Monthly Archives: January 2016

Petal by Pedal: Changing the Floral Industry for the Better

One Business that has inspired me in its sustainable mission and affect on the overall floral industry is Petal by Pedal. In the spirit of Valentine Day, I think that looking closely at the Floral Industry is appropriate.

Kate Gilman founded Petal by Pedal in New York City about three years ago after learning about the harmful side of the floral industry. The use of harmful pesticides and abuse of human labor are a few of the largest problems that exist in the industry today. Another large problem is the carbon emissions and massive energy use required for transporting flowers from the country they are grown in to North America and other countries that they are sold in. Not so fun fact: 80% of flowers sold in the USA are imported from other countries.

Gilman saw Petal by Pedal as a solution to many of those problems. Still providing customers with a gorgeous product, all flowers are delivered on bicycle and are sourced from local (and often organic) farms around the New York Area. She has grown her business to create shared value for suppliers, employee’s, customers, and those indirectly affected from the reduction of carbon emissions through her business strategy.

Admittedly, Petal by Pedal is a small company, and though it is growing, large companies that sell millions of dollars of flowers annually need to address this as well. The power that Petal by Pedal and other small flower companies have are a growing market niche that is starting to push the large companies towards changing their practices. Thinking to the Path to Green Growth, large floral companies have the option to accentuate sustainable practices they already possess, acquire companies who are leaders in sustainable floral sales, or architect a new segment or brand that looks at these issues. I think that it would be best for companies to accentuate and improve their existing practices for selling flowers before thinking of acquiring or creating a new product segment.

I already follow Petal by Pedal, and Kate Gilman, because I am inspired by the sustainable practices and environmental ethics that are at the core of her business. So clearly, I am a fan. I think that it is important for larger firms, however, to take a cue from Petal by Pedal and work through their supply chain to not only address issues of environmental sustainability, but also social and health sustainability for workers. This Valentines Day, buy from your local florist or at the farmers market!

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Hello and Welcome!

Welcome to Sustainable Marketing Blog: Trends, Insights and Reflections. Here, I am to explore the growing practice of the sustainable marketing industry by looking at current events and articles, specific companies, and emerging practices within the field. Enjoy! I look forward to your comments and questions.

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Karma Marketing: Choosing Enough Over More

Sirikul Laukaikul has introduced the idea of Karma Marketing, which claims that marketers should encourage consumption in moderation, individuals choosing to use just enough so as to ensure that everyone has enough to live off of. She does not suggest that companies should not work to make a profit, but rather further their mission to ensure fair and widespread distribution. Instead of pushing for more – more consumption, profit, revenue – companies should use marketing as a tool to ensure everyone has enough resources.

Laukaikul used the Sufficiency Economy Philosophy as the basis for this idea. At an individual level, this means “refraining from taking advantage of other people” and living simply.

These ideas that form the idea of Karma Marketing hold some similar principles and connections to Ed Freemans Stakeholder Theory. Stakeholder Theory promotes the creation of value to all stakeholders involved in a business – communities, employees, stockholders, financiers, and so on. This works when companies find the intersection of all stakeholders’ interests and finds opportunities to create more value for all.

I think that one way Karma Marketing can create value for all stakeholders is the focus on quality that this idea implies. For people to need less of an item, this often means the quality must be high so that it is not disposable or easily diminished. In turn, less consumption will lead to more sustainable life-cycles of products.

I agree with the critics here, that the idea is “novel” and would be challenging to integrate into the marketing industry. Minimalism is a life-style, and is challenging to get people to buy in to in the North American culture of mass-consumerism. Karma marketing would require a behavior change of the whole market, which seems like an insurmountable challenge. This life-style and ideology will only appeal to a small niche market.

Ultimately, Karma Marketing and Sufficiency Economy Philosophy highlight some key principles that will be crucial for marketers and consumers alike to keep in mind going forward. Mostly, the idea that more is better will diminish as sustainable objectives and products that are increasingly prevalent in the business world.

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