Chance to Win Free Copy of GfK Roper’s Green Gauge® Report and Complimentary Consulting Hours During Good And Green®

If you are set to attend next week’s Good And Green®-The Green Marketing Conference, November 17 & 18 at the Chicago Cultural Center, your brand will have a definite advantage in the green space.  In addition to all the great insight, strategies and connections you will receive, Presenting Sponsor, GfK Roper, who will be presenting some of the compelling results of their 2009 Green Gauge® Report, will be awarding one attendee the opportunity to win a copy of the report, plus 21 complimentary consulting hours from GfK Roper Consulting—worth approximately $20,000!  Not registered to attend?  Contact Heidi Bouthiette at 860.724.2649 x 15 or  heidi@pme-events.com

 

Kijiji.com to Participate in eBay’s ‘re+purpose’ Campaign

Kijiji.com, eBay’s free, local, family-friendly classified site, has announced a partnership with the eBay Green Team in the third and final phase of its six-week “re+purpose” campaign. From November 4-19 at www.ebay.com/greenteam, eBay and Kijiji will collaborate with do-it-yourself maven, Zem Joaquin of ecofabulous.com, to show consumers that reusing what exists in the world today is not only cool and affordable, it’s environmentally friendly. Kijiji users can take part in the re+purpose campaign, by participating in the eBay Green Team’s Creative Reuse Competition, which is being held from November 4 – 19. The competition is a national call for the best examples of DIY projects – made from reused items – from around the country. The winner-to be juried by Zem and eBay- will not only win $1,000 to spend on eBay and a two-hour eco-consultation with Zem, but additionally be featured as a Creative Reuse Expert for eBay. For the duration of the collaboration, www.ebay.com/greenteam will feature custom content from Zem to serve as inspiration and will reward new and returning eBay Green Team members with $1 donated on their behalf to Global Green USA, the American affiliate of President Gorbachev’s Green Cross International, a leading environmental organization focused on fostering a global value shift to reconnect humanity with the environment by creating healthy, affordable green homes, schools and communities.

 In case you are unfamiliar with Kijiji, it is a classified site that allows buyers and sellers in the same area “to extend the useful life of large, hard-to-ship household items, like cabinets, bed frames, couches and much more.”    “We are excited to be working with the eBay Green Team and ecofabulous.com to educate consumers on the ease of shopping sustainably,” said Martin Herbst, General Manager for Kijiji U.S. “Kijiji.com has always been about providing consumers with a safe, family-friendly marketplace to buy and sell secondhand items. Through the re+purpose campaign, Kijiji, eBay and ecofabulous are demonstrating how easy it is to live a green lifestyle by giving used items a second life – right in their own backyard.”

Alternative Apparel Adds ‘Think Earth’ T-shirt to Collection

Alternative Apparel is helping consumers ‘think green’ by adding a new “Think Earth” t-shirt to its fashion-forward collection, for which 100 percent of the net proceeds will benefit the national environmental nonprofit organization Global Green USA.  Customers will also be encouraged to make an additional donation to support Global Green that can be placed via the Alternative company website.  

“We’re thrilled to be participating in such a worthy cause,” said Alternative Founder and Designer Greg Alterman. “At Alternative, we believe that every effort is crucial — there is no act too small. This campaign will allow Alternative to support Global Green USA’s incredible work and support our common goal of a sustainable and secure future with long life, health, and prosperity for all people.”  A symbol of a movement for positive change and humanitarianism, the Global Green t-shirts are inspired by Alternative’s own ReThink initiative — an interactive lifestyle campaign in which activists, celebrities, business owners, and nonprofits work together to raise awareness and promote eco-consciousness on every level, from environmentalism and health issues to education and community development.

