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Dotées d’une importante capacité financière et d’un considérable pouvoir d’influence, les marques sont des acteurs incontournables de nos sociétés… il est donc grand temps de les enrôler positivement dans la révolution écologique ! Ce livre est d’abord une remarquable enquête qui pose les vraies questions sur le rôle des marques dans cette transition écologique. Leurs actions dans ce domaine ne sont-elles que de la communication ? En sont-elles toujours à ce rideau de fumée qu’est le greenwashing ? N’y a-t-il pas de leur part des « actions vertes » réellement utiles ? Comment peuvent-elles contribuer au bien commun ? Que font les consommateurs, relayés par les ONG et certains entrepreneurs pour faire évoluer les mentalités et inciter les marques à se réinventer ?L’auteur de ce document ne se contente pas d’apporter des réponses argumentées à ces questions, étayées par les nombreux entretiens qu’il a conduits, il explique comment et pourquoi les marques sont désormais des rouages indispensables dans ce mouvement vers une société plus éthique et responsable. Passionnant et iconoclaste, le livre de Yann Hervé est résolument constructif. Il affirme, exemples à l’appui, qu’écologie et économie ne sont pas antinomiques et que se développent désormais au sein même des grandes entreprises des initiatives salutaires pour la planète.

Green marketing --- Social responsibility of business --- Branding (Marketing)

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Green marketing --- Biotechnology --- Sustainable development --- Ecological marketing --- Ecomarketing --- Environmental advertising claims --- Environmental consumerism --- Environmental marketing --- Green products --- Marketing --- Environmental aspects

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"This timely book is a sequel to John Grant’s Green Marketing Manifesto (2007) the award-winning and bestselling definitive guide to green marketing (and not greenwashing).Fast forward to mid-2020. Climate Change is back at the top of the public and political agenda. Even after covid-19, hundreds of big-name CEOs are committing to a #greenrecovery. And surveys show widespread global public support for this and recent shifts in sustainable behaviours and attitudes in markets ranging from organic food to flying. Sustainable brands are significantly outperforming conventional ones. As are sustainability related stock prices. Companies like Unilever continue to set ambitious targets related not just to climate, but biodiversity and deforestation, plastics, social justice, regenerative farming. Sustainability related trends such as plant-based foods and electric vehicles are showing steep growth and creating tomorrow's superbrands (Impossible, TESLA...). This book is packed with up to date learnings, case examples and trends, covering everything from eco labelling, transparency and the circular economy; to rebound effects, sustainable finance, blockchain and regenerative farming. A core message being that to drive sustainability, marketers firstly do really need to properly understand sustainability, its many applications and implications. Secondly to be effective, marketers need to understand what it means to their consumers and other significant audiences. Hence the book takes a long hard look at what was driving all the protests, boycotts and petitions in 2019 and what ideas, causes and platforms caught the public imagination. The ultimate goal is to go beyond marketing that simply looks good, to marketing that does good. This book is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful marketing that makes a positive creative impact on the climate crisis and on improving human life in troubled times. Aimed both at big companies that are trying to be good, and good companies that are trying to be big." -- Publisher's description.

Environmental protection. Environmental technology --- Marketing --- E-books --- Green marketing. --- Ecological marketing --- Ecomarketing --- Environmental advertising claims --- Environmental consumerism --- Environmental marketing --- Green products --- Environmental aspects

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This special edition, Seafood Sustainability Series I, includes two articles on seafood consumption, four on sustainable capture fisheries, and four on sustainable aquaculture. The articles on consumption explore an alternative perspective on sustainable seafood movement governance to consumer- or retail/brand-driven logic and analyze fish tissues for human consumption to detect contaminants like flame retardant chemicals hazardous to human health sourced from microplastic pollutants. Articles on capture fisheries include: • A study of harvest strategies to achieve ecological, economic, and social sustainability objectives; • An examination of the economic leverages and resources needed to sustain coastal artisanal fishing communities in Africa; • A review of sustainability planning efforts to combat fishing community threats like declining participation, aging infrastructure and fleets, gentrification, reduced resource access, market competition, and environmental stresses; • An analysis of responsible fish consumption through a life-promoting sustainable food system for school-age children. Three of the articles on aquaculture focus on studying consumer preferences related to sustainable aquaculture based on the estimation of how the attributes of aquaculture products (including product labeling and perception) affect consumers’ purchase decisions. The other article questions the widely held assumption of sustainable substitutability of plant protein sources (e.g., soymeal) for fishmeal in aquaculture production.

Research & information: general --- Biology, life sciences --- Fisheries & related industries --- corporate social responsibility --- ecolabels --- ethical consumption --- green marketing --- supply chain management --- sustainable seafood --- contamination --- fish --- fisheries --- flame retardants --- health --- PBDE --- seafood --- trophic level --- sustainability --- sensory --- consumers --- artisanal fishers --- double-hurdle --- fish marketing --- fish mothers --- aquaculture --- IMTA --- ecolabel --- choice experiments --- latent class --- WTP --- Triple bottom line fisheries management --- harvest strategy development --- social objectives --- economic objectives --- ecological objectives --- shrimp feed --- fishmeal --- plant ingredients --- marine resources --- terrestrial resources --- contingent valuation method --- double-bounded dichotomous choice --- environmental economics --- environmental psychology --- New Ecological Paradigm --- seafood preference --- copper-alloy nets --- fishing community --- strategic planning --- port --- California --- school lunch programme --- Italy --- healthy nutrition --- oily fish --- Almost Ideal Demand System --- Deepwater Horizon --- frozen seafood market --- retail scanner data --- corporate social responsibility --- ecolabels --- ethical consumption --- green marketing --- supply chain management --- sustainable seafood --- contamination --- fish --- fisheries --- flame retardants --- health --- PBDE --- seafood --- trophic level --- sustainability --- sensory --- consumers --- artisanal fishers --- double-hurdle --- fish marketing --- fish mothers --- aquaculture --- IMTA --- ecolabel --- choice experiments --- latent class --- WTP --- Triple bottom line fisheries management --- harvest strategy development --- social objectives --- economic objectives --- ecological objectives --- shrimp feed --- fishmeal --- plant ingredients --- marine resources --- terrestrial resources --- contingent valuation method --- double-bounded dichotomous choice --- environmental economics --- environmental psychology --- New Ecological Paradigm --- seafood preference --- copper-alloy nets --- fishing community --- strategic planning --- port --- California --- school lunch programme --- Italy --- healthy nutrition --- oily fish --- Almost Ideal Demand System --- Deepwater Horizon --- frozen seafood market --- retail scanner data