Moses Caleb Koyo – D65/5426/2017

Amina Isaac – D65/87430/2016

Johakim K. John – D65/89144/2016
Victoria Miguda – D65/87006/2016

Socio-Ecological Problems

Green Marketing
Management
DMA 557
 What is Socio-Ecology?
• Ecology, the second word in our title, conveys the community of
living and non-living things, and all the intricacies of their
coherence and change.
• Social ecology is then a way of integrating the practice of science,
the use of technology, and the expression of human values. It
draws from any 'body of knowledge' that in its pursuit of
designing activities that result in self-respecting, sensitive and
social behaviors which show an awareness of social and
ecological responsibilities.

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 What is a Socio-Ecological problem?
• According to Murray Bookchin, this can be simply be defined as
ecological damage done by our society . Social ecology
emphasizes that the destiny of human life goes hand-in-hand
with the destiny of the non-human world.

• Social ecology is based on the conviction that nearly all of our

present ecological problems originate in deep seated social
problems. It follows, from this view, that these ecological
problems cannot be understood, let alone solved, without a
careful understanding of our existing society and the
irrationalities that dominate it. Murray, (2007)

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 Dimensions of socio-ecological problems
• Macro level-Economy as a whole
Macro
• Micro level-Marketing level

Socio-
ecological
Problems

Micro

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 Aspects of socio-ecological problem-macro Level

Population

Environmental
Impact
(MACRO)

Technology Affluence

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 Population
• This refers to the total number of people living on earth
• In the 1950s the population was 2.5 billion and in 2005 it had grown to 6.5 billion
• According to the world population data sheet, (2016), the world population is projected
to be at 9.9 billion by 2050
• Population in developed countries is expected to remain fairly constant as opposed to
that in developing nations which is expected to more than double to about 1.7 billion
from 760 million in 2005.
• Fertility rate in developing nations is marked as the main reason for the high population
growth projection.

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 Affluence
Category Poor Middle Affluent
• This refers to consumption per
capita Between $ 700
Annual Income Less than $ 700 - 7500 Above $ 7500
• Consumption can be classified
into Poor, middle and the affluent
Air
• The poor – more than a billion; Housing Huts, Slums
Moderate conditioned,
less than $2/$1 a day; housing heated housing
units
malnourished; inadequate money
for school. Insufficient Meat,
Grain, clean
Diet grain, unsafe packaged food
water
• The middle – Have access to water soft drinks
clean water, used public Bicycles, motor
transport. Transport
cycles motor Private cars,
Walking public choppers/aero-
• The affluent – Have access to transport, planes
clean water, other beverages trains
from disposable/returnable
containers Materials Local bio-mass Durables Throwaways

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 Technology
• Refers to the current state of our knowledge of how to combine resources to
produce products, solve problems to fulfill needs or to satisfy wants. This
includes: skills, processes, technical methods, tools and raw materials.
• It is complex and often requires intensive training to manufacture and use;
cars, computers.
• Contributes to depletion of non renewable energy such as oil. As well also
leads to pollution of air, water and land
• Debates on global warming is a subtle effect of technology.
• Technology takes two dimensions; inputs and output (wastes)
• Initially products were developed for economic reasons. In future this will be
required to change and if the same does not change then the energy
consumption would double thus have a devastating effect of natural
environment, global climate instability.
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 Examples
Road construction:
The rate at which Kenyans purchase cars is quite high. The cars help
people from one place to another. This has brought about the need
for road expansions and also building of petrol station to meet the
fuel need. The road construction has huge impact on the socio
ecological environment. Cutting down of trees to create space is
one of them ; the air emissions experienced in the urban set up will
be on the increase and no purification since there are no trees; and
also the drainage problems due to increased paving. Heavy rains will
continue to bring flooding in our urban set ups.

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 Example: Cont’d
• Mau encroachment
Mau Forest Complex is the largest closed-canopy montane ecosystem in Eastern Africa that
encompasses seven forest blocks namely Mau Narok, Maasai Mau, Eastern Mau, Western
Mau, Southern Mau, South West Mau and Transmara regions and the main catchment area
for 12 rivers . The 12 rivers include Rivers Njoro, Molo, Nderit, Makalia, Naishi, Kerio, Mara,
Ewaso Nyiro, Sondu, Nyando, Yala and Nzoia. This complex has undergone tremendous land
use changes that has led to excisions for other land uses and degradation . This has been
greatly attributed to increase in population growth demanding land for settlement and
subsistence agriculture. The impact has been decline in discharges , decline in water quality
and also destruction of biodiversity which has led for example to decline in number of
flamingoes in lake nakuru.

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 Environment
• Sources
• Sinks
Sources
• Systems

Environment

Sinks Systems

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 Sources
• Sources refers to any process or activity through which a greenhouse gas is released into the
atmosphere. The Environmental Literacy Council, (2015)
• These resources can be categorized into:
Renewable resources – air, water supplies, food crops, fish stocks, timber
Water is natural renewable resource that comprises of 70% of the earth, out of this only
3% is fresh water and over two-thirds is frozen in glaciers and polar ice caps. In 2025 it is
expected that two thirds of the world population will be living in water stressed
countries. Around 70% of the water worldwide in used for agricultural purposes.
The quality of water is deteriorating due to the leakages of petrochemicals from storage
tanks, long distance pipelines and excessive use of pesticides and fertilizers. The use of
fertilizers and pesticides as well as conversion of forests enhanced food production thus
keeping up with growing population. On the other hand, its excessive use due to
monocultures has resulted into soil degradation as well as resistance to pesticides. The
effect is that food productivity reduces as the population grows rapidly.

