Last week, I was researching on electric vehicles and thats when I realised the power of Marketing or “feel good” statements – something when said, makes consumers ro citizens go “ooooh, yes!”. But in reality, there are so many technical issues left out.

So, we all love electric cars don’t we!? I mean, its Vancouver- anything pro environment is amazing. But lets do some analysis to see if the automative industry and E-leaders such as Tesla, BMW and the rest are really making positive impacts.

Unfortunately, electric vehicles are only as green as the production of electricity used to power them. In Quebec and BC, we have clean energy – hydro etc. However in Alberta, electricity production is completely based on fossil fuels. Which means that there are still Greenhouse Gases being emmitted at large amounts. Yes, even when you charge your sustainable “E”car!

(Image from : National Observer)

Looking into the issue further, I found that the production of the automotive parts itself , is not much different that producing normal diesel fuled cars. According to the a report published by MEI, the manufacture of an average E vehicle produces 7.5 tonnes of Green house Gases, while for a normal diesel car, emmissions are 6.5 tonnes!

Honestly, this was really sad to read. It made me wonder – how many of us blindly walk into purchases, because we “think” we are doing the right thing?

My learning from this was that we need to analyse products through their entire life cycle. From sourcing, to production, to selling and finally consumtpion! Because if it falters in one of these areas, is it really sustainable?

ps. 1 week ago, a bill was pased by the Federal government to increase the subsidies paid to purchasers of electric cars. This in itself is a whole issue I can write a post on – but if you are interested, have a read!

Coming across a social enterprise is always great. This is because businesses such as SoleRebel and Toms Shoes are able to integrate running a business while creating societal value. But, as mentionned several times throughout our marketing sustainability class – there is a big difference between corporate social responsibility and creating shared value (CSV).

Upon researching further into both Toms, I realised that I wasn’t entirely comfortable categorising it as a sustainable business model. Its “one-for-one” model, buy one pair-donate one pair, seemed to stradle the line of CSR and CSV for me . SoleRebels on the other hand is a very clear example of CSV.

SoleRebels is a company that produces and sells handcrafted shoes made by local Ethiopian Artisans, using recycled rubber. Apart from the obvioius environmental ethos, SoleRebels provides ; 4 times Minimum wage, Medical coverage(The company goes to the extent of bringing certified doctors to the employees as commuting to government hospitals would take hours of commuting), transportation for workers with disabilities and has refused to incorporate the quota system in wage payments.Paired with their community involvement and major sustainability achievements, SoleRebel not only provides a progressive and comfortable environment for the employees but also has given the community as a whole the chance to stand up on its own feet.

Providing employment and these benefits allows members of the community to learn , grow and provides financial security. Because SoleRebels is manufacturing only in Ethiopia at the moment they are able to give full and efficient attention to the community. Quality >quantity, Helping a smaller community but more effectively may actually be more beneficial than helping a large number of people but less-substantially.

This brings me  Toms Shoes. As commendable as their ethos is, there are multiple other aspects to consider. Yes, provision of shoes, clean water and such are definitely impactful. But are these actions creating sustainable shared value in the targetted communities?

(Sole Rebels Ethos : https://www.solerebels.com/pages/our-ethos)

I love when courses begin to intersect and compliment one another! A few weeks ago, my group and I were required to complete a comm 395 assignment (Business Communications) – this assignment required us to find a local business , research on them and meet with a representative to discuss the companies sustainability initiatives (environmental, economic or otherwise ).

Luckily, a friend refered Nada  to me. So whats so special about Nada? What differentiates if from other grocery stores? Well, Nada operates on a “Just Food” system .

This “Just food ” system is intergrated throughout their supply chain and daily business in the following ways :

1.The store does not stock plastic packaged items : If any items are packaged, the packaging is usually compostable, or recycled material. However, most of their products have no packaging at all. For example, their grains, seasonings, and other edible items are all stored and displayed in big open bins . It is up to customers to choose the amount they need . I.e. Just want 330grams of Turmeric? or only 3 eggs? You can absolutely do that! No fixed packaging which often leads to packaging waste and excess of food.

2.Bring your own containers – Apart from choosing your own quantity of items, customers must either bring their own reusable containers (I.e. a jar to fill rice in ) or buy a reusable container from the store. As well as bring your own tote or grocery bag – no plastic bags at Nada!

3. Nada requires suppliers to follow these rules too, as best as they can! Which means, they prefer and communicate to suppliers not to use plastic when delivering goods etc. In fact, they try to source locally as much as they can to : a.Support the local economy b.Reduce pollution from road travel (for deliveries). Due to this, Nada also only provides produce that is in season!

4.Bonus! Nada has an in house cafe! To make things better, the cafe uses mostly produce that is left behind in the store. For smoothies, cakes etc. This ensures foodwaste is kept to a minimum and the loop is closed 🙂

Of course, there is soo much more to this store. Such as no paper receipts (email only) and tonnes of social initiatives as well.
Do yourself a favour and check them out!