Nike recently launched its new Considered range which focuses on sustainable product innovation to eliminate waste and toxics during the manufacturing process, use less energy in its production and reduce the waste at the end of the products life through recycling schemes.
The brand has had it’s fair share of ‘unethical scandals’ but this is a small step in the right direction. Obviously, if the processes were adopted throughout its other ranges then it would be a bigger step but maybe this initiative will lead the way.
And then McDonalds hit us with their new marketing campaign promoting physical activity in an attempt to combat the claims that their food is linked to the rise in obesity. We all know about McDonalds attempt to make their menu healthier but they could take their lead from Nike – what if McDonalds took the same approach and changed their production and manufacturing processes to create healthier ranges not just offer alternative ones?
One cannot criticise the positive impact these two brand powerhouses make in their huge monetary donations to charities and good causes each year but when it comes to the products and manufacturing processes why does it appear they are playing catch-up?
If you can start by offering the healthiest/environmentally-friendly and best product you can it will win you praise (and custom) or just play catch up like everyone else.
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My first thought about this was motive. Is Nike simply trying to attract a market share driven off by the likes of Adbusters and No Logo or are they genuine? The next question would seem to be if they are being more responsible does it matter why?
In any event this is likely a big sign that the mainstream and lagards are becoming hip to the idea of a more healthy world. Hopefully it won’t be like the healthfood crazes we have seen come and go in the past.
March 11th, 2005 at 3:05 pm
I don’t think it matters what Nike’s motives are, I think profit is the only thing that will ever really motivate multinational brands to be more socially and environmentally responsible. So I think socially-conscious consumers should vote with their dollars and support Nike for their efforts, but at the same time we need to make sure that these brands are truly walking the walk. I was upset to learn recently that Horizon organic dairy products (the ones with the happy cows on the cartons) was purchased by Dean Foods, a big factory farm conglomerate, and now Horizon’s organic credentials are being called into question: http://www.organicconsumers.org/organic/horizon21705.cfm
March 14th, 2005 at 2:10 pm
thank you both for your comments.
i agree that motives should be questioned, however, celeste flirted with the issue, but the power is with us the consumers to both support and punish the brands for their efforts.
i like the idea of the customer defining and developing coporate strategies that satisfy environmental and altruistic policies and products – power to the people!
dk
March 14th, 2005 at 2:24 pm