Building A Sustainable Organization: Exploring Greenwashing Strategies and Challenges
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This study explores the marketing strategies used by companies to position themselves as sustainable, the challenges they face, and the prevalence of greenwashing. It focuses on BP Corporation and their greenwashing strategy in the energy sector. The study also includes a personal reflection on sustainability practices in daily life.
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BUILDING A SUSTAINABLE ORGANIZATION
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TABLE OF CONTENTS INTRODUCTION...........................................................................................................................1 MAIN BODY...................................................................................................................................1 PART A...........................................................................................................................................1 Explaining how company make marketing strategy to position themselves as sustainable, corporate green washing strategy and challenges to achieve.......................................................1 Explaining that organization are really interested to in green washing strategies.......................4 PART B............................................................................................................................................5 CONCLUSION................................................................................................................................5 REFERENCES...........................................................................................................................7
INTRODUCTION Building sustainable organizationis related with assessing strategy which can allow to obtain the competitive advantage that leads to growth and development. In the current era, competition has inclined which is resulting into number of complexity. It becomes essential for the organization to focus on formulating proper sustainable strategy to inclined productivity and ability to coordinate with changing circumstances.Greenwashing is one of the strategy that is widely taken into consideration for making companies sustainable. The current studyis based on BP corporation which is one of the British Multinational organization that operates in energy sector. Present study will focus on assessing greenwashing strategy of company and challenges to achieve the objective attaining this strategy. This study will present reflective report on current lifestyle and compliance with sustainability so that depth understanding can be obtained. MAIN BODY PART A Explaining how company make marketing strategy to position themselves as sustainable, corporate green washing strategy and challenges to achieve In the current era, the awareness regrading growth & development through green practices has inclined.Stakeholders largely focuses on obtaining theproductsand services that are highly suitable for environment. For this purpose, company pay attention on developing such practices that are highly profitable and sustainablealong with ensuring that stakeholders are positively affected (Meisinger, 2022).There are several strategieswhich are utilized by firm for developing green based company in turn economic, political, social, etc. aspect can favourably impactcompanyās.Therearenumberofmarketingstrategieswhicharetakeninto consideration by the firm for developing accurate, reliable, relevant practice in turn declination of non-eco-friendly practices can become possible. Marketing strategy of organization helps in formulating the policy that contribute in creating positive impactfor attaining favourable environmental outcome by offering misleading information in the market. There are few green marketing principles that is used by company for developing appropriate level of practice that incline its presence in particular sector.It involves green product, price, place and promotion so that higher extent of customer can be attracted to generate greater amount of revenue. Advertising play important role in influencing performance of firm through gaining competitive advantages such as higher profitability, large market share, effective 1
communication practice, etc. so that ability to reach sustainable position can be obtained. To coordinate with the climate change proper precise impact fossil fuel advertising that pledges on emerge is exerted by specified organization. In addition to this, it can be specified that these are the number of strategies of marketing that promotes greenwashing practices in market in respect to help the organization. On the basis of this, it is identified that with help of marketing strategy company attains sustainability throughreducing emission, carbon foot print, etc. Currentcorporate greenwashing strategies There are various kinds of strategies which are taken into practice by the specified organization in turn accomplishing objective of building firm as sustainable can become possible.The company focuses on utilizing the mix of geographic strategies to coordinate with changing requirements of customer (Van der Ven,2019).The main objective of specified enterprise is to reduce greenhouse gas, replenishing fresh water, focusing on the human rights, etc.From the evaluation of the provided