For more than 30 years, Canon has had a special partnership with National Geographic Magazine to create an ongoing advertising campaign, which also educates the public about threats to endangered species. The “Wildlife as Canon Sees It” ads both highlight the photographic quality of Canon products, as well as bring awareness to the conditions of 380 endangered species.
Through its cooperation with the Bellmark Foundation, Canon has also implemented a wide-scale ink-cartridge recycling program. Canon places recycling centers at participating schools, which then earn Bellmark points for every used cartridge collected. These points can then be redeemed for school supplies.
The Green Advantage
The brand’s consistent ranking and narrow gap between performance and perception speak to its commitment to being regarded as an industry leader in green practices. However, to take a place in the top tier of the Best Global Green Brands ranking, the brand must expand its efforts, both in green practices and raising public awareness. Canon has focused on the implementation of sustainable practices within its internal operations, but needs to closely tie its global corporate citizenship activities to the environmental issues, which directly touch upon core business strategy. The brand has shown some success with this approach in the domestic market, but must carry out these activities globally as a means of drawing attention to sustainable products and business practices.
Cooperating to Save Endangered Species
Ink Cartridge Collection and Recycling