Getting Started
Who is your target audience?
This project involves creating an introductory marketing strategy to highlight how the client aligns with the environmental values of retail businesses enrolled in the 1% for the Planet Program.
Some thoughts to keep in mind...
- Who is the target audience?
- What would motivate the client to buy purchase displays? What's important to them?
- Are there any characteristics or challenges unique to this audience that your ad strategy should acknowledge?
Determining Location
1% for the Planet is a global initiative, is there a target area where your client wants to focus.
Use the map provided at the 1% website or explore by location to narrow the retailers you plan to focus on as a client base.
Additional Resources
- Green EntrepreneurFrom Entrepreneur.com
- WSJPro Sustainable BusinessWSJ articles with a focus on ESG (environmental, social, and corporate governance) topics. Some articles may be behind a paywall.
One Percent for the Planet
- Business DirectoryExplore the directory of businesses that have committed donating at least 1% of annual sales directly to pre-approved environmental organizations,
Database Searching and Keywords
- ABI/INFORM Global This link opens in a new windowProvides indexing and abstracting for 1000 periodicals with full text for more than 600 publications.
- Business Source Complete This link opens in a new windowBusiness Source Complete is an essential tool for business students. It covers all disciplines of business, including marketing, management, accounting, banking, finance and more. Content includes many full-text journals and topical video content.
In the Stacks
Beyond Multi-Channel Marketing by ISBN: 1838676872Publication Date: 2020-06-17
Products for Conscious Consumers by ISBN: 9781802628371Publication Date: 2022-07-06
New Insights on Trust in Business-To-Business Relationships by ISBN: 9781838670627Publication Date: 2019-08-15
Interesting Data
- Gen Z & sustainability: How radical is the "green generation"?A Consumer Insights whitepaper from Statista that asks how Gen Z’s sustainability attitudes translates into consumption behavior.
- Sustainable Consumption in the U.S. 2023A Consumer Insights datatable from Statista that examines the attitudes of U.S. American consumers regarding sustainability.
- Leading reasons why consumers prefer sustainable brands in the United States and United Kingdom (UK) in 2022From Statista, this survey was conducted in 2022 by First Insight as part of the study, UK Sustainability Report - The State Of Consumer Spending.