In the following memo I would like to address the issue of sustainability at Top Shelf Shoes. It is apparent that efforts which have been made prior are ineffective. Specifically, because they did not account for the whole range of sustainability issues that Top Shelf Shoes faces today. Clearly, the evolution of the business world calls for more eco-friendly, sustainable solutions in day-to-day processes.
In his TED Talk, Michael Porter (2013) explains how businesses can become advocates of change for social and ecological issues. Businesses that have embraced this approach are becoming more successful every day. On the other hand, those businesses which fail to adjust their business models may steeply fall from their pedestals. Hence, if a company aims to survive in the contemporary business dynamics, it better adapt, and the quicker it does, the better.
In the following memo, I would like to focus on the list of long-anticipated changes for Top Shelf Shoes. I say “long-anticipated”, because the company has failed to take into account the swiftly changing business environment. At present, the objective is to help Top Shelf Shoes reclaim its position and confidence.
To start with, I would like to go over the existing sustainability solutions which are not showing sufficient results. For instance, the shoe-recycling program. For one thing, this is an outdated approach. I would say this could have been enough 15-20 years ago, but not anymore. Today, people (in society and in business alike) are calling for more innovative and effective solutions. Furthermore, the abovementioned recycling program has become a tremendous failure for Top Shelf Shoes because it worsens pollution. As a result, not only do local people suffer from polluted air, the case of the worker who collapsed at work is a disaster for the company’s image. The consequences of these events need to be tackled as soon as possible.
It seems like Top Shelf Shoes is trying to save on its green initiatives. However, I would like to stress the importance of the opposite approach. If Top Shelf Shoes does not invest in its eco-friendly and sustainability initiatives today, tomorrow it may seize to exist, or be reduced to the state of a runner who is lagging behind due to severe injury. Now is the last chance to make it (without “faking” it). In my opinion, prior efforts made on part of company management were infected with a lack of will, insufficient focus, and insufficient investment. Hence, all further actions should contribute to the creation of a new brand identity, corporate policy, and culture for Top Shelf Shoes. On all levels (vertical and horizontal).
Here, I would like to refer once again to Porter’s (2013) video talk. In it, he stresses that a business which invests today in sustainable solutions is actually saving money for the future. This may sound like a paradox, but the explanation is simple: sooner or later, irresponsible choices and their consequences will call for huge investments to be made on part of the company. According to Porter, it is easier to prevent pollution or work injury, than to face its tragic and expensive consequences. Looking at the situation at Top Shelf Shoes, it is absolutely clear that the company must invest substantial resources into making the following changes.
First and foremost, transitioning into fair trade. It is highly important that Top Shelf Shoes makes an effort to raise its employees’ salary, not taking advantage of the economic realities of the countries where its factories operate. The time when people did not care who produced their goods and how much they are paid for it has long passed. Now, the consumer has become more socially responsible. Whenever a company leaves gaps in its CSR and sustainability programs, it can be absolutely sure that a competitor will take advantage of this. Therefore, Top Shelf Shoes needs to tackle the problem which resulted in a public accuse.
Secondly, the current “sustainability” initiative that includes shoe recycling, while poisoning air, should be completely shut down and replaced with another initiative. New technologies allow to break down the different materials that make up a shoe and downcycle them (Graham, 2014). Downcycling is a term used to describe a process which allows to “break shoes into small pieces and separate different materials so they can be reused as building materials” without actually sending the shoes to a landfill and further contributing to pollution (Graham, 2014). Furthermore, another innovative approach includes grinding old shoes into pellets that are later used to create running tracks. When it comes to the first idea, Top Shelf Shoes could launch a special collection of shoes that underwent downcycling and see how it goes. If this idea is deemed successful by the consumer, the company can further expand its collection of downcycled shoes. A part of the sum paid for these shoes will be contributed to saving rainforests and supporting fair trade. No doubt that all these initiatives should not stay behind closed doors. The company should clearly and innovatively articulate its new eco-friendly position. Furthermore, in order to secure the new brand identity and image, the company could try altering its brand logo. This is optional, however, would significantly contribute to creating a new idea of Top Shelf Shoes in consumers’ minds.
Lastly, when it comes to the supply chain, I suggest that this issue is addressed after the abovementioned steps have been accomplished. Particularly, because there are no evident supply chain issues as of today. The problem originates from the company’s ineffectiveness in tackling production and recycling issues. In the long run, establishing local factories (in the Americas and Europe) to avoid extra transporting costs and emissions could be the next optimal step.
- Grahame, A. (2014, October 9). The footwear industry is taking steps toward sustainability. The Guardian. Retrieved from https://www.theguardian.com/sustainable-business/sustainable-fashion-blog/2014/oct/09/footwear-industry-shoes-trainers-japan-shinto-temples
- Porter, M. (2013, October). Michael Porter: Why business can be good at solving social problems. [Video file]. Retrieved from https://www.youtube.com/watch?v=0iIh5YYDR2o
