Responsible Consumption: Driving Force for Green Marketing
I ran across Jacquelyn Ottman’s green marketing blog today, and one of thoughtful her post named “Responsible Consumption” is the Next Frontier in Green Marketing has evoked my interest. As an expert adviser on green marketing to Fortune 500 companies and the U.S. government, she pointed that it is one thing to design a product to be greener, (such as a dual-flush toilet and cold water detergent), but the negative environmental impact made throughout a product’s life-cycle cannot be minimized unless the consumer uses and disposes of it responsibly. Only consumers can push the “cold” button on the washing machine or turn off the water when they brush. Thus, a truly green environmentally-friendly marketing requires a shared responsibility of both manufacturers and consumers.
Speaking of the promotion of responsible consumer behavior, I’m proud of our UBC Responsible Consumption which is a student-run, non-profit organization making a great effort to bring the idea of ethical purchasing to campus. As consumers, we impact people and ecosystems on the local and global scale with everything we buy.
UBC Responsible Consumption Week encourages people to consider their effect and presents them with positive, realistic options. For example, in the Responsible Consumption Fair dozens of businesses, non-profits and campus groups who are leaders in sustainability will demonstrate their innovative and inspiring products and services. Besides the fair, RCW hosts many other events including the Bike To School Day. The AMS Bike Co-op challenges students, staff and anyone coming out to campus to ditch their smog box, show some love for mother earth and bring their trusty steed to school. Ride past the corner of Westbrook and University where Co-op volunteers will be handing out free snacks and hot bevvies to all hungry cyclists! Also, mechanics will be on site with basic tools to do a free checkup of bikes. Very thoroughly planed, and people cannot say no to participate!
Maybe we still have a long way to go to fight against irresponsible consumer behavior, but I always believe every small step can make a difference.