Walt Disney Company has been a pillar of excellence within the international business community for being innovative in every aspect of their business. Aside from their wonderful and precious films, Walt Disney has operated with the notion of making a difference in the world and using their branding to help implement change. For example, Walt Disney could have just kept their business to the industry of film making; however, Walt Disney decided to opt for something more that is giving joy to children and families all over the world. What has made their business model so special is that they opened theme parks all over the world that are inspired by their characters for families to enjoy. Some of the most famous parks can be found in Paris, California, and Florida. That being said, Walt Disney had a major issue to face when they were constructing these theme parks because they had to ascertain whether there was in fact sustainability issues within their business model. Even though Walt Disney could have taken the economic approach, they decided to innovate their business once again and make their business model influence how corporations approach corporate sustainability all over the globe. What Walt Disney did was to find a way to make their practices sustainable in addition to allowing families to enjoy themselves. As a result of Walt Disney’s brainstorming at the corporate level, they came up with the concept of Sustainable Tourism, which allows those who are tourists to engage in planet saving activities that are influenced by corporations who plan their theme parks systematically to achieve this end, (Sustainable Travel & Ecotourism, 2016). This model has transformed Walt Disney’s business because it has greatly increased the public opinion of their theme parks that were already beloved by all, (Sustainable Travel and Ecotourism, 2016). What will determine Walt Disney’s success in the future with their Sustainable Tourism model is their dedication to staying innovative in their corporate practices and their marketing to their target consumers in a polished way. This paper will focus on Walt Disney’s current Sustainable Tourism model and will predict what will be the future of this component of Walt Disney’s multi-million-dollar empire. Then this paper will discuss viable strategies for Walt Disney to use to continue the sensational use of this model to gain more business and ultimately, save the planet in the process.
Given that Walt Disney Company has inspired children and families all over the globe, it is important to study their corporate strategy and how they went about making their business model so successful. In doing this, one will be able to ascertain how Walt Disney continues to captivate audiences all over the world and how Walt Disney has designed their corporate practices to look at relevant issues that face the planet and not just their bottom line. In analyzing Walt Disney’s idea of Sustainable Tourism, it is quite impressive what they have been able to do with their parks. Principally, the idea behind Sustainable Tourism is that the following ideals are preserved to the maximum extent possible within the business model: active support of international human rights and/or labor agreements, minimize any and all environmental impact, provide the ultimate visitor experience for both visitors and prospective hosts, build and construct environmental and cultural awareness while simultaneously promoting respect, provide financial benefits to the conservation of local people, and to raise sensitivity to the host’s country environmental situation, (Sustainable Travel and Ecotourism, 2016). The ways in which Walt Disney have implemented sustainability into their business model is divided into the following avenues: Climate & Energy, Ecosystem Protection, Construction, Water Conservation, and Waste Management, (Lefkowitz, K., 2011). These avenues will each be discussed below.
Beginning with Walt Disney’s approach to Climate & Energy Sustainability, Walt Disney has made substantial efforts in order to conserve various facets of energy though a plethora of different technical and operational enhancements, (Lefkowitz, K., 2011). Pertaining to this type of sustainability, Walt Disney has replaced old lighting and fixtures with various alternatives that are more energy-efficient, increased chiller efficiency, exchanged heat, installed air handlers and pumps through innovations and controls, and implemented energy management scorecards and systems, (Lefkowitz, K., 2011). One particular award that Walt Disney received was their Sustainable Florida Best Practice Award, (Ogden, J. 2013). This award was received as a result of the “Make the Switch” program that Walt Disney implemented to their business model for their electricity conservation program, (Ogden, J., 2013). This program was instrumental to Walt Disney because they essentially created a plan to save electricity through implementing the following practices: turning off light and equipment when not in use, utilizing energy efficient air conditioners in the Walt Disney World Resort, and putting cards to educate guests about how to save energy, (Ogden, J., 2013). As a result of these efforts, Walt Disney has made great strides within their business model that have been absolutely sensational.
The next avenue that Walt Disney pursued was their Ecosystem Protection part of their corporate sustainability strategy. This sector is a partnership with the United States Environmental Protection Agency that looks for ways to protect the local ecosystems of the areas around their theme parks and corporate offices, (Just How “Green” Is Walt Disney World?, 2016). These efforts have enabled a great deal of research and development to be conducted both by Walt Disney and the United States Environmental Protection Agency that has been very beneficial to both entities, (Just How “Green” Is Walt Disney World?, 2016). Additionally, Walt Disney has created a Worldwide Conservation Fund that is dedicated to the protection of the world’s wildlife and endangered species, (Walt Disney Company Sustainability Practices, 2016). Walt Disney does this by supporting the local ecosystems through their funding, (Walt Disney Company Sustainability Practices, 2016). This organization has made a great deal of difference in the environmental sector as a whole and will continue to be a key component of Walt Disney’s sustainability strategy, (Walt Disney Company Sustainability Practices, 2016).
