lecture 3: socio-ecological problems
TRANSCRIPT
Lecture „Sustainability Marketing – A Global Perspective“ supported by:
Prof. Dr. Frank-Martin BelzTechnische Universität MünchenTUM School of Management
Lecture 3: Socio-Ecological Problems
Episode 1: Macro Level
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
Lecture 3: Overview
Sustainability MarketingTransformations
Sustainability MarketingStrategies
Sustainability MarketingMix
Consumer Behaviour
Socio-ecologicalProblems
Sustainability MarketingValues and Objectives
Source: Belz and Peattie 2012, p. 30
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
Lecture 3: Overview
Episode 1: Macro Level
Episode 2: Micro Level
Episode 3: The Story of Stuff
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
Learning Objective
You will understand the main socio-ecological problemson a macro level.
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
Structure of the Episode
• Introduction
• Iconic Picture
• IPAT Formula
• Implications
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
Neo, the Matrix and Marketing
Source: http://boscosgrindhouse.com/2012/07/30/boscos-franchise-collection-the-matrix-trilogy/
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
Photo: NASA Goddard Space Flight Center Source: http://visibleearth.nasa.gov/view_rec.php?id=2429
Iconic Picture
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
IPAT Formula
Impact = Population x Affluence x Technology
Source: Ehrlich, P.R. & Holdren, J.R. (1971): ‘Impact of Population Growth‘, Science, 171 (March): 1212-16
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
IPAT Formula
Population
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
IPAT Formula
012345678910
0 500 1000 1500 2000Year
Source: Graph based on data in The world at six billion, United Nations Population Division (1999)
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
IPAT Formula
Affluence
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
IPAT Formula
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
Author: UkkoSource http://upload.wikimedia.org/wikipedia/commons/7/73/Weizenbier-ukko.jpg
IPAT Formula
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
IPAT Formula
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
IPAT Formula
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
Photo: Scott Bauer Source: http://en.wikipedia.org/wiki/Pig
IPAT Formula
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
IPAT Formula
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
IPAT Formula
Category of Consumption
Poor Middle Affluent
Housing Huts, shanties Moderate Buildings
Climate-controlled Buildings
Diet insufficient grain, unsafe
water
grain, clean water
meat, packaged food, soft drinks
Transport walking bicycles, buses private cars
Materials local biomass durables throwaways
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
Global Consumer Class
0
50
100
150
200
250
Global Consumer Class (in Mio)
Share of the Population(in %)
100%
50%
0%
Source: Reproduction from Bentley, M. (2003): Sustainable Consumption: Ethics, National Indices and International Relations, PhD Dissertation, American Graduate School in Paris
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
IPAT Formula
Technology
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
Photo: Joe Mabel Source: http://commons.wikimedia.org/wiki/File:Barrels_JM03.jpg
IPAT Formula
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
0
1
2
3
4
5
6
7
8
9
10
0 500 1000 1500 2000
World Population and Oil Consumption
Source: World population from US Census Bureau, overlaid with fossil fuel use (red) by Vaclav Smil from Energy Transitions: History, Requirements, Prospects.
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
2050
2050
?
?1990
Source: Von Weizsäcker, E., Lovins, A.M. & Lovins, L.H. (1998): Factor Four. Doubling Wealth, Halving Resource Use, London: EarthScan
„Factor Four“
IPAT Formula
Predicted worldEnergy consumption
Necessary reductionfor climate stabilisation
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
IPAT Formula
Impact
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
Photo: Hannes GrobeSource: http://commons.wikimedia.org/wiki/File:1991_polar-bear_hg.jpg
IPAT Formula
Climate Change
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
Source: NASA/Goddard Space Flight Center Scientific Visualization Studio
IPAT Formula
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
Peak Oil
IPAT Formula
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
Trailer: A Crude Awakening: The Oil CrashSource: http://www.youtube.com/watch?v=Or-TyPACK-g
IPAT Formula
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
IPAT Formular
0
10
20
30
40
50
60
70
80
90
100
1960 1970 1980 1990 2000 2010
2007
50
100US $ /Barrel
1976
Oil Crisis1981
1990 1996
2000
2004
2005
2006
Banking Crisis2008
2011
2010
Source: Data based on www.tescon.de
History of Oil Prices
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
Oil and Food Prices
70
90
110
130
150
170
190
210
0
20
40
60
80
100
120
140
Data: Nov 2000 to Nov 2010 by EIA, FAO. Chart courtesy Paul Chefurka
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
Photo: Vinod PanickerSource: http://photos.doniv.org/v/rann/43-design-of-the-rann.jpg.htm
IPAT Formula
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
Photo: JaquesSource: http://de.wikipedia.org
Peak Water
IPAT Formula
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
Peak Fish
Source: Data based on FAO
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
Implications
Impact = Population x Affluence x Technology
Source: Ehrlich, P.R. & Holdren, J.R. (1971): ‘Impact of Population Growth‘, Science, 171 (March): 1212-16
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
Review and Discussion Questions
1. What does the IPAT formula say? What is the linkbetween the IPAT formula and marketing?
2. Why is the ecological question also a social questionof resource equity in a world with limited resources?Discuss!
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
References
• Belz, F.-M., Peattie, K. (2012): Sustainability Marketing:A Global Perspective, 2. ed., Chichester: Wiley, p. 51-61.
• Durning, Alan (1992): How much is enough?The Consumer Society and the Future of the Earth,New York: W.W, Norton Company.
• Von Weizsäcker, E.U., Lovins, A.M., Lovins, L.H. (1998):Factor Four: Doubling Wealth, Halving Resource Use,London: Earthscan.
[Sustainability Marketing – A Global Perspective]Lecture 3: Socio-Ecological Problems • Episode 1 • Prof. Dr. Belz
In Cooperation