Chapter 7a: Discussion Questions & Activities
Discussion Questions
- Reflect on your own use of energy. What do you use that is energy efficient? What motivated you to own it? Do you have more than one (e.g., fridge, car, light bulb)?
- How do greenhouse gas emissions from fossil fuels compare to the other types of energy, and what factors influence the amount of GHG emissions?
- What is William Stanley Jevons’ concept of increased efficiency leading to increased consumption? How does this challenge conventional beliefs about energy conservation? Provide examples from the text that illustrate this paradox.
- Discuss the implications of the “rebound effect” or “backfire” as described in the chapter. Describe an example product that has rebounded or backfired.
- Explain the Resource Q/R usage efficiency equation. What is it used for? Did you find it useful? Why or why not?
- How might Hofstede’s cultural dimensions, particularly indulgence versus restraint, influence consumer behavior and attitudes toward consumption? Provide insights based on the information presented in the chapter.
- Are you from an “indulgent” society or a more “restrained” one? What makes you think so? Give at least two examples. Compare another culture with the one you identify with most. How can you tell if another culture is more or less indulgent?
- Summarize types of renewable energies. Which renewable energy source do you think has the most potential to replace fossil fuels in your country, and why? Which renewable energy source is already being used in your country and for what?
- In what ways can consumers effectively influence corporate practices to encourage business leaders to adopt renewable energy?
- Read over the examples of businesses communicating their use of energy. Which statement did you find the most persuasive or credible, and why? Which was the least credible and why?
Activity 1: Self-Reflection on Energy Use
Objective: Examine and critically reflect on your individual buying habits, intrinsic values, and the influence of marketing strategies on your consumer behavior, particularly regarding ethical and sustainable products.
Instructions:
- Visit the following website (or find your own) to complete a self-assessment of your carbon footprint. https://www3.epa.gov/carbon-footprint-calculator/
- Discuss what you learned, what surprised you, and/or what you found interesting from the assessment. Answer two or more of the following s:
- What were your initial reactions to the results of your carbon footprint? Were you surprised by any particular aspect of your energy consumption?
- Which areas of your daily life (e.g., heating, electricity, transportation) contributed the most to your carbon footprint? How do you think your lifestyle choices influence these patterns?
- How does your carbon footprint compare to the average household in your region or country? What factors might account for any differences?
- What specific changes can you make in your daily habits to reduce your energy consumption? Which of these changes do you think would be the most challenging to implement, and why?
- Discuss any energy-efficient technologies or appliances that could help reduce your carbon footprint. How feasible is it for you to adopt these technologies in your current living situation?
- What role do you think government policies and regulations should play in reducing energy consumption and carbon footprints at the individual level? How can you, as a student, advocate for more sustainable practices and policies?
- How can you encourage others in your community (e.g., dormitory, apartment complex, or campus) to assess and reduce their energy consumption? What collective actions could be taken to make a significant impact?
Activity 2: Analyzing Energy Company Claims: How SMART Are Their Sustainability Statements?
Objective: Students will be able to evaluate real-world sustainability claims made by energy-related businesses; apply the SMART (Specific, Measurable, Accessible, Reliable, Time-related) framework to assess credibility; identify strengths and weaknesses in corporate environmental messaging; reflect on how persuasive or transparent these claims are in influencing public perception.
Instructions:
- Choose one of the corporate sustainability statements listed below (A-H). The companies selected work with oil, gas, electricity, batteries, transportation, or heavy equipment.
- Alternatively, you can look up another company that works with one or more of these and find one of their sustainability statements about energy.
- Read the statement carefully. Take notes on the tone, key claims, and any specific actions or goals mentioned.
- Use the SMART framework to analyze the statement:
- Specific: Does the company say exactly what it’s doing, for how long, how often, or when?
- Measurable: Are there any numbers or data tied to its goals or actions? Are they realistic and believable?
- Accessible: Is the language/information clear and easy to understand for audiences, regardless of scientific knowledge?
- Reliable: Does the claim seem trustworthy?Is it backed by clear evidence?
- Time-related: Are there deadlines, years, months, or timelines as necessary?
- Based on your analysis, write a short paragraph summarizing:
- What the company claims
- Does it seem targeted towards shareholders, stakeholders, or both? What makes you think so? (Refer to shareholder and stakeholder theories in a previous chapter).
