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The Commericialization of Earth Day

Guest post by: Richard Matthews

Article Overview: Companies are increasingly using Earth Day as a primary marketing vehicle. While some decry the commercialization of Earth Day, others see it as a powerful driver of the green market. AIM Mail Centers used Earth Day to promote their year-round greener practices. On Earth Day TD unveiled a highly energy-efficient bank branch building. The profit motive is a hugely influential incentive that is enticing companies to engage in more sustainable practices.

The Commericialization of Earth Day

Companies are increasingly using Earth Day as a primary marketing vehicle. While some decry the commercialization of Earth Day, others see it as a powerful driver of the green market. Although Earth Day is celebrated on April 22, many of the commitments made on this day extend throughout the year. One company that is using Earth Day to draw attention to their implementation of year-round greener practices is the AIM Mail Centers franchise.

All of the nearly 90 AIM Mail Centers across the country are aggressive proponents of reuse and recycling programs in their communities. Their shipping department uses only recycled cardboard and paper. The centers also serve as a recycling point for any loose plastic packing material. In addition, the stores also have low-energy lighting technology.

"We take our commitment to the environment very seriously and are always looking for ways to do business in as environmentally friendly a way as possible," said Michael Sawitz, CEO of AIM Mail Centers.

TD is another company that wanted to make an Earth Day statement. They hurried the inauguration of their prototype of a highly energy-efficient TD bank branch building in Queens to coincide with Earth Day.

Frank Sherman, US green officer for TD Bank said, "Every Earth Day is a reflection of where we are as a culture," he said. "If it has become commoditized, about green consumerism instead of systemic change, then it is a reflection of our society."

Some have criticized Earth Day for being overly commercialized, they lament the fact that companies are using the day to communicate their green achievements and ultimately to sell their products and services. However, the profit motive is a hugely influential incentive that is enticing companies to engage in more sustainable practices.

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Article Tags: AIM, Business, cause marketing, Earth Day, environment, green consumerism, incentives, low energy lighting, Marketing, profit motive, recycling, Reuse, TD Bank



Related Forum Posts
Re: Are you having plans for Earth Day? - Hi Anelly Can't say that I have thought of doing any special for Earth Day but I do try to do something each and every day that will help to save the planet, even if it is only something small like using less plastic bags and saving paper for recycling etc. MichelleJ
Are you having plans for Earth Day? - This year we celebrate the 40th Anniversary of Earth Day. Have you thought to a plan on how could you and your company contribute to saving the planet? Have you any ideas on how your business can "go green"?
reframe what you want to accomplish - it is said that if you help other people to reach their goals, you too will reach yours. Find out what Oprah is trying to accomplish over the next few months and pitch a link to a topic. Recently she is really motivated by the Eckard Tolle, A New Earth and the awakening of the human spirit. i will check out your stuff. good luck
Re: reframe what you want to accomplish - [quote="TheRainmaker":3a9wv4jy]it is said that if you help other people to reach their goals, you too will reach yours. Find out what Oprah is trying to accomplish over the next few months and pitch a link to a topic. Recently she is really motivated by the Eckard Tolle, A New Earth and the awakening of the human spirit. i will check out your stuff. good luck[/quote:3a9wv4jy] Another suggestion might be to specifically write a new book on what interests Oprah. If you can't control what Oprah is looking for, then control what you produce.
Re: Which movie will make the most money this summer? - Hellboy disappeared from the Top-10 faster than I expected.. Journey To The Center of the Earth was fun (I saw it in 3D), but really suffered from the fact that it didn't have a villain to provide tension. The problem with Crystal Skull as a family film was that it had that totally unneccessary sequence with the voracious ants eating people alive... I didn't like it when it happened in the Mummy with the beetles, and I didn't like it here! Dark Knight seems to keep chugging along. One thing that really irritates me about movies is that sometimes the trailers shown are totally inappropriate for the movie it's preceding. I went to a screening of Wall-E - with a theater full of little kids, and they showed two rather graphic trailers for horror movies! That's totally unacceptable!


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