1.-INTRODUCTION:
Without doubt the XXI century has changed our priorities, especially when it comes to the way we do business. Popular sustainable business models, as advertised in the media, have evolved into much more than a moral obligation or an external requirement to generate money. Essentially, are forcing companies to reinvent the systems and approaches with which they generate value and profitability to the company.
Important companies like Shell, DuPont, BP has been reorganised to generate profits from this green market of goods and services. In this sense, it may sound altruistic, "the sustainability", the logic of profitability and competition is what will determine the ability of companies of the future to meet the changing needs of consumers.
This premise of "sustainability" as a necessary quality to be competitive, it falls short, according to Bryan Walsh of Time magazine . In a 2007 article, the expert shows how "sustainable" is helping to drive out competition, given the approach taken by companies to become more efficient, flexible and cutting waste, which helps them provide better products and reduce costs.
Companies that refuse to accept that they will face a strict and demanding environment. The most talented human capital companies that do work to care for natural resources, the regulation will raise the cost of not using resources properly, consumers will demand products and environmentally friendly. In short, choosing between sustainability and growth is not an option.
2.-GREEN BUSINESS:
It is important to understand clearly what a Green Business is and what makes a Business Green (Friend et al, 2009 p.2):
o Reduces negative environmental impacts
o Compiles with environmental regulations
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...of a signature automatically associate the goods or service generated a load of sense, in this case, social concerns and environmental awareness, which people respond positively valued and know.
In recent years, business or green business was no longer an option to become an obligation. Companies started to change their mindset and values to develop new environmental proposals, for example launching second ecological lines.
However, the abuse of this trend is causing some fatigue and distrust among consumers, especially when certain product categories are falling far short of what the consumer is expecting.
One of the clearest cases is found in the positioning of the cars. The dominant discourse is green in the category linking the consumer with Less eco / more efficient and less CO2, when what is expected of the marks are engines with alternative energy.
John Dallas Costa, Ethical Imperative wrote: "Not long ago the concerns of ecologists were as irrelevant to business planners as those of ethicists are today. “Green” has gone from being a disparagement to becoming a badge that no smart company would risk being without. Ethics are similarly en route to becoming a strategic imperative."
With forward movement in society, it is important to consider not just what will propel most toward success, but also what will help to sustain the environment along the way. What may have been considered appropriate decades ago, may no longer be socially acceptable due to the changes observed in both the business world and the environment (Fiske, 2010). Therefore, it is important for organizations thriving in today?s economy to consider how they may capitalize most effectively from their product or service of choice while minimizing or eliminating any damages along the way (Knoke, 2012).
Wheelen, T. L., & Hunger, J. D. (2010). In Concepts in Strategic Management and Business Policy Achieving Sustainability, Twelfth Edition. Pearson Education.
There are two different views on the connection that is found between consumption and environmental policy. The first major connection is the ignorance of buying something that at first seems like it will help out people in so many ways, but ends up hurting the environment in the long run after changes and a changing culture, cars for example (Book Review: The Shadow of Consumption, 1). The other connection that could be made is the connection between researching products and how they are produced and what the companies do with the byproduct after the product has been made. This connection can seem like a strong connection than the ignorant connect because there is a whole other level of research and understanding that goes into understanding the environment and the policies that are changed by the production process.
However, for Hewlett-Packard, sustainability is more than a banner to increase profitability and to cosmeticize the brand. HP recognizes that “sustainability, profitability, and efficiency go hand in hand. ” Thus, other than incorporating eco-friendly strategies and practices in the organizational dynamics, HP recognizes that environmental awareness also spurs development in organizatonal efficiency. An example of this is HP's maximization of their supply chain which in effect streamlines the flow of raw materials in the manufacturing process. Also, because of HP's intent in environmental concerns, key players and innovators within the organizational are also pushed to innovate and thus create and develop new products within HP's environmental paradigm.
Companies all over the nation are trying to become an environmental friendly during their day-today operations. Going green has become a significant trend within the United States. When a company goes green, the business will more than likely benefit from their actions. Going green makes perfect business sense although it can be costly (Crootof, 2014). Global warming damages a business because pollution can affect the price of product and services. A company that has followed the green transformation is AmerenUE's real power company. AmerenUE has officially been cleared by the Center for Resource Solution (CRS) to be green-e certified (“AmerenUE's Pure Power,” 2007). Ethically, a company should run a good, clean, and efficient business. Another company that displays great “green” attributes is New Belgium Brewery. New Belgium brewery focuses on cost effective ways of operating that cause no hard to the environment (Ferrell & Hartline, 2014).