The next aspect of Walt Disney’s sustainability practice has included the development of sustainable construction models that have been instrumental to the construction of their theme parks, (Just How “Green” Is Walt Disney World?, 2016).
One of Walt Disney’s major selling points in their modern marketing strategy is that their theme parks are energy efficient and sustainable overall, (Just How “Green” Is Walt Disney World?, 2016). Thus, this is precisely why Walt Disney has had to implement construction policies that build this sustainability model from the ground up, (Just How “Green” Is Walt Disney World?, 2016). One of the most remarkable things that Walt Disney did with their construction practice was the implementation of a wood measuring program in 2010 that allowed Walt Disney to only get woods for their construction process that were not from areas of the world that had a great deal of deforestation, (Just How “Green” Is Walt Disney World?, 2016). This was a sensational way to quiet the environmentalists and to evolve their corporate sustainability practice.
One of the most important aspects of Walt Disney’s corporate sustainability policy was their water conservation efforts, (Supplier Sustainability, 2016). The reason that this aspect of Walt Disney’s sustainability policy as it applies to tourism is that there are so many parts of Walt Disney’s parks that require water. An example of this can be seen from Splash Mountain. Splash Mountain is a ride with logs floating in the water that basically emulates a water park. The amount of water that is required to run this ride alone is substantial and thus, there had to be a decision made in order to ascertain how to utilize this water effectively and still allow the park goers to enjoy what Walt Disney World has to offer, (Walt Disney Company Sustainability Practices, 2016). For example, in 1990 when Walt Disney World was opened with all of the amenities, there was 6 million gallons of water used each day to run the fountains, rides, etc., and thus, Walt Disney designed a way to reuse and treat this water so that it is not harming the Florida water supply in a substantial way, (Walt Disney Company Sustainability Practices, 2016). This is an enormous savings of water from that theme park alone. If one were to add what else Walt Disney is doing in order to keep each and every one of their parks sustainable through water conservation, one would have to commend them because they really are saving a great deal of water. An example of this can be seen from California’s recent water crisis. Walt Disneyland is in Anaheim, which is in between San Diego and Los Angeles. The reason that this is so crucial is that San Diego and Los Angeles are some of the driest parts of California and the water shortage hit those areas the most. Thus, Walt Disney’s efforts are greatly celebrated in California given that they are saving the state a substantial amount of water while still allowing the families to enjoy their time at Disneyland.
Waste management for Walt Disney has and will continue to be a major issue. The reality of the amount of volume of consumption that is present at their parks is unavoidable. The question becomes related to what can Walt Disney do to mitigate the damage from their waste in the most efficient way possible? Walt Disney Parks and Resorts actually set a high goal to decrease solid waste to landfill by about 50 percent of the 2006 level by the year of 2013. Even though Walt Disney experienced an increase in waste due to the new resort being built in California, the company still hit their target and sustained it due to implementing recycling programs and additional recycling programs at each and every park, (Walt Disney Company Sustainability Practices, 2016). Recycling was truly the key to Walt Disney’s success overall because it reduced the amount of solid waste that was going to the landfills and causing environmental issues, (Walt Disney Company Sustainability Practices, 2016). What will be the key for Walt Disney pertaining to waste management, is to devise a way to formulate a strategy that can evolve and stay current according to the demands that are faced in the industry that Walt Disney is a part of, (Walt Disney Company Sustainability Practices, 2016).
One of Walt Disney’s competitors is Universal Studios, who was up for the awards through Sustainable Florida in 2011, (Rubin, J., 2011). What Universal Studios has focused on is applying more green technology to their business practice. A small example of this is how Universal Studios put electric chargers on their parking areas to give customers who have hybrid cars better parking places as an incentive for not using gasoline. This is something that Universal Studios has beat Walt Disney at because Walt Disney focuses on the sustainability measures that are more creative into their business model. For example, Walt Disney’s efforts pertaining to waste management, water conservation, and electricity iniatiatives are impressive, Universal Studios has them beat pertaining to the notion of Sustainable Tourism that they promote for their park and their hotels. The reason for this is that Universal Studios looks for ways to provide their customers the start to finish sustainable experience in their business. The car parking is a great illustration of this because it shows that the second that the tourist arrives to their park, they are matched with sustainable corporate practice. Walt Disney does have these programs; however, they could greatly improve when considering how to greet their customer with sustainability.
Pertaining to the laws in this area, there is not many laws that force companies to be sustainable per se. What does exist is tax credits for doing so and the benefits of public relations, (Corporate Social Responsibility, 2016). Walt Disney has absolutely excelled at this medium because of their positive image in the community. In fact, Walt Disney has such a positive market presence that they are able to capitalize the sustainability into this plan, which is great for their business model. Universal Studios also does a great job with this in their business strategy and have been nominated for many awards as well. Many lawyers believe that if laws were passed, there would be a push to promote even more corporate social responsibility in the future, (Corporate Social Responsibility, 2016). A tax credit is a great incentive, but it is not enough to force those companies who do not want to change their corporate practices just for a tax credit, (Corporate Social Responsibility, 2016). Walt Disney clearly would want tax incentives due to their revenue; however, they chose to utilize sustainability to their advantage for the public relations marketing it gave them as did Universal Studios.
