Archive for October, 2008
A new documentary film and white paper from independent consumer insights firm, dig, explores consumer reaction to the green movement including the impact a troubled economy may have on purchase behavior. “The Consumer Reaction to the Green Movement” is the result of in-depth interviews and observation studies of consumers and their immediate “influencers.” The proprietary research identifies three distinct consumer segments –each with varying degrees of receptiveness to green products and messaging. It also shows that external forces — such as the economy — impact each segment’s behavior to varying degrees. The three consumer segments also have distinct purchase motivations and triggers. “The economic downturn will slow the momentum behind green efforts,” says Wadsworth. “But informed marketers who target appropriately will continue to be successful because this group will continue to grow. The driving force behind this movement is what consumers see as threats to themselves, their families, and their environment. Those reactions may be muted, those purchases may be delayed, but they won’t disappear.” A full immersion film details insights and actionable implications for marketers who are looking to “green” their product development and marketing efforts. A white paper detailing opportunities for each group and a shorter meeting film are also available. The film and white paper are available for purchase through dig. Additional information including a film trailer can be found at http://www.digprojects.com/green.
Dunkin’ Donuts recently celebrated the grand opening of its first “green” store. The St. Petersburg, Florida restaurant is Leadership in Energy and Environmental Design (LEED) certified and includes other “green” initiatives such as innovative recycling programs like worm casting and food donations to the local food bank. “At Dunkin’ Donuts we are committed to growing our business in a way that is both achievable and sustainable for our company, our franchisees, the communities we proudly serve, and the environment,” said Dunkin’ Donuts president and chief brand officer Will Kussell. “With the opening of our first LEED certified store in St. Petersburg we look forward not only to playing an important role in the daily lives of the people who live and work here, but also applying what we learn in this store to Dunkin’ Donuts overall, as we continue to evolve the brand.” The opening of the first LEED store is part of Dunkin’ Brands’ ongoing and increasing commitment to its Corporate Social Responsibility (CSR) platform, which covers four main pillars: Philanthropic, Social, Economic, and Environmental — each pillar is associated with specific goals, including serving those who serve in our communities, embracing diversity and inclusion, sustainable development of products and materials, and volunteerism.
Green Seal has launched their new Laureate Program. In keeping with Green Seal’s long-standing approach to environmental recognition and labeling, acceptance into the Laureate Program is open and transparent. Requirements are life-cycle based and focus on energy use, air and water impacts, waste, toxic chemicals and other areas. A company’s key product lines must be certified where environmental standards exist. Laureate recognition is not a one-time award, but a rigorous program that involves regular monitoring to ensure ongoing high performance. Companies that receive Laureate recognition will be recognized as environmental stewards, and will enjoy the benefits of being a proven green leader. Find out more information about Green Seal’s Green Laureate Recognition Program by contacting Dr. Mark Rentschler, director of institutional green programs, Green Seal Inc. (202) 872-6400 http://www.greenseal.org and firstname.lastname@example.org.
CREDO Mobile has unveiled the availability of two new eco-friendly mobile accessories, making it even easier for socially conscious consumers to make a difference simply by using the products. The company’s new Iqua Solar Bluetooth headset and the Tread phone case allow consumers to have the latest technology while driving social change with every call they make. “People should expect more from their phone company,” said Laura Scher, CEO of CREDO, a division of Working Assets. “At CREDO we’re about making sure everyday tasks like talking on your cell phone yield big impact. We understand that our members want to effect change in the world but may not feel they have the tools to do so. By continuing to deliver new, easy-to-use products, we unify everyday necessities with positive social change.” In addition to the environmental benefits of the mobile accessory line, CREDO Mobile takes its commitment one step further by donating one percent of revenue—including mobile accessories, phones and calling plans—to progressive groups such as Greenpeace, Rainforest Action Network and Endangered Species Coalition. CREDO members can expect this “money-forward” guarantee with every call they make or product they purchase through CREDO. To date, members of CREDO Mobile and its parent company, Working Assets, have donated $60 million to these and other progressive organizations. CREDO Mobile’s eco-friendly product line includes CREDO Iqua Solar Bluetooth headset, CREDO Tread handset case and the CREDO Solio Charger.
In answer to the market need for well-researched green, clean products available at excellent prices, Pure Zing, an online directory of natural product reviews, has announced the official web launch of i-tryit.com. The online marketplace allows health-conscious and green consumers to test drive pre-screened natural products for a “half-price” fee and an agreement to write a product review. A recent research study by Arbitron confirms that one-third of customers who try a sample buy the product in the same shopping trip and 58% buy the product in future shopping trips. Available to new members of i-tryit.com, the company is offering a $1500 Grande Opening Giveaway including mineral cosmetics, natural skin care products, organic and bamboo sleepwear and a starter kit of ecological household cleaners. “Two of the greatest barriers to consumer adoption of green, natural products are researching products for pure ingredients and the premium price,” said Page Remick, CEO and lead reviewer for Pure Zing and i-tryit.com. “i-tryit.com addresses both these barriers: we not only do the homework for green shoppers, we offer them rock-bottom prices.”
Philips Electronics has announced the signing of an exclusive three-year agreement with Starwood Hotels and Resorts, Inc. to provide Philips’ latest range of SmartPower2 energy efficient televisions to Starwood’s 460 properties across North America. The deal, which could be worth up to $100 million with existing opportunities and expected growth, will see industry-leading energy efficient televisions installed in new hotels and existing Starwood properties looking to convert to LCD TV technology for the first time. In what is believed to be the biggest ‘green TV’ deal to date, this agreement is also expected to save the premier global hotel company more than $12 Million dollars in energy costs over the seven year lifetime of the equipment, and reduce energy consumption by up to 40 percent when compared with the televisions currently in use. This partnership impacts such well known Starwood brands as St. Regis, The Luxury Collection, W, Westin, Le Méridien, Sheraton, Four Points by Sheraton and Aloft. These ‘Green’ TVs will also be included in Starwood’s newest hotel brand, Element, which is at the forefront of green hoteling, having recently announced that each of its hotels brand-wide are required to pursue the U.S. Green Building Council’s LEED certification. “This is a defining agreement for us, and is indicative of the fundamental change in mindset we have implemented around procurement and sourcing, and the partners we want to work with to achieve this,” said Paul Davis, senior vice president of global sourcing at Starwood. “Philips has shown us that it is easy to simultaneously provide our guests with the very latest technology while making a sound business decision that significantly impacts costs and reduces energy consumption.”
Football Hall of Fame player and coach Mike Ditka has partnered with Mendocino Wine Company, parent company of the Parducci brand (a Hospitality Sponsor of Good And Green™),on a new line of wines. The connection between Ditka and Mendocino Wine Company partners Tom and Tim Thornhill and Paul Dolan was made by wholesaler Southern Wine & Spirits executives. They were aware of Ditka’s interest in creating a wine brand, and Mendocino Wine Company’s capability and willingness to engage in new, niche market brands. Mike Ditka visited the Mendocino Wine Company facility and vineyards in Mendocino County, and actively participated in evaluative and blending tastings. Together, Ditka and the Mendocino Wine Company partners and winemaking team developed five different wines, under three different labels. The wines are available at Mike Ditka’s popular Chicago restaurant, as well as through retailers throughout the Midwest and around the country. Mendocino Wine Company offers the wines for sale directly to consumers. Good And Green™ attendees will have the opportunity to get a taste of the Mike Ditka Kick Ass Red during the December 3rd cocktail reception.