Introduction
This report is going to investigate the environmental trend in terms of where it originated from and its future. This information will also be put into the context of the beauty, travel and fashion industry.
Based on the findings throughout this investigation a suitable brand will be chosen and a 3 year strategy will be created in terms of how they can use this environmental trend.
Environmental trend (420 words)
The environmental trend has been around for over a hundred years, recently becoming hugely popular with brands as a way to give back to the environment. This trend began with the industrial revolution where the population stopped living off the land and created a world revolving around burning fossil fuels, steam engines and other technological advances. Making the world industrial and urbanised meant people became disconnected from nature and began to no longer live off the land but use nature simply as a resource. In the last century the impact the nation had on the planet only grew as the population continued to increase meaning a greater deal of fossil fuel was used to support this inflection of people. (The 11th hour, documentary film, 2007)
In the late 1990’s people became increasingly aware of the negative effect burning these harmful fuels and gases has on our planet, thus we have seen a rise in the number of environmentalists in recent years. The knowledge the nation has gained surrounding global warming has led to an increase in the levels of recycling, energy efficient homes and businesses and an overall attempt at reducing the negative impact on the earth. However globalisation and consumerism caused by corporate greed has left the nation believing that the economy is the most important factor ...
... middle of paper ...
...mentaltrends.org
Fashionista, online at; www.fashionista.com
LSN:global – the future laboratory, trend briefing, 23.10.2013
Managing innovation, design and creativity, book, Bettina Von Stamm, 2003
Marcus Starke, online at; marcusstarke.com
Mashable, online at; www.mashable.com
Niche Market Tourism, International, Mintel, May 2006
NRDC, online at; www.NRDC.org
PFMA pet population, online at; www.pfma.org.uk
Responsible travel, online at; reponsibletravel.com
RSPB, online at; www.rspb.co.uk
Stella McCartney, online at; stellamcartney.com
Thinking in the future tense, book, Jennifer James, 1997
TOMS, online at; www.toms.co.uk
Too faced cosmetics, online at; www.toofaced.com
Trend watching, online at; www.trendwatching.com
Triple pundit, online at; www.triplepundit.com
Vogue, online at; www.vogue.co.uk/blogs/thegreenstyleblog
Wise geek, online at; www.wisegeek.org
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).
Green washing: The disinformation disseminated by an organization so as to present an environmentally responsible public image. In order for big companies to stay on top of the market today, they are forced to think of advertising strategies to help their public image and advertise their product. Over the years the system has become very complex and also very questionable. Companies are willing to lie, change their logo, and sometimes even their company name just to keep their name and image clean in front of the public just to make sure that they are making their money. Green washing helps this by advertising to the public that they are environmentally supportive and responsible. Most people that are into buying “green products” do not even realize that the company they are buying from is green washing in some sort of way just so that they can attract attention to the public. Green washing companies may advertise that they are “eco-friendly”, but when it comes down to it, the facts hidden behind the curtains beg to differ. Just like in the green washing video we watched in class, the companies may look great compared to the worst companies, but that does not mean what they are doing is still productive for our environmental movement. One company that has been notorious for their green washing efforts for the past couple of decades is the Oil/energy company: British Petroleum a.k.a. Beyond Petroleum. They are one of the world’s largest leading oil companies who has also becoming a large energy supplying company with presence in petrochemicals, gas, and solar divisions. Over the past twenty years BP has been the cause of several deadly disasters in the oil business in the U.S. and around the world. Despite their green washing effor...
In 1989, seventy five percent of Americans identified themselves as environmentalists, and the number has continued to grow since then (Walls 1). Environmentalism is now the most popular social movement in the United States, with over five million American families donating regularly to environmental organizations (Walls 1). Environmentalists today focus on what kind of world they hope to see in the future, and largely deal with limiting pollution and changing consumption rates (Kent 1 and 9). Modern environmentalists also have much different issues than those Carson’s America faced. With climate change becoming more threatening each year, protection of the natural world is needed more than ever. Pollution has caused the warmest decade in history, the deterioration of the ozone layer, and species extinction in extreme numbers (Hunter 2). It not only threatens nature, but also human populations, who already suffer from lack of clean water and poisoning from toxic chemicals (Hunter 16). Unlike environmental actions in the 1960’s, which were mostly focused on protection, a massive increase in pollution has caused efforts to be focused on environmental restoration (Hunter 16). Like in the time of Silent Spring, environmentalists are not only concerned with one country. Protecting the environment remains a global issue, and every nation is threatened by the
Fashion is everything to society and the media. The fashion industry has transformed into a necessity in the life of people. Everyone wants to look good, feel fabulous and feel as if we belong with everyone else. The envy and desire to wear certain things and look a certain way all come, from wearing the latest fashion handbags, accessories, dresses, shoes, and the list goes on. But, when is considering fashion into an individual’s life going too far to the extreme? Many do not consider the whereabouts of fashion materials and how the environment is affected by the mere existence of certain garments. Some may believe these objects grow on trees. But that is clearly not the case. Even though it would be nice. The fashion industry as a whole, has been notorious from green issues caused by their lack of sensitivity to the environment, conspicuous and unnecessary consumption of materials, encouraging an “throw-away” society and image issues that support women and young adults to look a certain way to feel “beautiful.” This is an issue that has increased over the past decades. Not just women, but men also feel the uncontrollable need to do whatever it takes to look like the celebrities they see on television and on the runways. The thought that the materials to make those desired items may have caused the life of animals or the destruction of mother nature does not come into mind. Countless people are concerned about conserving planet Earth and keeping it healthy. The fashion world has been targeted for many corruptions.
