Monday, March 21, 2011

Green Marketers

http://www.businessweek.com/managing/content/oct2010/ca20101029_631610_page_2.htm

In "Green Marketers are still sinning" Andrew Wilson cites problems with marketers claiming their products are green. The five things he cites in this article about green marketers are: number of products making some sort of green claim is rising fast, majority of products claiming to be green are still committing at least one "sin", the sin of "worshiping false labels" is on the rise (false eco-labels are becoming a problem because 70% of them are false), categories with a long track record of green claims are doing the best, and claims about toxicity are on the rise.The article goes on to mention that their is evidence that large retailers "sin" less in green products than specialty green stores.

 This brings up important issues that are mentioned in chapter 15 of Northouse's textbook. First off, leaders need to strive to act altruistically. They should try and do the greatest good for the greatest amount of people. Not only their followers, but customers as a whole. If marketers are violating "sins" on their "green products" they are essentially lying to consumers. Consumers buy products they believe are helping the environment. Companies who are guilty of these "sins" are not being altruistic at all, but rather ethical egoistic. They are using the environmental friendly products (which are obviously not as environmentally friendly as they are stated to be) to trick consumers into buying them. Not only are these companies doing wrong, but they are setting the standard, basically saying it is alright to exaggerate their environmental friendliness. Yes, it could be an honest mistake, however I do not feel it is in most of these cases.

The next point that is mentioned is that large retailers are violated less "sins" than all of green specialty shops. This is astounding and exciting for us as consumers. Big box retailers such as target and Wal-Mart seem to be taking the green movement very serious. Although it has been said that going green is saving these companies millions of dollars in costs, it is still impressive to see it. On the other hand it is troubling that the specialty stores are having so much trouble violating green sins. I think we can all agree, we would expect it to be completely reversed. However, since these big box retailers are where most of us shop, it is positive, to say the least, that they have adopted a green philosophy.

On a ending note, this article raises several interesting ethical issues. It is troubling that products are sinning and exaggerating their green benefits. But, it is positive that big box retailers are doing such a good job keeping their products green. Who's responsibility do you believe the problem with the gree "sins" falls on? Do you believe they are honest mistakes? Lastly, would you go as far as to say (like the author did and a sample of evidence has shown) that big box retailers are doing a better job of not violating green sins than specialty green stores?

-Ryan Schaumburg

2 comments:

  1. This was an interesting article with a surprising content. I never believed that big retailers as Wal-Mart, are more focus on environmental friendliness than smaller green stores. I agree with Ryan that leaders should have more concern for the interest of others and be more altruistic.

    The responsibility of the green "sins" falls on the CEO. If the leader is altruistic, he needs to communicate his values to his follower. To make companies go green needs, in my opinion, Authentic Leadership. A leader that is genuine and real. Leadership as an interpersonal process is one of the definitions. It is not enough that leaders express values, he need to collaborate with the followers too. If the marketers want to have a green approach, the leader need to advocated his green values and get an acceptance from the followers. If he succeed, and is real, he can make the whole company go green.

    I wonder why big retailers are more successful with the green approach than smaller stores. Is that because they have a larger press from the media? Or that they have access to more altruistic people/leaders.

    - Eva-Lena Juhlin

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  2. On page 388, our book discusses ethical egoism (which is what I also believe these specialty stores are practicing), and talks a bout the term 'beneficence.' This term relates to the idea that "providers have a duty to help others pursue their own legitimate interests and goals." By "sinning" as the article states about the products being green, they are not fulfilling their duty. The customers buy from them because they are trying to do their part, have a smaller carbon footprint, save the world, etc. and by falsifying their products they are failing their customers.

    The book also says that "Leaders who serve are altruistic: They place their followers' welfare foremost in their plans." Walmart leadership has not been known to practice altruism in the past, but by sticking by their products and not violating AS MANY green sins, I feel that they show some signs of staying true to their customers and following through on their promises.

    -Melissa Beechy

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