Kraft Foods Launches Rainforest Alliance Certified™ Chocolate Products In Europe

Based on pioneering work started in 2005 in the Cote d’Ivoire, Kraft Foods has launched the first mainstream chocolate products in Europe to carry the Rainforest Alliance Certified™ seal. Additionally, it has committed to increase current purchases of cocoa beans from Rainforest Alliance Certified™ farms ten-fold by the end of 2012, to 30,000 tons.  Beginning in France and Belgium, Cote d’Or premium dark chocolate will now contain cocoa from farms that meet the sustainability standard of the Rainforest Alliance Certified™ program. Over the coming months, the certified Cote d’Or range will be rolled out to consumers in the United Kingdom, Germany, Spain, Hungary, Poland, Portugal, the Netherlands, Canada and the United States. It will also be made available to chocolate lovers in Sweden, Denmark and Finland under the Marabou brand and using the Suchard brand in Austria and Switzerland.  “Our collaboration with Kraft Foods and grassroots groups in Cote d’Ivoire will result in long-term, positive changes in the lives of cocoa farmers, their families, communities and the ecosystems on which they depend,” said Edward Millard, director for Sustainable Landscapes, Rainforest Alliance. “Working together, we are protecting water, wildlife and soils, while training a new generation of farmers in the economic, environmental and social benefits of sustainable agriculture.”

“Cote d’Or and Marabou are two of our premium chocolate brands. By using sustainably grown Ivorian cocoa, we can continue to offer the most intense chocolate pleasure to our consumers while improving the lives of cocoa farmers and helping secure high quality cocoa for the longer term,” said Pascal Bourdin, SVP, Kraft Foods and general manager of its European chocolate business.  Bourdin underlines that this latest initiative represents only one step in Kraft Foods’ broader sustainability commitment. The company intends to continue its efforts to encourage sustainable cocoa farming, working individually in cocoa producing regions as well as with others as part of broader initiatives such as those led by the Bill & Melinda Gates Foundation and the World Cocoa Foundation.  “I believe we’ve made a great start. My dream is to see every piece of chocolate worldwide made with cocoa from certified farms,” says Bourdin.

Green Confidence Index Gives Monthly Snapshot Of Americans’ Attitudes Towards Green

American consumers are ready to increase their purchases of environmental products and services as the U.S. economy emerges from recession, though premium prices for green goods remain a barrier for many, according to a new monthly tracking service.  The Green Confidence Index, which was launched last week, is a monthly snapshot of Americans’ attitudes about and confidence in their leaders and institutions, nationally and locally, on the subject of environmental responsibility, as well as in their own understanding of issues and their willingness to make green purchasing choices. It is the first comprehensive monthly tracking of consumers’ green attitudes and purchasing.  The Index is a partnership GreenBiz.com, Earthsense and Survey Sampling International.  The Index is based on a monthly survey of more than 2,500 adults who are nationally representative of the U.S. adult online population. It is calculated using responses in three areas:

• Responsibility: how leaders and institutions are perceived to be addressing environmental issues (weight: 40%)
• Information: the adequacy of information available to make informed decisions (20%)
• Purchasing: past and future purchases of green products (40%)

 The Index was set in July 2009 at 100.0. The current release includes results from the first three months of survey results, through September 2009, when the composite Index stood at 103.8.  “Manufacturers and retailers are increasingly aware of ‘the green gap,’ where consumers’ behaviors and purchases often lag behind intentions, due in part to marketplace confusion about what makes products green,” said Earthsense chief research officer Amy Hebard, who will be speaking at Good And Green®-The Green Marketing Conference.   “As better information and clearer standards evolve, the Green Confidence Index will be a valuable monitor of progress in communications and how this translates into buying decisions.”

 In addition to the regular monthly tracking of attitudes and habits, the Green Confidence Index tracks Americans’ perceptions of companies. Each month it asks, “What company, if any, do you think of as being ‘green’?” This is an unaided question, meaning no list is provided. Respondents simply name companies that are front of mind.   In the inaugural report, Clorox and Walmart loomed far ahead of any other brands or companies mentioned, followed by (alphabetically) General Electric, Johnson & Johnson, Procter & Gamble, SC Johnson, Toyota, and Whole Foods. In all, more than 300 companies received at least one mention.  Another question asked Americans about the environmental information they use and trust “When you need information about environmental issues to guide decisions” about shopping, investing, and voting. Americans reported that they had little use for corporate blogs and websites, which were also deemed the least-trustworthy source of information. Friends, relatives, and colleagues were the highest-rated sources, with consumer ratings and reviews the second most-trusted source.  The Green Confidence Index is a subscription-based service. More information and a sample copy of the monthly briefing can be downloaded at www.greenconfidenceindex.com.

