S.C. Johnson: a Study in Environmental Responsibility

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 warming, loss of earth’s protective ozone layer, destruction of tropical forests and changing perceptions of mankind’s place in the world. Environmental problems have become global in scope and businesses have since responded much more proactively than in the past.[1]

Issues ranging from global warming to animal rights and species preservation to the protection of wetlands are prominent in the media and on the mind of consumers. Consequently, many business organizations began to act more responsibly towards the environment since awareness by consumers has increased dramatically. “Green” consumers have now emerged with preferences for products and goods derived from recycled materials whose use involves reduced environmental impact. Confronted by consumers with a growing environmental consciousness, many product manufacturers and service providers adopted a pro-environmental approach for numerous reasons: in hopes of improving credibility with the public, capitalizing on the possibility of selling “earth friendly” products, reduction of waste treatment and disposal costs, etc.

S.C. Johnson and Sons, Inc. (SCJ), was one of the first business firms to go “green” before it became politically correct and prior to government regulation. SCJ is a family owned and managed business...