Companies Gear Up to Support Environmental Activism

(3BL Media/Justmeans) – Companies have traditionally been challenged by environmental activists such as nonprofits, charities and community groups that hold them to account for their environmental footprint. This decades-old trend is about to change with several companies ready to join the cause with environmental activists rather than engage in conflict with them.

Apparel brand Patagonia has committed to giving one percent of its annual sales revenue to support environmental organizations around the world. Carpet manufacturer Interface has adopted an “aggressive approach” to reach its goal to source 100 percent of its energy needs from renewable sources within the next five years.

Ecotricity, one of the largest renewable energy companies in the U.K., has taken activist stance against fracking in the country. The company’s campaign videos are not too different from the ones produced by environmental activists. Ecotricity has, in fact, partnered with Friends of the Earth, one of the most influential green NGOs, in its campaign to oppose fracking. 

Lush, a leading cosmetics brand, is another company that has been very vocal in its opposition to fracking in the U.K. The company explicitly says that campaigning is part of its core corporate culture. Tamsin Omond, the head of global campaigns at Lush, coordinates the company’s involvement and financing of a number of environmental groups. The activist ethos of the company encourages its employees to play a vital role in the environmental causes Lush supports.

Companies have always been activists in different ways. By embracing environmental activism, several companies are now ready to seize competitive advantage more aggressively. For instance, when Ecotricity campaigns against fracking, it effectively campaigns against its competitors who have invested significantly in fracking. It is about compelling customers to think, and making them choose one company and business model over another.

Similarly, when Lush encourages its employees to campaign against fracking, its managers are aware of the incidental gains in terms of motivation, loyalty and performance of staff.

Source: CNN

Image Credit: Flickr via World Bank