- What SMART elements are done well or are missing (use the chart as demonstrated below, refer to SMART goals from a previous chapter)
- Whether or not you find the statement credible and why
- What the company claims
Optional: Share your paragraph in small groups or post it on the class discussion board
Summary Table Example:
| Company | Specific | Measurable | Accessible | Reliable | Time-Related |
| Company 1 | No | No | Yes | Yes | No |
| Company 2 | Yes | No | Yes | Yes | No |
Sustainability Statements (Choose One):
- BP (British Petroleum)
“We aim to become a net zero company by 2050 or sooner and to help the world get to net zero. We’re cutting operational emissions and increasing investment in renewable energy.”
[Source: bp.com/sustainability] - ExxonMobil
“We’re committed to playing a leading role in the energy transition by reducing emissions intensity in our operations and advancing carbon capture and hydrogen technologies.”
[Source: https://corporate.exxonmobil.com/sustainability-and-reports/advancing-climate-solutions#Aboutthereport] - Tesla
“In 2024, our customers avoided releasing nearly 32 million metric tons of CO2e into the Earth’s atmosphere by using our products—a 60% increase compared to 2023.”
[Source: https://www.tesla.com/ns_videos/2024-tesla-impact-report-highlights.pdf] - Enbridge
“As a major energy transportation company, Enbridge is targeting net-zero greenhouse gas emissions by 2050 and reducing the intensity of our operations by 35% by 2030.”
[Source: https://www.enbridge.com/about-us/our-values/sustainability/biodiversity] - Chevron
“We’re leveraging our strengths to safely deliver lower carbon energy to a growing world: working to lower the carbon intensity of our operations / investing to grow capabilities in new energies.”
[Source: https://www.chevron.com/sustainability/climate#top] - General Motors
“As part of our strategy to help reduce emissions, we have finalized the energy sourcing agreements required to secure 100% of the energy needed to power all of our U.S. sites with renewable electricity by end of 2025 and are working to do so globally by 2035.”
[Source: https://www.gm.com/impact/sustainability] - NextEra Energy
“Florida Power & Light Company serves more than 6 million accounts, providing electricity to around 12 million people in Florida. Known for its fuel- and cost-efficient power generation, FPL focuses on keeping bills low while driving energy innovation and reliability. FPL is leading the way in supporting Florida’s growth with continuous infrastructure advancements.”
[Source: https://www.nexteraenergy.com/] - Ford Motor Company
“Ford is investing $50 billion through 2026 in electric vehicle development and plans to reach carbon neutrality globally by 2050.”
[Source: https://www.fromtheroad.ford.com/us/en/articles/2023/road-to-better–ford-releases-2023-integrated-sustainability-and]
Activity 3a: Exploring Alternative Energy Sources Using SWOT Analysis
Objective: research a type of alternative energy; define types of alternative energies for the class; present its strengths, weaknesses, opportunities, and threats (SWOT); find a company that uses one or more of these sources; evaluate its strategic potential using a SWOT analysis; practice writing a persuasive public announcement for a real or hypothetical company making the switch to clean energy.
Instructions:
- Choose one alternative energy source from https://www.un.org/en/climatechange/what-is-renewable-energy?gad_source=1&gclid=Cj0KCQjw-uK0BhC0ARIsANQtgGM9lK1aD3FkNsl7CDxchwbFM6Ajm063SLYgL-efQamvFKGQ2K7OJxkaAva7EALw_wcB or somewhere similar:
- Solar power, wind power, geothermal energy, hydropower, ocean, bioenergy, or another if approved by instructor.
- Conduct thorough research on your chosen energy source, focusing on its definition, current applications, and potential for future development. Use credible sources including academic journals, industry reports, and reputable news outlets.
- Prepare a presentation that includes the following components:
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- Definition: Clearly define the alternative energy source. Briefly explain what the energy source is (e.g., solar, wind, biomass, geothermal, tidal, etc.). Describe how it works and why it is considered renewable or “green.”
- SWOT Analysis: analyze the business implications of adopting this energy source with this acronym. A SWOT analysis is a strategic planning tool used to evaluate a product, service, or business decision by identifying its Strengths, Weaknesses, Opportunities, and Threats. It helps businesses make informed decisions by considering both internal and external factors that influence success.
- Strengths: List and explain the advantages of using this energy source. Examples include cost savings, public image, and long-term availability.
