Nike. The Swoosh. A powerhouse company known around the world and in my opinion, at the top of the list in terms of sustainability. The Nike name has appeared over and over again in my research on sustainability and that’s why within this blog you will see a consistent reference to the company. Over the past couple of weeks we have studied what sustainability is, what the industry has been doing about it and how we need to fix it and now we get to the fun stuff! Sustainability reaches out into every corner of business and it affects the entire process - that means entire companies have to come together to make it work. In The Designer’s Atlas of Sustainability we were given the opportunity to take a look at two sectors: economic and cultural sustainability. There are three things from these sections that I believe the workforce should do to create a top-notch, sustainable work environment. These are: First, focus on what The Designer’s Atlas of Sustainability coins “The Good Corporation”, second, engage the User and finally have overall have happy people.
“The Good Corporation”, coined in the economic section of The Designer’s Atlas of Sustainability, is built on values like philanthropy, volunteerism, partnerships for sustainability and competitive advantage. According to the 2012 Global 100 List, Novo Nordisk is the number one sustainable company in the nation. The video above shows how they incorporate community, philanthropy and volunteerism. Companies like Patagonia encourage their employees to go out, while getting paid, and volunteer. How great is that? I think this is so important because if you think about it, where do you get your ideas? By sitting in the office? I think not. You get them when you’re out living. A lot of companies have begun encouraging volunteerism. Kimberly-Clark has taken a huge step towards sustainability by partnering up with United Way. They are one of 120 companies that donate time and money to be apart of United Way’s National Corporate Leadership program. Kimberly-Clark matches employee’s gifts dollar for dollar, each month they host a fundraiser event like bike races and bake sales to raise money for the United Way, raising over $400,000. Kimberly-Clark along with Johnson & Johnson, Nike, Coca Cola Company, Hewlett Packard, IBM, Volvo Group, Polaroid and many others have joined up in partnership with WWF to make a difference on a global level. Helping in areas like water conservation or saving the polar bears, these companies are active in making the world a better place. Polo Ralph Lauren has a Pink Pony Campaign. Ten percent of the proceeds from this campaign go to the Pink Pony Fund, which supports breast cancer awareness and education. The last part of the idea of “The Good Corporation” is that of competitive advantage. Competitive advantage has traditionally been defined as the attributes and resources of an organization that allow it to outperform others in the same industry or product market according to Sustainable Competitive Advantage: Towards a Dynamic Resource-Based Strategy. The article also says that to have sustainability within competitive advantage a company must embrace change, adapt to altered ways and new demands and introducing new resources while still preserving the past. According to Why Nike Kicks Butt In Sustainability, one of the contributions to Nike’s success is that it’s grounded in continual innovation. One thing that has been consistent in our blogging is the fact that we as designers need to go back to the beginning and start changing processes there. Nike designers make smart, sustainable choices at the beginning of the design process. I think the part about preserving the past is one of the most important parts of the competitive advantage concept. I believe that a business is created for a reason and throughout all these necessary changes businesses have to make, it should be their number one priority to maintain the values they started with and stay true to who they are as a company.
The second part of what I believe the workforce needs to have to is to what The Designers Atlas of Sustainability calls “Engaging the User”. In the culture section, engagement means involving real connections through doing, being, and interacting. They say success should be measured not by sales but by the engagement of the user. As talked about through our blogs, communication is KEY to awareness. According to Why Nike Kicks Butt in Sustainability, Nike engages the user and sustainability simply because of their product and target market. Since their products are geared towards athletes who like to spend time outdoors, Nike’s target market may be more likely to be aware of issues relating to the environmental degradation. The article Top 10 Trends in Sustainable Business says that businesses should communicate their sustainability commitments to their stakeholders and customers. Traditionally being through brochures and websites, companies are now looking to two-way conversations to involve customers in sustainable strategies between the company and its consumers. The article also says that companies need to understand the “story” of the product. That includes knowing how it is used by consumers and what they do with the product when its finished. Knowing the end-life of a product involves being in active communication with your customers.
The last of the trends in the Top 10 Trends In Sustainable Business is having fun in the journey of sustainability. It says that companies need to be having fun, being innovative, creative and experimental. They give the example of Amazon’s Frustration Free Packaging, which according to worldchanging.com is working to eliminate acrylic plastic cases by packaging products in boxes that can use a mailing label directly. Not only does this concept reduce packaging waste but it also lowers handling and packaging costs. The video below shows what this packaging entails.
