Archive for March, 2009
ecomii.com has launched a new, redesigned site to offer consumers even more information about living a healthier, greener lifestyle. The site’s enhanced navigation provides consumers the power to find exactly the information they’re looking for. ecomii’s Green Living resource centers have expanded to include Gardening and Automotive, along with the previous Parenting, Smart Food, and Green Building. The new Gardening center offers consumers a comprehensive gardening destination, with everything from landscape design to growing the perfect organic tomato. First Lady Michelle Obama’s introduction of a White House vegetable garden, along with the recent increase in plant and garden-product sales highlight the increased interest in home gardening.
With the ever-increasing interest in hybrid and electric automobiles and alternative fuels, ecomii’s new Automotive center helps consumers cut through the noise to make wise, environmentally-friendly, car choices. ecomii.com also launched the ecomii News Center as part of the redesigned site. The News Center offers comprehensive green and environmental news from around the globe from the leading news sources. Instead of searching multiple sites or tracking numerous RSS feeds, consumers interested in the latest environmental green news can easily check the latest headlines from across the web via ecomii’s News Center ecomii’s new redesign also introduces the ecomii A-Z that showcases a wide variety of useful and educational tools – ecopedia, ecomii guides, debatables, green dictionary, science encyclopedia. Resources such as the ecopedia, green dictionary, and science encyclopedia allow consumers to find precise and up-to-date answers about the latest environmental issues and buzzwords. “More and more consumers are becoming more health conscious and environmentally aware, and are looking for information on how to live a more socially conscious lifestyle. Consumers are educating themselves about environmentally-friendly brands and products and asking questions about environmental and health issues which surround them everyday. At ecomii, we’ve launched our new site redesign as a result of listening diligently to our users’ feedback for the past six months,” said Todd O’Donald, ecomii co-founder and managing director. “We believe that our site redesign offers enhanced navigation that allows users to quickly find the information that is most important to them. We’re excited to answer even more of our users’ questions with the launch of our new Gardening and Automotive centers and ecomii A-Z resources.”
Eight out of ten moms report that the environment is an important or extremely important priority in their lives, but why are moms going green? Moms are going green to save money, according to a recent online survey of attitudes about the environment on Disney Family.com. The survey revealed that 79 percent of moms turn off the lights when leaving the room to save money while only 18 percent of moms do it to help save the environment; and 66 percent of moms unplug appliances when not in use to keep costs down while 23 percent do it to reduce their carbon footprint. However, when asked if they would be willing to pay higher taxes if the money went to finding greener fuels, 47 percent of moms said yes, an 11 percent increase compared to April 2008 survey results. Additionally, when asked where new jobs should be created in the upcoming stimulus package, the “green” industry was second only to the educational sector. “The survey results clearly show that the environment is an important issue for families but that this year, in particular, saving money is an even more important motivator to going green,” said Emily Smith, vice president of the Disney Family Group. “As a result of this, Disney Family.com has created a resource to help our guests learn new and easy ways to live green in a cost efficient way.” Disney Family.com recently debuted its “Green a Little, Save a Lot” site (www.family.com/greenliving) to provide parents with access to information to help them save money while becoming more eco-friendly. Parents can also determine their carbon footprint, get expert advice on green living, find ways to volunteer to help the planet, and share “green” tips in a forum with other families. “Our goal with Disney Family.com continues to be providing parents with new and easy ways to make small changes to be green without breaking the bank. We encourage moms and dads to come to our site and share examples of how they live an eco-friendly lifestyle, all while connecting with other parents,” Smith said. In addition to survey findings, the “green living” page features tips and ideas aimed at helping families live a little greener.
