Good and Green Essentials

Michael Parrish DuDell Voted Best Speaker At Good And Green Marketing Conference

Michael DuDell_PR Michael Parrish DuDell, Senior Editor, Ecorazzi was chosen the “You Take The Cake” award best speaker by the brand marketing and agency executives who attended the 4th Good And Green® – The Green Marketing Conference. This year’s conference, presented by The Daily Green and Good Housekeeping, was held May 11 & 12 in the Hearst Tower, 300 West 57th Street, New York, NY.

"I am absolutely thrilled to win the 2011 Good And Green^® best speaker award,” stated DuDell. “Businesses are finally beginning to understand that sustainable innovation is truly the wave of the future, and there’s nothing more exciting than being at the epicenter of that revelation. The Good And Green^®Marketing Conference provides a valuable opportunity for forward-thinking companies to learn and share together. I’m proud to be a part of this event, and honored to win the ‘You Take the Cake’ award."

DuDell won for his presentation, “Take Two and TEXT Me in the Morning: How to Activate and Engage Generation Y” which taught marketers how to effectively reach the Millennial Generation. It showed them how to navigate the winding road of youth consumerism. He provided an inside look at how to talk and listen to one of the world’s most powerful generations. Its over 70 million members spend nearly $200 billion a year.

DuDell’s session drew on his experience in the fast-paced worlds of sustainable living, new media, and Gen Y culture. In addition to his position with Ecorazzi he is the managing editor of The Domino Project – a new publishing venture started by Seth Godin and powered by Amazon. DuDell is also a frequent contributor to publications like The Huffington Post, Crazy Sexy Life, and VegNews magazine.

Additionally, in 2009 DuDelll co-founded the Sustainable Leadership Council — a coalition of experts focusing on food sustainability in New York City. Michael regularly consults with companies on issues relating to Generation Y and social change and is currently working with American Express on the ZYNC card.

“In addition to DuDell’s presentation, other highlights this year included cutting-edge research from GfK’s Green Gauge^® Global Report, case studies from Avon, Benjamin Moore, Chipotle and SCA Tissue, and a keynote detailing the story and the criteria behind the development of the new Green Good Housekeeping Seal. On the fun side,” Nan McCann, Good And Green^® producer added, “attendees were treated to personal tours of the renowned Good Housekeeping Research Institute, a Hearst treasure on the 29th floor… the views were fabulous, but seeing their impressive testing labs was even better.”

Presenting Sponsors Good Housekeeping and The Daily Green were joined by Associate Sponsors: SCA Tissue North America, GfK Roper Consulting, Brown and Wilmanns Environmental, Benjamin Moore & Co.; Showcase Sponsors: Nestle Waters, The SOAP Group, Big Green Purse, Pentel, Passchal, Carolina Pad, Ecorazzi.com, and Parducci, SheSpeaks, PlanetEarthPromotions.com; Media Sponsor: Fast Company and Video Content Resource: Snippies.

Good And Green^® www.goodandgreen.biz is produced by PME^® Enterprises LLC, 216 Main Street, Hartford, CT 06106. For conference information contact Nan McCann, President, 860.724.2649 x13.

June 22, 2011 at 8:41 am

An old house gets a newer, greener life

In his closing Keynote at Good And Green 2011, emcee Steve Thomas shared the challenges of remodeling an old house on an island in Maine. Maine Home + Design magazine featured the house, barn and story in the June 2011 issue.

A PDF of the article, with additional photos and floorplan, is available on the Good And Green website.

June 10, 2011 at 11:31 am

A New Mom Goes Green

We set the stage for Good And Green® 2011 with this video, a conversation with new mom Daphne of Jersey City, NJ, on the challenges she faces as a consumer trying to live a greener lifestyle. She shares her reasons for choosing greener products, how she researches brands, and what compromises she is — and is not — willing to make in leading a more sustainable life.

Good And Green® – The Green Marketing Conference, presented by Good Housekeeping Green and TheDailyGreen.com, took place May 11 & 12, 2011 at the Hearst Tower in NYC. Thanks to our Video Content Provider, Snippies, for a great video kick-off to the conference!