information regarding the prevailing circumstance it can be articulated that firm has significant objective of creating good image among stakeholders. Current firm uses technique to persuade consumers that its products manufactured and offered are properly eco- friendly and helpful in making positive environmental action. For this course of action enterprise has inclined new ambition of reimagining energy for people so that more strategic holistic approach in order to integrate with energy, environment, human rights, client and social issues can be exerted.In respect to track its financial performance as well company has given focus on developing appropriate level of activities in terms of green practice so that direct & indirect emission from operation can be reduced.It has as well formulate approach to decrease its carbon related aspect to complied with prevailing environmental rules and regulations (Wedari, Jubb and MoradiāMotlagh, 2021). It exerted fancy television commercial though emphasizing on the green products, etc. game has been played by firm for creating honest &true green company image. Green washing practices are basically considered to be one of the mal action that are usually taken in order to coordinated with firm. In respect to this, it can be statedthat organizationhasapplied theseaction to attract factors which can make it sustainable. Challenges of becoming green company In the recent era, alert ness regarding ethical & non fair action has inclined which require firm toemphasize on identifying thebarriers which can arise from green wash 2
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strategies.From the assessment it has been recognized that there are various sins which are obtained via applying green wash strategy. It provides assistance in identifying that becoming green company is highly difficult as several rules & regulation of government, industrial standards, etc.the list of drawback that obtains from applying greenwashing marketing method suchashiddentradeoff,noproofmvagueness,worshippingfalselabels,irrelevance information, fibbing, etc.There are other issues which are faced by firm to green business model such as h loss of h trust in global competition, demand ofgreater level of transparency, inclined hazard & risk to profitability, etc. In addition to this, continuous changing legislation regarding such action, lack of comprehensive& integrative strategies, etc. In the current competitive scenario of business much emphasis is needed to begiven on estimating carbon dioxide emission, waste material, water utilization, sourcing, etc. On the basis of this, it can be articulated that there is larger climate change, financial crisis, security & safety of labor, unequal opportunity, discrimination, factor public health, etc.These are the certain challenges which are required to be evaluated for ascertaining how effectively the company is dealing with issues in respect to have higher extent of profitability and sustainability. BP as being an international organization has faced number of issues that has affectedits financial and non-monetary position (Chen and et.al., 2020.).It has been blamed bynumber of media forconductinggreenwashingactivitiesforspreadingmisleadinginformationregarding products. In addition to this, it has affected adversely to financial & non-monetary position of firm in sector. It has reduced profitability, sustainability, sales revenue, etc. On the basis of provided insights regarding challenges that has been faced by enterprise which has impacted its ability to accomplish the objective of attaining sustainability. 3
Explaining that organization are really interested to in green washing strategies To overcome the issues regarding the sustainability and profitability firm focuses on creating andimplementing strategies that can allow to get capabilities to reach desirable position in sector (Nguyen and et.al.,2019).The main reason behind applying the green washings strategy is to make sure that positive imageamong stakeholders is created.With respect to this, it can be mentioned that the main objective that is possessed by organization to incline its profitability and sustainability viahigher marketshare,greater productivity, good brand image, etc. There are several reasons which areconcentrated by company for having depth understanding and ability to coordinate with the changing requirements of customer. Economic, political, legal, social, etc factor keepson changing that need enterprise to largelydrag attentionondevelopingsuchcourseofactionthatishelpfulinleadingeconomic& organizational growth. Green washingstrategy isone of the actionthat permits businessto overcome complexity to deal with social, legal, political, etc. components. The greenwashing practices has been seen to be very helpful for the organization for embracing their pursuit towards the greener practices which help in the corporate actors which face the influx in the litigation of the misleading claims for the environment. Greenwashing is considered to be a rarely caused by the malicious practices which are helpful for resulting towardstheoverenthusiasmwhichhelpsthemarketersinbeingenthusiastic.Those organizations which are able to easily deceive their customers are considered to be the one which are very successful in deceiving the customers which are able to bridge the gap between the artificial and genuine concern towards the environment (Torelli, Balluchi and Lazzini, 2020). There are certain organization which are more focused on using green washing for being sustainable. Thus, it is essential for the organization to manufacture their products and services in sustainable fashion. There should not be any toxic materials which have the potential of depleting the substances. It is also important for the organization to understand the importance of the ability to recycle the produces products which can help the organization in the creation of renewable materials. It can also be said that the excessive packaging of the organization can help the business in the management of the organization policies towards greenwashing. 4
