The WWF - Johnson & Johnson partnership is a vivid example of a successful collaboration; the company profit from a public image and drive eco-conscientious consumers, while WWF accomplishes a step toward sustainable future supporting companies that cares for the health of other.
A new business universe can emerge from a sustainable innovative economy. WWF Climate Savers program is a group of leading corporations worldwide, working with World Wildlife Fund to reduce greenhouse gas emissions. A strong commitment as emerged between Johnson & Johnson Companies and WWF to reduce green gas emissions and let to the WWF’s Climate Savers initiative with 15 other major international companies committed to reduce their total emissions of carbon dioxide by over 10 million tons per year (WWF, 2010).
Climate Savers companies were among the first to recognize that climate change posed both risks and opportunities to businesses and leading corporations to establish ambitious targets to reduce their greenhouse gas emissions voluntarily. By increasing efficiency, Climate Savers companies are saving hundreds of millions of dollars, proving that protecting the environment is also a sound business practice. This collaboration is a plus for Johnson & Johnson’s image; the company has been publicizing its CO2 reduction goal around the world. J&J covers buildings, “equipment, management practices, maintenance practices, and operational practices developed a comprehensive set of energy efficiency best practices. ”
In addition, J&J is participating in the LEED (Leadership in Energy and Environmental Design) certification program for existing buildings with its world headquarters building serving as a pilot project. J&J invested in on-site renewable generation with the installation of 4 solar systems; in California, New Jersey, Pennsylvania and Brazil. In his Texas operations has 15% wind power (10.6 million kWh/year).
Business-NGO partnerships may represent an alternative to partnerships between multi-billion dollar global corporations and local community groups. NGOs increasingly need to work with businesses in order to realize their organizational goals in a globalized economy especially when innovative projects, fair trade practices and micro-credit are representing an incredible potential for the developing world.
However, NGOs must keep independent guidance in order to respond appropriately to concerns about the social and environmental impacts of their products and production processes.
References:
WWF. Companies commit to saving climate. http://www.jnj.com/connect/caring/environmentprotection/.
Climate Savers: Elements of Fulfillment Strategies. Johnson & Johnson. http://www.worldwildlife.or/climate/featuredprojects.html.