May 23, 2011 at 7:12 am

Buying Green Is Still Important: Good Housekeeping Releases Results of Environmental Reader Survey

Good Housekeeping announced today during the Good and Green Conference, a two-day environmental conference in New York City that is co-sponsored by Good Housekeeping, results from a recent environmental survey that polled Good Housekeeping readers. The women’s service magazine dedicated to protecting and educating consumers, created the Green Good Housekeeping Seal, the environmental extension to the primary Seal, in response to consumer demand for guidance in sorting through a cluttered marketplace of green claims. The Green Good Housekeeping Seal is designed to set a mainstream bar for consumers who wish to live a greener lifestyle.

Key findings show that concern about the environment is top of mind and influences daily behaviors and decision-making:

90% of respondents said they are concerned with improving the environment and 40% said they are “very” concerned.
91% think being eco-friendly is something everyone should be concerned with.
85% think the world would be a better place if everyone lived eco-friendly lives.
84% think the environment is a serious issue and should be a priority for everyone.
83% of respondents said they have made changes to lead an eco-friendly lifestyle.

Good Housekeeping readers predict their purchasing decisions will only get more environmentally focused over time:

88% of respondents seek out and purchase eco-friendly products.
73% of respondents said they use or plan to use natural cleaning products with minimal or no chemicals.
80% of respondents always turn off the lights when leaving a room
69% of respondents always recycle paper, plastic, glass, etc.
66% of respondents always turn off the water when brushing their teeth.
62% of respondents always purchase energy-efficient appliances.
55% of respondents always use low-energy/compact fluorescent light bulbs.

Attention is paid to advertising with green claims—but not always trusted:

84% of respondents said they pay attention to advertisers with an environmental message.
79% think eco-friendly claims made by some products are exaggerated.
28% think that if an ad says a product is eco-friendly, it really is.

Good Housekeeping readers acknowledge needing information to lead greener lives:

72% said they would do more for the environment if they knew how.
Only 57% said they have the information they need to be personally involved in doing more for the environment.

Good Housekeeping readers expect companies to be committed to practices:

62% think it’s very important that an ethical brand should treat its employees fairly.
60% think it’s very important that companies produce products that can be safely recycled or disposed of.
58% think it’s very important that companies use environmentally-friendly packaging for their products.
58% think it’s very important that companies use environmentally-friendly ingredients in their products.
68% of respondents are very likely to tell others if they discover that a company is being unethical and irresponsible.

Good Housekeeping’s online Environmental Survey was sent to 3,000 readers and drew a 29% return rate. Respondents were 96.5% female, 3.5% male. Median age was 47.24, 74% are married, 57.8% have 4 or fewer children in the household, 88.6% have children under 18 years of age. Median household income is $61,131 and 72% own a home.

Good And Green Presenting Sponsors, Good Housekeeping and The Daily Green, will be joined by Associate Sponsors: SCA’s Tissue Division in North America, GfK Roper Consulting, Brown and Wilmanns Environmental, Benjamin Moore & Co.; Showcase Sponsors: Nestle Waters, The SOAP Group, Big Green Purse, Pentel, Passchal, Carolina Pad, ecorazzi.com, Parducci, SheSpeaks, PlanetEarthPromotions.com; Media Sponsor: Fast Company and Video Content Resource: Snippies.

For conference schedule and information: www.goodandgreen.biz or contact registration chair Angela Aiello, 860.724.2649 x14. Good And Green® is produced by PME® Enterprises LLC, 216 Main Street, Hartford, CT 06106.

May 11, 2011 at 11:55 am

Steve Thomas To Keynote Good And Green Marketing Conference

Green building for the health of planet earth… The Pale Blue Dot… is the theme of Steve Thomas’ keynote at the 4th Good And Green® – The Green Marketing Conference. This year’s conference, presented by The Daily Green and Good Housekeeping, will be held May 11 & 12 in the Hearst Tower, 300 West 57th Street, New York, NY.