Since Launching Global Effort, Abbott Has Saved 1 Billion Gallons Of Water Annually

Abbott has announced that it is saving 1 billion gallons of water annually since launching a comprehensive, global effort in 2004 to preserve natural resources through reducing use of water in the production of its nutrition and other health care products.  In 2004, the company set out to achieve a reduction in water use compared to its 2004 baseline by the end of 2011, when normalized to sales.  Abbott has nearly reached its goal of a 40 percent reduction in water use two years ahead of time as its manufacturing water use has decreased 37 percent, normalized to sales. The company has also achieved a seven percent reduction in absolute terms, while at the same time increasing production at many of its plants as demand for its products has grown.  “Abbott is committed to using water and other natural resources in a responsible and sustainable manner,” said Corlis Murray, vice president, Global Engineering Services, Abbott. “Water is essential to our ability to provide our customers with the health care products from Abbott they depend on, but the quality of water we return to the environment is also important.”  Some of the ways in which Abbott is reaching its goal:

• Increasing water use efficiency–Abbott is incorporating water-saving design and technology into new and existing facilities. 
• Understanding water stress and scarcity–Abbott is using the World Business Council for Sustainable Development’s “Global Water Tool,” which is helping its 40 major manufacturing plants throughout the world assess their local water needs. 
• Educating communities–In Arizona, Abbott and its non-profit foundation, the Abbott Fund, have partnered with Project WET, the state’s leading water education program for teachers and students. The program engages people of all ages in learning about water resources and conservation.  “Only through knowledge and understanding do people actually begin to apply new concepts in their lives and adopt new behaviors,” said Kerry L. Schwartz Director, Arizona Project WET. “By teaming with Abbott, Arizona Project WET is making a difference in developing a culture of water conservation in Arizona.”

Ogilvy & Mather New York Launch NYC’s First Corporate Bike Sharing Program

Supporting efforts to reduce its carbon footprint and LEED application for its new green headquarters at the Chocolate Factory on 11th Avenue, Ogilvy & Mather New York has launched the City’s first corporate bike sharing program. The program includes the creation of 150 covered bicycle spaces in the agency’s new garage to house the 50 Breezer bicycles the agency purchased, and to accommodate the growing number of agency employees who bicycle to work every day. Some 200-plus agency employees have already taken a bicycle safety course offered by NY Bikes, and the agency is offering free helmets for those who join the program and want to use the loaner bicycles. Shower facilities are available to those who participate in the OgilvyBikes program. “When we moved to our new building we purposefully incorporated as many green elements as possible, underscoring sustainability as an important business objective for Ogilvy,” explained Gunther Schumacher, Chief Operating Officer of Ogilvy & Mather North America and lead driver of the OgilvyBikes program. “The OgilvyBikes program comes at a time when the City is opening up streets for bicycles and a greater number of our staff is looking to be part of a movement driving environmental change close to home, while getting fit and having fun at the same time.” In launching OgilvyBikes, the agency created an event designed to share the joy of exploring NY’s neighborhoods with experienced agency bike riders and those new to navigating NY on two wheels. Images of the ride are posted on twitter to #ogbikes1. Ogilvy & Mather has long supported environmental causes on a pro-bono basis and through its OgilvyEarth practice that works with clients on sustainability initiatives. It recently won a series of awards for the “Polar Bear” campaign for the Environmental Defense Fund and has just launched the Hopenhagen campaign for the UN Climate Change Conference in Copenhagen in December.

Southwest Airlines Introduces Its ‘Green Plane’

