Environmentalism

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Executive Summary

Environmentalism is an organised movement of concerned citizens, businesses and government seeking to protect and improve people's living environments. It is becoming more important in influencing government policy and business behaviour. Environmentalists are not against marketing and consumption; they simply want people and organisations to operate with more care for the environment.

More and more businesses are turning to recycling and more careful use of resources; this is reducing energy waste by huge percent. Overall 77% said that their buying decisions were influenced by a businesses behaviour and environmental reputation. Mc Donald's is an example of a business that has been influenced by environmentalism and now practises green marketing. For instance, just making its drinking straws 0% lighter saved the company over million kilograms of waste per year. Other businesses that have jumped on to the environmental bandwagon include Wal-mart and GreenDisk.

Government policy is highly influenced by environmentalism and governments are now addressing more environmental problems that are complex, unique and require a flexible, results-oriented approach. However problems with government policies such as PVC soft drink bottles still arise with worldwide standards not expected for another 15 years or more.

In all, businesses and government policies have been influenced by environmentalism and to 'do what is right' and as we head into the future, the environmental discourse is showing positive signs of maturing.

1. Introduction

Environmentalism is becoming more important in influencing government policy and business behaviour. Many people view businesses and government policy as the cause of various economic and social ills. Due to these views, grass- root movements have risen to keep the government and businesses in line. One of the major movements has been environmentalism.

. Environmentalism

Environmentalism is an organised movement of concerned citizens, businesses and government seeking to protect and improve people's living environments. The emergence of environmentalism grew from the 160s as being the vogue. In the 170s, it was regarded as being a nice thought but not economically practical. It was not until environmental issues gained political momentum during the 180s that we saw business and the general public accept that we all need to become kinder to the environment.

Currently there is a now clear expectation from the retailing community to preserve the environment and out natural recourses in addition to operating in an economically efficient manner. Environmentalists are concerned with marketing's effects on the environment and with the costs of serving consumers. Concerns include things such as loss of the atmosphere's ozone layer, water and air pollution, toxic wastes, endangered wildlife species and acid rain.

Environmentalists are not against marketing and consumption; they simply want people and organisations to operate with more care for the environment and thus achieve sustainable growth. The marketing system's goal should be to maximise quality of life and the environment not just to maximise consumption and consumer satisfaction.

. Business Behaviour

Business behaviour as been increasingly influenced by environmentalists to the point where they have responded with green marketing. This includes developing ecologically safer products, recyclable packaging, better pollution controls and energy efficient operations. Businesses are reducing energy waste, some by huge percentages. More and more are turning to recycling and more careful use of resources. Others have spent fortunes on cleaner technologies and less destructive ways of doing things. These businesses are at the forefront of a revolution in business behaviour that the environmentalists who depend on campaigning for a living dare not acknowledge.

Recent national survey's found that 5% of the adult population didn't buy a product in the previous year because of the concern that it or its packaging might harm the environment. Overall 77% said that their buying decisions were influenced by a businesses behaviour and environmental reputation. Similarly, 74% were more likely to purchases a product with a biodegradable packaging and recyclable packaging.

Mc Donald's is an example of a business that has been influenced by environmentalism and now practises green marketing. In the past Mc Donald's purchased Coca-Cola syrup in plastic bags encased in cardboard. Now, the syrup is delivered by a tanker truck and pumped directly into its restaurants to the storage vats. The change saved some 150 million kilograms of packaging a year. All napkins, bags and tray liners in Mc Donald's restaurants are mage from recycled paper. The polystyrene containers used for burgers were dropped in favour of more environmentally friendly packaging. For a company the size of Mc Donald's even small changes make a big difference. For instance, just making its drinking straws 0% lighter saved the company over million kilograms of waste per year.

Other businesses that have jumped on to the environmental bandwagon include Wal-mart who recycles shopping bags, aluminium cans and rechargeable batteries. They also measure the amount of daylight entering the building and adjust the light fixtures so that only the necessary amount of electrical light is used. Another business influenced by environmentalism is GreenDisk. This company take disks containing unsold versions of software and electronically wipes them and reuse them. Disks that are not reused take up to 450 million years to decompose.

4. Government Policy

The environmental movement that began in the 160s started with public outcry to the federal government for action. Having clean air, clean water, protection of forests and animal life was nearly a ubiquitous desire of people all over the world.Now, over thirty years later, it has become clear that environmentalism has influenced government policies. Governments are now addressing environmental problems that are complex, unique and require a flexible, results-oriented approach. As our knowledge of environmental science has blossomed, so has the willingness of a new cadre of participants to help find solutions.

However problems with government policies still arise as different environmental polices vary widely from country to country. Unfortunately uniform worldwide standards are not expected for another 15 years or more. An example of this is in Switzerland and Germany PVC soft-drink bottles cannot be used, however they are preferred in France, which has an extensive recycling process for them. Due to these different standards companies are finding it difficult to develop standard environmental practise that work around the world. Federal government around the world need to address these environmental ills for a cleaner, brighter and healthier future.

5. Conclusion

As we head into the future, the environmental discourse is showing signs of maturing. The business communities see environmentalism, as an important factor in decision making and government policies are strongly influenced by worldwide environmental standards. While some businesses have rushed to make money by catering to the public's mounting concern for the environment others have just done what is basically required. In all, businesses and government policies have been influenced by environmentalism and to 'do what is right'. Environmental farsightedness today will pay off tomorrow for both the customer and business itself.

6. Bibliography

Environmental Strategies [online]. Available from http//www.ecommerce-now.com/images/ecommerce-now/Environmental.htm [Accessed 6th August 00]

Wal Mart [online]. Available from http//www.walmartfoundation.org/wmstore/goodworks/scripts/Environment.jsp?BV_SessionID=@@@@161170.108616046@@@@&BV_EngineID=cccdadcfljdhimgcfkfcfkjdgoodglg.0&oid=-015&coid=-061 [Accessed 6th August 00]

A New Environmentalism? [online]. Available from http//www.newenvironmentalism.org/intro.htm [Accessed 6th August 00]

Monbiot, G., 00. 'Greens who defect to the corporate world jeopardise the very survival of environmentalism'. The Guardian, January 15.

Wilson, D., 00. 'Environmentalists can best effect change from inside corporations'. The Guardian, January 16.

Freeman, L., 1. 'Consumers Thinking 'Green' Too'. Advertising Age, August 1, p 66.

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