Archive for September, 2010
The U.S. is one of the more environmentally cynical nations in the world with only 62% of the population believing that environmental pollution is a serious issue according to the findings from the new Green Gauge® Global report from GfK Roper Consulting. This ranks the U.S. 24th out of 25 markets around the world—close to dead last. In addition to being one of the more environmentally cynical nations when it comes to pollution, the most recent study has found that American consumers are also skeptical about the cost and efficacy of green products and their impact on the environment. Approximately two in three Americans perceive green products to be too costly and one-third believes they don’t work as well as “regular” products. “In the U.S. and around the world, marketers are being challenged by consumers to produce better green products that don’t cost too much. To that end, marketers need to be cognizant of the distinctive perceptions and attitudes about green products in order to convey these products as a smart, pragmatic purchase,” said 2009 Good And Green® speaker Timothy Kenyon, Director of the GfK Roper Green Gauge study at GfK Custom Research North America.
The GfK Roper Green Gauge® Global report, which was presented during last year’s 2009 Good And Green®, examines the green habits of 36,000 consumers in 25 countries worldwide. The report identifies five distinct groups of environmental consumers ranging from the critical “Jaded” category to the “Green inDeed”—each having unique elements that affect a brand’s marketing message.
How do you use a sustainability mission to completely transform a company? “By engaging customers AND every employee,” said Diane MacEachern of Big Green Purse during her 2009 Good And Green® panel on how to transform a company through sustainability. While last year’s presentation highlighted the efforts of Clarke, more and more brands are turning their sustainability efforts inward including P&G who just announced it will be accelerating its commitment to sustainability by unveiling a long-term environmental sustainability vision. As part of P&G’s strategy to grow responsibly, the Company will work towards a long-term environmental sustainability vision that includes:
- Powering its plants with 100% renewable energy
- Using 100% renewable or recycled materials for all products and packaging
- Having zero consumer and manufacturing waste go to landfills
- Designing products that delight consumers while maximizing the conservation of resources
“Accelerating P&G’s commitment to environmental sustainability is a critical component of the Company’s ongoing Purpose inspired growth strategy to improve more consumers’ lives in more parts of the world more completely,” said Bob McDonald, P&G Chairman of the Board, President and Chief Executive Officer. “We’re announcing this vision and these goals because we believe in the power of P&G’s Purpose – and our responsibility as a Company to be a force for good in the world.”
Annie’s, maker of all-natural and organic foods, has one goal: one million kids digging and planting new veggies now through harvest 2011. To help reach this goal, Annie’s is partnering with the National Farm to School Network, a nationally recognized organization that connects more than 10,000 schools across America with local farms to provide healthy food in cafeterias, nutrition education in classrooms and hands-on learning through school gardens. Parents, teachers and kids are invited to take the pledge at Root4Kids.com promising to complete at least one activity such as learning about, eating and planting new veggies, or working to get more fresh foods into schools. Annie’s will award the school with the most Root 4 Kids pledges by December 31, 2010 with their choice of a garden, a new Farm to School program or gardening supplies for one year. In addition, for every 1,000 Root 4 Kids pledges Annie’s receives, it will contribute funds toward a garden or Farm to School program in an underprivileged school. “Root 4 Kids is all about helping kids learn about and access more real food,” said Sarah Bird, SVP of Marketing for Annie’s. “By awarding a winning school with a garden or Farm to School program, we’re directly connecting kids with fresh vegetables, and providing them education on where food comes from. We want to extend this benefit to as many communities as possible, so we’re proud to be able to help fund gardens and Farm to School programs in underprivileged areas as well.”
For more innovative ideas on how today’s top companies are getting more consumers to engage with their brands to better our environment be sure to attend the 4th Annual Good And Green®-The Green Marketing Conference, May 11 & 12, 2011, at the Hearst Tower, New York City.
Subway®, a brand that was part of the 2007 M2Moms® panel on childhood obesity, brought attention to its ongoing efforts to make the company and its restaurant operations more environmentally friendly with the “Project Subway®” fashion show. The show, which was part of the chain’s recent franchise convention in Chicago, included designs created with recycled packaging used in Subway restaurants. One model wore a bodice created from a Subway® Lunch Box package, with floral detail made from a Subway Cookie Bag. Half of each Cookie Bag is made from recycled materials while the Lunch Box is made with 10 percent recycled material and SFI (Sustainable Forestry Initiative) fibers. Commenting on the fashions on display, Elizabeth Stewart, marketing director, who oversees the Subway chain’s sustainability efforts, said “Subway continues to show that you can EAT FRESH, be sustainable and look great!”
Some of the chain’s environmentally friendly efforts include the opening of eight certified eco-stores, with several more in various stages of development, that are designed with an emphasis on energy efficiency and water conservation. Since 2006, all new and remodeled restaurants have used low flow faucets, saving more than 78 million gallons of water annually.
See how more brands are highlighting their environmental efforts in innovative ways during the 4th Annual Good And Green®-The Green Marketing Conference.
Empowering consumers to make sustainable choices has been a theme throughout our Good And Green® events with brands from Clorox to Enterprise taking the stage to share insights into how they are making it more convenient for customers to make good green selections. Now Whole Foods is joining them with the launch of its first in-store color-coded sustainability-rating program for wild-caught seafood. Through partnerships with Blue Ocean Institute and Monterey Bay Aquarium, Whole Foods Market is the first national grocer to provide a comprehensive sustainability rating system for wild-caught seafood. The rating program includes:
- Green or “best choice” ratings indicate that a species is relatively abundant and caught in environmentally-friendly ways;
- Yellow or “good alternative” means some concerns exist with the species’ status or catch methods;
- Red or “avoid” means that for now, the species is suffering from overfishing, or that current fishing methods harm other marine life or habitats.
The chain commits to phasing out all red-rated species by Earth Day 2013.
The color-coded ratings offer shoppers transparent information about the sustainability status of wild-caught seafood. Anyone can go online and review complete species and fishery evaluations. The new program expands upon the partnership that Whole Foods Market has had with the Marine Stewardship Council (MSC) since 1999, and the new ratings apply only to non-MSC-certified fish. The MSC is the world’s leading certification body for sustainable wild-caught seafood, and its blue ecolabel identifies wild-caught seafood products that are MSC-certified.