Unit 2 Assigment

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Purdue Global University *

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512

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Marketing

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Apr 25, 2024

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docx

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To: Hiroko Tabuchi, Author From: Jazmine Perkins, Reader Date: February 13, 2024 Subject: Response to “Is Amassing a Collection of ‘Sustainable’ Tumblers Actually … Sustainable?” Dear Hiroko, I am writing in response to your article in the New York Times, “Is Amassing a Collection of ‘Sustainable’ Tumblers Actually... Sustainable?” (Tabuchi, 2024). This article serves as a great reminder of the value of thorough editing when producing news articles. However, this article is so compelling because of the supporting data demonstrating how the environmentally friendly Stanley Quencher tumblers made of stainless steel are ultimately less sustainable. According to Philippe Pernstich of Minimum, a carbon accounting software platform, there is a scarcity of recycled steel due to the huge demand for it, which makes it difficult to get (Tabuchi, 2024). The article also mentions the term environmental payback period, which refers to how sustainability is measured (Tabuchi, 2024). The environmental payback period is a concept that researchers have used to quantify how long someone must reuse an alternative product before it completely offsets the single-use product it replaces (Tabuchi, 2024). The use of quantitative analysis also helped the audience understand the amount of recyclable steel used for the Stanley tumblers compared to the other Stanley products. Stanley stated that the Quencher tumblers are made with 90 percent recycled steel, but only 30 percent across all other Stanley products” (Tabuchi, 2024). Although I do appreciate the proof that the Stanley Quencher tumbler is not sustainable, the article would have been more effective if it had shown a stronger connection between the surge in social media marketing and the rise in sales that results in the unsustainable nature of the cups. For example, the article should have had evidence showing the Stanely Quencher tumbler sales prior to the renovated marketing strategy to ensure the effectiveness of social media marketing. Stanley’s senior vice president of worldwide commerce, Matt Navarro, reported that the company’s best-selling category, hydration, has grown by 215% this year and that Quencher sales have surged by 275% year over year (Jansen, 2023). Furthermore, more research and the previously mentioned statistics would have made it feasible to support the hypothesis that Stanley Quencher tumblers become less sustainable as they sell more. I also do not agree with the usage of the section about the trendsetters’ prediction of the Stanley Quencher fad. “‘Some millennials or Gen-Z are already embarrassed to carry a Stanley,’ said Case Lewis, who writes the trendspotting newsletter After School” (Tabuchi, 2024). This statement doesn’t support the article at all. For instance, this article discussed how the more Stanley Quencher tumblers are sold, the less sustainable they are; however, the assertion that the younger generation no longer wants to be seen wearing a Stanley tumbler undermines this argument. In fact, it supports Stanley’s greater sustainability. Stanely tumbler sales will decline if the fad dies, and it will be less expensive to make the tumblers out of recyclable steel, resulting in the tumblers being more sustainable.

While I do appreciate the amount of information and statistics mentioned in the article, simplifying this article even more would eliminate any confusion and provide a more concise news article. According to Zinsser (2016), the key to writing well is to break each sentence down into its most basic parts. The article’s early mention of social media marketing boosting sales, particularly among younger readers, and its later mention of the same generation’s reluctance to be seen with a Stanley make it difficult for readers to follow up with the text seamlessly. This makes the article very contradictory. According to Matties (2024), simplicity appeals to the mind more than complexity. Thus, your message needs to be self-contained, outlined, and concise. The essay would be a lot easier to read and understand if it were properly condensed to its most basic form. Thank you for your time. Best, Jazmine Perkins, Reader 219-718-9789 Jazmineperkins@student.purdueglobal.edu References Jansen, C. (2023). The rise of the Stanley tumbler: How a 110-year old brand achieve viral success. Marketing Dive, Washington . https://go.openathens.net/redirector/purdueglobal.edu?url=https://www.proquest.com/ central/trade-journals/rise-stanley-tumbler-how-110-year-old-brand/docview/ 2894078168/sem-2?accountid=34544 Matties, B. (2024). Effectively conveying your brand-and your message. SMT (Online); Seaside , 39 (2), 20–27. https://go.openathens.net/redirector/purdueglobal.edu?url=https:// www.proquest.com/central/trade-journals/effectively-conveying-your-brand-message/ docview/2922584106/sem-2?accountid=34544 Tabuchi, H. (2024, February 11). Is amassing a collection of “Sustainable” tumblers actually ... sustainable?: [national desk]. New York Times . Retrieved February 12, 2024, from https://go.openathens.net/redirector/purdueglobal.edu?url=https://www.proquest.com/ central/newspapers/is-amassing-collection-sustainable-tumblers/docview/2924598011/ sem-2?accountid=34544. Zinsser, W. K. (2016). On Writing Well: The Classic Guide to Writing Nonfiction (7th ed.). Perennial.

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