This is in response to Laura Beisswanger's post: Environmentalism & Marketing

Laura, you have come up with some great points presenting environmentalism as a threat to marketers. I didn't really consider all the research, time and money to create more "eco-friendly" products. But at the same time, I feel businesses will still be highly profitable after they come out with their "eco-friendly" products. Like you stated people like to feel better about themselves by purchasing more "eco-friendly" products. This gives the company an upper hand when customers are purchasing their products. In my opinion, companies who are taking steps to go "green" are creating many more opportunities rather than threats in the marketing industry. For an example, when the new poland springs water bottles came out they were a big hit. Many of us students were buying this specific water bottle. Since poland springs ideas about the water bottles was a success, almost all of their competitors copied their ideas. I completely agree with your viewpoint about companies not going completely green. But, they are taking steps in creating a "greener" product in which they can market, creating a larger target market. Your question at the end of your blog is an interesting one. I believe the reason why it took businesses so long to take the initiative to help preserve the environment is because the current issues with global warming. As time goes on, more and more people are understanding the effects of greenhouse gasses on our environment, thus opening the door for marketing strategies for greener products. Do you believe companies are making "greener" products solely for the environment or to create more income?

Opportunity or Threat?

"Is environmentalism more of an opportunity or threat for marketers?" Try to find an instance where environmentalism either helped or hurt marketing efforts. Take a stand one way or the other on this question and support your conclusion.

Environmentalism has been an increasingly talked about topic around the world. In the marketing industry people may believe this can be a threat to their company or maybe even an opportunity. I believe environmentalism is more of an opportunity than a threat for marketers. Environmentalism can even open some doors for marketers. For example, creating "eco-friendly" products could bring more customers to your business. People who want environmentally safe products may even pay more for the product if is truly what they believe. In this day in age, more an more people are becoming aware of global warming and are trying to buy things that use less cardboard, plastic and use more items that can be recycled.

This can also be a benefit to a company if the company practices "green" traits. This can include simply recycling in the warehouse, reducing greenhouse gas emission and even use energy efficient printers. Customers becoming aware that your company is going "green" can be a great benefit. For example, when I was a freshman in college (a couple years ago), poland springs water company came out with a new water bottle that used 1/3 less plastic. Many of my friends, including myself bought these "eco-friendly" bottles rather than their competitors. Within months of poland springs coming out with the "eco-friendly" bottles, their competitors followed in the same direction. In this case it proved that environmentalism can be a great opportunity and possibly have higher target market. If other competitors of poland springs didn't come out with the same "eco-friendly" bottles, do you think people would still buy from the other companies?