“There is a revolution coming. It will not be like revolutions of the past. It will originate with the individual and with culture, and it will change the political structure only as its final act. It will not require violence to succeed, and it cannot be successfully resisted by violence. It is now spreading with amazing rapidity, and already our laws, institutions and social structure are changing in consequence. It promises a higher reason, a more human community, and a new and liberated individual. Its ultimate creation will be a new and enduring wholeness and beauty — a renewed relationship of man to himself, to other men, to society, to nature, and to the land.”

          – Reich

To some, being invincible appears to be an understatement. Never does it cross our minds that it isn’t impossible for the world to end at any point in time, whether that be in seconds away from this very moment or generations down the line. It is not due to the lack of a negative attitude, but rather their naivety, that causes humans to see themselves as indestructible. It is rather disappointing to say that it is only in light of recent events that people have begun to take a step back and focus less on themselves in their environment and more on the environment themselves. Although the impact on society from these events has been somewhat catastrophic, it is through them that we have gained a better understanding of our surroundings. Now, a conscience effort is being made to “green America”.

Probably the most widely recognized natural disaster that now shapes the way people live has been hurricane Katrina. “All over America, a post-Katrina future is taking shape under the banner of “sustainability”” (Alder). Hurricane Katrina was one of the most influential events for the United States, and since has been one of the most influential factors in explaining what has brought about such public awareness to why the greening of America is becoming so increasingly important, and even necessary, to life. One of the most wide spread concerns that has resulted from the hurricane has been the steadily increasing gas prices. One of the results of the hurricane was global warming and ozone depletion, largely caused by environmentally unsafe cars and gasoline. The depletion of the ozone alone has caused a hole in the Earth’s ozone layer over the South Pole the size of the United States. The effects of global warming have proven to be insurmountable as to all the impacts it has had on the globe.

BP has recognized this and has really taken a step up in the market to brand itself as a company that strives to produce more environmentally safe products to aid in reducing such hazards. “As a major energy business, we believe we have a responsibility to play our part in reducing the environmental impacts of transport. These include emissions of carbon dioxide – a greenhouse gas associated with climate change – and of nitrogen oxides, sulphur oxides, carbon monoxide and particulates, all of which affect local air quality,” (BP Global). The cleaner fuels, referred to as biofuels, that BP produces has been proven to have an enormous impact on the amount of harmful gases released into the air, such as carbon dioxide. These alterations have been made not only for the Earth as a whole, but also as a benefit BP has over its competitors, and it is thus marketed as such. Even its symbol, the green and yellow sun, connects the brand in the mind of the consumer with the environment. Those who are especially earth conscious, but not so much that they resort to various alternative means of transportation, are key targets for BP as a brand.

Toyota is another company striving to market itself as a brand that is environmentally conscious. As Toyota’s slogan states, “So advanced, it makes the future seem obsolete,” (Toyota). An example of this is the release of its new hybrid car, the Toyota Prius. It has been proven one-third of all carbon dioxide emissions in the air result from transportation, a number higher than that of homes, factories, and other sources. “By switching from a gas guzzler to a hybrid, you can literally save the earth a couple of tons of greenhouse gases,” (Hybrid Cars). In a vehicle comparison, the Toyota Camry produces around 9,600 pounds of carbon dioxide gases each year. The Toyota Prius on the other hand produces only around 4,800 pounds of carbon dioxide gases. Toyota has since produced a hybrid of the Camry as well as of the Highlander models.

Wal-Mart has also emerged as one of the leading companies taking the necessary environmental precautions. Wal-Mart has begun to sell organic foods as an alternative food source, and not only that, but also is working on a campaign to educate people on the benefits of eating organic versus inorganic foods. “Because of its scale and efficiency and notorious ruthlessness, Wal-Mart will force down the price of organics, and that is a good thing for all the consumers who can’t afford to spend more for food than they already do. Wal-Mart will also educate the millions of Americans who don’t yet know exactly what organic food is or precisely how it differs from conventionally grown food.

The vast expansion of organic farmland it will take to feed Wal-Mart’s new appetite is also an unambiguous good for the world’s environment, since it will result in substantially less pesticide and chemical fertilizer being applied to the land – somewhere,” (Pollan). This is only one step Wal-Mart is attempting to make to make its company as a whole a sought after brand to purchase regularly from.

Obviously, problems such as global warming, ozone depletion and use of non-replaceable resources are issues that can not easily nor quickly be solved, but are issues that companies such as BP, Toyota, and Wal-Mart can address. In return, these companies are the brands that will lead the market in sales and brand recognition worldwide, building greater and greater reputations for years to come for themselves. Efforts made by these companies gradually affect our global lifestyles in a positive manner. Now, it is the job of these companies to make their benefits widely advertised and marketed in hopes that buyers will purchase from them, benefiting the company and saving what we know as home all at the same time. Basically, it is a hand-in-hand win-win situation for companies that are environmentally conscious in today’s ever changing world. Hopefully, other companies too will follow in the footsteps of these innovation savvy brands resulting in a better and brighter future of the Earth we live in.