In class we covered how the public recognizes green products. Green products in many of our eyes are helpful for the environment, however big companies such as Costco and Walmart have taken advantage of this emotion by giving these products a bigger public image. Companies purposively give green products intriguing packaging, designs, and positive environmental images to grab the consumer’s attention. This also gives off an expression to the consumer that they are benefiting society by purchasing this product or appeal to our sense of doing the right thing. Continuously in the course we have heard if you purchase Starbucks essentially you are investing what they believe rather than an actual cup of coffee. This seems to be the same objective for many of the big companies in our society.
During this process of persuading the consumers big companies are enabling consumers to contribute to the “green” lifestyle. So big companies such as Costco are implying to purchase their products because all the “good” they will provide to the environment. Are these companies trying to benefit from profit or provide back to the environment? This could be explained by Roth, “These companies include Costco, which sells over $4 billion in organic food annually, and Walmart, which annually sells $1 billion in products that achieve high scores on its internal Sustainability Index.” In the consumer world the manufacturers appear to be engaging the environmentally responsible behavior, which can help indicate which company you purchase goods from. These companies listed above are green product giants who are initiating marketing modernizations to reach a common goal of our communities. These companies reconstructed their marketing messages to communicate their product in a more effective way to help consumers purchase more green products. In this process they communicated, “How their products taste better, make consumers feel cool or save money.” The environmental advocacy is great, but isn’t it up to the consumer what tastes better? It seems that during this process companies thrive to manipulate the public mind to be drawn to what they are selling.
As we learned as consumers we view about 3,000 advertisements on a daily basis. So how could advertisement impact our relationship with the environment? Psychology has played a concept in how advertising affects consumers to the environment. The push on green products has increased so much that now advertising is beginning to create a social culture that is based on frustration. This can only be corrected if the consumers buy more products, which is where these companies thrive. During the new age of media outlets these green giants are hunting business in a society that is based on transparency, responsibility and collaboration. Clearly companies are making BILLIONS of dollars with the new outlets of social media. The help of social media outlets like Facebook have helped these companies grow based on environmental friendly advertisements. I personally love to purchase products that help benefit to our environment, but after learning some of these marketing tactics I wonder how much of my money is helping the environment. The worse part is I could be helping some CEO of Costco pay for his multi million-dollar house, while he enjoys himself rolling around in a new Bugati.
Sources: http://www.triplepundit.com/2016/10/green-giants-use-sustainability-grow-sales/ Ali Danesh