Earthlings: Dangling With Sustainability

• Main Authors: Silvestre, Shane Loryn L., Concepcion, Elisha Hazzel A., Evangelista, Samantha B., Hermosa, Maureen B., Palacio, Roan Alleah I.
• Format: text
• Published: Animo Repository 2024
• Subjects: sustainable jewelry; recycled plastics; statement pieces; environmental sustainability; corporate social responsibility
• Online Access: https://animorepository.dlsu.edu.ph/conf_shsrescon/2024/bus_plan/3; https://animorepository.dlsu.edu.ph/context/conf_shsrescon/article/2407/viewcontent/BCB_BCB_Concepcion_Evangelista_Hermosa_Palacio_Silvestre___Shane_Loryn_Silvestre.docx.pdf
• Institution: De La Salle University

Earthlings saw a gap in the Philippine sustainable jewelry market, prompting them to offer earrings made of recycled HDPE plastic at an affordable price. Established in September 2023 by five senior high school students at De La Salle University-Manila, the brand has undergone thorough product development supplemented by market research to honor its commitment to delivering quality pieces. Although there are established sustainable jewelry brands like Karisma ni Maria and Minea’s Pieces, their products may not be affordable for other market groups, especially the younger demographic. Therefore, by setting a low ceiling price of Php 249.00, which seasonally drops to Php 199.00, Earthlings was able to utilize the marketing strategy of penetration pricing. Additionally, the brand highlights its green initiatives, considering Generation Z’s inclination towards environmental sustainability and statement pieces. Operating in a sole proprietorship also became advantageous to the business as it gave the owner complete control of its trajectory while benefiting from the expertise of the other executives in terms of market penetration, production, finance, and administrative work. These key personnel include CEO Roan Palacio, CMM Elisha Concepcion, CPO Samantha Evangelista, CFO Maureen Hermosa, and CAO Shane Silvestre. Currently, their research adviser guides Earthlings with regard to their plan of further diversifying the brand’s products and strengthening its proprietary rights through trademarks. Moreover, in terms of finances, the business was established using a capital of Php 25,000.00, which the founders equally funded. This amount covered the production and quality control of the products throughout the implementation of the business. At the end of the year, a part of the business’ profit will be donated to the chosen beneficiary as a part of Earthlings’ corporate social responsibility, while the remaining amount will be divided fairly among the business founders.