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 byindividuals,groups, andgovernments to help protectconsumersfrompoliciesandpracticesthat infringeconsumer rightsto fairbusiness practices

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

Green marketingPromotionalactivities aimed at takingadvantage of the changingconsumer attitudes toward abbrand. These changesare increasingly being influenced by a firm's policiesandpracticesthat affect thequalityof the environment, and reflect the level of itsconcernfor the community.Green marketingrefers 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 ConsumerismConsumer 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 sellers market to buyers market consumer courts" at national, state and district levels.Standards set for products like ISI15th 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 rulesRise in materialismThe upper class have the standard which all consumers seek to emulate

poor strive to imitate the wealthy and the wealthy imitate celebrities and other iconsMore and more consumers are now moving towards renewable energy and naturally made productsMore information on the web.

Eco Label programs followed by different countriesJapan'sEco MarkNordicSwan Eco-labelKorea'sEnvironmental Labeling AssociationIndia'sEcomark SchemeSingapore'sGreen Label SchemeSweden'sGood Environmental ChoiceFrance'sNF EnvironmentAustralia'sEnvironmental ChoiceUnited States'Green SealInternational 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 organicProduct is Bio-degradable

Animals were treated well as they were raisedEnvironmental awareness in construction and maintenance of building

Developments in Green Marketing in various fields(1) Electronic Goods Wipros GREEN PCs

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 Removal of pvc

Reduced packaging

Low power consumption

(2) Accessory MakersTarqusGreen Edge Nickel free hardware No PVCPrinted information of packaging about Global Warming

(3) AutomobilesMercedes-Benz goes green with Bluetec DieselToyota too going green

(4) Hotel Industry

(4) Chemical Industry DOW ChemicalsIt 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) ApparelsLevis Eco friendly jeansEco Apparel 100% organic materials used for cloth production Adaption of environment friendly processes Recyclable packaging Welfare of labor

(7) Business SolutionsIBM

GE"Ecomaginationis GEs 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.

Indias first green skyscraper Antilla building is being made for Reliance Industries Limited.

Infosys have also joined the league.

(9) Toy Industry Mattelhad 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 study99% naturalmade from coconuts and lemon oilformulated to be biodegradable and non-allergenicpackaged 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 massesAffordably priced

CEO Knauss has identified sustainability as one of three core consumer trends with which he wants to align Clorox productsThey 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 channelsGreat relationship with Wal-MartOnly 20% premium was chargedBlind 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 listsIts sin: legally dumping 1.3 million pounds of polychlorinated biphenyls into the Hudson River over several decades, until these chemicals were banned in 1977GE'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 cellsFor 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 servicesWind Land-basedOffshoreSolarGrid-connectedStand-aloneHydrogenFuel cellsHybridsHydro BiomassGas recipsNon-natural gasRenewableNuclearBenefits

No Carbon EmissionsEnergy Security & DiversityReliable & Available

Few Innovative Green Marketing Concepts

Websites going green

The connected bus

RATP France Transit

Denver Water Company

PG & Es solar powered billboards

I LOVE that gopher!So you dont think gophers and dancing elephants sell products? Well suspend your skepticism for the next 8 minutes while I try to persuade you they canand they do.Sure ecomagination is a great branding campaign, but it is much, much more. (click)