Organizations should make decisions based not only on financial factors such as profits or dividends, but also based on the immediate and long-term social and environmental consequences of their activities. Focus on the ecological considerations in all aspects of their operations contributes to the profitability of their brands on the long run.
Some examples of authenticity versus windowdressing:
Lexus Contest
Vodafone MayFly Advert
Some questions:
- Does it mean a product is sustainable?
- Or that it leaves a smaller environmental footprint (and what does that even mean)?
- Is it a lifestyle, a position, or a mindset?
- If I say I’m green but I don’t recycle, am I truly green?
- Ultimately, is green sustainable or is it just a fad?
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Going Green means Profit
Wal-Mart saves money and improve its image in the process by eliminating energy usage by 30 percent, reducing waste by 25 percent in three years, and by investing $500 million in sustainability projects, since Wal-Mart chief executive Lee Scott hired Glenn Prickett of Conservation International as a consultant about sustainable practices. Today, it’s all about organics and “going green ” at Wal-Mart, not just in food but in clothing and even in electronics and other household products, especially as the company strives to expand its profit margins, find new growth opportunities and appeal to less price-sensitive customers.
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