Article: http://www.forbes.com/sites/steveolenski/2015/01/23/3-marketing-benefit

Question

Article: http://www.forbes.com/sites/steveolenski/2015/01/23/3-marketing-benefits-of-supporting-environmental-causes/#7c6b12f74f7b

Summary: Steve Olenski believes there are benefits of supporting the environment in the business setting. Olenski states that “sometimes, the best way to improve your company’s bottom line is to do something that initially seems to be unrelated.” What might seem unrelated can actually, in turn, improve your whole company. In this article he touches on three things that can be gained when striving to be more “green” as a company. First, striving to be greener as a company can shed good light towards your company. It is described that consumers are more aware of what they are putting in their carts than ever before. Choosing organic brands over the plain one next to it on the shelf. Also, consumers are becoming numb to advertising coming down the same channels every moment of every day - they are looking for more and striving to be a company that can make a difference in their life is huge. Second, consumers are leaning towards this idea that a lot of the things we thought of as waste can be reused, upcycled or repurposed. For example, an old bookcase from grandma’s house can be sanded down, repainted, maybe some flare added and it will be good as ever. Crafting has been the latest trend - using things in new creative ways (think Pinterest). Being a company that thinks ahead and manages its waste is appealing more and more to today's consumer. For example, a company that has an action plan to plant trees to replace the trees that were used in production. Lastly, people like to work for companies that they feel good about. Striving to be a greener company can reduce the high cost of extensive employee turnover. Turnover being the period of time it takes a new employee to train, learn, and perform as well as a longer term employee. Employees want to feel like they are contributing to a company that is doing good. All in all, supporting the environment could benefit your bottom line more indirectly than originally thought.

Please answer the following Questions:

1. When looking for a company to work for, does considering the company's environmental impact affect your decision? Why or why not?

2. Do you think companies that are using their green initiative as an indirect marketing strategy are making an impact with consumers?

3. What are some companies you know that are re-using or using their waste as a part of their strategy? (Ex: A company (Re-Worked) reuses coffee grounds to make furniture that is 60% coffee grounds)

4. Are there any other aspects of a business that could benefit (or not benefit) from striving to be greener?

Explanation / Answer

When looking for a company to work for, does considering the company's environmental impact affect your decision? Why or why not?

Definitely the company’s environmental impact affects our decision. Presently it’s a challenge for every organization to retain their employees in this competitive world. Various opportunities are attracting employees. Organizations therefore always try to make the work culture and work environment for friendly, healthy and congenial for employees. Taking new employee and giving him proper training incur huge costs. Furthermore it takes lot of time to get proper output from the new employee till he or she is trained. Organizations now a days aim for total customer satisfaction, both internal and external. If a company thinks for the society and environment surely it creates a positive impact in our mind. We feel that company is taking our responsibility and making a better place for us and for our family. Therefore we become loyal to company and give our best efforts for sustainable profitable growth.

Do you think companies that are using their green initiative as an indirect marketing strategy are making an impact with consumers?

Presently pollution, global warming are glaring words. Several measures and initiatives are taken all over the world to reduce global warming. When a company takes the responsibility to contribute for the green initiatives of the society or environment it surely creates a grave impression in our mind and we feel respect about that company. We will try to be a customer of that company by declining the proposal of other companies.

What are some companies you know that are re-using or using their waste as a part of their strategy?

A company manufactures lid and container for lead acid batteries. These containers and lids are made of PP plastic. Waste of these materials is reused for the same product or different product. Furthermore dead battery PP plastic containers are also recycled.

Are there any other aspects of a business that could benefit (or not benefit) from striving to be greener?

If a company supports environmental causes and uses it as a marketing strategy surely it benefits them. This will make their brand image brighter. Environmental friendly companies are definitely having competitive advantage with rest to others.

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