Companies like Patagonia and Nike encourage employees to go on a run if they feel the urge to get out of the office. There are so many times when I’m at work where I’m just about to fall asleep. If I were given the ok to go on a run I definitely would!! This also shows that they care about their employees and promote a healthy work environment. In the fashion world, I am sure you have heard of Lilly Pulitzer. Well Lilly teams up with Nabisco’s Barnum and Baileys Animal Crackers and WWF every year to have Lilly packaging on the crackers. Their efforts go to support tiger conversation. The WWF website mentioned that Nabisco even saw a “healthy lift in sales” with this promotion. My mom sent me a care package with these animal crackers and I loved them. This is just on example of how to have fun but at the same time bringing out awareness of becoming a sustainable community and nation. According to Why Nike Kicks Butt In Sustainability Nike, has a high level of communication and interaction throughout their entire business that leads to strong personal relationships. With the experience I have had so far, the jobs that I have had the most fun at, are the jobs that I have become friends with my coworkers. They choose their employees to fit their innovative, competitive and fast-moving company. In order to have a fun atmosphere, the employees have the values of the company in mind. Because of this the employees have invested personal interest and responsibility in the company.
These three tasks aren’t a burden on the company. Becoming “The Good Corporation”, engaging the user, and having fun are all objectives that will keep the employee and the corporation entertained and in tune with their work. I don’t even want to call it work because if you’re having fun with it, its’ not raelly work. I’m only excited for the endless opportunities and innovations to come out of entertaining sustainability efforts. The trend is growing and we as students are lucky to be coming into a new generation of sustainable fashion.
Cara,
ReplyDeleteGreat Blog! I think it's so cool how companies like Nike and Patagonia actually let their employees go for a run while at work if they need to. With "The Good Corporation" I think it is amazing how through volunteerism, community, and philanthropy that companies are able to not only help the people and environments around them but are also inspired with new ideas and projects by doing these things. I feel like companies communicating their sustainability commitments to consumers and stakeholders is a really good idea and good to see that they are also interested in knowing what we do with their products at the end of a products life cycle. I think that this approach will really get consumers thinking about sustainability and their part in the issue. What are your thoughts on it?
Thanks Nicole!! I think that getting consumers involved is one of our best choices. As designers its our job to figure out the kinks behind the product but once its out on the floor we have no control. If we're putting all this work into making sure the product is eco-friendly, I think we have to follow through. We would be wasting our time if we just turned our back on the product once it was on the market. And the more consumers hear about what they can do with their product to recycle it, the more they will think about other sustainable options. Like I talked about, even the research that I have done has popped up in my mind when I see certain companies. The other day I went into Shoe Bank, I ended up looking at tennis shoes. I'm a big fan of asics but I couldn't help but think that I know Nike is a sustainable company. It's almost a guilty feeling! I looked on the Asics website to see if they had any sustainable efforts within the company. Basically, I really got the feel that they weren't that involved with the movement. It basically just says that we know we need to do our part and we're working on it. It definitely didn't seem like it was a top priority. Do you have any favorite companies that incorporate sustainable practices? And do you find yourself picking up on sustainable brands since you've done a lot of research on this topic?
ReplyDeleteThis is so funny. I always feel a little guilty that the class I teach seems to ruin everyone's shopping experience for the rest of time! Your consumption will never be the same!
DeleteCara,
DeleteI would have to agree with Dr. Armstrong, this is so funny because it is so true! I just recently bought some cute sandals from a boutique shop and when I got home I looked them up online to see what the companys sustainable practices were. I find myself doing this too often now. Sad to say before this course I enjoyed shopping at places like Forever21, Target, or Charlotte Russe and unfortunately non of these companies have a strong background in sustainability. Do you have any apparel companies that you now shop at or have grew interest in since this course, if so what would you recommend for girls our age?
Nicole,
DeleteI have always been a huge fan of Patagonia. The other day I was just on the Internet playing around and was looking at one of my daily blogs, like just for fun blogs, and she had bought these shorts from Patagonia. I almost talked myself into buying them just because I know they're a sustainable company! It was one of those well I kind of like them and they'd be cute in this situation, I don't really NEED them but at least Patagonia practices sustainability! ha! I ended up not getting them... Carly and I have talked before about some of our favorites and we realized that J. Crew and Anthropologie both practice sustainability! I'm also a huge fan of Nike shorts!! Especially when it's getting this hot outside!! What about you?!