Java Café, a new coffee shop now open in the University of Minnesota’s Carlson School of Management, offers the campus community an opportunity to help at-risk youth and families in the Minneapolis community, while supporting sustainability. CityKid Java Café is the result of a partnership between ARAMARK, the University of Minnesota’s dining service provider, and Urban Ventures, a South Minneapolis non-profit organization which assists community residents in securing sustainable, safe and thriving neighborhood environments. Through the sale of CityKid Java coffee, Urban Ventures funds athletic programming and learning labs for at-risk youth and their families. “We are proud to be working with Urban Ventures to support academic and athletic programs for at-risk youth in the Minneapolis community, while also increasing sustainability awareness,” said Larry Weger, Senior District Manager, ARAMARK. “We hope that CityKid Java Café will become a living-learning resource for University of Minnesota students, as well as a destination for area residents looking for a great cup of coffee.” ARAMARK began its partnership with Urban Ventures in 2007 by offering CityKid Java brewed coffees in each residential restaurant on campus and at Bistro West Restaurant in West Bank’s Humphrey Center. The coffee served at CityKid Java is “true trade” which means it is farmed using sustainable practices and bought at or above fair trade prices. ARAMARK also donates food to Urban Ventures’ People Exchange Program which feeds over 400 people each day. For more information about University Dining Services sustainability programming, visit www.umn.edu/dining.
Sierra Club Green Home (SCGH) recently launched its new website, www.sierraclubgreenhome.com, designed to educate Americans on how to make their homes more energy efficient, environmentally sustainable and healthy. Created with Sierra Club — America’s oldest, largest, and best-known environmental organization — SCGH aims to help aspirationally green citizens become more environmentally conscious. “Sierra Club is passionate about a sustainable future; however, we understand becoming green may be daunting for many, which is why we are so thrilled about Sierra Club Green Home. This site expands our reach to connect with consumers who want to begin the journey by greening their homes,” explains Carl Pope, Sierra Club executive director, who was challenged to find green products, services and contractors during a personal quest to make his home more eco-friendly and energy efficient. Confronting such hurdles inspired Pope and the organization to invest in a solution. Pope continues, “By offering the only green Web site dedicated exclusively to the home, we hope to make the idea of green living more attainable, thus resulting in a larger base of citizens that share in the excitement of preserving our environment.” “We want to help Americans go green — using easier methods such as recycling, compact fluorescent light bulbs (CFLs) and low-flow showerheads — to more sophisticated tools like full solar panels and grey water systems,” said Jennifer Schwab, SCGH director of sustainability. “We believe even small contributions will have an impact, especially if we can persuade millions of people to participate.” SCGH provides educationally rich content on more than 100 subjects related to sustainability for the home, and grants visitors access to exclusive articles from prominent green journalists including Joan Hamilton, Jennifer Roberts and Bob Schildgen. SCGH also offers consumers access to thousands of providers of green products and services vetted for authenticity through the SCGH GreenCheck process — a set of carefully designed criteria upon which each applicant is evaluated. Visitors will be able to scan the database of SCGH GreenCheck authorized providers based upon region, enabling them to easily start greening their homes, regardless of budget.
The site is an ideal resource for everyone — moms looking to ensure the health of their by choosing formaldehyde-free furniture; do-it-yourselfers (DIYers) trying to save power by installing skylights; college students switching to organic cotton bedding in dorm rooms; and ‘nouveau green’ individuals striving to do their part by re-flooring their homes with bamboo. “We created Sierra Club Green Home to bridge the gap between wanting to do what’s best for the environment and not knowing where to start,” said Schwab, who is also a LEED (Leadership in Energy and Environmental Design) accredited practitioner. “This site mirrors my personal search to make more eco-friendly choices for myself and my family. We’re excited about this launch and have worked hard to give green a friendlier and more accessible voice in an effort to encourage people everywhere to embrace this lifestyle in whatever capacity they see fit.”
