What Business Organizations Are Doing For Natural Environment?

Many organizations choose the natural environment (which can encompass ecology, conservation of natural resources, protection of endangered species, and responsible waste disposal) as their area of social responsibility. Perhaps this isn't surprising: in one study, 77 percent of U.S. adults polled said that a company's environmental reputation influences what they will and won't buy. On a basic level, more organizations are supporting recycling efforts, reducing waste that might otherwise end up in landfills, using biodegradable materials, or switching to recycled materials. For example, the not-for-profit National Wildlife Federation recently began printing its gift catalogs on recycled paper, a move that reflects the organization's concern for the natural environment. Similarly, Apple Computer has switched to brown cardboard to avoid the bleaching agents normally used in white cardboard packaging.

A growing number of businesses are finding ways to capitalize on consumer concerns for the environment by marketing "environmentally friendly" products. The Lob laws supermarket chain in Canada struck gold with its Green brand, promoted as products devoted to environmental preservation. The product line includes more than 100 products such as phosphate-free detergents, Alarfree apple juice, recycled motor oil, rechargeable batteries, and high-efficiency light bulbs. The products are packaged in recycled paper, and they sport lots of environmental or nutritional information. In their first year, Green products generated about $52 million in sales, with profit margins comparable to those of other product lines.