Impacts of Environmentalism on Marketing

Environmentalism poses many challenges for marketers, however not all of these challenges necessarily have to be negative. The idea of environmentalism and being socially responsible presents companies with new possibilites and becuase of this I feel as if it is oportunistic to them. The money that may be spent in an effort to become more, "green," seems to overtime more than make up for itself. This can be seen throughout many companies. one specific example of this can be seen with the comany Poland Springs. Bottled water companies were under tremendous scrutiny for being socially irresponsible and creating unnecessary waste. However, Poland Springs did not let this become a threat to them and in turn used this information to better their company and the way they go about producing their bottles. In an effort to do this Poland Springs reduced the amount of raw materials in their botteling process. They also made every part of their bottle recycable, including the lable, and have also created larger containers that are reusable upto 100 times. (http://www.polandspring.com/DoingOurPart/Default.aspx)

Being socially responsible can also improve the public's perception of a company. If consumers are conscience of the environment and feel as if the company is doing their part to better it the consumer is more likely to invest in that company. This helps out companies because public percetion is a huge contirbuting factor to revenues.

Although I chose to focus in on Poland Springs can you think of any other companies that are paying attention to and making changes to their products becuase of enviromentalism?