Brand Relevance: Making Competitors Irrelevant - always yours

300 BRAND RELEVANCE
not only favored but supported. Suppliers, some sixty thousand
of them around the world, were encouraged to become green.
Fourteen networks focusing on sustainability around issues like
logistics, packaging, and forest products were formed, consisting
of Walmart executives, suppliers, environmental groups, and
regulators, with a goal to share information and ideas. Given
Walmart ’ s footprint and infl uence around the world, these programs
were poised to make a real difference.
In 2009 the program had proved its worth and was expanded. 4
The corporate effort, termed Sustainability 360, encompassed
not only employees but suppliers, communities, and customers.
A variety of goals involving programs such as renewable energy
sources used for operations and environmentally friendly products
ensured greater progress. To get the suppliers motivated,
a Beijing Sustainability Summit was held in fall 2009. Who
would have thought this level of initiative from Walmart? And
the early expectation that the programs would pay for themselves
was understated: the savings were more than anticipated, as was
the customer response to such offerings as the organic cotton
fabrics. Figure 10.1 provides a feel for the scope of the programes.
Figure 10.1 Walmart’s Sustainability Message