Environmental protection, once regarded as a fringe activity, now has widespread public support. A slew of brands have started focussing on environmental management in recent times. Credit goes to the increasing awareness of consumers and role of whistle-blower entities.
A case in point is BP oil spill, termed as the worst environmental disaster by US president Mr. Obama. Green groups rang alarm bells for the catastrophic repercussions that were impending, inflicting dire economic and psychological damage on coastal communities that are contingent upon tourism, fishing and drilling.
Another example is of Japan’s TEPCO- a history of nuclear disaster cover-ups. The Tokyo Electric Power Company (TEPCO) is the conglomerate at the centre of Japan’s nuclear radiation emergency at Fukushima. Its operations over the past several decades epitomise the government-backed pursuit of corporate profit, at the direct expense of lives, health and safety. TEPCO’s litany of deliberate violations of the most elementary safety standards, enabled by the collusion of one government after another, is a graphic demonstration of the intolerable danger posed to the world’s population by the capitalist economic order.
Yet another example is of Coca Cola. There were allegations against Coca- Cola for putting number of farmers out of work by draining the water that feeds their wells, and contaminating land with the waste sludge that company claimed to be fertilizer until checked. Many multinational companies must now become aware to the extent of their affects on the environment if not the lives of millions of people.
Today there is no concrete way for marketers to gauge the demographics of the trend toward eco-friendly products. Instead it is a prevalent, long-term shift in how consumers are living, shopping and buying. Well known eco-friendly brand names such as Patagonia, Trader Joe's, Starbucks, Pottery Barn and the Body Shop stand as the standard bearers of the current.
Green market's drift toward natural, organic and eco-friendly products represents an attempt by consumers to take control of their health and wellness "in a world that is getting harder to control.”Henceforth, most companies are embracing wellness campaign and natural trend. With the consumers becoming more exacting, marketers now need to realize that who makes the product, with what, and how are all questions that will be competing for a consumer’s attention.
(Article contributed by Chhavi Saluja ~ An enterprising associate of ADverb blog team with a penchant for writing. She is an engineering graduate and has worked with Infosys, demonstrating her flair in earlier undertakings. She envisages ADverb as a gold mine of information for all the advertising lovers)