Introduction to Marketing
Sustainability
The Environment Disasters we
are facing
Objectives
•
To examine the environmental crisis facing the earth
•
To provide the fundamental ethical and moral case for action
– Issues
• Climate Change
• Desertification and soil degradation
• Deforestation
– Environmental Consequences
• Water shortages
• Food Shortages
• Resource scarcities
– Human Consequence
• Poverty
• Hunger/Starvation
• War and conflict
Reading
• Martin and Schouten Ch1.
• http://www.ipcc.ch/report/ar5/wg1/#.Uo9-0yex7Tp
– IPCC 5th Assessment report
• https://www.esrl.noaa.gov/gmd/aggi/aggi.html
• http://www.bbc.co.uk/news/science-environment42571484
• https://www.treehugger.com/science/
No longer true
Discussion
• 3-5 mins discussing this in pairs
– Why are you studying this course?
– What are you motivations?
– What do you hope to learn?
What is Sustainability?
“Sustainable development is development that meets the needs of the
present without compromising the ability of future generations to
meet their own needs” (Brundtland 1987)
Sustaining what (Triple Bottom Line -TBL)?
1. Environmental Sustainability
2. Economic Sustainability
3. Social Sustainability
Sustainability
• Sustainable Consumption:
• Deriving value and utility from consumption whilst
ensuring natural, social and human capital are
preserved or enhanced
• Sustainable Marketing:
– “Is the process of creating communicating and
delivering value to customers in such a way that both
natural and human capital are preserved or enhanced
throughout” Martin and Schouten (2014: 18).
Earth’s Limits
“The earth is finite. Its ability to
absorb waste and destructive
effluents is finite. Its ability to provide
food and energy is finite. Its ability to
provide for growing numbers of
people is finite…”
• “Moreover, we are fast approaching many of earth’s
limits. Current economic practices that damage the
environment, in both developed and underdeveloped
nations, cannot be continued without the risk that vital
global systems will be damaged beyond repair”
•
(Unknown)
The Main Environmental
issue? Climate Change?
2017, 403 ppm
505= 3 degree
warming
Atmospheric GHG
concentrations
THE NOAA ANNUAL GREENHOUSE GAS INDEX (AGGI)
NOAA Earth System Research Laboratory, R/GMD, 325 Broadway, Boulder, CO 80305-3328
https://www.esrl.noaa.gov/gmd/aggi/aggi.html
Climate Change
•
The Intergovernmental Panel on Climate Change (IPCC 5th assessment) projects earth’s
average temperature will rise .3 - 4.8°C (.5 – 8.6°F) during this century
•
2017 was the 2nd hottest on record and the hottest without an El Nino,
•
Current trajectory is already outpacing projections
•
As temperatures rise, glaciers and ice sheets melt, causing sea level to rise
•
Extreme weather events, such as crop-withering heat waves, droughts, and powerful
storms become more frequent and more intense
•
For every 1°C rise in temperature above the optimum during the growing season, yields
of wheat, rice, and corn drop 10 percent.
