Month: March 2013

https://www.youtube.com/watch?feature=player_embedded&v=fb5q2eie4ko

After reading Kathy’s blog, I started to think about her question, “do you think this campaign will last/make an impact”? From my experiences, Government advertisements usually run on TV longer than regular ads. However, this Ontario Ministry of Health advertisement has become a hit on Youtube, which offers free publicity and the ability to watch it on demand. So, do I think this campaign will last? Unfortunately, I do not. Although I thoroughly enjoyed viewing the advertisement, in general, most ads just don’t last. Aside from parents and educators showing the clip for educational purposes, I don’t think most viewers will re-watch this advertisement. However, I do think this ad will be popular for at least another 3 – 6 months, giving a chance for first time viewers to watch it. Additionally, I think Ontario should drop the “nibbling” and “ear wax” ads, and focus exclusively on the farting ad, as it has the most Youtube hype (over 810,000 hits). I think it would also be a good idea for other provincial governments to pick up the campaign, and advertise this social cause. If they make it a centralized campaign, I believe the chance of viewership and behaviour change will rise greatly.

However, I do believe the advertisement will leave a lasting impact for those who view it. Many of my friends do exactly what the ad is trying to prevent – social smoking. They believe it makes them part of the “cool” circle, and that it’s an easy way to meet new people. Unfortunately, the reality is that this is the way many people view smoking, and I believe it’s nothing short of ridiculous. However, I believe that for the most part, they smoke without truly thinking about why, or about the potential health ramifications of their actions. This ad will hopefully snap them out of this unconscious state, and make them realize that their actions are as unreasonable as smoking, picking earwax, or nibbling in public. Thus, although I do not believe the ad will be a hit forever, I do think it will make an impact on the viewers who are currently “social smoking”, and even on ones considering it.

Source: https://blogs.ubc.ca/kathylin/

It is safe to say that before I took this course, I knew close to nothing about sustainability. Now, not only do I know a ton of buzzwords, but I also have a true understanding of several key concepts, and I’m considering doing a minor in sustainability!

Has sustainability marketing changed how you think about how you live your life as a consumer?

Short answer – yes. Although I’ve heard the word before, this course put “consumerism” into perspective for me. In order for us to be “happy” we must purchase, and purchase, and then purchase a little more. This is what most people in our society are trained to think, and it appears as though it’s a necessary phenomenon in order for our world to go round. I was definitely trained to think this way. However, this course snapped me out of the trance, and taught me numerous methods, and companies to help change my behaviour. Now, I’m aware of companies like Patagonia and their “footprint chronicles”. I can even proudly say that I helped encourage my mom buy a Patagonia jacket instead of one from Adidas. Also, I’m now aware of true obsolescence and planned obsolescence. Now, I try to avoid buying products from companies who plan obsolescence, such as Apple, as much as possible (thus far, it has not been an easy task, but I’m keeping strong).

Has sustainability marketing changed how you think about business?

Again, short answer – yes. I think it would be hard for anyone who took this course to disagree. Not only do companies who truly value sustainability do good for the environment, but they also have the potential to boost their profit margins and their brand image. To me, being a sustainable business is an easy, and necessary solution. The Ted talk video of Ray Anderson taught me that even in an industry where it is the norm to be a polluter, there is an opportunity for change. Most CEOs are close-minded about investing in innovative solutions. To all of them, I suggest they watch the Ray Anderson Ted talk. Going green gives most companies an advantage of being ahead of pressing government regulations, and of course, cost savings. However, this course taught me that once a business is set up, it’s extremely hard to make changes. Although the long term gains will usually outweigh the short term costs, most companies are not willing to make the large initial capital investment and potentially lose their competitive advantage. Thus, I have a whole new respect for the companies that have embodied green values.

Has sustainability marketing changed what you think a sustainable society might look like?

Yet again, short answer – yes. However, now that I’m more aware of what a sustainable society could look like, I’m less optimistic that our society will ever truly be sustainable. By this, I mean there will always polluters, as certain industries (and countries) are reliant on the existing way they do business. Even with innovation, I believe certain things will never change, or at least not in my lifetime. In today’s era, I think Vancouver is pretty close to what a sustainable society will ever look like. With the implementation and fulfillment of a few policies (such as banning plastic bags), Vancouver, relative to most cities, is sustainable. Just as we saw in class, there is a learning curve before sustainable initiatives become understood and accepted. When the city of Calgary first introduced blue recycling bins, it took a lot of research, and time before there was a change in consumer conservation behaviour. Thus, this course showed me that our society has the potential to be sustainable; we just have to introduce it in the right way, with the right initiative, at the right time.

