NOTITIES
STUDENTCONGRESS
MARKETING
Rymenans Sarah
Universiteit Antwerpen
2021-2022
,Inhoud
DEEL 1: SUSTAINIBILITY..........................................................................................................................2
1.1 Global track presentation.............................................................................................................2
1.2 Fairtrade Belgium.........................................................................................................................4
1.3 Publicis Groupe.............................................................................................................................5
1.4 Decathlon.....................................................................................................................................6
1.5 Too Good To Go............................................................................................................................7
DEEL 2: ICLUSION & DIVERSITY...............................................................................................................8
2.1 Global Track Presentation.............................................................................................................8
2.2 Inclusified....................................................................................................................................10
2.3 NONA Drinks...............................................................................................................................11
2.4 Creative Belgium.........................................................................................................................13
2.5 Callebaut Collective....................................................................................................................15
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,DEEL 1: SUSTAINIBILITY
1.1 Global track presentation
Why is sustainability needed? We have to act now to create a better future for us, and the future
generations. We are in the decade of action.
SDG= sustainable development goals, the goals are not all on the same level, it is in the form of the
cake.
- bottom layer: water pollution, planet, if we do not fix these problems we will not eat of the rest of
the cake. After that comes socials aspect and so on.
created by the united nations
There are 3 main parties
- government
- citizens/consumer
- companies
Due to covid, people have lost the confidence in the government. So the customer is looking at the
companies more and more to create a better future.
Consumer:
- is he ready yet for the change?
in Europe not all of the concerns are equal as important. Many of the priorities are linked to the
environment . The bottom of the cake needs to be looked into, but also
There is a say/do gap. People say they want to be more sustainable but they do not always do that in
fact. Why is this gap there, this has often to do, with the consumer not knowing what is right.
Companies need to take this into account. They have to inform the consumer, so that they will act
accordingly.
Companies:
sustainability is not a contest, they need to act now. They need to know what the place is of
sustainability. In the past this was on the side, today it needs to be in the hart of the company. When
you need to make choices the first thing is you should know your consumer. There is an aspect of will
(do I want to change my behaviour) an there is knowledge (do I know how to change). Companies
need to inform the customers correctly, because they need to know how.
59% of the Belgian people are convinced ecologist. These people are sensible to sustainability.
23% do think there needs to be changed something, but are still very sceptical, sceptic struggles .
20% non-believer, sustainability is not important
In the last year, customers have 35% more seasonal fruit and vegetables. More (34%) fresh in stead
of packaged food, less packaging(32%), less waste (31%), local products (31%).
38% people have changed their behaviour in the last year, but more in the fresh speaking part.
6% did it due to the covid crisis, the rest to have a positive impact
They are prepared to pay more, for sustainably produced food.
- local, organic, local welfare
- packaging
- impact on people and planet e.g. Fair price for farmers
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,Things are really moving, but they need to move more rapidly.
Define your sustainable transformation as a company.
Before you had a really split of companies (profit and non-profit), today between these two, there is
a large range of companies. They know that doing well and taking care of the environment can go
hand in hand.
How can you transform
- keep the system: optimization
- system change: evolve into a more sustainable way of doing business
- change the system: totally new ways of doing business this is where we need to go
Whatever process you choice, you as a company will be either rewarded or punished by your
customers. Because they care about sustainability. But also through legislation.
Beware of the choices you make.
You need to know what your customers is looking for. The customers have a different focus than the
companies. If there is no match, you will have no impact
Go beyond your stream
- upstream
- downstream
You need to reflect properly about the choices you make. You need to take into account your supply
chain, this is the upstream. On the other hand you have the downstream, is about how the
customers use your product. How as company can you make them make behave more sustainable,
you need to inform them.
e.g. Lego
they produce Lego in a more sustainable way (upstream)
children think about be more sustainable, inform them (downstream)
empower your customers to make sustainable choices
they change these SDC, they changed them into customers goals, the company can help them to
achieve them.
