Million Dollar Pandas
Million Dollar Pandas
This chapter analyzes the turn within mainstream environmentalism toward business partnerships, cause marketing, professional fundraising, and the co-branding of products. The chapter further examines the role of nongovernmental organizations in setting up and running eco-labeling and eco-certification organizations. WWF, also known as the World Wildlife Fund and the World Wide Fund for Nature, is a leader in the nongovernmental embrace of business, markets, and certification as ways to conserve nature and improve environmental conditions. Certification standards, such as those of the Marine Stewardship Council and the Round Table on Responsible Soy, are creating some modest reforms to business practices. NGO-business partnerships, such as the one between WWF and Coca-Cola, are also producing some small-scale benefits. But partnering with business and relying on market solutions risks legitimizing business as usual as well as shifting responsibility for global environmental problems onto consumers, a weak global force of change compared to the forces of unsustainability.
Keywords: cause marketing, Coca-Cola, eco-certification, eco-labeling, fundraising, market solutions, World Wide Fund for Nature, World Wildlife Fund, WWF
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