Being a refiner and a retailer of petroleum in it limits their ability to take actions in a way not to damage the environment. But according the details published in the annual reports they have taken great care to promote sustainability. Since investors are looking for more ‘Green Business’ concept focused organizations to invest it is a vital fact to take measures to follow the ESG
Improving sustainability within the firms upgrades talented workers to be more proficient and profitable as a factor of their commitment to the organization. It is comprehended that organizations pay special mind to reasonable procedures as there can be an orderly way to deal with spotlight on business targets like decreasing expense of job,, expanding income, overall industry and benefit et cetera (Bob Willard 2012). Thus, firms can hope to produce better profits for their speculations for their partners and shareholders and enhance the organization’s advancement sustainability is
Going green in the workplace is a new trend in business. In choosing to go green in the workplace you may be challenged by an elevated initial start-up costs, however savings earned from this investment will more than pay for those initial costs in the future. Many people see this as a controversial issue, and granted it does have its own unique set of pro and cons, but if a business makes careful choices going green can prove to be very rewarding. Companies are doing this to save money on energy expenses as well as deploying it as a means to help reduce the carbon foot-print they are leaving behind.
Since the rise of environmental awareness, business and industry have always considered environmentalism a waste of time, only getting in the way of profits and production. From the perspective of business, environmentalists push for regulations and restrictions on businesses which cost them more money and frequently restrict some of their practices. What business an the economy doesn't know is that they can actually save money by being environmentally responsible, while protecting the very resources they depend on . The protection of the environment not only has intrinsic value, but also economical value. Business and industry, can also benefit. These factors can lead to a newly developed economy that protects what it needs instead of destroying it. Despite historical differences between advocates of business and the environment, the fact is the two can and must utilize eachother for the future success of both.
In conclusion, businesses have ample options available when choosing to go green. Whether it is cutting company costs by switching to energy saving fixtures and products; improving efficiency while reducing waste or choosing to build greener workplaces they are all good steps in the right direction. Setting goals and getting the employees involved is an important step in achieving a green work environment.
Humans have been destroying the planet since we were able to stand on two legs. As a society, we need to work to reverse these terrible effects that our existence has on the planet. Sustainability is one way to begin reversing these effects, while still living our daily lives. In 2006, Al Gore presented his documentary, “ An Inconvenient Truth”, as a way to show the world the evidence behind global warming, climate change and the destruction of our planet. This documentary shocked the world. It was clear that changes needed to be made, but the destruction was more intense than previously thought. SInce this revelation in 2006, companies have tried to cut down on their greenhouse emissions, as well as offered sustainable products to their customers. Through a debate of morals and
In conclusion, I have to say that there is a solid invisible relationship between impacts of businesses on environments, profitability of sustainable business, and responsibility of business. When one of these ones changes, it will effect to others. When a business adapts efficient and sustainable system, it will reduce negative externalities and increase positive externalities to environment. Once the business adapted efficient business model, it will reduce cost and maximize its profits. Obviously, the sustainable and efficient business model will make the business social more responsible to environments.
But, integration of green economy is a slow-moving process which is substantiated by small initiatives and investments in pursuit of a prolonged effect. It requires slow redefining of the business model by inculcating key sustainable agents. Thus the transition needs to be carefully strategized and timed to manoeuvre the business towards sustainable development. It requires adoption of new skills, continuous innovation, risky investment and change in the value proposition. Some of the key business actions that need to be adopted in attempt of a green makeover are:
Social sustainability is “identifying and managing business impact, both positive and negative, on people.” The quality of a company’s relationships and engagement will directly or indirectly “affect what happens to employees, workers in the value chain, customers and local communities” (Wynhoven). This definition focuses on the importance of sustainable relationships. It focuses on the social aspect, which can be good helping to determine what social sustainability looks like. The UN definition makes it clear that it is important to manage the corporation’s impact proactively so that employees, customers, and local communities all benefit from a corporation’s presence. BMW is an excellent example of a corporation that focuses on social sustainability. BMW promotes exchange between refugees, local youth, and BMW employees through a neighborhood project called “Lifetalk” which aims “to give young people a better idea of possible career paths” (BMW). These actions come from the company’s beliefs and goals. BMW states that “taking social and environmental responsibility for everything we do is an integral part of how we perceive ourselves as a company. We are convinced that the lasting economic success of any enterprise these days is based increasingly on acting responsibly and ensuring social acceptance” (BMW). BMW believes that sustainability is an