As environmental concerns become more of an issue for consumers, they will be more aware of the impact that a company has on themselves and the environment and therefore be more conscious of who they support with their dollar.
The next part of Audit process is to understand the business environmental aspects of the company. As part of the marketing audit project the author is going to analyze and provide detailed information on the following key environmental aspects
All over America people are consuming almost every day, in some cases all the time. When Americans go shopping all they see is a product on a shelf, they don’t see the devastating toll that that product has on the environment. Americans’ devotion to lifestyles that focus on the accumulation of non-essential goods has led to a “throw-away mentality.” For example, manufactures design products to fail from television sets to washing machines to computers in order for people to have to throw them away and replace them (Vince). Manufactures deliberately make products fail so that they can sell more products. They know that American consumers will buy new products to replace old products because they are motivated by their “wants.” However, the problem is that manufactures are weakening the environment because the natural resources used to make these products are being constantly drained and then lost. For example, “the average American throws away over 68 pounds of textiles per year” (Whitehead). Not only does this show that Americans are extremely wasteful it also shows that manufactures only use short-term innovation to satisfy consumers. The author of “Everything Now,” explains that by changing the focus to peoples wants instead of needs has displaced the process of innovation. Thus, making it challenging to address future long-term problems (149). This means that short-term innovations have hidden consequences that will eventually surface. The more consumers demand the more damage manufactures are doing to the environment. America will soon have little to no resources if apathetic consumers don’t start buying less of the stuff they don’t need. Manufactures will not change unless the American people do so
To help further explain these misleading claims, a well recognized company by the media is called Terrachoice. “The Terrachoice Environment Marketing Consulting practice converts knowledge of markets, science and marketing into winning, client-centered solutions to help sustainability leaders deliver results” (“The "six sins," 2007). Terrachoice has conducted a study of the “Environmental Claims in North American Consumer Markets” and found shocking results that made them want to give warning to potential consumers about the ‘six sins of greenwashing. The Terrachoice Company was designed to improve the communication between the purchasers and consumers, helping to enhance, strengthen, and prove market relationship.
Sustainable manufacturing requires the green fashion knowledge from consumers to make it work. Green fashion knowledge is, “Environmental attitude models or consumers’ perception and beliefs on green products”. (Cervellon & Wernerfelt, 2012, p. 178) This is crucial because it raises awareness for consumer for the environment and hence promote the importance of green and sustainable textile manufacturing. But consumers often get the wrong idea and clarity of the true meaning behind it, “Consumers seem to doubt the existence of sustainable production processes, especially in the fashion industry where manufacturing is often outsourced to emerging countries” (Cervellon & Wernerfelt, 2012, p.178) Consumers often believed that sustainable manufacturing is only practiced by a minimal amount of manufacturers, so the concern for sustainable fashion is often neglected. On the other hand, the image of green fashion is often related to dull and not in style, so the majority of people will prefer fast fashion that is trendy, up to date and cheap. To promote the benefits of green fashion, it will take time to educate consumers and transfer knowledge to them. In a study performed by Marie-Ce ́cile Cervellon and Anne-Sophie
The more experience you have putting these tips into practice, the more they will become instinct. And by making informed decisions and ensuring that the product’s claims are accurate, you can feel good about the choices you make and their positive impact on the environment. If more greenwashing means that marketers are increasingly responding to the demand for sustainable products, this could be a positive trend. If left unchecked, greenwashing creates significant risks. Consumers will give up on marketers and manufacturers, and give up on the hope that their spending might be put to good use. Recent developments suggest companies should be prepared for the new wave of measures. Greenwashing has become a buzz word for consumers and the media. Unfortunately, the rules are not always clear when it comes to responsible environmental marketing.
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.
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
This article is about the overall impacts of fast fashion. The particular section referenced discusses possible solutions and alternatives to fast fashion. It talks about how it is possible to produce environmentally friendly clothing through the use of organic cotton, bamboo, hemp, and other fiber crops that require less pesticides, water, and other inputs. It goes on to share how certain brands are beginning to implement the model of sustainable clothing. The point of this article is to introduce readers to the topic of fast fashion, give background, and show readers what they
In this environment conscious world, there is a growing argument about the ways in which a business should run its activities that should not have any negative impact on the environment overall. Raderbauer, M. (2011) A research done at the University of Exeter indicated that Industry has been the perpetrator behind ruining the environment for fulfilling its short-term profits instead of long-term environment consequences. Many businesses have understood the importance of preserving the environment and thus it is in the betterment of its own business, keeping in mind the long-term profits they can have while making environment responsible decisions. Business are more affected by environment because they run with the help of all the raw materials
In addition to being socially responsible to society, corporations and other businesses must have even a greater responsibility to the environment, around them. The reason being, is that establishing a customer base is not solely about making your customers happy by selling good products or giving discounts, and sending promotions, instead it is more important to keep them safe. Thus, corporations must insure that their products or their manufacturing plants do not harm people or the environment around them, to better insure this, corporations must go “green.” Since the beginning of the 21st century, global warming has become a factor of concern for many people around the globe, the greening movement these days have grown popular and have created great awareness about climate change. According to Nickels and McHugh, concerning a green product “some believe