Green Marketing Strategies for Corporate Sustainability: Challenges and Reflections

This report analyses green marketing strategies used by corporations like BP to remain competitive and sustainable. It also covers challenges faced by these organizations and the importance of sustainability. The report includes a personal reflection on the importance of sustainability in daily life.

2000 words

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
PART-A......................................................................................................................................3
Presenting green marketing strategies that are used by the firm to be sustainable.....................3
PART B.......................................................................................................................................6
Reflection....................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION.
Corporate Sustainability has allowed very business to maintain balance in earning long
term profits through developing sound environmental objectives. Further, the present report is
based on analysing certain green marketing strategies that is used by most of the big corporations
like BP to remain competitive in various markets for longer time period. Also, certain challenges
that are faced by these organizations in becoming green is also covered under detail in this
report. Moreover, the study will analyse the current market strategies of small and big firms in
overcoming certain sustainability issues existing in the world. Also, the study will critically
analyse the functioning of such organization in bringing change in the society through
manufacturing environmental friendly products. Moreover, the need and importance of
sustainability will also be explained through ways that will helpful for the firm to be (efficient)
than its rest of its competitors. Lastly, the study will also present the reflection the current
lifestyle that is being followed along with certain changes that will be incorporated to ensure
sustainability on personal level.
MAIN BODY.
PART-A
Presenting green marketing strategies that are used by the firm to be sustainable.
With the growing environmental problems that are faced by most of the companies in
recent times it is important that various marketing strategies are adopted so that earth could be
protected in the best manner. Also, these strategies can be in form of developing environmental
programs so that bests of business activities can be conducted in against of competitors that will
enable the firm to gain competitive advantage as well allow the business to stand for longer
duration (Fischer and Riechers, 2019). Moreover, there are different types of corporate green
washing strategies that are used by the firm. Green-washing could be further defined as act of
displaying business practices that are used by companies through developing environmental
friendly products that cause the least harm to the environment. Also, these strategies could be
based either on achieving any particular business motive or because of the extensive business
competition to survive in the market. Some green-washing strategies that are commonly used by
most of the business organizations are as follows:

Use of Environmental images: Most of big corporate organizations manufactures product that
displays lot of images related to the animals, leaves and much more. Thus, it creates sense of
feeling among the customers that companies is actually manufacturing the best of environmental
products and thus increases sales of the business. However, such strategies could not be
continued for longer duration nowadays due to continuous intervention of the government in
analysing the business practices (Mura and et.al., 2018).
Misleading labels: This is another type of practice that is adopted by most of the BP
organizations such as certified, energy saving product, 100% organic etc. that mislead most of
the customers during the purchase or consumption of certain services by the firm. Moreover,
through such practices the firm is able to generate large amount of revenues for continuous
successful operation of the business.
Irrelevant claims: It is often seen that companies use various labels that claims that it is free
from use of certain chemicals. Also, it is seen that such substances might be actually banned by
the law and therefore to avoid any kind of legal actions companies need to stop adopting such
strategies that would only incur heavy future losses for the firm.
Hidden trades off : Many of the big corporations use this type of technique to display the actual
working conditions which the product has gone for the manufacturing purpose. Also, such type
of companies claim that all types of environmental friendly process is being adopted with
minimum wastage of resources but in reality material is developed through the exploitative
conditions (Galaz and et.al., 2021).
Consumption figures: This is also another type of strategy that is used by the firms so that
better green image could be displayed in the market. Also, in this use of renewable energy
initiatives in large quantities is shown in fuel industry so that trust could be build up effectively.
Hence, these are some techniques and tactics that are used by the big firms so that it
would be able to survive in the market that is ever-changing and complex. However, with the
growing population and climatic issues it is high time for companies to look towards the real
climate action. Furthermore, the current challenges that are faced by these corporations to
become truly green are that reducing the usage of freshwater and focusing on developing ways
so that water could be recycled in most efficient manner (Kusi-Sarpong, Gupta and Sarkis,
2019). Thus, oil companies are eager to find new ways and solutions so that water treatment
solutions could be easily developed. Also, use of such technique would be challenge for the firm

as heavy investment on research and development need to be made that is not possible for small
companies that are earning very fewer profits. Another challenge of companies like BP is
avoiding methane and oil leaks that cause maximum damage to the planet and is major reason
for the environmental pollution. However, this challenge of the companies could be overcome
easily through using micro refineries that helps in transforming oil-waste into reusable diesel fuel
in fulfilling certain needs of the market. Also, companies have the highest pressure and challenge
in developing most of the cost-efficient processes so that fewer investment and resources could
yield in greater result in limited time-frame (Taghikhah, Voinov and Shukla, 2019). Moreover,
all types of companies have challenge to use into most of the energy renewable resources' so
that long term gain of the companies could be achieved. Also, for this purpose companies need to
invest in renewable markets so that growth is maintained in sustainable manner. Further, the
companies need to identify sustainable manner through using various tools and software so that
greener and safer future could be developed
Also, all the companies nowadays are least interested in green washing strategies because
if the future is not secured than the people are not interested in consumption of the services and
products of the company. Moreover, all the organization are using these types of green-washing
strategies to only earn maximum profits and avoid additional cost that is incurred while
conducting the business in environmental friendly manner (Rosen, 2018). However, with certain
climatic changes noticed by researchers and recent awareness among the people in protecting the
environment in any form it has imposed a serious threat to all big corporations to implement
policies that support sustainability and develop ethical practices at the workplace.
Also, companies are sourcing goods and services from the local suppliers that are
produced in more sustainable manner. Furthermore, through better sustainability practices the
firm is not able to develop better brand image and customer loyalty but are also able to maintain
long term stakeholder value through successful business strategy. Also, now companies are
aiming to avoid the green-washing practices through educating themselves enough not to fall
into the green ashing trap (Arora and et.al., 2018). Moreover, firms are thinking strategically so
that best of sustainable practices and transparency in the communication could be developed.
Also, through effective communication the firms are able to receive proper feedback from the
customers whether the practices adopted are ethically good or not. If these practices does not
sound ethically good in eyes of the government and (public) than serious action need to be taken

