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S.C. Johnson: A Study In Environmental Responsibility

1712 words - 7 pages

Isabel R. Giarraputo Marketing Management
Adelphi University Prof. Simon Sheng
Fall 2010

S.C. Johnson: A Study in Environmental Responsibility
S.C. Johnson: A Study in Environmental Responsibility

“Green” or environmentally responsible marketing refers to the satisfaction of consumer needs, wants and desires in conjunction with the preservation of the natural environment by entities who sell products and services offering superior environmental benefits of reduced waste, increased energy efficiency and/or deceased release of toxic emissions in the environment. During the late 1980’s a renaissance of environmental concern developed, spanned by fears the like of global ...view middle of the document...

SCJ is a family owned and managed business dedicated to innovative, high quality, excellence in the workplace and with long term commitment to the environment and communities in which it operates. Based in the U.S.A., SCJ is one of the world’s leading manufacturers of household cleaning products and goods for home storage, air care, personal care and insect control. It produces such well known brands as Edge®, Glad®, Pledge®, Raid®, Scrubbing Bubbles®, Shout®, Windex®, and Ziploc® in the U.S. and beyond with brands outside the U.S. including Autan®, Baygon®, Brise®, Echo®, Kabkiller®, Klear®, and Mr. Muscle®. The 124 year old company, with more than $8 million in sales, employs approximately 12,000 people globally and sells their products in more than 110 countries.[2]
The company’s mission has been to become a world leader in providing innovative solutions to consumer needs via environmental concern and sustainability principles. This has been very much a part of the company’s philosophy decades before “green” marketing became commonplace. In 1935, third generation family leader H.F. Johnson lead an expedition to Brazil to find a sustainable source for carnauba wax for the company’s products and quickly established local production of the wax in Brazil. Twenty years later, SCJ assisted in the introduction of water based aerosols in the marketplace.[3]
SCJ was one of the first companies to join the World Business Council for Sustainable Development (WBCSD), a group comprised of industry and other organizations committed to sustainable development. Sustainable development involves meeting the needs of the present without compromising the ability future generations to meet their own needs. The WBCSD initiated the concept of eco-efficiency in 1992. SCJ adopted the theory of eco-efficiency and implemented the principles into practice in the early 1990s.[4] The late Sam Johnson, one of the founding members of the WBCSD, elected to remove chlorofluro-carbons from all SCJ aerosol products three years prior to the 1978 U.S. mandate.
SCJ has been conscientious in exhausting every opportunity to reduce, recycle, reuse, and refill with respect to consumer product manufacture and packaging. In 1996, SCJ initiated a joint project with the Alliance for Environmental Innovation to identify ways to further integrate environmental consideration into the conceptualization, design, development and review of SCJ’s consumer products and packaging. This initiative involved the creation of practical tools to identify environmental considerations at the earliest stages of new product development and addressing consumer environmental needs in the conception and marketing of “greener” products.
The project’s long-term vision was to integrate environmental strategy to new product development, business strategy and marketing by the undertaking four initiatives:
(a) build an environmental design framework;
(b) introduce environmental considerations at the...

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