When an organization “goes green,” what does this really include? As some of the other posts on this topic have noted, it is important for an organization to establish what “going green” means for them and what it means for their patrons. Is it enough just be a business that recycles? Do you only purchase certain products from outside sources? How far does the organization need to go?
“Going Green” impacts more than just the environment. If the concept is important to the organization it can dictate so many decisions and can mean big changes. These decisions go further than creating a new marketing campaign. Many corporations started using the “green” movement to revamp their brand image a few years ago. Convincing campaigns can lead a viewer to believe that more is being done than in reality. Eventually, environmentalists will uncover their efforts.
Walmart, for example, implemented their new packaging strategy in 2006. The new plan decreases the amount of packaging materials used and is supposed to reduce the total amount by 5% by 2013. Even though 5% may not sound like a lot, after considering ALL the Walmarts and companies owned by Walmart (Sam’s Club, etc) it certainly adds up. The idea of Socially Responsible Investors (SRI’s) is weighing heavily on organizations as well. Without investments or capital, how is an organization going to pay for production?
As the “going green” movement proceeds, it is important for businesses to cater to the developments not just to appease customers, but to appease other business owners that will influence growth. Establishing a plan without exaggerating the strategies can go a long way when creating a new face for an organization!