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 Cont’d: Sources
Non renewable resources – coal, oil, gas, stones, metals, uranium.
It estimated that the current oil reserves will only last about 40 years. Plenty of coal is
available but it has a rate of pollution into the air.
The resource that can replace oil is the natural gas but the same is not infinite.
The greater the population and the higher the demand and exploitation of non renewable
resources the shorter the availability of the non renewable resources.

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 Sinks
• This refers to the reservoir that takes up a chemical element or compound from another part of
its natural cycle; The Environmental Literacy Council, (2015)
• There are a balance of gases that trap heat from the sun thus a moderate climate. There
has since been an imbalance in the gases that trap the heat from the earth with rise in
carbon from fossil fuels in electricity generation, transportation, industrial processes, and
space and water heating. The increase in nitrous oxide and methane gases from
agriculture. The change in land use has also given rise to the increase in carbon.
• The build up of carbon and other gases in the atmosphere has led to the rise in global
average temperatures commonly referred to as global warming
• By 2100 the average global temperatures are projected to rise to between 1.1 and 6.4ºC.
• The effects that could result from global warming include: rise in sea levels, extreme
weather events such as floods, droughts, heat waves, hurricanes, changes in agricultural
yields and biological extinctions.
• Pollution refers to the release of contaminants into the air, water and soil. The main source
of pollution are motor vehicle and industrial emissions. Other pollutants include indoor air
pollutions.

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Cont’d
• Water pollutants include organic and inorganic chemicals; heavy metals, petrochemicals,
chloroform and bacteria
• Soil pollutants include heavy metals, herbicides and pesticides. This is associated with
water pollution due to the chemical spills, leakages from underground tanks.

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Systems
• The environmental problems have an interrelationship with human and natural
environments.
• There human activities that lead to the generation of green house gases which have an
effect on habitats and species. This in effect leads to changes in the ecosystem.
• The response of the natural environment to its interaction with human activities have an
effect that cannot be described with certainty in terms of timelines.
• Some of the responses of the natural environment include: global warming, extinction of
species.

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 SOCIO-ECOLOGICAL PROBLEM-MICRO LEVEL

• The concept of ecological marketing was developed in the 1970s. It was particularly
concerned with all products and production methods that:
Have served to help cause environmental problems
May serve to provide a remedy to environmental problems.
• It is the study of the positive and negative aspects of marketing activities related to
pollution reduction and resource depletion.

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 Cont’d
• Micro marketing is a strategy used to target a small segment of
consumers with specific needs for products in the market. In micro
marketing, all advertising efforts are strongly focused on a small
group of highly targeted consumers. A business assumes the
responsibility of narrowly defining it’s target group by its unique
characteristics. It then tailors its marketing campaign towards the
small group already defined.
• Micro marketing is growing to become the most powerful tool
businesses of all sizes can use to capture customers matched to
their products and eventually turn these customers into loyal and
repeat clients to the business.

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 Cont’d
• Micro marketing is different from mass marketing approach in
that instead of high volume and result in high customer turnover,
it provides a deep level of satisfaction to a smaller, ideally
matched customer base. It involves spending more per target
consumer and can be more expensive due to customization and
inability to scale up in size.
• Micro marketing is a strategy whose focus is to generate profit
back to the business through customer satisfaction. It,
therefore, needs a properly controlled strategy over the variables
to optimize its objectives.

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 Aspects of socio-ecological problem-micro Level

• Micro marketing features four main aspects. These are product,

placement, promotion and price.
• The price of the product a marketer wishes to set should fit
within potential consumers spending habits, their income and
lifestyle.
• Products must be in a relevant distribution channel for easy
accessibility by the consumer.
• Promotion will involve a mix of advertising and sales strategy,
which attempt to let the words out about the product.
Promotion seeks to inform, remind and persuade buyers about
the product that is on offer.

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 Cont’d
• The research done in micro marketing goes beyond
demographics. It takes a further look into lifestyles, spending
habits, attributes and attitudes of the target group. The
research uses three forms of data category. They include
standard data, demographics and residence type. The standard
data concerns gender, location, education, occupation and
marital status. Residential type data is concerned with lifestyle
and spending habits, reading materials, travel and hobbies and
dining habit.

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 Cont’d
• Socio Ecological problems at the Micro Level assesses the impact of
products on the social and natural environments. It is necessary to take the
whole physical product life cycle into account from cradle to grave which
proposes that products follow a life cycle of birth, growth, maturity and
death. A good example is agricultural products from the time of acquiring
seedling, to planting, to weeding, application of fertilizer, harvesting,
transportation to factories, processing, manufacturing, distribution, use and
disposal.
• It is important to take into consideration the environmental impact that at
each stage of the product life cycle will cause and to put in place mitigation
measures. This is because in as much as manufacturing of products
generates jobs and profits for companies, social impact on the environment
will affect future generations and product life cycles.

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 REFERENCES
• Michael Zimmerman, (1993).Environmental Philosophy: From Animal Rights to Radical
Ecology (Englewood Cliffs, N.J.: Prentice Hall,
• World Population Data Sheet, (2016);
http://www.prb.org/Publications/Datasheets/2016/2016-world-population-data-sheet.aspx;
accessed May 20, 2017
• Redman, C., Grove, M. J. and Kuby, L. (2004). Integrating Social Science into the Long Term
Ecological Research (LTER) Network: Social Dimensions of Ecological Change and Ecological
Dimensions of Social Change. Ecosystems Vol.7(2), pp. 161-171.
• https://www.researchgate.net/publication/271134238_The_effect_of_human_encroachmen
t_on_forest_cover_composition_and_structure_in_the_western_blocks_of_the_mau_fores
t_complex
• The Environmental Literacy Council, (2015); https://enviroliteracy.org/air-climate-
weather/climate/sources-sinks/

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Thank you