Marketing Management Update

30 September 2020

Welcome to the September edition of TrinityP3’s e-news

When surveyed, the marketing industry eloquently declare their commitment to best environmental practices. Unfortunately, you just have to scratch below the surface to see that understanding, meaningful strategies and behaviours show little evidence of success.

In this month’s newsletter we look at what happens to both companies and their supply chains when they claim the environmental high ground. We explore the ways and means that business can measure then start to reduce their marketing carbon emissions. Then finally we share some of our latest research on the carbon emissions from POS within retail store.

The white paper for which is available here .

Why Marketing Communicators Need To See Through Greenwashing And How To Start

Fossil fuel companies, their lobby groups and government supporters, websites and annual reports are chock-a-block full of weasel words and misuse of environmental language and images.

The Minerals Council of Australia says it advocates for “sustainable economic growth”, “improved environmental performance for sustainable ecosystems” and “putting Australia on a pathway to meeting its emissions reduction targets”.

Sounds great, right?

What they are talking about is reducing the emissions of the fossil fuels they dig up – but they’re planning to dig up much, much more. And there’s no mention of hard targets or phasing out of fossil fuels.

So as professional communicators, what can you do about this? Find out here .

Declare your commitment to zero GHG emissions

Join Comms Declare and declare here .

Why the Advertising Industry Needs Educating In How To Calculate Carbon Pollution Contribution

The response from The Real Media Collective (TRMC) to the announcement by Coles of their plans to terminate printed catalogue distribution in favour of digital formats and printed copies at point of sale is a prime example of why the industry needs education in calculating carbon pollution contribution. But more importantly, why we need to be hyper-vigilant around greenwashing.

The comment thread was even more enlightening for the general lack of knowledge and understanding of the prescribed methodology for calculating carbon pollution contribution and the ways it can and should be presented.

It’s the classic stand-off between the two parties. Both have a vested interest in having their version winning the PR battle. Coles want to be seen as environmentally aware. Then the TRMC counter with a hypothetical comparison figure to ‘prove’ that printing is in fact a better method of communication when measuring carbon. When it comes to environmental claims and the potential for greenwashing and misleading statements, TrinityP3 will always try to get to the truth based on and proven by empirical research. Find out how here .

Measure your marketing carbon pollution

Want to know more on measuring your carbon pollution from you marketing activities? Reply to this email or contact us here .

The environmental impacts of in-store advertising

TrinityP3 advocates for a pivot to a more sustainable approach to marketing and also supplying carbon emission measurement using our own developed and verified methodology, the CO2counter. To back up our methodology we constantly seek and support up-to-date research from highly recognised sources.

We asked the question about online advertising emissions two years ago. This research helped raise awareness of the hidden environmental cost of Facebook and other online advertising.

This time, we looked for more hidden marketing emissions where the knowledge bank was pretty empty i.e. the carbon emissions generated by in-store advertising. Again, we were privileged to have a research project accepted and undertaken by the University of Sydney under their Post Graduate Masters of Sustainability Programme.

TrinityP3 in conjunction with The Gaia Partnership acted as the sponsor and workplace mentor for a student and we helped narrow the research criteria to focus on in-store advertising. Read a summary of the results here .

Most in Demand for this Month

What have TrinityP3’s consultants been doing this month?

  • Aligning marketing team structure to strategy for a major government organisation
  • Managing a hybrid tender process to populate a rationalised roster for a healthcare marketer
  • Delivering an independent commercial assessment of a media agency for a retailer
  • Rationalising an agency roster for a not for profit marketer
  • Managing a creative agency tender for a financial services marketer
  • Completing a hybrid tender process for an higher education marketer
  • Delivering a global agency remuneration assessment for a major travel brand
  • Benchmarking the scope of work and remuneration model for the roster of an online services provider