I breezed through the titles and synopses of The Philippine Daily Inquirer’s online news feed early this morning—my attempt at gradually decreasing my ‘ignorance’ on the latest news. Somehow, the newspaper in the dorm area cannot seem to find its way back into the counter after use.
I saw under the Lifestyle Heading that green bags (hand bags, purse, shoulder bags and the like) have become the top picks for accessories due to the proliferation of the ‘Eco Bags’. I have learned from my Planning the Advertising Campaign class that SM Prime Holdings is one of the malls which have exerted great efforts in promoting the green consciousness among its shopper. And nope, I am not promoting SM.
Our teacher told us that SM City Iloilo has tried to squeeze in their ‘Green Bag Project’ in almost every competition or event which the mall holds. However, they have also been constantly failing at it.
Here are the reasons why I think the Green Bag Project does not leave first base:
1. The Human Nature. This is the greatest hindrance. It is simply hard to convince people to bring another bag to the mall. Yeah, they can squeeze it inside their clutch bags, but it takes too much space. It’s not like they’re going to church and proceeding to the market anyway. Plus, people are also forgetful (or they pretend to be), so the Bring Your Own Bag every Wednesday idea does not work.
2. The Strategy. The scope of the Green Bag Project is limited for the SM Supermarket shoppers only. Maybe—just maybe, if SM makes it mandatory for all its tenants to use it as their ‘official bag’ (if the tenants are not using organic or paper-based products), the Green Bag Project might become a hit.
3. In the House. SM Staff are not even using them anyway, why bother?
4. The Role Model Concept. Media has the power. If the green bag becomes visible in the hands of some actor slash actress while he or she is shopping, surely, it will hit the streets. Charlene Gonzales is one of SM Department Store’s endorsers. If they cannot convince her to tote their green bag, the project will not go anywhere. In a nutshell, the advertising strategy is weak.
5. The Gavel. The Philippines is still not ready for the green revolution, in my opinion. One, there is still no law passed about using as much green slash organic bags while shopping. Sta. Barbara in Iloilo City has started banning plastics but this is Iloilo—only a microscopic part of the big elephant which is the Philippines. I do not think Metro Manila is ready for it. Two, if the law or bill will be passed, how sure are we that it is not going to the shelves? Three, will it be strictly implemented and monitored?
6. And probably the second most important, bringing a green bag to the mall is probably the last thing that every shopper would think of. The question of why are we going to the mall is and will forever be limited only to one answer: to shop. That and nothing else.
I might be sued for this, hahaha! I am just hoping that SM will take it constructively. Peace out! :D

SM City Green Bags by Manuel Baldemor