In his keynote Thomas, former host of This Old House, The History Channel and Renovation Nation on Planet Green, will give a simple and robust explanation of what green building is and why we should build that way. Illustrated with photographs from his film projects on the space program and Alaska, as well as This Old House, Renovation Nation, his own building projects and his time on the Arctic sea ice and sailing with the native navigators of Micronesia, Steve will leave you with a clear and simple understanding of the principals of green building and why building sustainably is necessary for the health of our planet, the Pale Blue Dot.

“In addition to Thomas’ keynote, other highlights this year include cutting-edge research from GfK’s Green Gauge® Global Report, case studies from Avon, Benjamin Moore, Chipotle and SCA Tissue, a how-to session on authentic marketing by The SOAP Group, and a keynote detailing the story and the criteria behind the development of the new Green Good Housekeeping Seal. On the fun side,” Nan McCann, Good And Green® producer added, “we’ll be conducting personal tours of the renowned Good Housekeeping Research Institute on the 29th floor of the Hearst Tower… the views are fabulous, the information will be even better.”

Thomas will be joined by over 20 other sustainability and green marketing presenters, notably: Mark Crumpacker, Chief Marketing Officer of Chipotle; Jasper van Brakel, CEO, Weleda North America; Holly Heline Jarrell, Group Managing Director, GfK Roper Consulting; Diane MacEachern, Founder & CEO, Big Green Purse; Susan Arnot Heaney, Director, Corporate Responsibility, Avon Products, Inc.; Nick Harris, Director of Digital Marketing, Benjamin Moore Paints; Mike Kapalko, Sustainability Marketing Manager, SCA Tissue North America; and Bob Davino, Vice President of Marketing, Nestlé Waters North America.

Presenting Sponsors, Good Housekeeping and The Daily Green, will be joined by Associate Sponsors: SCA’s Tissue Division in North America, GfK Roper Consulting, Brown and Wilmanns Environmental, Benjamin Moore & Co.; Showcase Sponsors: Nestle Waters, The SOAP Group, Big Green Purse, Pentel, Passchal, Carolina Pad, ecorazzi.com, Parducci, SheSpeaks, PlanetEarthPromotions.com; Media Sponsor: Fast Company and Video Content Resource: Snippies.

May 3, 2011 at 11:49 am

Hot Green Headlines

Here are some of the green marketing headlines in the news this week:

Mainstream Green: Moving Sustainability from Niche to Normal – Over the past several years, research in the green marketing space has repeatedly revealed a gaping disparity between what mainstream consumers say they intend to do and what they actually do when it comes to living and shopping sustainably. At OgilvyEarth they call this the Green Gap. The Green Gap isn’t just a concern for environmentalists; many of the world’s leading corporations are staking their futures on the bet that sustainability will become a major driver of mainstream consumer purchase behavior. Unless they can figure out how to close the gap, there will never be a business case for green (OgilvyEarth).

Consumers Never Liked to Pay More for Green to Begin With – On Friday (4/22/11), the New York Times breathlessly declared in a cover story that during the recession, "As Consumers Cut Spending, ‘Green’ Products Lose Allure." It’s a nice headline and makes it sound like the green product and business movement is in trouble. But the story, while interesting, doesn’t really change the reality for business. First, consumers never liked to pay more for green and, second, consumer pressure is not the biggest force driving the greening of business.(Harvard Business Review).

Whole Foods Kicks Off New Ranking For Cleaners – Claiming widespread consumer confusion — even among its green-elite shoppers — Whole Foods Markets says it is introducing Eco-Scale Rating System, a tiered standard for household cleaners that will make it easier for customers to understand which products are best for the environment (MediaPost).

April 27, 2011 at 5:12 pm

Fast Company Interviews Chipotle’s CMO at Good And Green

Fast Company editor Bob Safian will lead a one-on-one discussion with Mark Crumpacker, Chief Marketing Officer of Chipotle about the chain’s sustainability and marketing campaigns at the 4th Good And Green® – The Green Marketing Conference. This year’s conference, presented by The Daily Green and Good Housekeeping, will be held May 11 & 12 in the Hearst Tower, 300 West 57th Street, New York, NY.