Dr. Armstrong,
DeleteVery true!! It won't be the same and it really does make you feel guilty!! At least we're focused on learning and fixing instead of just letting these negative practices continue!!
Cara,
DeleteThanks, I will have to look at those. Though I have also looked into Patagonia, and have seen some nice clothes with the company, I still have yet to find a store that maybe mimic's stores that I use to shop at with their fashion look. I think the good thing about it though is that we are so much more aware of these things now. I really have little desire to shop at places that I use too and now more than ever I find myself asking do I really need to even buy a product. I'm trying to practice saving more and shopping less. What about you?
I have found myself questioning whether I really need a product. Because of my shopaholic tendencies it would definitely save me some money!! haha What would you consider your style? Why do you think the companies you shop with don't practice sustainability?
DeleteI like wearing bright colors, ripped jeans, skinny jeans, animal print, or any shirts with funny logos on them. My style is very loud, and sometimes a little weird but it's me and I think everyone can somewhat relate to that. Companies like Charlotte Russe and Forever21 may not practice sustainability because their market is targeted at young ladies that may not have much or any knowledge about sustainability. Consumers that shop at places like this just want to save as much money as possible and buy as much merchandise as they possibly can, so the retailers focus on mass producing and fast fashion instead of more important things like our environment.
DeleteCara,
ReplyDeleteAwesome blog! Turns out I've been communicating with the wrong group this whole time so it's great to finally get to see your stories. Nike and Pantagonias ideas on fun work environment remind me of Google and Disney. There are no closed off cubicles in these buildings and everything is colorful. There are massages and yoga classes if any employee is feeling stressed or are stuck on a good idea. I believe with Nicole and you on having a fun working environment in order to have a successful business. I catch myself looking at products that I have done research for or avoiding. Forever 21 is a store that I used to adore but now I find myself hesitant to go in due to there copyright infringements and unfair labor. How do you think struggling fashion companies can focus on eco-friendly production? If I was an owner of a small business my focus would be profits and paying my employees not the environment. Is there anyway to change this mindset?
I think struggling companies can erase what they've done and start over. It gives them the perfect opportunity to start over! I think small business can be mindful of the environment by using producers and manufacturers that support sustainable methods. They can use companies who can trace their product back to its origin, they can use reusable bags, they can cut energy costs by using the daylight through the windows and only using artificial light if necessary. Reducing energy use can be huge for a small business! It even saves them some!! They can also ask the customer if they would like their receipt printed or emailed to them. I read an article from Small Business Trends that said time and money were the two things that are holding small business back. To solve the issue of time, the article said hire interns to do the research or look into a local group of small business owners that are dedicated to helping each other out in the sustainability area. To solve the issue of money, look into utility companies that offer breaks for small businesses. Can you think of any ideas?!
ReplyDeleteCara,
DeleteThose are great ideas but isn't installing solar panels extremely expensive? How will these companies trace the products origins? I feel like there is no specific universal idea that works for all companies. What do you think?
Solar panels may be expensive at first but over time it would be worth it. In one of my articles from last week's blog it talked about how we have to be both successful in the short run and the long run and it really has to be a balance! If companies didn't want to install solar panels they could just use sky-lighting, like windows in the ceiling! There are companies out there right now that only work with factories/ other companies who they know where the product comes from. It's simply keeping tabs on the fabric! There's many different ways you can do this and I think one way is by reducing the fashion miles. What are your opinions??
DeleteHi, Cara;
ReplyDeleteThanks for all these industry examples! This is awesome! How do you think these approaches that these companies are taking will change how we value natural resources (economic) and how consumers may change in their behavior and beliefs (culture)?