Reading Laurel’s blog post, which mainly concentrated on poor recycling practices in the U.S. was both eye opening, and made me extremely frustrated. How could a university, or city (via mandates) not ensure sports facilities have nearby recycling bins?

Sure, it would be ideal to have everyone use a re-usable bottle. However, we do not live in an ideal world. The majority of athlete’s still use plastic bottles, but at least have the resources to recycle. One question is, why do these athletes use plastic bottles? Perhaps its because while watching professional sports games (especially soccer), almost every team uses plastic bottles. Likely, there are nearby recycling bins to dispose these bottles, however, is that really enough? These teams have the potential to truly make a difference, and be the driving force behind change. If one major team started using re-usable bottles, would there be a domino effect? I believe so.

This leads me to my next point, government intervention. Why is there no mandate for sporting facilities to have recycling bins within a, say 200-meter radius of each facility? Secondly, when will they fully ban plastic bottles? My belief is that the first part of the question would be easier to enforce. It truly doesn’t make sense to me how these facilities could not have recycling bins nearby. How many plastic bottles per day/year are going to landfills because of politician’s lackadaisical behaviour? As for the second part, re-usable bottles save consumers money, are better for the environment, and are healthier (plastics = bad). Do governments care solely about tax earning from bottle sales? Likely, yes. However, I think now is the time for change. Filtration systems are widely available, so a plastic bottle ban likely wouldn’t be too hard to implement. From my point of view, this change only benefits the general public. What do you think?

The last point I wanted to touch on was the $0.05 recycling fee. Do stores charging this fee truly create an incentive for consumers to recycle their beverages? I think it can go either way. My feeling is that cities currently charging a recycling fee are more focused on being green, and thus, would have more “Return-It Depot’s”, or other recycling resources available. However, as Laurel mentioned, a place like Austin Texas, who offers few to zero recycling bins, doesn’t charge a recycling fee. Likely, the reasoning is the population’s inadequate knowledge about the benefits of recycling. Thus, even with more bins, or a fee, I truly believe that without a major social recycling program, behavioural change would not occur.

Blog Post: https://blogs.ubc.ca/laureljay/

After reading Oliver’s post on Earnest Ice Cream – a Vancouver company that in my mind, has flown under the radar, I became curious. Firstly, why are consumers willing to pay a premium (also known as premium green pricing), and secondly, why have I not heard of this before!?

Earnest Ice Cream is 100% made in Vancouver, uses mostly natural ingredients and is sold in single pint re-usable glass mason jars. Together, they lead to a price of $10 (which includes a $1 deposit for the glass jar). So, why are consumers willing to pay a considerable $3-4 dollar premium for this ice cream? Although according to Oliver, the taste is delicious, is it really worth the extra purchase cost? Well, that all depends. If consumers are aware of Earnest Ice Creams sustainable efforts, I believe it is a small, tasty premium to pay for the LOHAS, and other green, or apparently green consumers. However, for the ordinary passer-byer, does ice cream sold from the back of a tricycle in a glass mason jar for $10 truly warrant a higher price? I don’t think so, especially due to their lack of credibility.

This leads me into the second question. Awareness. I think if consumers were aware of this company, they would be more than willing to jump on the “eat-local” bandwagon that Oliver alluded to, and pay the premium green pricing. Realistically, their marketing budget would be small-none, however, there are ways to become known. Advertising with simply things such as flyers in Whole Foods Market, or even better, getting distribution into their store (which gains instant credibility), and other local health food stores. Seeing their Ice Cream beside Ben and Jerry’s, or other imported, sustainable brands, would give Earnest Ice Cream the needed consumer base, credibility, and awareness they need.

Thus, I am sure that this won’t be the last I time I hear of Earnest Ice Cream. Their implementation of environmental strategies, such as returnable glass mason jars, I believe helps position their company as “extreme green”. With an awareness boost, I believe they have the potential to be world-renown, with a reputation similar to Patagonia’s.

https://blogs.ubc.ca/bernardino/