There are so many excuses to around using/practicing Sustainability in business.
1. There is no common definition for the word sustainability itself.
2. You could say that it’s too difficult to make a metric of your sustainability.
3. You could also say that it is hard to set yourself apart from being categorized as a “greenwasher.”
4. You want to make a profit, but that might or might not encourage consumption of more goods.
… and the list goes on. Sadly, I was introduced to another one that adds to this list. One that I was not expecting. It is more focused on a green product though, not so much to any of the other various businesses areas that sustainability applies to.
After writing my previous blog post on a green product, I had a comment from Noah that left a study. This study outlined that if you purchased a green good you were more likely to feel justified to perform activities such as cheating or stealing.
http://environmentportal.in/files/Do%20green%20products%20make%20us%20better%20people.pdf
I was fascinated but disgusted at the same time. I have always thought of sustainability hand in hand with ethics… so why is it that it’s a reversed correlation here? I’m sure that the intent for companies to have such green products is not for people to feel entitled to doing something not so great after.
Looking at the stages of consumption, this focus is on the post-use. I guess consumers feel like they’ve done a good deed that will offset their bad deed, but there are enough bad deeds out there! I hope that there is a way to show that the efforts of the big business players in sustainability can offset blips such as this one. (I’m not sure if there will be a way to measure this in future or not…)
My respect to the companies that are currently engaging in sustainability is infinite. There are so many hurdles that businesses have to overcome to label themselves as “Green” or “Sustainable.” I’m glad they still exist and that there is a contribution to the fabric that is good in society despite the uphill battle that they seem to be a part of.
Hey Veronica, interesting points you bring up in your post. And really cool article.
That’s definitely some food for thought. So in turn, marketing green and sustainable actually has a negative impact on consumers actions. I suppose this makes sense for example. I’ll indulge in a burger and fries, but hold off on the full fat coke– and do diet. 🙂 Similar? okay maybe not. haha
It’s strange how consumers will give themselves some lenience to participate in other harmful activities once they feel like they have done good in one area. I just am very confused how “cheating” or “stealing”, actions that have NOTHING to do with eating something “green,” or buying a more sustainable product is the effect. It would make more sense, if a consumer was doing a good action by buying someone homeless a sandwich, and in turn need to do something complete opposite— hence stealing from another.
Ahh the joys of marketing and the reverse psychology effects it has on consumers, beauutiful.
Great post Veronica, reading your blog reminded me of carbon offsets that companies purchase. Essentially they buy offset credits to counter their own greenhouse gas emissions that are the result of their business practices. Like you said about consumers, purchasing the credits makes companies feel better or at least less bad about their pollution. But in my opinion it really doesn’t do much in mitigating corporate pollution, in fact it might make corporate pollution more prevalent. I think this is because purchasing carbon offsets rewards companies that pollute. When a company pollutes, they purchase carbon offsets to avoid any penalties but then they still continue to pollute. Carbon offsets allow companies to spend their way out of a problem and makes it seem ok for a company to continue what they’re doing.
Hello Veronica. Consumer behavior is truly an interesting issue that needs to be addressed. Like you said, there is an inherent irrationality amongst us, as consumers, when making decisions. Companies are trying to be “greener” with their practices, but their bottom line is to generate more revenues.
Not related to sustainability, your post reminded me of Coca Cola’s decision to add the calorie content in soda cans. When people see “100 Calories,” it will not stop them from drinking the soda. Rather, it even encourages people to drink more because it’s only 100 calories. The irrationality behind this is we end up discounting the negative effects of sugary drinks. Likewise, when we see that companies innovate for sustainability (let’s say Dasani), we end up thinking that it’s justifiable to buy Dasani because the bottle is made partially from plants.
You definitely nailed it. Good read!