From the course: Marketing Ethics

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Case study challenge: Going green

Case study challenge: Going green

From the course: Marketing Ethics

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Case study challenge: Going green

- In 2015, a viral video on YouTube shows a marine biologist removing a plastic straw that was wedged into a sea turtle's mouth. As a result, Coffee Co, a national chain of coffee houses across the nation, saw this video and they were excited to announce a new initiative to ban plastic straws in an effort to help the environment and to save the sea turtles. They rolled out with a statement about going green via a nationally distributed news release, a message to all of their customers and constituents on their website homepage and they also set up signs in all of their cafes. Everyone would learn that they were banning straws and making them no longer available to customers. However, after the big announcement one group was visibly upset. The Center for Independence of the Disabled, CFID, reached out to the marketing team as well as to the CEO of the company to share their concerns. They expressed the need for plastic straws because people with disabilities could only drink through a…

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