will “speak to the planet” at Wembley stadium in London. She would call for mass global change to reduce carbon emissions and to tackle the “climate crisis.” Former US Vice President, Al Gore, has turned into an environmental campaigner and has started a spectacular series of concerts across the world called “Live Earth” to raise awareness about global warming. The world’s biggest stars would perform across all the seven continents (even Antarctica!) to appeal to the world to reduce its “carbon footprints”.In fact, Carbon foot printing is the latest buzz among environmentalists. It is a way of measuring how much impact you, as an individual or a corporate, have on the earth in terms of units of carbon dioxide produced. You can now calculate your carbon footprint (how much you have contributed to polluting the earth); you can even offset your carbon footprint. You could plant a tree in Kenya to help reduce CO2 emissions. In fact, your wedding too can now be customized to become “carbon-neutral”. Instead of receiving 10 juicers or 5 toasters you could ask your guests to donate trees to organisations like carbon footprints.com at the cost of £10 per green tree.
The world is getting more and more carbon literate, especially with the scare of global warming looming closer and everyone wanting to leave a greener earth for their children. Many are busy calculating their carbon footprints by measuring the amount of CO2 they are producing through consumption of gas, heating and electricity. Even the means of transport – not just cars, but lights too emit CO2 and cause environmental damage – and people across the world are doing their best to cut it down as much as possible.
Superstars like Madonna and Kate Moss, thanks to their private jets, their super luxury cars and their ultra lavish lifestyle are among the worst polluters and have the largest carbon footprints. This is no small matter and companies are now under pressure to reduce their green house gas emissions, and come out with more carbon- neutral products, services and even events. No wonder even “Live Earth” concerts are being lambasted for causing immense emissions. With stars jetting in from around the world, fans arriving in gas guzzling cars, thousand of tonnes of rubbish, and sound equipment using so much power, these events are slated to become big polluters. Ironical?!
Companies are now developing products keeping the environment in mind and marketers are using “environmental- friendly” as the new trick to sell their products and make them look more attractive. Running short of ideas? Well, you could get great ones by just brainstorming with an environmentalist. The Arm and Hammer brand of baking soda for 7 years had no growth in sales. Then they decided to market their products as an environmentally preferable cleaning agent. Sales rose by 30% in 35 months!
Toyota and British Petroleum too are big organisations that have realized the power of eco-innovation and green marketing. Toyota has beaten its domestic competitors, hands down, by introducing new automotive eco-innovations. Its ecofriendly cars like Prius are slowly eating away into the competitors’ market share. British Petroleum’s advertising campaign “Beyond Petroleum” highlighted the company’s support of renewable energy recourses. It is one of the very few companies that mention climate change in their annual reports.
Shareholders are today demanding that companies reveal more about the environmental impact of their products and explain what they are doing to make them more environmentally compatible.
Ireland’s largest insurer “Irish life and Permanent” has launched “green loans scheme,” designed to reward borrowers, who wish to borrow money for environment-friendly improvements to their homes by offering them a 1% discount on the normal lending rate for its personal loans. Similarly, HSBC had started a “green sale” that reinforces the bank’s commitment to environmental issues. It would donate £0.50 to WWF for every customer who signs up for internet banking during the period of sale. It expects to raise £1 million this way. Such schemes have helped HSBC to become the world’s first carbon neutral financial service provider.
Wal-Mart too is testing an energysaving retail store design. Philips has introduced energy saving bulbs. P&G’s new laundry detergent – Tide Coldwater is designed to clean clothes effectively in cold water, & hence help the consumers save energy. Steelcase, the world’s largest office furnit u r e manufacturer has come out with a “Think Chair”, which is 99% recyclable – its presence symbolizes a smart socially responsible office! Xerox promotes its solid ink printer as being non-toxic and producing 90% less waste than laser printers. McDonald’s is doing all it can, to show to the world that it cares by incorporating a series of environmental and social initiatives. Early this month, it announced that it would turn its spent cooking oil into bio-diesel fuel to power vans in the UK. Its menu now has coffee, soya, et al, that is sourced from companies, which do not destroy rainforests. Its décor of bright red & yellow is slowly being changed to dark green to reinforce its environmental faith and have a positive influence on consumers.
Pret-a-manger, a sandwich chain in the UK today has 1.3% of the sandwich market eating out of its hand. It snatched the share from Marks & Spencer (the original inventors of the sandwich for lunch concept). They did this by using only natural ingredients and minimum preservatives and making sure everything in their shop was recyclable, as also caused minimum waste (of paper) & damage to the environment. GM too launched a campaign “Live green, go yellow” to promote its flexible – fuel vehicles & its support of ethanol-based gasoline.
Green: Colour of money
It’s the youth that are turning more “green-conscious” today. According to a poll done in America, 50% of the respondents from the age group of 18-29 years, said that they were ready to spend more on products that were organic/environmentally-friendly or fair trade. It shows that Generation Y is obviously more environmental savvy than its seniors.
No wonder, the very popular website among the youth called “Second Life” where people create virtual doubles of themselves, has launched a competition for the best idea to redevelop an area in the city and make it more environmental-friendly. People from everywhere participated, which shows that people want to do something for their surroundings, if given an opportunity.
Countries that have suffered environmental disasters like the Bhopal Gas Tragedy (India), the Exxon oil spill, the Chernobyl disaster (Ukraine) that caused radioactive contamination are today demanding their pound of flesh. They want better, safer products & don’t mind paying more, but they want to put an end to these manmade disasters.
Green is the new mantra. Anything “green” sells, even the green Ogre “Shrek”! It raked in more than $600 million and created history as the largest domestic debut ever for an animated film in the USA. Remember how Popeye, the cartoon character, solved all his problems by gulping down a jar of green spinach – well, if you want to win and watch your competitors turn green with envy – go green!
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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