Negative:
Not acting fast enough, or acting in the wrong way (greenwashing)
companies are doing this, because customers know the sustainable way is the only way. You need to
do it inside out, it needs to be part of your company.
the danger of greenwashing is that people don’t believe what companies are saying no more
Affect the job of marketeers
sustainability is a miner part of there job, in the future this will be the main component of the job
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,1.2 Fairtrade Belgium
The bitter taste of chocolate:
the produce of coco isn’t fair, these people who create it live in poverty. This leads to issues like
deforestation, child labour, not receiving a fair income. Poverty for coco farmers are the cause of
many sustainability issues.
Only 1% of the chocolate was sustainably produced
traditional approach, used by big companies, how do they sell their product. They create a lot of
desire, so that customers buy the product in the shop. Maybe we need to do this with fairtrade as
well, there were a few problems.
1. there was no offer, there were hardly fair trade produced chocolate
2. Intention behaviour gap: intent, what people want to do, but when they go to the shop they do
something else, only driving intention is not enough
3. You need to invest, the budget is too small
There is no way marketing can help to produce fair trade?
another way to approach this is: we started with citizens, sensitise the citizens to the poverty of the
coco farmers, it will create a kind of environment for the government, companies to do something
about it, raise awareness with the citizens about the issues, so they created a campaign.
Problem people tend to look away when it concerns problems from far away, when you come with
shocking information, people tend to look away. So they created a light-hearted and bring it home
(what is we only were paid €0,67 per day?)
What are we going to do about it?
Belgian government was creating a program to make Belgian chocolate more sustainable. It was also
important to take into account the income of the farmers. Most of the chocolate companies and
large distributers signed a paper, to make Belgian chocolate more sustainable.
The industry is also important, they have some pressure to change, but they have a framework which
they can follow, to become better so this is easier. But they didn’t stop there. It’s always better to
come with solutions, they worked together with the industry.
e.g. new range of chocolate bars @ Lidl
it’s not only fair trade, but by workers with farmers, so that they can increase their income
e.g. Galler (big chocolate brand)
reinvented the company, it’s all fair trade chocolate
Did it work?
the main focus was to grow the offer of fair trade chocolate offer, that succeeded.
Result in term of market share: from 1% tot 8% in 2021, and even more in 2022. But there is still a lot
of improvement that can happen. Marketing helped to do this
If you want to go fast, go alone, if you want go far, work in teams.
shouting and saying there is injustice to the industry, but they didn’t do that and they worked
together with the industry and come up with solutions.
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,1.3 Publicis Groupe
- how we are going to deal as a communication agency with sustainability
focus on the planet: to consume less and better, in Belgian were ahead of schedule, to reduce the
carbon print. Manage carbon production that occurs when doing campaigns, due to a system that
measures it.
people:
* personal growth: creating working environment that is diverse and inclusive
training on talents, in different categories
* recruitment: recruit in a more sustainable way, diversity and inclusive task force
training on doing good interviews, used recruitment touch points, job offer writing more inclusive
and how we are going to measure this
*community progress: contributing to the wider community they are part of (Molenbeek)
awareness for the danger of digital exclusion in Belgium
- how can we be a force for change and chape progress for brands
impact the way consumers can make more sustainable choices, and the brand they work with as
well.
e.g. BNP Paribas Fortis
stand for positive banking, they want to have a positive impact on society. One of the big pillars is
sustainability. They try to rase awareness about sustainable investment. Try to convince busnisses to
use a more sustainable business model.
1/3 Belgian is not ready to drive on electricity, this is due to the higher cost. So they created a
campaign.
There is a lot more than this one campaign, there are a lot of campaigns towards sustainability
e.g. green mobility, climate change, conscious consumption, biodiversity (deforestation),…
The triple bottom line:
people, planet and profit
when doing business, you don’t really think about the profit. This is important, because they need to
have profit, but while doing that they want to have a positive impact.
Engrained in the mission: shaping progress
Marketing can play a role in influencing busnisses and people when think about their decisions in
terms of sustainability.
