Throughout "seven years of very public discussion and
criticism" of Nike's labor practices, the company has
"quietly worked to become more environmentally responsible,"
according to Michelle Cole of the Portland OREGONIAN.
Nike's "incentive, in part, is to address environmental and
social concerns" on which the company "may be vulnerable and
to squelch bad publicity churned up by activists." But Cole
wrote that "that's only part of it," as a "growing number"
of U.S. companies are "discovering that conserving natural
resources saves money and builds loyalty" among consumers
who are "beginning to consider products' environmental
impact" when making purchases. Nike Dir of Corporate
Responsibility Development Sarah Severn: "As a business
moving forward, we have to think not just about profit but
how that integrates with people and the planet." Nike's
environmental initiative "reaches throughout" the company --
from its recently completed European headquarters to a new
runner's tank top, to be worn at the Sydney Olympics by
Australian marathoner Lee Troop, which is made of recycled
plastic bottles. Cole added that "several companies,"
including Coca-Cola, are using the Sydney Games, which are
"being marketed" as the "green games," to "showcase
environmentally friendly products." Green Business Letter
Editor Joel Makower said that Nike's "global presence" will
"elevate consumer awareness if not help shape consumer
values." Makower: "Anytime you have a big company promoting
environmental initiatives, it certainly raises awareness,
and that's a good thing" (Portland OREGONIAN, 8/14).
