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Developments in consumerism, environmentalism and green marketing

• Anusha Dharan

•Ashesh Mishra

consumerism

• By "consumerism" we mean the process of realising the rights of the consumer as envisaged in the Consumer Protection Act (1986) and ensuring right standards for the goods and services for which one makes a payment.

• Organized-efforts by individuals, groups, and governments to help protect consumers from policies and practices that infringe consumer rights to fair business practices

environmentalism

• Advocacy for or work toward protecting the natural environment from destruction or pollution.

Green marketing

• Promotional activities aimed at taking advantage of the changing consumer attitudes toward a bbrand. These changes are increasingly being influenced by a firm's policies and practices that affect the quality of the environment, and reflect the level of its concern for the community.

• Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced and/or packaged in an environmentally friendly way.

The Shift

Developments in the sphere of Consumerism

• Consumer Protection Act (1986) -ensuring right standards for the goods and services for which one makes a payment.

• A separate department of consumer affairs to exclusively focus on ensuring the rights of consumers as enshrined in the Act.

• The shift from seller’s market to buyer’s market • consumer courts" at national, state and district levels.• Standards set for products – like ISI• 15th march- world consumer day

• The players are the consumers represented by different voluntary non-government consumer organisations, the government, the regulatory authorities for goods and services in a competitive economy, the consumer courts, organisations representing trade, industry and service providers, the law-makers and those in charge of implementation of the laws and rules

• Rise in materialism• The upper class have the standard which all

consumers seek to emulate

• poor strive to imitate the wealthy and the wealthy imitate celebrities and other icons

• More and more consumers are now moving towards renewable energy and naturally made products

• More information on the web.

Eco Label programs followed by different countries

• Japan's Eco Mark• Nordic Swan Eco-label• Korea's Environmental Labeling Association• India's Ecomark Scheme• Singapore's Green Label Scheme• Sweden's Good Environmental Choice• France's NF Environment• Australia's Environmental Choice• United States' Green Seal• International Organization for Standardization (ISO)

Green Choices

searches for “green marketing”

What Do Eco-Lebels Mean….

Product use all natural ingredients and not petrochemicals

Product saves energy and CO2 emission is less

Product is organic

Product is Bio-degradable

Animals were treated well as they were raised

Environmental awareness in construction and maintenance of building

Developments in Green Marketing in various fields

(1) Electronic Goods

Wipro’s GREEN PC’s

Wipro Eco Energy

HP

Mercury free scanner lamps

Non-Painted surfaces

Reduced packaging

Canon

Hardware recycling Use of recycled plastic Printing manuals on recycled paper

Apple

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Removal of pvc

Reduced packaging

Low power consumption

(2) Accessory Makers

Tarqus Green Edge Nickel free hardware No PVCPrinted information of packaging about Global Warming

(3) Automobiles

Mercedes-Benz goes green with Bluetec Diesel

Toyota too going green

(4) Hotel Industry

(4) Chemical Industry

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DOW Chemicals

“It will be our calling card to people around the world who care about the future relationship between businesses, society and the environment. It reflects our intention as a company to prioritize the things we do to advance innovation and focus the people and resources of Dow on solving human problems.” - Patti Temple Rocks, Dow vice president of global communications and reputation

(5) Beverages

Ozarka

Made with at least 30% less plastic versus comparable size carbonated and non-carbonated beverages. Features a label approximately one-third smaller than our previous label. Recyclable and flexible so it's easier to crush for recycling.

(6) Apparels

Levis Eco friendly jeans Eco Apparel

100% organic materials used for cloth production Adaption of environment friendly processes Recyclable packaging Welfare of labor

(7) Business Solutions

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IBM

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GE

"Ecomagination is GE’s commitment to address challenges such as the need for cleaner, more efficient sources of energy, reduced emissions and abundant sources of clean water and we plan to make money by doing it” - Jeff Immelt ( CEO, General Electric)

(8) Real Estate Relatively new phenomenon in India

Today, India has its own LEED (Leadership in Energy and Environmental Design) rating, initiated by the Indian Green Building Council (IGBC), which is part of the Confederation of Indian Industry.

India’s first green skyscraper Antilla building is being made for Reliance Industries Limited.

Infosys have also joined the league.

(9) Toy Industry

Mattel had issued recalls of 21 million toys manufactured in China.

Many toy manufacturers are promoting eco-friendly toys.

Wooden toys are in fashion again.

(10) Fashion Designing

Anya Hindmarch

CLOROX-case study

• 99% natural– made from coconuts and lemon oil– formulated to be biodegradable and non-allergenic– packaged in recyclable bottles, and not tested on animals.

• corporate responsibility staff — a relatively new function there.

• significant interest from Wal-Mart and other big retailers in pushing greener products to

the masses• Affordably priced

• CEO Knauss has identified sustainability as one of three core consumer trends with which he wants to align Clorox products

• They had conducted a research and found that people wanted strong, effective cleaners. At the same time they were worried about its effects.

• They had the necessary distribution channels• Great relationship with Wal-Mart• Only 20% premium was charged• Blind test with Market leader- proved to be in

parity or even better

Low Carbon Technologies, Present and Future

Green is Green

• long stretch GE has been near the top of environmentalists' most-hated lists

• Its sin: legally dumping 1.3 million pounds of polychlorinated biphenyls into the Hudson River over several decades, until these chemicals were banned in 1977

• GE's new philosophy : If you can't beat the environmentalists, join them.

• It will not just clean up its own industrial act but also get more deeply into the business of selling eco-friendly devices to other companies.

• wish list from customers that included cleaner ways to burn coal and more efficient wastewater treatment systems, as well as nuclear power and hydrogen fuel cells

• For GE the greening of America and the rest of the world is its best chance to raise profit margins-

GE Energy … No-Carbon Platforms

• ABWR & ESBWR

• Adv nuclear fuel

• Candu fuel & services

• Reactor & field services

• Performance services

•Wind – Land-based– Offshore

•Solar– Grid-

connected– Stand-alone

•Hydrogen– Fuel cells– Hybrids

•Hydro

Biomass– Gas recips– Non-natural

gas

Renewable

Nuclear Benefits

•No Carbon Emissions•Energy Security &

Diversity•Reliable & Available

Few Innovative Green Marketing Concepts

Websites going green

The connected bus

RATP France Transit

Denver Water Company

PG & E’s solar powered billboards