think about this as a pricing strategy. I also think about it from the perspective of non-profit marketing. Check out the article “Non-profit Panera cafe: Take what you need, pay what you can,” (USA Today, May 18, 2010) for more details.  Will enough people donate enough to make this work — it will be interesting to check back in a year or two.

WARNING:  Some of these ads are very disturbing set of public service announcements.  I debated whether to even post it for you guys.  So if you have a weak stomach, do NOT click through.  You have been warned.  These are “30 Terrifying PSAs” (Trendhunter, May 2010) and includes video ads and print ads.  I think the research is mixed on whether these types of “scared straight” programs even work.  You can decide if this is useful for your classes.

Wow!  I am continually amazed at how our privacy is compromised on the web.  Interestingly, I am not sure our students care all that much — they post on Facebook about their love, life, and escapades where it is broadcast to their 684 “friends.”  Anyway, be wary when you use web coupons because “Web Coupons Know Lots About You, and They Tell,” (The New York Times,April 16, 2010).  In our books we discuss privacy in the last chapter — so it might fit as an example in these last weeks in class.  It might also be a useful ethics topic in pricing.

The Institute of the Environment at the University of Minnesota publishes a magazine (print and online) titled Momentum.  The current issue (sorry, I cannot seem to find a date) has an article titled, “Certified Confusion.”  It explores the confusing landscape of green claims, how it leads to “green fog” and confusion.  Consumers that want to make green choices are not sure how to do it.  Marketing bears some responsibility here.

The article could be used with our books in chapter 1 where we introduce corporate social responsibility, in the first product chapter where we describe labels and sustainability or in the final chapter which returns to corporate social responsibility and ethical behavior.

Method has been a very successful brand — showing that a small firm can compete with the P&G and Unilever’s of the world.  Brandweek interviews Method’s founder, Eric Ryan about Method’s controversial viral video and a new laundry detergent.   See “Method Co-Founder Offers Spin on Viral Video, Laundry,” Brandweek, January 9, 2010.  If you decide to show and talk about the controversial video – perhaps from a social responsibility or ethics perspective — this article will give you a bit more perspective.

Check out our previous post on the controversial Shiny Suds video being pulled — you can find the video there as well.

Looking for an interesting, international (well for all you non-Canadians anyway) example of social marketing.  You can read a brief ditty on the campaign  “MADD Presents Drunk-Driving ‘Experts’,” at Marketing Magazine (a Canadian publication/site), January 7, 2010.  I have linked to one of the ads below. Is humor a good approach for such a serious subject?

The dangers of viral media.  Method thought it had a clever video which got plaudits from marketers and a 4 star rating from YouTube.  But when a vocal minority were offended, Method was forced to pull the ad.  An unauthorized copy is still available on YouTube here.  The full article “Method Pulls ‘Shiny Suds’ Ad After Sexism Complaints” is at AdAge.com, December 2, 2009 (subscription only).

Household cleaner marketer Method has pulled down a viral video roundly applauded by marketers at the Association of National Advertisers annual conference last month and by most viewers who’ve seen it because of heated complaints from some women who view it as sexist and even condoning rape.