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,1.4 Decathlon
Developing from a classic retail company to an open platform.
Up until this year, we were convinced that we could tackle every problem ourselves. A few years
back, decathlon must sell only his product and nothing else, but the world does move quickly.
Decathlon operates in different countries. In Belgium there are multiple stores.
In 2020 they realised they couldn’t handle the negative impact of covid alone. Decathlon is not a
sport story only, they also give advice,…
How do you get people to look at you that way? Good step is to look for actor actors who share
common values and do the same thing.
Action: sport in uw kot
how can we help the people who are stuck at home, who can’t go to the gym of sport club.
let’s bring the gym to their living room through the phone, they collaborated with Basic fit
It was a tripe win (for decathlon, for basic fit, and for the people interested in sport)
Collaboration with Delhaize
Delhaize is stressing itself as selling healthy products, and Decathlon with sport, which is healthy.
This partnership took different forms. Delhaize sold a part of Decathlon products. Work together on
the summer campaign, during the summer we stayed home due to covid, but it’s also BBQ season.
Sharing value goes beyond marketing. It’s most important when it’s translated in actions that have
impact on people.
e.g. Colruyt collaborate, people who couldn’t work at decathlon went helping at Colruyt
e.g. stop selling the snorkelling mask, to give the priority to hospitals who can use it to help people
Necessities have forced us to evolve from a closed company to a more open one. This transformation
went very quickly. When the crisis is over, we will not go back to before, it was the accelerator to
change, but we believe this is the right way to go.
e.g. website opened to new partners and not only decathlon product
This is quite a revolution, because a few years back they said they were only going to sell only
decathlon products. This is a major shift, to help people better to be healthy.
specialized platform, they had to think about whom they would open to, to be meaningful for people
and their help, planet and its protection.
Recruitment of the partner: how do we chose the brands that go with us in the process
we use the exact same criteria that we use when hiring new colleagues. Partners that make things
that we can’t, feel a connection with, good customer relation.
This platform answers to our ambition to be good for the people and the planets. The why of our
marketplace, aims for a more sustainable healthy and active world. Help people why they are buying
and chose better. Help brands that have a positive impact but not the visibility. They want to help in
the change that needs to happen in this world.
They build marketing campaigns around the idea to have a positive impact on the planet, people.
These campaigns were build on common sense and agility.
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,1.5 Too Good To Go
Food waste, is a big issue for climate change. They have been produced, transported,… for nothing.
However there might be someone who would’ve wanted to eat it and a part of your money has been
lost. Every person throws out 1/3 of their food, when you multiply this by the number of persons on
earth this is a enormous amount of food that gets wasted.
This is an big problem. That comes from 3 different
- environment: SDG 12 cut food waste by half, food waste stands for 8% of GHG emissions
- social: we produce enough food in the world to produce for everyone, however a lot of people go
to bed hungry
- financial: the food wasted has a worth of €1.2 trillion
The good news is, that it is easy to change. If we dig a little deeper, food wage occurs at all stages,
from the farm to our mouths. 35% percent of the food waste occurs before it reaches the
supermarket. The real problem starts with the customer, people lost the value of food. ‘Don’t leave
the table before the plate is empty’, this we should do again. It’s a mindsetTo good to go, they match
people who want food, to restaurant, hotels that has more food at the end of the day that can’t get
sold at a reduced price. You normally come and get it half an hour before closing time and you will
receive a surprise back.
Success: how many consumers inspired and how many food there has been saved. It’s a win-win-win
situation
- business: they can still sell their last products, they can get rid of the food surplus and it boosts their
green image. Because the customers always want the whole menu available. They can also get new
customers due to this. In the end they make some extra money at the product they worked so hard
for.
- consumer: you can buy food at a reduced price. You feel part of a bigger movement. It’s super
exciting discovering new food businesses. While doing that they both do something good for the
planet.
