Companies Who Save the World Own the World
In today’s
business world, it is extremely difficult to get to ahead of competitors and
more importantly continue to stay ahead of them and we, the consumers, are not
making it any easier. We want quality items and services, at low prices,
services and products to be technologically advanced and now communities are
pushing to be environmentally friendly as well. These are tall orders to fill,
especially the push towards companies becoming environmentally and socially
responsible. This is known as sustainable marketing; social and environmentally
responsible marketing that meet the present needs of consumers and businesses
while also preserving the ability of future generations to meet their needs.
This concept of becoming environmentally and socially sustainable to provide
more for the future is becoming more widespread and is changing consumers
buying habits.
Here are
two commercials for dish soap. The first commercial is for Dawn and the second
commercial is for Palmolive. Both claim to have dish soap that is soft to the
touch.
https://www.youtube.com/watch?v=ysTFRcBqFpE
POP QUIZ:
1. After watching these two commercials which company are
you most likely going to chose next time you are shopping at the grocery store?
A) Dawn
B) Dawn
C)
Palmolive
D) A or B
If you picked C you do not have a heart and you also failed
todays assignment, so go hit the library. Anyways, environmentally and socially
responsible companies today have an advantage over other companies. Consumers
will be more likely spend extra money on the brand that saves little ducklings
from oil spills than on a different dish soap brand that is potentially cheaper
but lets the cute ducklings have oil covered coats. Dawn uses the slogan, “Save on the brand that helps save
lives”. What is more heart warming than saving a life by cleaning up after
your ungrateful children who leave their dishes in the sink for the
non-existent maid to clean? (I have heard a similar lecture once or twice
before because I myself am an ungrateful child.)
Food corporations in particular are being pushed towards
changing their recipes to being healthier or they are now providing healthier
alternatives. At McDonalds fries can be substituted for apples, (for the
record, this is the third blog post that I have mentioned McDonalds, that’s
unhealthy) and everything has to have the nutritional facts posted about the
product. Food corporations who are not socially responsible are quickly falling
behind other responsible companies who have changed their ways to adapt to the
needs and wants of their consumers.
Trader Joes and Whole Foods has become an increasingly
popular grocery store in this day and age because the healthy options they
provide. They are smaller stores and do not provide the variety that a Market
Basket or Stop and Shop does but they provide a more concentrated selection of
products. They also are significantly more expensive than other grocery stores
they are competing with but they have something others do not. They have a
vision of the future in mind for their customers, not the company. They want to
provide the best for their customers and they hope that their customers return
the favor by accepting the challenge of paying higher prices for higher quality
foods.
Trader Joes Mission Statement:
“The mission of Trader Joe's is to give our
customers the best food and beverage values that they can find anywhere and to
provide them with the information required to make informed buying decisions.
We provide these with a dedication to the highest quality of customer
satisfaction delivered with a sense of warmth, friendliness, fun, individual
pride, and company spirit."
Whole
Foods Mission Statement:
“Our motto—Whole
Foods, Whole People, Whole Planet — emphasizes that our vision reaches
beyond food retailing. In fact, our deepest purpose as an organization is
helping support the health, well-being, and healing of both people — customers,
Team Members, and business organizations in general — and the planet.”
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