Sustainability is one of the most important trends in the recent decades. Hence, as a manager it is important to possess up-to-date knowledge and agenda. As a marketing manager, I have an opportunity to contribute to the achievement of sustainability in the world by selecting marketing strategies that endorse sustainable companies.
“The Walt Disney Company” ranks among the leading organizations exercising Corporate Social Responsibility (CSR) across the world (Henthorn, 2019). Through CSR, Walt Disney ensures social, environmental, and economic sustainability. An example of the efforts Walt Disney has implemented in ensuring the sustainability of the environment is that for a period spanning ten years, the Disneyland Resort has tremendously increased the alteration of waste from landfills.
Disney has devoted a significant chunk of its profits toward sustainability efforts. There are several funds that the company directs to different initiatives that aim at ensuring the sustainability of the environment for future generations. Some of these funds consist of Disney Climate Solutions Fund and the Disney Worldwide Conservation Fund. Regarding the former, this fund represents the efforts of the corporations in the hope of reducing the effect of fossil fuels and escalating temperatures in the environment. Disney ensures monitoring of its carbon footprints by charging subsidiary businesses for greenhouse gas emissions. It also uses some of its profits to improve forest management within its markets and across the country. It is important to take a sustainable research, because it enhances brand’s reputation. In addition, contributing to the sustainability creates a positive impact on the environment and preserves nature.
Walt Disney Company might collaborate with eco-friendly cleaning companies to ensure the environmental sustainability of Disneyland amusement parks. As Disneyland can be found across the world, the collaboration with local businesses would be a step towards increasing sustainability. In general, customer satisfaction can be driven by various factors. But mainly, it is the quality of the product or service the company provides as well as the brand image and its correspondence with customer’s values. As such, clients may remain loyal to the brand if it supports their views on rights and wrong. But if it engages in unethical practices, the clients may choose to leave the brand. For example, using paper cups instead of plastic ones or using recyclable straws would not affect client’s experience or satisfaction, but it would preserve the environment and limit pollution.
Reference
Henthorn, D. (2019). Discover Disney World’s environmentally friendly initiative. Web.