"Treat the earth well. It was not given to you by your parents. it was loaned to you by your children.“ - Kenyan Proverb -

Environmental Concern Social Pressure Commercial Pressure

Environmental Concern Social Pressure Commercial Pressure Humanism Environmentalism Green Movement Green Selling The business of business is business Societal Marketing and CSR Environmental Marketing and Management The conventional approach to the business-society- environment inter relationship

As concern for the customer, society, and environment increases, so each of the three ‘balloon’ expand. This produces a range of possible management responses to any issue. As concern for the future and about social and environmental issues increases, so the three circles are pushed together enlarging the central area of environmental marketing. Conversely, a reduction in any of the socio- business-environment pressure will cause these balloon to deflate and retract.

The physical environment Society Business A green perspective on the business-society- environment inter relationship This concentric circle model implies that all of the activities of a business take place within the context of society, and that all of society’s activities take place in the context of the physical environment.

Individual – Communities – Society Marketing Communication Lobbying Political Donations Other corporate resources Laws and Regulation Government policies Economic Development Business is often seen as the enemy of the environment, the polluter…. There is, however, a tide of change and it is now increasingly being seen as the essential partner, as part of the solution and not the problem. (Burke and Hill, 1990) Power of Business

Business in Society Business is often seen as the enemy of the environment, the polluter. There is, however, a tide of change and it is now increasingly being seen as the essential partner, as part of the solution and not the problem (Burke and Hill, 1990) Bernstein (1992) views such pronouncement as premature, and business certainly have a long way to go before they are genuinely repositioned as more of a part of the solution than a part of the problem. However, the concept of partnership is an important one…. Nine out of ten surveyed CEOs feel that partnership between business, government, and society must play a role or some role in addressing key development challenges facing the world today. Among them are: 1.Promoting good governance and tackling corruption 2.Alleviating poverty 3.Achieving sustained economic growth and education 4.Sustaining peace and security 5.Eliminating HIV/AIDS 6.Securing access to energy and water World Economic Forum’s Global Corporate Citizen Initiative, GCCI. (Source: /

Profit-maximisation phase Trusteeship phase Quality-of-life phase Sustainability phase The evolution of corporate responsibilities (adapted from Hay and Gray, 1974)

Environmental Impact +ve -ve Intentional Unintentional Recycling Clean technology investment Restoration projects e.g. tree replanting Waste disposal Siting of facilities on greenfield locations Overpackaging of products Economically motivated resource reduction TQM ‘zero-waste’ programmes ‘Paperless’ offices Pollution Incidents Use of non-sustainable sources of supply Unsustainable growth target

Green consumption and environmental marketing is only a partial answer to the problem of achieving sustainability. So too is legislation…. What is certain, is that unless the powerful forces of marketing and consumption are aligned to the political, legal, educational and social efforts to reach sustainability, the dream of a sustainable society will be replaced by the nightmare of environmental catastrophe. (Peattie, 1995: Environmental Marketing Management, page 56)

SuppliersCompanyMarketingCustomers intermediaries Competitors Publics Economic Physical Political / Legal Technological Demographic Social / Cultural

Green Business…

The Malaysian Nature Society (MNS), with the support of HSBC Bank Malaysia and the Selangor State Government, launched its “Green Partnership Programme” and unveiled its newly upgraded nvironmental Education Centre (EEC) at Kuala Selangor Nature Park (KSNP) on 8 March The 3-year programme aims to enhace the level of environmental education, awareness and conservation at KSNP. The bank contributed a total of RM300,000 towards this programme Some of the activities in this programme involves the support of the community, including planting of mangrove saplings as part of the ecosystem enrichment programme. The HSBC-KSNP Green Partnership Programme is very much in line with the focus of HSBC’s Corporate Responsibility – Education and Environment.

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