by the companies to redevelop certain policies and strategies. Moreover, better sustainable
practices also involves the opinions from the stakeholders so that variety of sustainable values
could be gathered and business could focus easily on those opinions that are the best suitable
according to the operations of the business. Furthermore, companies need to aim to be more
honest in the practices that are being followed in terms of going green so that better trust could
be developed among the target customer and there are fewer problems related to the government
intervention in the future (7 Essential Benefits of Living A Green Lifestyle, 2021). Also, the
companies that are aiming to work in the industry for longer duration is not interested in paying
lip service rather more focused. However, small companies that are present in the market only
till accomplishment of certain goals are ignoring the sustainability issue and providing false
statements so that it can be safe form the eyes of public and laws. Thus, it is very essential that
companies quit using strategies that are only developed for serving the small target market and
thus look from the border perspective in making the planet greener and safer for the future
generations. This would allow the firms in creating better business opportunities in future and
will also allow smooth market expansion in those countries where laws are made in strict
formats.
PART B.
Reflection
This part of report is based on personal reflection on my current lifestyle and greener
concepts that are been practice by me in daily living. Also, I have examined that being
sustainable is very important so that better lifestyle could be adopted and planet could be saved
even by taking smaller steps. Further, in my current lifestyle I have made practice of consuming
only those goods that are environmental friendly and could be easily recycled so that
environmental damaged could be prevented (What Are The Benefits Of Sustainable Living?,
2022). Moreover, I take part in environmental programs organized by agencies that helps in
identifying and promoting ways in public about the safety of the planet such as planting trees,
use of energy saving methods, using renewable energy and much more. Moreover, I have also
done market research about various suppliers that are actively involved in activities such as
donating all unused items. Hence, I have been able to gather information on how the activities
are conducted in real business environment. Also, I have understood that sustainability helps
individual in meeting certain current needs without compromising the needs of the future

generations (Cavaleri and Shabana, 2018). However, based on my current living and rising
climatic issues I have made decision to grow fruit and vegetables in my garden to avoid water
and air pollution caused by use of pesticides which will also help me in living healthy lifestyle.
Furthermore, with my researching skills I have been able to consume products that are fair trade
certified that means that it is manufactured by the company that is committed in conducting
sustainable production for all its products that are sold in the market (Irwin and et.al., 2018).
Thus, I have realized and learnt that with these few steps the planet could be made better place to
live in. Also, in recent times I am committed to be sustainable through walking to place of
destination instead of driving and using any kind of public transport. Thus, such type of
individual effort would help in reducing the overall greenhouse gas emission in the environment
that causes maximum damage to the public health. Moreover, while using the these methods I
have realized that I am able to live cost effective lifestyle and also there is feeling and sense of
accomplishment. Hence, living a greener life has helped me to analyse change and impact in the
society so that environment could be conserved in the best possible manner.
CONCLUSION.
From the above report it can be concluded that being sustainable allows the individual to
live healthier and balanced life. Also, report had analysed various reasons that big corporations
are forced to become more sustainable. Further, these reasons had also been analysed as part of
marketing strategy that allows the firm to sustain in complex business market for longer
duration. Moreover, the study had identified different types of green washing strategies such as
hidden trade off, use of environmental images etc. as part of business strategy to stay in the
target market. Furthermore, the study had focused on challenges faced by BP like reducing the
freshwater, use of renewable energy at factories and much more. Hence, such challenges had
imposed restrictions on the company to conduct any kind of unethical activity in any country or
markets. Lastly, the study had presented a personal reflection on the current lifestyle in
complying certain sustainability ideals.

REFERENCES
Books and Journals.
Arora, N. K. and et.al., 2018. Environmental sustainability: challenges and viable
solutions. Environmental Sustainability. 1(4). pp.309-340.
Cavaleri, S. and Shabana, K., 2018. Rethinking sustainability strategies. Journal of Strategy and
Management.
Fischer, J. and Riechers, M., 2019. A leverage points perspective on sustainability. People and
Nature. 1(1). pp.115-120.
Galaz, V. and et.al., 2021. Artificial intelligence, systemic risks, and sustainability. Technology
in Society. 67. p.101741.
Irwin, E. G. and et.al., 2018. Bridging barriers to advance global sustainability. Nature
Sustainability. 1(7). pp.324-326.
Kusi-Sarpong, S., Gupta, H. and Sarkis, J., 2019. A supply chain sustainability innovation
framework and evaluation methodology. International Journal of Production Research.
57(7). pp.1990-2008.
Mura, M. and et.al., 2018. The evolution of sustainability measurement research. International
Journal of Management Reviews. 20(3). pp.661-695.
Rosen, M. A., 2018. Environmental sustainability tools in the biofuel industry. Biofuel Research
Journal. 5(1). pp.751-752.
Taghikhah, F., Voinov, A. and Shukla, N., 2019. Extending the supply chain to address
sustainability. Journal of cleaner production. 229. pp.652-666.
Online:
7 Essential Benefits of Living A Green Lifestyle. 2021. [Online]. Available
through:<https://blueandgreentomorrow.com/environment/7-essential-benefits-of-living-
green-lifestyle/>.
What Are The Benefits Of Sustainable Living?. 2022. [Online]. Available
through:<https://www.wearthlondon.com/blog/benefits-of-sustainable-living/>.