The Shelton Group, one of the sponsors of this year’s Good And Green™-The Green Marketing Conference, recently launched results from its Utility Pulse 2009 study. Utility Pulse 2009 unlocks the consumer mindset on utilities and common utility energy efficiency/demand side management (DSM) programs. Here is just a sample of the consumer insights found in this report:
- Importance of energy efficiency programs and perceptions of utility motives
- General perceptions of utilities
- Energy efficiency program participation propensity
- DSM, green power and energy management rate plan impacts and participation propensity
- Perceptions of home energy consumption
- Perceived bill reduction benefit of DSM programs
- Energy conservation drivers
- Current green activities
Utility Pulse 2009 opens up the consumer mind and lets you explore attitudes, beliefs and motivations on one of the fastest growing market categories—energy-efficient products & services and conservation programs. Shelton Group is one of the leading ad agencies in America focused solely on motivating mainstream consumers to make sustainable choices. They bring unparalleled expertise to their clients by conducting quarterly, proprietary research into consumer attitudes on energy efficiency and sustainability. This research translates into fresh insights that fuel powerful advertising campaigns, accelerating brands and net revenue while simultaneously creating a sustainable world. For questions or to purchase a copy of this survey, contact Shelton Group at 865.524.8385 or http://www.sheltongroupinc.com/utilitypulse/purchase.html.
As Americans spend more time enjoying their lawns, research shows they’re looking for environmentally responsible ways to care for their little square of the Earth*. TruGreen, the world’s largest lawn care services provider, is going greener with its debut of Targeted Lawn CareSM (TLC) to address customers’ specific lawn care needs. TruGreen’s Go greenerSM advanced line-up, being piloted this spring in 38 markets, includes:
- Targeted Lawn Care: TruGreen’s overall commitment to service excellence that includes a customized lawn inspection at every application with new, proprietary technology that controls weeds only when and where needed
- TruPerformanceSM: A highly effective fertilizer with Targeted Lawn Care weed control
- TruBlendSM: A blend of 100 percent natural, organic fertilizer and traditional fertilizer with Targeted Lawn Care weed control
- TruNaturalSM: A 100 percent natural, organic fertilizer
In addition to more TruGreen lawn care options, homeowners will notice enhancements in the highly personalized service from TruGreen’s professionally trained route managers, including a free lawn evaluation and customized plan and a Lawn Quality Audit® to track progress. As part of its TLC program, TruGreen has begun rebranding trucks from its fleet to feature lifestyle images of drawn-to-your-lawn fun. The new trucks are equipped with patented dual line technology for delivering targeted weed control only when and where it’s needed. In addition, TruGreen route managers from participating pilot branches are donning newly branded uniforms. TruGreen’s TLC approach will also be emphasized in a new direct mail campaign in pilot markets, featuring a guaranteed greener, healthier, more weed-free lawn with special introductory pricing on first lawn applications. Kirk Hurto, Ph.D., TruGreen’s vice president of technical services, explained that being environmentally responsible is at the root of TruGreen’s new, innovative approach. “Targeted Lawn Care is a common-sense approach to caring for your lawn. Our programs are designed to be environmentally responsible, and TruGreen’s professionally trained route managers make certain our products stay on lawns and out of our waterways,” said Hurto. “We’re committed to reducing the use of pesticides, and our specialized TLC delivery system helps to ensure this reduction goal while still providing effective results. It’s doing the right thing for the environment – and for our customers.”
Esurance, a company that has become a leader in innovative campaigns and green marketing efforts, created quite a stir with their Earth Hour promotions and events. Here is a look at what the insurance giant did to promote and participate in Earth Hour 2009 (held Saturday, March 28, 2009):
- Turned their homepage dark: www.esurance.com
- Created a :30 second TV commercial encouraging people to turn off their lights in support of Earth Hour
- Golden State Warriors fans turned out for Earth Hour with Esurance and the WWF Panda
- Esurance and the San Francisco Giants turned off the scoreboard lights for half an inning on March 26th
- Esurance became the first auto insurer in the U.S. to provide a carbon offset car insurance policy for existing policyholders and new customers in honor of Earth Hour
Tell us what you, your company or brand did to celebrate and promote Earth Hour 2009 and we may highlight your activities later this week in Good And Green E-ssentials!