In addition to not having to pay to check your bags, here’s another reason Southwest Airlines is becoming one of the airlines to watch.  The airline recently announced its ‘Green Plane’, an innovative idea that marries efficiency, environmentally responsible products, customer comfort, and reduced waste and weight. This plane, a Boeing 737-700, will serve as a test environment for new environmentally responsible materials and customer comfort products.  All of the initiatives being tested on this Green Plane, when combined, will equate to a weight savings of almost five pounds per seat, thus saving fuel and reducing emissions, along with adding recyclable elements to the cabin interior and reducing waste.  “Southwest is committed to continuing to lead the industry in emissions reductions through fuel efficiency. Efficiency in fuel consumption benefits our company as well as the environment, and this has been part of our business model since the beginning,” said Gary Kelly, Southwest’s Chairman, President, and CEO. “As we look to the future, we know climate change remains of vital importance to our industry, our company, and our customers, so Southwest works hard every day in every area to be a responsible steward of the environment.”  Some of the eco-friendly products being tested on the aircraft are InterfaceFLOR Carpet, Seat Covers, Life Vest Pouch, Foam Fill and Passenger Seat Rub Strips.  In addition to the Green Plane, Southwest also announced the Nov. 1 kickoff of its more robust onboard recycling program, which is a co-mingled system that will allow the airline to capture more recyclable material and divert it from the waste stream. “The initiative by the Southwest Airlines Green Team, Facilities Maintenance, Inflight Department, and Provisioning Department was a truly heroic effort; when you serve nearly 68 cities there are often 68 different ways to implement a program,” Kelly says. “We appreciate the hard work of our recycling vendor, Republic Services, and we are excited to take a very effective recycling program and make it even better.”

MarketResearch.com Study Focuses On Ethical Grocery Products

Despite the economic downturn of 2008-2009, ethical grocery products are continuing to make headway in the market, especially when contrasted with the relatively flat market for conventional groceries. Indeed, by many accounts, consumer demand is steadily increasing for products that fulfill eco-friendly, natural, organic, local, humane, and fair trade criteria. Major marketers and retailers are increasingly tapping into this trend by offering more ethical products, upping their corporate responsibility efforts through energy-efficient “green” facilities and sustainable business practices, and increasing their associated cause-related marketing efforts. Underpinning market advancement is ongoing strong consumer demand for products perceived to be healthier and safer. According to MarketingResearch.com Packaged Facts’ February 2009 consumer poll, approximately one-fourth of U.S. adult shoppers frequently buy certified organic food or beverage products, and one-third are usually willing to pay more for organic foods — even in the midst of economic recession. The report, “Ethical Food and Beverage, Personal Care and Household Products in the U.S.; Conscientious Consumerism and Corporate Responsibility in the New Economy, 2nd Edition,” builds on the analysis presented in the previous edition, but also examines key issues and trends affecting the marketplace across two classifications—Food & Beverages and Non-Food Products (which includes personal care products & household products). Coverage includes historical and projected retail sales estimates from 2005 through 2014, case studies of key marketers and retailers, and trends in new product development and competitive positioning. Also covered are government regulations and certifying organizations, mergers and acquisitions, retail trends, eco-conscious demographic profiles, and international trends. For more information visit: http://www.marketresearch.com/redirect.asp?progid=67618&productid=1939948

CVS Rewards Customers Who Decline Plastic Bags

CVS/pharmacy is encouraging shoppers to cut down on the use of single-use plastic bags.  The GreenBag Tag program rewards members of the company’s ExtraCare loyalty programming for declining plastic bags when making a purchase.  Available in-stores for 99 cents, GreenBagTag is made with corn-based material, an annually renewable resource, as well as 100% recycled silicone, and is packaged in 100% recycled paper. Shoppers can purchase GreenBagTag for themselves or as a gift for environmentally-conscious friends and family; each tag must be used with an ExtraCare card. Whether they are using re-usable bags or simply carrying out their items, customers who choose not to take a plastic bag, benefit each time they shop at CVS/pharmacy and scan both their GreenBagTag and ExtraCare card at the register. On every fourth scan, GreenBagTag cardholders receive a $1.00 Extra Buck on the bottom of their receipt. Extra Bucks are like free CVS/pharmacy money that can be used on nearly anything in the store.  “CVS/pharmacy is committed to improving the lives of the people and communities we serve, and that includes helping all our customers adopt more eco-friendly practices,” said Bari Harlam, vice president of marketing for CVS/pharmacy. “We have a long history of rewarding our customers with incentives that are both convenient and beneficial to their well-being. Our new GreenBagTag program provides an easy way for shoppers to take a small step in going green, while also receiving Extra Bucks as a ‘Thank you!’ for joining us in making an impact in the fight to reduce waste from disposable plastic bags.”