http://www.ted.com/talks/johan_rockstrom_let_the_environment_guide_our_development.html
Hey! I’m Xiaoli Zhang ( you may just call me Sabrina~) and here is my first post on marketing-related issues on my blog.
Well, I’m sort of tech challenged, so I just post the link of the video here:-)
Basically, it’s a speech about the environmental crisis people are facing. The speaker tried to attract public’s attention on environmental issue like climate change and ecological deterioration. However, as a business student, I want to review the speech from a marketing point of view. That is how this environment crisis may affect a company’s marketing strategy.
First, it’s about the marketing environment, typically the macro environment, specifically, political environment. Tougher rules and regulations on environment issues might be expected, bringing a series of changes. Extra tax may be charged for toxic chemicals or pollutants, which may affect the issues from research and development to pricing. Carbon-dioxide emission may become a crucial parameter, both from the prospect of law and public’s feeling about the product, which may force the company to reconsider its promotion strategy( say, less paper advertising), physical distribution as well as its product ( say, basic ingredients and the whole production process) and culture.
Well, that might not be the end of the story. With the changes of laws and regulations come the changes of people’s feeling or “social trends”. Customers may become more cautious and prefer greener products. They may turn over the package, check the ingredients list and put back onto the shelves those with unhealthy or environmental-unfriendly components before they make any shopping decision.
Of course, eco-friendly products will not only be a responsible choice for the human beings but a economic choice for the customers themselves. With limited fossil fuels to be explored, it’s fairly reasonable to expect a long-term increase on almost all energy resources, which may affect the marketing strategy of industries like fine chemistry and car production. Large, luxurious cars might be cheaper, but they won’t remain as affordable as it seems with a soaring oil price.
That’s all on my mind. Comments on the video and my review are always welcome:-)