Photo Credit: iStockPhoto / dra_schwartz
Key Messages
– Human influence on the climate system is clear
– The more we disrupt our climate, the more we
risk severe, pervasive and irreversible impacts
– We have the means to limit climate change and
build a more prosperous, sustainable future
AR5 WGI SPM, AR5 WGII SPM, AR5 WGIII SPM
IPCC AR5 Synthesis Report
Humans are changing the climate
It is extremely likely that we are the dominant cause of warming
since the mid-20th century
Year
Globally averaged combined land and ocean surface temperatures
AR5 WGI SPM
IPCC AR5 Synthesis Report
Temperatures continue to rise
Each of the past 3 decades has been successively warmer than
the preceding decades since 1850
Year
Globally averaged combined land and ocean surface temperatures
AR5 WGI SPM
IPCC AR5 Synthesis Report
GHG emissions growth between 2000 and 2010 has been
larger than in the previous three decades
AR5 WGIII SPM
IPCC AR5 Synthesis Report
Oceans absorb most of the heat
– More than 90% of the
energy accumulating
in the climate system
between 1971 and
2010 has accumulated
in the ocean
– Land temperatures
remain at historic
highs while ocean
temperatures continue
to climb
IPCC AR5 Synthesis Report
AR5 SYR
Sources of emissions
Energy production remains the primary driver of GHG emissions
35%
Energy Sector
24%
Agriculture,
forests and
other land uses
21%
Industry
14%
Transport
6.4%
Building
Sector
2010 GHG emissions
AR5 WGIII SPM
IPCC AR5 Synthesis Report
Carbon Dioxide Emissions from Fossil Fuel Burning in
Industrial Countries and the Rest of the World,
1751-2012
6 000
Earth Policy Institute - www.earthpolicy.org
Rest of World
Million Tons of Carbon
5 000
4 000
Industrial
3 000
2 000
1 000
0
1750
1800
1850
1900
Source: EPI from BP; CDIAC
1950
2000
2050
Some of the changes in extreme weather and climate events
observed since about 1950 have been linked to human influence
AR5 WGI SPM
IPCC AR5 Synthesis Report
Projected climate changes
Continued emissions of greenhouse gases will cause further
warming and changes in the climate system
Oceans will continue to warm
during the 21st century
It is very likely that the Arctic
sea ice cover will continue to
shrink and thin as global mean
surface temperature rises
Global mean sea level will
continue to rise during the
21st century
Global glacier volume will
further decrease
AR5 WGI SPM
IPCC AR5 Synthesis Report
Potential impacts of Climate Change
Food and water shortages
Increased poverty
Increased displacement of
people
Coastal flooding
AR5 WGII SPM
IPCC AR5 Synthesis Report
The guilty parties ?
IPCC AR5 Synthesis Report
Water Shortages
Countries Overpumping Aquifers in 2012
Overpumping produces
food bubbles that burst
when water supplies
dry up
In the Arab Middle
East, a collision
between population
growth and water
supply is reducing
regional grain harvests
If multiple food bubbles
burst at nearly the
same time, the
resulting food
shortages could cause
chaos
Saudi Arabia’s Bursting Bubble
•
•
•
Saudi Arabia became self-sufficient in wheat
by tapping a non-replenishable aquifer to
irrigate the desert
In early 2008, the government announced
the aquifer was largely depleted
The population of nearly 30 million became
almost entirely dependent on imported grain
in 2013
Saudi Arabia was the first country to publicly project
how aquifer depletion will shrink its grain harvest.
Photo Credit: NASA
Food Demand Growing
World Population, 1950-2010,
with Projections to 2050
•
•
•
•
Dense populations and their
livestock herds degrade land,
undermining food production
Worldwide, 215 million
women who want to plan their
families lack access to family
planning services
Large families trap people in
poverty
12
11
10
9
Earth Policy Institute - www.earth-policy.org
•
World population is increasing
by 80 million annually
Some 3 billion people are
trying to move up the food
chain and eat more grainintensive livestock products
Expanding biofuel production
means that cars and people
compete for crops
8
Billions
•
7
6
5
4
3
2
1950
1970
1990
2010
2030
2050
Source: UNPop
Photo Credit: Yann Arthus-Bertrand
Food Supply Tightening
•
Growth in crop yields is
slowing
•
Cropland is being lost to
non-farm uses
•
Deserts are expanding
•
Aquifers are being
overpumped
•
Extreme weather events and
rising temperatures threaten
harvests
Photo Credit: Yann Arthus-Bertrand
Deforestation
•
•
•
•
Deforestation is the elimination of forest and woodland areas on the large
scale.
½ of the worlds mature forests have been destroyed
129 million hectares of forest - an area almost equivalent in size to South
Africa - have been lost since 1990
Where is it occurring? everywhere!!
– Amazon, South East Asia (Philippines, Vietnam Indonesia- 10 year left!) Africa,
Europe (years ago…)
– http://ecowatch.com/2015/01/28/deforestation-altered-earth
Human Consequences of the
Environmental Crises?