In his session, “The Model of Chipotle: The Delicate Balance of Business and Sustainability”, Safian will explore the chain’s unique approach to sustainability, the marketing campaigns surrounding those efforts, and share innovative and inspiring ideas to help the marketing executives who attend grow their own business and brands. Chipotle is a leader in sustainability,-from their Food With Integrity campaign, where they purchase local, organic ingredients, to their green building practices and successful business model.

“The Fast Company/Chipotle session complements this year’s conference theme of helping companies translate authentic and sustainable initiatives into green marketing brand presence and profit,” according to Nan McCann, Good And Green^® producer. “In the spirit of ‘a rising tide lifts all ships’, presentations like this from category leaders like Chipotle show other marketers how to be authentic and avoid any hint of ‘greenwashing’.”

“Survey after survey continues to reveal there is a trend toward conscientious consumerism. That today’s consumers prefer green and sustainable products from responsible companies who have led the green evolution.” McCann added, “Green and Good go hand-in-hand. In fact, the majority of consumers say they’re willing to pay a premium for products and services offered by those companies.”

“Other highlights this year include cutting-edge research from GfK’s Green Gauge Global Report, case studies from Benjamin Moore, Avon and SCA Tissue, a how-to session on authentic marketing by The SOAP Group, and a keynote detailing the story and the criteria behind the development of the new Green Good Housekeeping Seal. On the fun side,” McCann added, “we’ll be conducting personal tours of the renowned Good Housekeeping Research Institute on the 29th floor of the Hearst Tower… the views are fabulous, the information will be even better.”

Presenting Sponsors Good Housekeeping and The Daily Green will be joined by Associate Sponsors: SCA’s Tissue Division in North America, GfK Roper Consulting, Brown And Wilmanns Environmental, Benjamin Moore & Co.; Showcase Sponsors: Nestle Waters, The SOAP Group, Big Green Purse, Pentel, Passchal, Carolina Pad, ecorazzi.com, Parducci, SheSpeaks, PlanetEarthPromotions.com; Media Sponsor: Fast Company and Video Content Resource: Snippies.

For conference schedule and information: www.goodandgreen.biz or contact registration chair Angela Aiello, 860.724.2649 x14. Good And Green^® is produced by PME^® Enterprises LLC, 216 Main Street, Hartford, CT 06106.

April 20, 2011 at 9:04 am

Avon’s “Hello Green Tomorrow” Campaign Studied At The Green Marketing Conference

Helping End Deforestation, One Sales Rep at a Time: The Avon “Hello Green Tomorrow” Campaign is the topic of an interactive session featuring Susan Arnot Heaney, Director, Corporate Responsibility, Avon Products, Inc. interviewed by Diane MacEachern of Big Green Purse at the 4th Good And Green® – The Green Marketing Conference. This year’s conference, presented by The Daily Green and Good Housekeeping, will be held May 11 & 12 in the Hearst Tower, 300 West 57th Street, New York, NY.

MacEachern explained, “We’ll examine what inspired Susan and her team to launch ‘Hello Green Tomorrow,’ a global mobilization and fundraising program focused on helping end deforestation (hellogreentomorrow.com). What unexpected challenges did they face? What strategies succeeded beyond their wildest dreams? How did Avon pick the organizations it partnered with? Why is Avon willing to spend time and budget on a project that may or may not sell its products? We’ll find out what worked, what didn’t, and what’s in store for the second year of the campaign. Our session is a kind of a case study that other marketing and sustainability execs in almost any category can learn from and execute in their own organizations.”

“The Avon/MacEachern session compliments this year’s conference theme of helping companies translate authentic and sustainable initiatives into green marketing brand presence and profit,” according to Nan McCann, Good And Green® producer. “In the spirit of ‘a rising tide lifts all ships’, presentations like this from category leaders like Avon show other marketers how to be authentic and avoid any hint of ‘greenwashing’. Survey after survey continues to reveal there is a trend toward conscientious consumerism. That today’s consumers prefer green and sustainable products from responsible companies who have led the green evolution. Green and Good go hand-in-hand. In fact, the majority of consumers say they’re willing to pay a premium for products and services offered by those companies.”

