By Innocent Mushamba

Key:
MM= Marketing Manager
COO=Chief Operating Officer
FD=Finance Director

MM: Good afternoon, are we all in?

COO: Hi Ruvimbo. It seems John’s punctuality remains legendary, or maybe he is also late on some other pertinent report as well. Haha.

MM:  How are you sir? I am sure he should be logging in just now.

FD: Afternoon…..Oh my, Ben is on time today! Hi Ruvimbo.

MM: LOL. Afternoon sir.

COO: Okay let’s start, we don’t have much time today.

MM: Affirmative chief. The agenda for this meeting will be further documented in the form of a proposal which I am sending to your emails by 8 a.m. tomorrow morning.  I’ve been thinking, and I believe it’s high time we put some green in our marketing.

FD: Oh, great. Another tree-hugger’s initiative I suppose.

MM: Yes sir. Seriously speaking though, sustainability marketing is the way forward. It’s about promoting our products in a way that shows we care about more than just profits. We care about the planet too.

COO: Okay, go on. What does this entail?

MM: Well, we’d need to consistently communicate our commitment to sustainability across all our communication channels. I believe short form video will do the trick, beginning with our internal staff then on to all our stakeholders. We could post videos of us hugging trees if that’s what it takes. LOL.

FD: I can already see our customers rolling their eyes.

MM: Or they could be rolling in, attracted by our commitment to the environment. We’re not just talking about a shift in marketing content, but a shift in values. We all know that our Sustainable Development Goals drive home the importance of protecting the environment.

COO: And how much is this shift going to cost us?

MM: Well, it’s not exactly cheap. But then again, neither is the damage we’re doing to the planet. And I’m pretty sure Mother Nature doesn’t accept debit cards.

FD: Very funny. But seriously, we need to consider the financial implications. We are not running a nonprofit organization here.

MM: Of course, we need to. But we also need to consider the implications of not doing this. Sustainability is not just a trend, it’s a necessity. And the sooner we realize that, the better for our brand, our customers, and our planet.

COO: I suppose it’s worth considering. But I’m not hugging any trees.

MM: Noted. But let’s at least agree to give this idea the consideration it deserves.

FD: I’m all for saving the planet, but we have a responsibility to our shareholders too. We can’t just throw money at every green initiative that comes our way.

MM: I understand your concerns. But consider this – a study by Nielsen showed that 66% of consumers are willing to pay more for sustainable goods. And that number jumps to 73% among millennials. It’s about the stories that we tell. Customers will buy what we offer for a good cause. So, investing in sustainability could actually boost our profits in the long run.I am finalizing my proposal and all the financial, operational and technological requirements and implications will be detailed there. It will be in your emails tomorrow morning.

FD: That’s an interesting point. But will this sustainability drive bring in new sources of income? Can it also create revenue-generating assets?

MM: Absolutely. For instance, we could develop new products that are eco-friendly and cater to the growing market of conscious consumers. We could also invest in renewable energy for our operations, which could reduce our energy costs in the long run and even allow us to sell excess power back to the grid. It’s in my proposal with all the projections.

COO: The Finance Director has a point. But we also need to think about our legacy. What kind of world are we leaving for the next generation? The CEO cares deeply about this. We have a chance to make a real difference here, not just in terms of profits, but in terms of our impact on the world.

MM: Exactly. And it’s not just about posting a few eco-friendly messages on social media. We need to walk the talk. That means implementing sustainable practices in our operations, from sourcing to production to distribution.

FD: That sounds like a major overhaul of our entire business model, to be honest.

MM: It’s a significant shift, yes. But it’s a necessary one. And it’s not something we have to do overnight. We can start with small steps, like reducing waste in our offices or switching to renewable energy sources. And as we start to see the benefits, we can gradually implement more sustainable practices.

COO: I like the sound of that. It’s a balance between profit and purpose. And it’s a way for us to contribute to a better future.

MM: I’m glad you see it that way. Now, let’s start planning our path to sustainability. Please feel free to add comments to the document I will send you.

FD: Great, anything else? I have actual work to do, unlike our corporate headmaster Ben over there.

COO: If your books are actually balanced then for once you’d actually be budgeting something else besides your time, John. Hahaha.

MM: Okay thank you my leaders. There’s nothing more from me. This has been a great meeting and I am looking forward to your comments in the proposal document. I wish you both a good afternoon. Bye everyone.

COO & FD: Cheers!