Nudging Big Buyers Towards Greener Products

Nudging Big Buyers Towards Greener Products

Colloquium on Sustainability Marketing

Can consumers make the world a better place by voting with their dollars? Sustainability marketing aimed at individuals doesn’t always translate to the business-to-business marketplace. Today, the largest scale green product choices are being made not in the living rooms of environmentally conscious consumers, but rather in purchasing offices of institutions. Big buyers such as corporations, governments and universities have largely been the ones driving products to become more environmentally sustainable. However, purchasers’ requirements and interests vary widely, and retailers and suppliers alike therefore adopt different marketing approaches across audiences and product categories.

Retailers serve a critical role in filtering and selecting the right product mix to sell to consumers, using green labels, standards, and catalogues to highlight certain brands and products. Suppliers want their green products to be recognized and featured by retailers. How do retailers and suppliers work together to sell greener products and effectively market them to customers? How do both groups use marketing to nudge big buyers towards more environmentally sustainable products? This event will explore these and other questions with representatives from two top leaders in selling green products: Dell and Office Depot.

Watch the event live: LIVE STREAM LINK

This event is free and open to the public.  Refreshments will be served.

The Colloquium on Sustainability Marketing at Yale sponsored by DEKRA aims to unravel and address the challenges of creating environmentally sustainable products, services and brands that customers love.

Speakers

Yalmaz Siddiqui
Office Depot
Senior Director, Environmental Strategy
Speaker Bio
Close
Yalmaz sets direction for environmental policy at Office Depot and helps integrate green initiatives into all major functional areas of the organization. Under his leadership, Office Depot was ranked America’s #1 Greenest Large Retailer in 2010, 2011 and 2012 by Newsweek Magazine. Yalmaz is on the Board of NACEPT, a Council that provides strategic advice to the EPA Administrator; is Co-Chair of the Sustainable Purchasing Council; and has been the only Private Sector recipient of the Responsible Purchasing Network’s Responsible Purchaser of the Year Award. Before Office Depot, he was a Management Consultant with IBM and PwC. Yalmaz has a Masters in Environment & Development from Cambridge and a Bachelor of Commerce from McGill.
Michael Murphy
Dell Inc.
Executive Director, Worldwide Regulatory Compliance Engineering & Environmental Affairs
Speaker Bio
Close
Michael is responsible for leading global technical regulations and standards engagement, Design for Environment programs, governing environmental and regulatory compliance of all Dell solutions, and increasing Dell’s sustainable product and packaging leadership across its portfolio. He is one of the primary authors of Dell’s annual Corporate Responsibility report and regularly engages customers on the sustainability value proposition of Information Communications Technology. Michael has been with Dell, Inc. for fourteen years and held diverse leadership positions in operations, program management, engineering, regulatory compliance, and environmental affairs. He holds or manages various board memberships with The Sustainability Consortium, EPEAT, TGG, HDPUG, ITIC-ELC, iNEMI, and Keep Austin Beautiful.