Food waste is a massive taboo, simply because they don’t like to admit they have to throw away
food. The first step was to say that every shop does it accept for those who turn down their
customers. The second thing they struggle with is to publish that they have food waste, they taught it
would cause brand damage, they should trust too good to go. They eliminated all the risks for them,
their were no contracts, they just needed to try it out. Trust has been key, if they didn’t want to be
on the app anymore, they could stop immediately.
Inspire and empower people to reduce waste. People just need to download the app (empower), to
reduce food waste at the house they need to inspire people, by giving tips
e.g. left over day, shopping list, eat something before you go shopping
They want to support a bigger food waste movement. You need to play different plays
- using the marketplace, start in schools on the educational level
- households, share recipes and tips
there have been date labels campaigns, that provide product with 2 different dates
interview political parties on what they were going to do on food waste. Only one party mentioned it,
they helped them provide a better talk and solution
SOS patat: the demand dropped, due to the closure of busnisses due to covid. The solution: they
teamed up with a lot of partners, they tried to up the demand of frozen potato product. All the
competitors worked together on the fight to food waste. 29 million users, 52 million meals saved.
There are a lot of different stores,… that they work with.
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,DEEL 2: ICLUSION & DIVERSITY
2.1 Global Track Presentation
We all live in turbulent times, there is a big opportunity for companies to take better care of people
and the planet. The care principles is a simple framework to grow you company in a caring and
sustainable way. But it’s also about the 4 letters:
- collaboration: need to work better together if you want to get rid of the challenges
- agility: we all need to be more flexible and change our ways
-reliability: e.g. fake news
-empathy: truly understanding the others and what needs are
Are implied on different levels
- your people
- clients
- community
- world, planet
Generation Z: born between 1996-2010
diversity and including is important for our generation, we have a super power called unity meaning
that we come together and we act for social and political change (70%). 90% wants to use their voice,
buy the brands that you believe in and do business in a good way, we are conscious about it. We
have a lot of values (63%) believe that companies can help change the world for the better.
Why we should care about diversity and inclusion:
- diversity is the objective difference between people
gender, age, religion, language, sexual orientation,…
- inclusion is how involved and included a company makes their diverse workforce
Diversity and inclusion are essential in business and marketing today, as the world is rapidly
changing. Making the workforce more diverse is also required if you hope to understand your
customers, because the customers are more diverse.
A company should mirror society, the reality today is that that’s not the case at all.
e.g. a lot of CEO are old white man, this is not diverse. There is a protest about the fact that the most
CEO’s are man, only 5% are woman.
If we continue to work at the gender gap, it will take more than 100 years to close the gap, at the
pace that we go today. In western Europe it is a bit better. In 2020 the gender gap even got bigger
again due to the pandemic, woman needed to stay home for the children.
The tour of Flanders, the woman and male, got the same price money. What sector is the most
diverse and inclusive, this is marketing. The pay gap, is still great in Belgium woman earn 6% less,
with the same job, the worst companies this is around 20%. Diversity is larger between woman and
man.
On all senior levels in the US, this are mainly white people. E.g. Levi’s openly showed who worked
where at which positions, to show that they were changing. In the management level were few
woman and black people.
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, 3 insights to prepare you for a better future
1. Chose a side: help and become part of the solution/stay a part of the problem
learn to say no to bullying, racism, discrimination,…
e.g. Ikea campaign on bullying
2. You are the future and you have the power
diversity is the future, and companies will have to follow, they need to rapidly adapt to the wishes
and needs of their employees in order to keep the brightest minds.
Companies little by little start to understand, 70% of people want to do meaningful work in inclusive
companies
e.g. Adidas ‘your future is not mine’
3. Collaborate and to find allies
it's not easy to say no when you are alone. Don’t think that you can change the world alone, find
allies and fight the old together. Diversity and inclusion it’s really complicated, remain open-minded
non judgemental and curious, be part of the cange
Commercial about diversity and inclusion
Finally you can always move, e.g. Island, most diverse and inclusive
But Belgium is not doing to bad only
3 last tips:
A: remain aware
B: dare to be bold
C: remain curious
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