Dr. Armstrong,
DeleteI think that we will begin to appreciate and respect our resources. One of the reasons I loved waste=food was because we would eliminate the negative aspects of our products and energy, but then we would put it to use again. I think we're going to see a lot more of that come about in the next several years because we don't have an option. I think it will take time for consumers to get past this new way of using their products but I think it will catch on. I think you're gonna find that more households are teaching their children about the effects and that will start to make it become natural. Even in a college generation, you're finding that people are a little bit mindful about issues like this. For example, a lot of my friends have SUVs or trucks. However, they understand that gas prices are so up and down (and today its more up than down), that they're considering getting a small vehicle. Sustainability may be more expensive at first but using our resources like we do could also drive up prices on our regular products once resources get to a scarce point. I know in my hometown and Stillwater, they've started a recycling campaign by giving all of the households a recycling trash can. My family at home used to never recycle but because the city gave us one, we use it! Stillwater hasn't passed out the trash cans yet but I think in a college community it is a great way to create that conscious mindset! I think one of the focuses that our generation is conscious about is paper and using up trees. Students are constantly printing off powerpoints or papers but if they get the chance they make the powerpoints be a 6-slide handout so they don't use as much paper. I think we realize that paper doesn't come for free and I think once it gets out that other materials have the same problem, I really think it will catch on and people will be more apt to figure out what lifestyle changes they need to make. I have a question, are your family and friends environmentally conscious? I will be the first to admit that my family and friends aren't super conscious about it but I am interested in how to get them on the same page and would love to hear how the common public is changing their ways!
Hi, Cara;
DeleteI think you are right. When there are initiatives that are on a larger scale, like municipal recycling, this will be more top of mind with consumers. I think some consumers think this is some kind of trend or that recycling is "cool." I hope that when these things become common practice, it's perceived simply as better practice. Many of my friends ARE environmentally conscious! Others feel pressure to comply when they are around me (he, he). That's fine with me! When I share with them how I save money, or find interesting products, or have an interesting story about where and how something I own was made, it gets their attention. I was not always like this, but since focusing on sustainability in grad studies, my practices have really changed, but someone had to make it interesting to me first.
Haha guess its not a bad thing to rub off on them!! I agree with you that it has to be interesting though! I think we will get ignored if our efforts are simply information and not something exciting to the consumer. In the Eco-Promising article you gave me to read, one of the sections talks about how we expect to much from the customers and that it's really our job to find the information and get it out to them in a broken-down form.
DeleteCara,
ReplyDeleteI loved reading your blog and learning about all the different ways that companies are becoming good stewards of the environment. I learned in The Designer's Atlas that profit drives the private corporations but they do need to think about what they can offer the employee. When looking for a job, people look at the benefit package. I would want to work for a company like Patagonia that gives you the opportunity to volunteer without affecting your job. Another area that would attract me to work for a company would be their philanthropy projects. I learned that Macy's was found to be the 2nd most generous corporations giving away over $41,000,000 in 2010. Wouldn't you want to be a part of a company that is that giving? I would. My favorite part of your blog was the Amazon Frustrating Free Packaging. I wish every company would follow in their footsteps. I recently purchased some new earphones and I could not open the package. It took three people to figure it out and all that was in there was one little pair of earphones. I think this is an area where there is so much waste. The apparel industry needs to follow in the footsteps of the food industry and encourage shoppers to bring their own bags with them. Think of the waste that would be saved and they would save money in not purchasing so many bags to give away. I'm currently in Durango, CO and came across a store that did just that. Have you experienced any stores that tell you to bring your own bag?
Carly
I would love to work for a company who was philanthropically devoted!! Throughout high school and college I've been involved in community service and I love it! That's so funny that you recently struggled with opening a package because the day after I wrote this blog, one of my friends was opening a lamp we had bought. IT was from Walmart and absolutely ridiculous to open, she even commented on how the packaging on everything was a pain and shouldn't be that hard to open. I thought to myself "Well, Amazon has the frustration free packaging..." but I didn't want to chat her ear off about it because she's already heard part of my ramblings that I've learned. And there is SO much unneeded waste, its almost gross! That is a great idea! I have not had that experience at stores where you have to bring your own bag but all of my local grocery stores at home encourage you to bring your own and I think they even may have reward programs set up if you do. Another program in my hometown is from a local farm called Shatto. They are known around town for their dairy. What's cool about it is they use glass jars. If you collect the glass jars and return them to the grocery store, they pay you! Their website says, "Our glass bottles can be washed and reused as many times as they are returned. Thus, recycling and reusing our bottles lowers the amount of material dumped in area landfills on a daily basis". Not only does it help the environment but I love that is a nostalgic idea and very traditional. Another great thing about this company is they can have the dairy from the farm to the store in less than 12 hours, so its fresh!! A lot of parents take their kids out to the Shatto farm because its open for tour, so it's a transparent company! My brother loves their specialty root beer milk but their chocolate milk is so yummy and my favorite! What stores, any type of store, in your hometown make these kinds of efforts or have implemented new fun ideas?
