Johnson & Johnson is a large multinational corporation founded in 1886 that operates in 57 countries. It has over 117,000 employees and is organized into three business segments: consumer health care, pharmaceuticals, and medical devices and diagnostics. Johnson & Johnson has implemented several environmental sustainability initiatives, including investing in long-term environmentally friendly processes and setting goals to reduce water use, carbon emissions, and packaging waste. The company educates employees on sustainability issues through various communication channels in order to more fully integrate these efforts into its culture.

1. A Corporation’s Positive ImpactOn the EnvironmentMBA 241 | Dr. Claudia Bridges Anamika SinghJane FinneganMargaret HwangRekhaSrivatsan1

2. Johnson & Johnson – An OverviewFounded in 1886 in New Brunswick, New JerseyIncorporated on November 10, 1887Family-owned until listed on the NYSE in 1944 under the symbol JNJ 250 operating companies in 57 countriesApproximately 117,000 employees worldwide2

3. Johnson & Johnson – an OverviewThe Johnson & Johnson Family of Companies is organized into three business segments:Consumer Health Care Pharmaceuticals Medical Devices and Diagnostics3

4. Johnson & Johnson Products4

5. The Green Marketing Strategy MatrixDefensive GreenExtreme GreenHighSustainability of Green Market SegmentsLean GreenShaded GreenJohnson & Johnson Invests in long-term, system wide, environmentally friendly processes

6. Have capability to truly differentiate themselves but choose not to do so.LowDifferentiability on GreennessLowHighGinsberg, Choosing the Right Green Marketing Strategy, 2004.5

7. Johnson & Johnson – Water UseJohnson & Johnson’s Healthy Planet Goals 2010Monsoon Rainwater HarvestingEnvironmental AuditingWater ConservationPartnershipsManager of Environment, Health and Safety (EHS) for Johnson & Johnson, Achal GuptaSpiraxSarco Steam Supply Audit6

8. Johnson & Johnson – Environmental LiteracyThink back… way, way, way back…To week 3Sustainability and Competitive AdvantageRespondents of the survey stated that:Lack of a common fact base about relevant issuesSustainability goals too loosely definednot collectively understood within an organization7

9. The article also stated that:structured gathering and sharing of facts about sustainability is neededsustainability efforts will become more cohesivewhen employees, managers, and leaders are all on the same pageEmployee interest is a driver sustainability efforts are becoming more integrated with company cultureJohnson & Johnson – Environmental Literacy8

10. Report conducted by the National Environment Education Foundation stated that:“employees play an essential role aligning day-to-day operations with corporate values Responding to environmental challenges fundamentalenvironmental knowledge cannot be isolated within an organization, but must be pervasiveJohnson & Johnson – Environmental Literacy9

11. “I thought your project was about Johnson & Johnson?”Johnson & Johnson is a large, multinational corporation that has embraced educating their employees on environmental and sustainability issuesJohnson & Johnson – Environmental Literacy10

12. How can an corporation of 100,000 employees spread the word about sustainability?Make Environmental Literacy as on of the fundamental goalsHealthy Planet 2010 GoalsJ & J employed informal environmental goals for over 15 yearsPart of the culture of the companyJohnson & Johnson – Environmental Literacy11

13. Low bearing fruit were taken after 15 yearsTime to step it up a notch!Increased environmental literacy plan was implemented in layersFirst campaign these revolved around sustainable forestryJohnson & Johnson – Environmental Literacy12

14. Information about the initiative was shared through a myriad of communication mediumsWebsites, web meetings, e-learning materials, YouTube videos, marketing collateral, and conferencesAll for the benefit for employees to learn more about sustainable forestryKey was for each facility to adapt the message for the employee populationJohnson & Johnson – Environmental Literacy13

15. TishLascelle, senior director of Stratey and Assurance sums it up nicely:know the corporate culturefrequent messages, in a variety of media, work wellmessages need to be repeated and connected to the day-to-day operations of the companyJohnson & Johnson – Environmental Literacy14

16. Johnson & Johns0n – Paper and PackagingDistinctive packaging: Sustainable packagingRecyclability, reusability & use of recycled contentMinimizing raw material useLogistics efficiencyCarbon & energy intensityUse of alternative raw materials15

17. Johnson & Johns0n – Paper and PackagingDistinctive packaging: Sustainable packagingRecyclability, reusability & use of recycled contentMinimizing raw material useLogistics efficiencyCarbon & energy intensityUse of alternative raw materials16

18. Initial drawbacksGoal: Using 30% post consumer recycled high-density polyethylene in baby lotion bottlesFound it to be compromising on Product’s quality; hence delayed it17

19. Facts about Johnson & Johnson’s Packaging93 percent of its packaging contains more than 30 percent post-consumer recycled content or fiber from certified forests. Reduce energy consumption and paper in their packaging = average savings of $30 million per year.Eliminated 84% of secondary and tertiary PVC packaging by switching to the use of safe non-polycarbonate containers.18

20. Band-Aid Packaging Box ExampleMade with materials certified by the International Forest Stewardship Council19

21. Partnerships20

22. Energy Use- Carbon DioXide ReductionCompany Goals:Absolute reduction in CO2 emissions of seven percent from 1990–2010.Reduce fleet total CO2 emissions per mile driven by 30 percentInternational Initiatives: Kyoto Protocol (US & China are not signatories)National Initiative: EPA- GHG Reporting mandatory21

23. Company’s World wide initiative: Climate Friendly Energy Policy adopted in 2003Energy efficiency improvements in all operations

24. Co-generation: On-site generation of electricity and recovery of the waste heat for overall efficiencies of 80%

25. Renewable electricity purchases

26. Carbon Trading and Sequestration

27. On-site renewable energy that produces no CO2emissions22

28. Example of Carbon Neutral FaciltyJohnson & Johnson PRD Facility in La Jolla (San Diego, CA)

29. Received top honor for it’s overall commitment to environmental stewardship