In case you haven’t heard, green consumerism is a $230 billion industry. So what company wouldn’t want in? The green market (referred to as LOHAS – Lifestyles of Health & Sustainability) is comprised of consumers (Lohasians) who care about not only the quality of the products they purchase but also the quality of the companies behind them. That’s why as this market segment has grown significantly over the past few years, so has the number of businesses implementing sustainable practices.
Companies like Wal-Mart and GE have been successful at garnering tons of publicity for their green efforts. Microsoft, Ikea, Nike and now Target have all agreed to phase out PVC (a toxic plastic), inarguably to appeal to LOHAS. As a result of this movement, many new jobs have been created within companies like these to carry out sustainability efforts. Corporate Social Responsibility departments and Sustainability Directors are just a few examples.
However, these positions may not always be granted enough authority to enact the necessary policies towards sustainablity – perhaps because these titles look good to outsiders but don’t necessarily cause a complete overhaul of the existing business. In addition, many consumers are skeptical that the corporation’s green claims are indeed legitimate. Fortunately for consumers, finding information about a company’s practices (both good and bad) is a simple google search away!