ReplyDeleteCara,
DeleteThere is not anything in my hometown like the dairy you spoke of but I wish there was. It would be so much fun to go to something like that. I love chocolate milk and would love to have some of their fresh milk. The closest thing we have is our Farmers Market. You can get a variety of fresh vegetables,eggs and cheese. My parents went a couple of weeks ago and got some fresh goat cheese. It was a friend of our family who's makes the cheese. They had several choices from Tomato Pesto to Maple Bacon. It was delicious. My mom said that when she was younger and you bought a six pack of cokes that they would come in glass bottles. Once you drank them, you would return them to the store for money just like the dairy in your hometown. This is a great way to recycle. I read an article Raw Sourcing: Glass, Plastic or Aluminum and they are trying to decide which is the best earth friendly. The author,Barry Sanel, chooses plastic due to energy cost used in the formation do not begin to add up to the energy used to keep the mining equipment and furnace going 24 hours a day, seven days a week. There definitely were comments that disagreed with Mr. Sanel. Have you read anything about what is best for the environment glass, aluminum or plastic?
Carly
Carly,
DeleteI LOVE farmers markets!!! The products are so fresh and delicious!! I read an article called California American Water, Monterey Peninsula School District and Seaside Middle School Use Recyclable Aluminum Sports Bottles. I think one of the more prominent wastes in society is that of water bottles. We go through them like nobody's business but this California school has thought of an alternative. They were able to get 100% recyclable, BPA free, aluminum sports bottles to the local middle school. What I love about this project is that not only are they making the students more conscious of what they're drinking from but they also have speakers from the local water plant come in and explain the entire plant process. So the kids are learning where there water is coming and how to conserve it!! Two big environmental issues in one!! I know sustainability is a new trend but I when I looked up articles on the library database on aluminum and plastic, I was surprised to find that most of the articles were from the early nineties!! Twenty years ago!! Were you ever taught any of these practices in elementary schools? What are some fun ideas to get kids educated?
Cara,
DeleteNo I was not taught any of this in my school. Gloria Marshall Elementary at Spring ISD in Texas had just what you are suggesting. They designed a school that won the LEED Gold Certification. They have a above ground cistern for collecting rainwater form the roofs and a water trough that can be used to teach children integrated concepts about math and science that allow for real- world experiences. They also have a butterfly garden along a walking trail. Also, trees from the existing site were used to make desks, benches and conference tables. The building was designed so that the lights would be turned off 75% of the time and the natural light is used which saves electricity. Through the use of a web- based learning tool, students are able to interact with the building systems. That sounds like fun learning to me. Hopefully, more school swill following the lead of Spring ISD. Do you know of any schools near you that are incorporating sustainable practices?
Carly
Unfortunately I do not! But that sounds amazing!! Natalie and I were talking earlier about how natural light could be used in stores to reduce energy consumption! Honestly,none of the schools I went to had a big emphasis on sustainability. However, I'm assuming that will probably be changing within the next few years.
DeleteCara,
ReplyDeleteI like that you talked about those companies that are incorporating volunteerism in the workplace. How great would it be if every large corporation supported a charity or organization that helps the community? The list you mentioned of companies that are supporting non-profit organizations is long so maybe we are getting close! In The Designer's Atlas of Sustainability it mentioned that the economy needed to be balanced in order to be worthwhile. When the three sectors of the company join and work together, that's when you really see a difference. In your research, did you read anything about Nike's past that suggests why they became so sustainable or if they have been this way since the very beginning? I know some companies get into trouble because they are not being sustainable so they must change their strategies, so I just wonder if maybe this had happened to Nike?
Rachel,
DeleteYes! Nike has had a terrible reputation that extended from the nineties into the early 2000s. They were constantly criticized for poor working conditions. In fact, if you look up Nike on youtube, one of the videos that pops up is all about the poor conditions and warns you that you may cry. Are there any sustainable companies that you've found made the change due to criticism?