In a time when environmentally conscious branding is paramount in marketing circles, the overall adoption of “Green” initiatives should be, first and foremost, a fundamental decision. Where choices are made based on what’s right instead of what’s convenient. Often, technologies advance so rapidly that legislation is caught playing “catch-up”. It is during these times that brands face the decision of doing what is the scientifically proven best choice for the environment or shelving this choice because of marketing obstacles.
Often the final decision comes down to the corporate integrity of the brand and personal devotions of those brands leaders. The “why do we do what we do?” question. Do you implement environmental measures because it is the right thing to do, or do you implement them because it may improve your bottom line?
For example: Novartis is an international company who has made a corporate commitment to pay a ‘living wage’ to all employees worldwide. This means that they are often paying above legally required minimum wage because they understand that minimum wage does not provide for basic human needs. They implemented this corporate directive, not because it improved their immediate bottom line; but because their corporate moral standing includes a belief that an appropriate standard of living should always be respected in the course of business.
This is a specific example about human rights issues, and environmental rights follow the same path. Many companies are in business simply to make money for the shareholders, while others hold themselves to a higher standard or social cause, whether that is human rights, environmental issues, legislative involvement or truth in advertising. When your brand faces these tough decisions, it is much like a refiner’s fire where the true moral standing of your brand shines through. When all is said and done, those companies that tout their environmental accountability through the integrity of that decision and not the convenience that it offers will be clearly recognized by the consumers as brands with integrity and moral.
ENSO Plastics is both proud and honored to be partnered with many brands and manufactures who stand behind their commitments, with the foundation of scientific research, to become leaders in the adoption of improved methods for a healthier planet.