Home > Marketing, Marketing Strategy > DCCI’s Marketing Matters Conference Part 6: ‘Hot, Flat and Crowded’ by Wayne Phillips

DCCI’s Marketing Matters Conference Part 6: ‘Hot, Flat and Crowded’ by Wayne Phillips

The Durban Chamber of Commerce and Industry Marketing Matters Conference welcomed a total of seven speakers from very different segments of the strategic marketing industry. The speakers were all assigned a session of approximately an hour and these were followed by another short session which allowed the audience to ask questions about certain aspects from the presentation. Therefore there were a total of seven sessions that ran throughout the day and they covered topics such as the advances of technology and its impact of marketers, social marketing, ‘green’ marketing the King III report and other relevant strategic marketing topics.

The next topic of discussion focussed on how marketers can use opportunities that are presented by ‘Green’ marketing and this topic was conveyed through a talk by Wayne Phillips called ‘Hot, Flat and Crowded’ in which he discussed green marketing and the Triple Bottom Line (TBL).

Wayne Phillips is one of South Africa’s chartered marketers, he is the CEO of Better, the director at International Leisure Consultants and he has performed corporate development at the Rhythmic Beat Group. He specialises in sustainable top line growth strategies, strategic marketing and the TBL.

The talk was based on the book Hot, Flat and Crowded by Thomas. L. Friedman and with his experience in green marketing, Phillips presented a hard-hitting speech on the dangers of only focussing on the single rather than the triple bottom line and how this paradigm shift is necessary for any business to survive.

Once again it was difficult to choose merely one aspect from the speech but the idea of what ‘green’ actually means for a business stood out the most. It was once again very interesting to note that there is actually a code for responsible investing in South Africa (CRISA) and that they require us to keep our business and marketing practices green. The major implications of the code are to ensure that businesses focus on sustainability and that corporate governance has to be carefully managed and communicated.

Phillips also shared his knowledge on the ‘greening’ of a business as well as a few aspects about the Kyoto Protocol (an international agreement linked to the United Nations Framework Convention on Climate Change). He discussed many aspects such as sustainability, fossil fuels, carrying capacity of the Earth, alternative power production sources (solar, wind, hydro etc.) and many other environmental aspects that businesses should adopt in order to achieve a ‘green’ business. These concepts proved to be extremely relevant as they were discussed at the same time as the COP17 conference in Durban.

This new topic is certainly a very interesting point of discussion and there is still such a huge body of knowledge that still remains to be researched. After a brief conversation with Mr Phillips, it was discovered that the topic of ‘green’ marketing has a huge scope of work available for students and corporates alike and although it is still a new trend it will definitely become even more popular in a very short period of time. A ‘green’ business is and will be the word on everybody’s lips and it has certainly become an increasingly common trend in today’s world.

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