Exam 15: The Natural Environment As Stakeholder

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In 2010,Joel Makower looked back on the twenty years since his book The Green Consumer and found that the predictions did not come true.He said that politicians had become more versed in environmental issues and that companies were not only increasingly engaged in environmental responsibility but that some were being truly innovative in their efforts.However,according to Makower,"One thing hasn't changed all that much:green consumers.That is,there don't seem to be that many more today than in 1990,in terms of people making significant changes to their shopping and consuming habits in ways that move markets toward greener products and services,never mind actually "saving the Earth." Makower has not given up hope.In assessing the past twenty years,he concludes,"I'm not quite ready to proclaim green consumerism dead (though I can't honestly say it's ever been alive and well).There will always be a small corps of true-blue green consumers ready to vote with their dollars -- at least for some products.But my 20-year-old premise -- that a relative handful of committed consumers will transform companies and markets.