After going to a Starbucks Coffee shop, I received 2 cups to hold one coffee in because they ran out of sleeves to protect people from the hot coffee. This got me thinking because I vaguely remember Starbucks being environmentally friendly. So I went online and went to their corporate responsibility page. On the page they have written in in their environmental section “We’re finding ways to minimize our environmental footprint, tackle climate change, and inspire others to do the same”. I find that marketing their green efforts on their corporate website is a great idea, but the only way to ensure that their efforts to be sustainable is to make sure their employees share the same values.
For this type of “green” marketing to be successful, they have to ensure that every aspect of that marketing campaign should be covered flawlessly. All it takes is one week link in this chain for it to back fire, and to ruin their genuine efforts. Personally, I feel that green marketing is very volatile because this is still a relatively new concept that a lot of people are still, for lack of a better word, “iffy” about.