PART B I have most recently came across the idea about the need of becoming more sustainable for protecting our home planet. My belief is that it needs to be a collective effort of every individual and organization to do everything possible in their day to day life for impact the planet. It is not possible for me to start prohibiting everything which has the potential of damaging the environment. Rather, my approach to the sustainability is to avoid those practices which can be avoided. These small changes made in the life will be very lessen the impacts on the environment if every individual practices. In the sustainability practices which I need to implement saving energy is a very important way of reducing the carbon emissions. For me the best way of doing so is to switching off the standby appliance at home which will automatically save some units of production which will contribute the sustainability practices. The production of the meat is known to be the biggest changer of the climate change. It is known to pollute the landscape and waterways (Pereira and et.al., 2018). Thus, less consumption of meat will help the reduce the impacts which is created by the meat industry on the earth. It is also a great way of saving lives of animals which are slaughtered for their meat. Thus, this is yet another way in which I can implement sustainability. Utilization of reusable items in place of plastic ones is something everyone adapts to in their daily practices. I consider this to be the best practice for improving on sustainability as a person. Less use of paper is also a good way of saving the trees which are cut for the preparation of paper. Rather emails need to be used for better and more effectiveformofdevelopingsustainability(NikolaouandTsalis,2018).Applicationof renewable energy practices in the daily use for consumption can be done by me even in the future for being sustainable. I have also understood that when we reuse a certain product or item which can be reused it some way or the other saves the environment. Thus, reusing these items can be considered to be helpful for reduction of waste. From my studies I have been able to understand producing vegetable and fruits in your own garden is a great way of achieving sustainability through a great hobby of planting. Donation of those items which are not of any use for me is also a way in which I have develop sustainability in my daily practices. CONCLUSION With the help of this project it can be concluded that BP corporation has been able to implement green-washing in its operation of producing sustainable energy. In this project the way in greenwashing is known to be a sustainable way for the marketing strategy has been 5
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shown. This project has been able to examine the corporate greenwashing strategies for the organizationandalsoexplainwhatwerethechallengestheyfaced.Inthisprojectthe comparison of whether corporations are considered to be really interested in the green-washing and strategies which are helpful for simply paying the services which help in the sustainability issue has been made. This project was also helpful in understanding the personal view towards the sustainability ideas which can be used in the current lifestyle. 6
REFERENCES Books and Journals Chen, Y. S and et.al., 2020. Greenwash and green purchase behaviour: the mediation of green brand image and green brand loyalty.Total Quality Management & Business Excellence. 31(1-2). pp.194-209. Wedari, L. K., Jubb, C. and MoradiāMotlagh, A., 2021. Corporate climateārelated voluntary disclosures:DoespotentialgreenwashexistamongAustralianhighemitters reports?.Business Strategy and the Environment. Nguyen, T.T.H. and et.al.,2019. Greenwash and green purchase intention: The mediating role of green skepticism.Sustainability.11(9). p.2653. Van der Ven, H., 2019.Beyond greenwash: Explaining credibility in transnational eco-labeling. Oxford University Press. Meisinger,N.,2022.Atragedyofintangiblecommons:Ridingthesocioecological wave.Ecological Economics.193. p.107298. Torelli,R.,Balluchi,F.andLazzini,A.,2020.Greenwashingandenvironmental communication:Effectsonstakeholders'perceptions.Businessstrategyandthe Environment. 29(2). pp.407-421. Pereira, L.M., and et.al., 2018. Designing transformative spaces for sustainability in social- ecological systems. Ecology and Society. 23(4). Nikolaou, I.E. and Tsalis, T., 2018. A framework to evaluate eco-and social-labels for designing asustainabilityconsumptionlabeltomeasurestrongsustainabilityimpactof firms/products. Journal of cleaner Production. 182. pp.105-113. Online WhatIsGreenwashing?.2021.[Online].Availablethrough: <https://www.businessnewsdaily.com/10946-greenwashing.html>. 7