- Weaknesses: List and explain the disadvantages, limitations, or challenges associated with this energy source. Examples include intermittency, cost of setup, or geographic limitations.
- Opportunities: Describe potential opportunities in the development and use of this energy source, such as by exploring what competitors or comparable products/services are doing with it or what could be possible with it in the future. What business opportunities could this energy source open up? Consider market trends, future applications, or competitive advantages.
- Threats: Discuss predictions and potential future developments related to this energy source. What external factors could harm or complicate its implementation? Consider regulations, technology shifts, or environmental risks.
- Real Example: Find and briefly describe a real company that has announced its switch to or investment in this type of energy source. Use credible sources like sustainability reports, press releases, or reputable news articles.
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- Deliver a 3-5-minute presentation to the class. Ensure that your presentation is clear, engaging, and supported by visual aids such as slides or infographics.
- Have an effective introduction, well organized main ideas supported by supporting ideas, and conclusion
- Allow time for questions and discussion after your presentation
- Participate in a class discussion reflecting on the different types of alternative energy sources presented. Discuss how each source might impact business sustainability, and which sources might be most viable for different contexts.
- Listen to your classmates’ presentations and their example announcements:
- Take notes on the different energy sources and how businesses described the switch.
- Then, write a short public announcement (4–8 sentences) as if you were a spokesperson for a real or made-up company. Announce the company’s decision to switch from one energy source to another (e.g., from coal to wind power), using persuasive and transparent language.
Potential Rubric for 3a’s Presentation and Participation:
| Criteria | 5 – Excellent | 4 – Good | 3 – Satisfactory | 2 – Needs Improvement | 1 – Poor |
| Research Quality | Thorough research with highly credible sources, very accurate information. | Good research with mostly credible sources, accurate information. | Adequate research, some credible sources, mostly accurate information. | Limited research, few credible sources, some inaccuracies. | Poor research, few to no credible sources, many inaccuracies. |
| Presentation Content | Information is clear, complete, and well-organized; all components present. | Information is clear and complete, with most components present. | Information is mostly clear and complete, some components missing. | Information is unclear or incomplete, several components missing. | Information is unclear, incomplete, and disorganized; most components missing. |
| Visual | Visuals are clear, relevant, and highly engaging. | Visuals are clear and relevant. | Some visuals were unclear or irrelevant. | Many visuals were unclear or irrelevant. | No visuals or too many visuals are unclear, irrelevant, and distracting. |
| Discussion Participation | Actively contributes insightful questions and comments, demonstrates deep understanding. | Contributes questions and comments, demonstrates good understanding. | Occasionally contributes to the discussion, demonstrates some understanding. | Rarely contributes to the discussion, demonstrates limited understanding. | Does not contribute to the discussion, demonstrates no understanding. |
| Real World Example & Final Writing Task | Provides a clear, accurate example of a real company using the energy source and writes a well-structured, persuasive public announcement with appropriate tone and detail. | Provides an example of a company using the energy source and writes a mostly clear announcement with some detail and appropriate tone. | Provides a vague or general example and/or a basic announcement with limited clarity or tone awareness. | Provides an unclear or unrelated example and/or a weak announcement lacking structure or persuasiveness. | No example provided and no writing task completed. |
Activity 3b: Written Reflection on Presentation and Class Discussion
Objective: critically reflect on your own presentations and contributions to class discussions, as well as evaluate the effectiveness of their peers’ presentations in terms of business sustainability communication.
Instructions:
- Write a 2-3 paragraph reflection on your presentation.
- Include a self-assessment of your research quality, presentation content, and visual aids.
- Discuss what you did well and what you could improve upon.
- Choose one of your peers’ presentations to evaluate.
- Write 2-3 paragraph evaluation focusing on their research quality, presentation content, and visual aids.
- Provide constructive feedback and suggestions for improvement.
- Reflect on the class discussions.
- Write a paragraph-long analysis of how your contributions added to the discussion and how you responded to others’ contributions.
- Identify at least two insights or questions from classmates that influenced your understanding of the topics discussed.
- Write aparagraph synthesizing what you learned from the entire activity (presentations and discussions).
- Discuss how the presentations and discussions have influenced your understanding of business sustainability communication.
- Include any new perspectives or ideas you have gained and how they might impact your approach to business sustainability communication in the future.