Upon considering Walt Disney’s economic, cultural, and social impact that has been achieved as a result of their sustainability programs, it is commendable what Walt Disney has achieved in such a short time. It is a good lesson to be learned that by through strategic management that is also open to how to make the practices that they are currently doing better and more efficient. This is how corporate innovation develops and fosters. As long as Walt Disney keeps this mindset transpiring, their sustainability projects will truly prosper. The reason for this is that we are in an era where the demographic of the business world has greatly changed. Now due to the Internet, Walt Disney has had an incredible economic, social, and cultural impact on the communities around them. An example of this can be seen culturally from the job creation that has resulted from their programs along with the public being more informed overall about sustainable issues. Additionally, the economic and social impacts have been enormous in Florida, for example, where the water recycling and waste management has made a great difference in that area overall. It will be through the continuous fostering and development of the economic, cultural, and social factors that Walt Disney will continue to be successful in their various sustainable operations that they continue to produce within their innovative and fantastic company.
Walt Disney has designed a flawless system of sustainability within their organization that few companies can compete with. The key to Walt Disney’s success has been directly correlated with their ideals to use their large global presence to make a viable difference in the community. Walt Disney follows the corporate model that highlights the company’s need to make an active difference in the community around them. Walt Disney does just that and it is wonderful to see. In planning what comes next for Walt Disney’s sustainability policy, it is difficult to argue that they could do better than they are doing because they are truly doing an exceptional job. One aspect that is going to be crucial to Walt Disney’s success is going to be how they end up handling the evolution of their sustainability programs. The reality with sustainability as is with any other corporate practice is the need for the constant evolution of the strategy. Walt Disney should stay current on this by growing their internship program. The reason that it is advisable for them to do this is that Walt Disney can develop their own prospective talent and grow more sustainable initiatives that will allow the company to prosper in a substantial way. The reason that hiring more interns is so great is that it is an economic way to foster new ideas pertaining to sustainability that the youths likely learned throughout their education that is fresh. Additionally, this is a viable way to recruit for potential future job offers that would be very beneficial for a company talent search in order to figure out how to bring in the most capital possible through positive ideas.
Walt Disney’s ultimate strength is going to be through finding talented interns and then hiring them after in order to work on these sustainable strategies that are essential to Walt Disney’s public image because they essentially give the company a substantial discount on marketing overall. In considering how Walt Disney could improve, the hiring aspect is going to be critical to their future business success in all the sectors of their company. In relation to sustainability, it is important to hire individuals who are dedicated to growing Walt Disney’s positive public relations image. Once this happens, Walt Disney will be able to showcase their incredible talents for designing corporate sustainability models that are efficient, sophisticated, and ultimately, save the earth resources.
In essence, Walt Disney followed the industry standard pertaining to sustainability. The above strategies that were utilized by Walt Disney were industry specific, but Walt Disney was the trend setter for the industry in this regard. Walt Disney implemented a checklist including: Waste Management, Water Conservation, Sustainable Construction, Climate and Energy Sustainability, and Wildlife Preservation. Typically, Wildlife Preservation is not a strategy that is readily implemented; however, it is a strategy that is notable that Walt Disney added to their practices. What is important to understand about Walt Disney is that they designed this Waste Management, Water Conservation, Sustainable Construction, and Climate and Energy Sustainability perfectly as their checklist to follow and have achieved their end goals while also inspiring other companies within their industry.
Walt Disney has been an inspirational company that has inspired children and families all over the globe. What has been so impressive about Walt Disney is that they did not have to really develop their sustainability program at all. Their films are so adored that they really did not have activists pushing them as much as other sectors in corporate business. What is remarkable is that Walt Disney has actually made a great deal of difference with their water conservation, wildlife protection, construction, and waste management projects. Walt Disney essentially took their corporate sustainability projects to another level because they grew their efforts beyond just their theme parks and really have made a substantial contribution to the community. In future years, the key to Walt Disney’s success is going to come from their dedication to staying current with their policies and implementing effective marketing strategies that will be the best possible fit for furthering Walt Disney’s business goals and also, addressing new environmental threats that tend to happen as a result of global climate change. As long as Walt Disney does this, they will likely have a very successful Sustainability model that goes beyond their initial goal of having a theme park that promoted the notion of Sustainable Tourism. What Walt Disney realized was that they have a great deal of power and influence in the world that they should be using to better the world around them. Thus, Walt Disney has done an absolutely sensational job with their policies and will absolutely have a great deal of success in their future sustainability endeavors for years to come.
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