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Where Every Issue is a Green Issue| Providing Wisdom in Building a Sustainable Future | ||||||||||||||||||||
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The Economic Trickle Down Theory as it Relates to Sustainability By Jon Dougal 30% by sales volume of New Zealand businesses have started dumping suppliers based on their environmental, social and ethical standards, the New Zealand Business Council for Sustainable Development reported. This is just one indication from a very small country that the consumer and wholesale markets are turning in a new direction. Just small increments of adjustments by business can account for major gains in reducing Greenhouse Gases. Looking at just one commodity — fluorescent bulbs can give you an idea of a market share if any company wants to cater to it. Amount of U.S. CFL market in 2000…………………………………………………0.4% Amount of U.S. CFL market share in 2006………………………………………….5% Number of light bulb sockets in U.S. ………………………………………………2 bln Gross dollar sales for CFL market potential ……………………………………….$400mln Amount of CO2 emissions dropped by replacing 1/5 of the world's Incandescent bulbs were replaced with CFL by 2030……………………………400mln tons Investment by Osram Sylvania in U.S. CFL manufacturing …………………….$50mln Australia is phasing out incandescent bulbs altogether. Reflecting this general shift to sustainable products GE states that it has restructuring plans to phase out low-efficiency incandescents, no doubt seeing the market in CFL's. The company will focus more of its resources on developing and producing compact fluorescent lighting (CFL) and LED products at a time when incandescents have fallen out of favor with consumers, businesses and even governments. According to the Nielsen Buzzmetrics survey of September 04, 2007, the general sustainability buzz was up 169%. Worldwide sentiment is so strong that businesses are deselecting their suppliers on the basis of social and environmental criteria. "Millions are waiting to be won and lost on sustainable performance," New Zealand Business Council chief executive Peter Neilson said. The term “sustainability” peaked on blogs, boards and discussion groups after the February 25,2007 telecast of The Oscars as Al Gore's “Inconvenient Truth” took home the Oscar for Documentary Feature. Nonetheless, “sustainability” has remained a persistent issue in the blogosphere, with buzz levels on this term up 169% as of July 2007 versus one year ago, Nielsen BuzzMetrics reports “Fueled by Al Gore, growing media attention, and other factors, these higher, lasting buzz levels suggest sustainability is further becoming a deep-rooted priority in consumers' lives,” said Greg Thornhill, VP and Practice Lead, CPG, Nielsen BuzzMetrics. “For marketers, this new era of sustainability means they must prepare for rising consumer awareness and scrutiny in everything they do and how it relates to the future good of the planet.” |
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