“Other highlights this year include cutting-edge research from GfK’s Green Gauge Global Report, case studies from Benjamin Moore, Chipotle and SCA Tissue, a how-to session on authentic marketing by The SOAP Group, and a keynote detailing the story and the criteria behind the development of the new Green Good Housekeeping Seal. On the fun side,” McCann added, “we’ll be conducting personal tours of the renowned Good Housekeeping Research Institute on the 29th floor of the Hearst Tower… the views are fabulous, the information will be even better.”

Presenting Sponsors Good Housekeeping and The Daily Green will be joined by Associate Sponsors: SCA’s Tissue Division in North America, GfK Roper Consulting, Brown And Wilmanns Environmental, Benjamin Moore & Co.; Showcase Sponsors: The SOAP Group, Big Green Purse, Pentel, Carolina Pad, Parducci, PlanetEarthPromotions.com; Media Sponsor: Fast Company and Video Content Resource: Snippies.

April 7, 2011 at 2:31 pm

TheDailyGreen.com Announces 2011 Heart of Green Award Winners

HeartOfGreen2011-no-check-md TheDailyGreen.com, the Hearst-owned top 5 green living website, is dedicated to helping all things “green” go mainstream, and its annual Heart of Green Awards celebrate those people, places, organizations and brands that do just that. The 2011 Heart of Green Awards honor breakthrough thinking and action that inspires green thinking among mainstream Americans — consistent with The Daily Green’s mission of delivering "real green for real people."

At Good And Green – The Green Marketing Conference, Dan Shapley, senior editor of TheDailyGreen.com, will moderate a panel discussion among various brands that were recently named 2011 Heart of Green Winners. The discussion will include leading brands in the fashion and beauty, cleaning and automotive categories.

Good And Green is Presented by Good Housekeeping Green and TheDailyGreen.com, and takes place May 11 & 12, 2011 at the Hearst Tower, New York City. Register now at www.goodandgreen.biz.

April 4, 2011 at 2:13 pm

Brands Line Up For Good And Green

From Johnson & Johnson and Kimberly Clark to Native Energy and Parducci Wines, marketing executives from a wide variety of product categories are among the early participants in the 4th Good And Green® – The Green Marketing Conference. This year’s conference, presented by The Daily Green and Good Housekeeping, will be held May 11 & 12 in the Hearst Tower, 300 West 57th Street, New York, NY.

“Over the years, we’ve had attendance from a really diverse list of brands, including Kraft, Cisco, Sealed Air Corp., General Motors, Brown-Forman, Clorox, Coca-Cola, Nike, Philadelphia Phillies, Disney, Mohawk, Energizer, Dell, Esurance, PEPCO and McNeil Labs.” according to Nan McCann, Good And Green® producer. “Smart brands attend because they know that today, green marketing is a mainstream component of every marketing plan and the key to a brand’s future in virtually every industry and product category. It is the key to innovation and economic growth.”

“This year’s theme” McCann explained, “is helping companies who have implemented green and sustainable initiatives throughout their organizations translate that leadership into green marketing profit. And show them how to do this without their efforts being perceived as ‘greenwashing’. Survey after survey continues to show that consumers prefer green and sustainable products from responsible companies who have led the green evolution. In fact, the majority of consumers have said they’re willing to pay a premium for products and services offered by those companies.”

“This year’s highlights feature cutting-edge research, including a Green Gauge Global report from GfK Roper, case studies from Benjamin Moore, Chipotle and SCA Tissue, a how-to session on authentic marketing by The SOAP Group, and a keynote detailing the story and the criteria behind the development of the new Green Good Housekeeping Seal. On the fun side,” McCann added, “we’ll be conducting personal tours of the renowned Good Housekeeping Research Institute on the 29th floor of the Hearst Tower… the views are fabulous, the information will be even better.”

Presenting Sponsors Good Housekeeping and The Daily Green will be joined by Associate Sponsors: SCA’s Tissue Division in North America, GfK Roper Consulting, Brown And Wilmanns Environmental, Benjamin Moore & Co.; Showcase Sponsors: The SOAP Group, Pentel, Carolina Pad, Parducci, PlanetEarthPromotions.com; Media Sponsor: Fast Company and Video Content Resource: Snippies.

March 23, 2011 at 5:06 pm