Keeping on the Green and Avoiding the Sand Traps - Playing the Environmental Game to Win

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- By:

Courtesy of Richard MacLean & Associates, LLC

Abstract: The environment is quite hot (pun intended) and where there is heat there are marketing and business opportunities for companies that position themselves competitively. Companies are piling on the green bandwagon and the big corporations are leading the way. While this shift towards the green may be transparently self-serving for those companies that stand to benefit handsomely from product sales or emission credits, it does represent a fundamental shift in how industry responds to global environmental issues. But what even the majors sometimes miss is that this is a game played with a very hard ball.

INTRODUCTION:

GOOGLING WORDS ON THE INTERNET is a quick way to determine what’s hot and what’s not. “Environment” (417 million hits) is more popular than “golf” (378 million). Of the baby boomer trifecta, only “sex” (441 million) nudges out the environment (no surprise there!), but “drugs” (170 million) and “rock and roll” (6 million) trail far behind. The environment is quite hot (pun intended) and where there is heat there are marketing and business opportunities for companies that position themselves competitively.

Companies are piling on the green bandwagon and the big corporations are leading the way. General Electric, Wal-Mart, DuPont, BP, Whole Foods Market, 3M, IBM, Home Depot, Patagonia and many others have received front-page and cover-story press over their efforts at going green. After pushing back on climate change regulation, companies, not the Bush Administration, are leading the charge to go green and control emissions. Even China, entirely exempted from the requirements of the Kyoto Protocol, is jumping on board over concerns that the poor air quality may give the host of the 2008 Olympics a bad image, not to mention – cough, cough – the effects on the athletes.

Copyright 2007 Brilliant Publishing, LLC - Brilliant Results is a B2B monthly publication with circulation to Fortune 1,000 companies, non-profits, marketing and HR executives. Additional information is available at www.brilliantpublishing.com

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