(Brown 2010)
• Poverty increasing
• Food and water shortages
• Hunger and starvation
• Civil unrest
• Resource Wars
• Failed states
• Civilisation collapse?
Discuss!!
Future reserves and scarcities
•
•
•
•
•
Oil
40-45 years
Natural Gas 50-65 years
Coal
200-300 years
Conflict minerals: http://www.raisehopeforcongo.org/content/conflict-minerals
MEDC’s contain 25% of the world’s population
BUT consume 70% of the world’s fuels!
– Most Economically Developed Countries
Causes of Environmental Degradation
•
•
•
•
•
•
•
•
•
Population increase
Affluence
Technology
Poverty
Policy/political failure
Economic growth (scale/rate)
Nature of economic system (Neoliberal)
Culture and values (Western and now moving
east)
Forces of globalization
Limiting Temperature Increase to 2˚C
Measures exist to achieve the substantial emissions
reductions required to limit likely warming to 2°C
A combination of adaptation and substantial, sustained reductions in
greenhouse gas emissions can limit climate change risks
Implementing reductions in greenhouse gas emissions poses
substantial technological, economic, social, and institutional
challenges
But delaying mitigation will substantially increase the
challenges associated with limiting warming to 2°C
AR5 WGI SPM, AR5 WGII SPM,AR5 WGIII SPM
IPCC AR5 Synthesis Report
Mitigation Measures
More efficient use of energy
Greater use of low-carbon and no-carbon energy
• Many of these technologies exist today
Improved carbon sinks
• Reduced deforestation and improved forest management
and planting of new forests
• Bio-energy with carbon capture and storage
Lifestyle and behavioural changes
AR5 WGIII SPM
IPCC AR5 Synthesis Report
Ambitious Mitigation Is Affordable
➜
Economic growth reduced by ~ 0.06%
(BAU growth 1.6 - 3%)
➜ This translates into delayed and not forgone
growth
➜ Estimated cost does not account for the
benefits of reduced climate change
➜ Unmitigated climate change would create
increasing risks to economic growth
AR5 WGI SPM, AR5 WGII SPM
IPCC AR5 Synthesis Report
From consumer abundance
Resource and environmental
scarcity
Summary!
linear thinking
materialism, greed
UNLIMITED GROWTH
Corporate Growth
throw-away
economy
waste
illusion
Economic Growth
“free trade”
rules
FINITE PLANET
Population Growth
information technology
Global Capitalism financial networks
no ethics
demographic
pressure
social exclusion
Fossil Fuels
pollution
lack of
family planning
illiteracy
social inequality
energy and resource intensive
Poverty
massive carbon release
health challenges
HIV epidemic
Climate Change
Peak Oil
floods
storms
increase of energy costs
Rising Temperatures
impact on oil intensive
industries
airlines
automobiles
industrial
agriculture
polar ice
glaciers
diversion of grain
to biofuel
melting
of ice
forest
fires
Depletion of Resources
heat waves
droughts
declining
rainfall
crop withering
economic devastation
regional & internat.
conflicts
overgrazing
farmers vs.
cities
habitat
alterations
shrinking grain
harvest
Impact on irrigation
by large rivers
falling
water tables
lakes
disappearing
rivers
running dry
advancing
deserts
Threats to Food Security
Rise of Food Prices
Climate Refugees
food riots
chaos in world
grain markets
terrorism
habitat destruction
Collapsing
Fisheries
dust storms
degradation
of land
damage to
coral reefs
Impact on
Ecosystem
Services
Species
Extinction
water purification
pollination
flood control, etc.
Famine
Failing States
loss of personal security
overfishing
deforestation
Soil Erosion
Water Scarcity
rising seas
web of life
ecological cycles
failure to include social & envir. costs
massive market failure
excessive consumption
nonlinear patterns
disintegration of law and order
civil conflict
POTENTIAL UNRAVELING OF CIVILIZATION
tears in the fabric of the web of life