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.
