Office Depot Leads in Green Essay Example

chain and products. One of their achievements was prioritizing post-consumer waste products, successfully accomplishing their first goal. In 2003, they also introduced the Green Book to expand their range of recycled products and promote their environmentally friendly attributes (Office Depot). Presently, Office Depot offers an extensive selection of post-consumer waste products and sells various green items from sustainable companies. They have made progress with their recycling program since its inception in 2004; however, there is still room for improvement. To enhance their efforts, Office Depot plans to introduce new procedures such as offering a "smallest box" option and utilizing three envelopes that are both 100% recycled and recyclable for shipping small orders (Office Depot).

Office Depot has made progress in improving its supply chain to fulfill its fifth objective of prioritizing products from certified sources and its sixth objective of favoring products from companies involved in conservation initiatives. In 2004, Office Depot initiated the Forest ; Biodiversity Conservation Alliance, a five-year, $2.2 million partnership with three renowned conservation organizations: The Nature Conservancy, Conservation International, and NatureServe” (Office Depot). The company is also dedicated to effectively implementing the "Environmental Paper Purchasing Policy," which emphasizes sourcing from well-managed forests, increasing the range of paper products made with recycled content, reducing the use of elemental chlorine bleach, and promoting biodiversity protection (Hawkins, 2010, p. 269). These efforts align with their seventh and eighth goals, which state their refusal to engage in business or grant preferred status to companies that use genetic trees for reforestation.

Office Depot has a vision statement that focuses on green products, changing supplier interactions, and reducing energy costs. The company has implemented policies aligned with this

vision that go beyond industry expectations. The environmental paper procurement policy and vision statement have been successful. However, Office Depot fails to effectively promote these initiatives to its customers. On the Home Page, there is no clear mention of green products, and the company's initiatives are hidden among an overload of information. They are only mentioned under a small heading at the bottom of the page in a list called "GreenerOffice." Similarly, when customers search for products on the ecommerce platform, there are few green products available, and they are not grouped together for easier shopping.

To enhance customer awareness, Office Depot should create a green heading on its website that links to a page or separate site exclusively dedicated to green products. Currently, these products are segregated on a different website without any connection between the two. The company's Global Environmental Strategy brochure should be more prominently featured, highlighting its green innovation and environmental stewardship. It is unfortunate that I had to specifically search for this information and was led to an unfamiliar website.

I enjoyed reading Office Depot's Top 20 Ways to Go Green at Work (2013) and think it should be prominently featured in a banner rather than being hidden at the bottom. According to Office Depot's Independent Audit Report by PricewaterhouseCoopers (2004), the company outperformed its competitors threefold in terms of corporate environmental performance, specifically regarding the use of environmentally preferable paper. This indicates that Office Depot is leading the market in using eco-friendly office paper. As a result, I believe that PricewaterhouseCoopers' audit positively influenced my evaluation. Additionally, the audit uncovered that although the company has low implementation rates, these figures

have consistently doubled each year.

Many companies are slow to implement and only partially committed to sustainability initiatives. However, Office Depot is different as it is dedicated to changing its business practices for long-term benefits. The audit reveals that from 2004 to 2009, Office Depot has significantly increased its range of green products from less than a hundred to over a thousand available on the GreenOffice branded Website. While this information is not present on the main Website, it is indicative of Office Depot's focus on sustainability. Additionally, the company's environmental stewardship program aligns with consumer values of personalization and sustainability.

The concept of personalization for consumers involves adapting their beliefs to their lifestyle, whether it be in the aesthetics or functional design of a product (Armano, 2006). As consumers increasingly seek products and services that cater to their specific needs and preferences, Office Depot addresses this demand through its green program. The company's green portal provides a platform for consumers looking to embrace environmentally friendly products, offering a diverse range at reasonable prices. Armano (2006) emphasizes that sustainability is key for consumers when seeking products and services, as it allows for a reduced environmental impact while maintaining a high quality of life. Office Depot aligns with these values by being transparent in its initiatives and Vision Statement. Additionally, the company offers products from certified companies, giving customers the confidence to make sustainable purchases across all levels.

Lastly, more consumers will be attracted to Office Depot because they share the same values as its customers. The company can develop a digital marketing strategy using PPC to target specific markets like small law firms or accounting firms. Through Social

Media and Interactive Video Media, Office Depot can focus on Internet purchasers and utilize sites like YouTube to create scenarios related to the day-to-day challenges these businesses face. An example could be showcasing a law firm printing on recycled paper and emphasizing their commitment to sustainability practices.

The company should focus on increasing sales from current customers and attracting new environmentally-friendly customers to capitalize on the strength of its current advertising campaign on affordable office products. To create sustainability awareness and enhance both its profitability and brand recognition as an environmentally friendly product and store, it can set up special green product displays in high foot traffic areas, offering in-store discounts for a limited period. Overall, I believe that Office Depot has made several positive sustainable business choices that can be further improved and expanded upon in the future. Its environmentally-conscious policies and Vision Statement are well-received by consumers, giving it a competitive advantage in the office products industry.

Staples, Inc. is currently in the process of branding its own recyclable paper, making it a competitor of Office Depot. This trend in sustainable resources is growing due to consumer demand and environmental advocates. Office Depot is also involved with local communities and encourages suppliers to reduce pollution by phasing out elemental chlorine bleaching agents in the paper-making process (Hawkins, 2010, p. 269).

I believe Office Depot should advertise and run campaigns that highlight local achievements in order to promote its vision. In my community, there is a large unpleasant paper mill, yet there are no efforts being made to promote alternative methods of paper production that would eliminate the chlorine vapor that causes discomfort for people crossing the

bridge. I don't see Office Depot in my community participating in any environmental initiatives like clean-ups for adopted highways or beach sweep events. It would be great for Office Depot to gain positive attention by engaging employees in volunteer work. According to Hawkins and Mothersbaugh, it is widely recognized that word of mouth (WOM) is the most effective way for consumers to receive information (2010, p. 240).

Despite presenting everything on its website, Office Depot lacks promotion of its achievements through other modes such as television and billboard ads. Additionally, major green accomplishments are not prominently promoted in its catalogs. It surprises me that Office Depot is not giving environmental stewardship more advertising play, especially when other industries are actively promoting environmental concerns and making them a major campaign focus in areas like automobiles, aerospace, and food.

References

1. Armano, David. (November 3, 2006).
2. Retrieved from MarketingProfs: http://www.mpdailyfix.com/12-consumer-values-for-your-wall/. Green Retail Decisions. (October 21, 2010).
3. Retrieved from: http://www.

The article "Office Depot and Staples: Top Ranked US Green Retailers" published by greenretaildecisions.com on October 21, 2010, discusses the leading eco-friendly retailers in the United States.

The book "Consumer Behavior: Building Marketing Strategy" by Hawkins, Del I. and David L. Mothersbaugh (2010) is a valuable resource for understanding consumer behavior and developing effective marketing strategies.

The book titled "New York, NY: McGraw-Hill/Irwin. Office Depot. (2013)" offers details about Office Depot's environmental stewardship, which can be accessed on their website: http://www.

Check out the Office Depot Community page at officedepot.com/environment.asp and officedepot.com.

com.