Will Blog for Experience: Emily

I'm a student blogger for Experience.com and if my blog gets the most readers out of these 5 blogs I will be going to Washington, D.C. for a job shadow at the Department of Energy, courtesy of CBCampus. Experience is a career site specifically for college students & alumni. They provide extraordinary job opportunities, real-world insights, and a network of inspirational role-models to help students explore and launch careers they love. Keep reading my blog if you want me to lead this challenge!

Experience, Inc.

Tuesday, January 02, 2007

GREEN is the new Black

As consumers, we have numerous options when it comes to deciding whom we want to purchase our goods from…our government ensures that companies don’t achieve a monopoly over any market. Competition holds companies accountable; for example, when Nike was accused of participating in child labor there was a serious decline in sales because consumers were not willing to endorse such behavior. As consumers, we have a responsibility to communicate our opinions through our purchases…essentially every dollar we spend acts as a vote. To that end, it’s important that we encourage/support companies who are making the right environmental decisions.

The importance of a favorable public image is no secret and as discussions about pollution and climate change become more frequent, oil companies have tried their best to adapt their public image. BP kicked off their re-branding campaign about five years ago when they changed their name from British Petroleum to Beyond Petroleum. BP has not abandoned oil and gas but they have made large-scale investments in eco-friendly energies; and as their own slogan reads, “it’s a start”. As the pioneer oil company to acknowledge their contribution to global warming, BP was confronted with both praise and criticism. Since the inception of BP’s re-branding efforts they’ve continued to position themselves as a “green” oil company (if there is such a thing).

On the other hand, Exxon Mobil adamantly denies the significance of peak oil and avoids taking direct responsibility for climate change. Yet, executives at Exxon must have seen the benefit of a green public image because they’ve introduced a new slogan to their ad campaign: “Exxon Mobil: taking on the world’s toughest energy challenges”. Exxon’s website also includes information on ways to minimize environmental impact, optimize fuel economy, etc. (Check out: http://exxonmobil.com/corporate/imports/challenges_us/index.html)

The New York Times had an article last week (see : http://www.nytimes.com/2006/12/28/business/media/28adco.html?ex=157680000&en=588a20fc9c88b81e&ei=5124&partner=permalink&exprod=permalink
) which featured new advertising agencies specializing in “green” marketing. The growing number of ad agencies focused on this environmental niche exemplifies the value consumers now place on respecting the environment. As companies acknowledge the fiscal benefits of appearing eco-friendly its important that we, as consumers, endorse true environmental efforts to be environmentally conscious and respectful.