Archive for October, 2010
One of the top “Deep Trends” identified in Arylessence TrendWatch report –which shows trend factors that influence consumers and drive purchasing decisions–is “Eco Evolution” which reflects a profound change in how global corporations, small entrepreneurs and consumers alike now think about the world, sharing a commitment to sustainability, protecting the planet, reducing waste and using resources responsibly. “Even in a challenging economy, U.S. consumers continue to look for inspiration and ideas that connect to their passions,” says Arylessence Marketing Director Lori Miller Burns. “People are demanding the best quality, multiple benefits, maximum performance, and less waste from products that cost less, including private label brands – but they also want exotic, super-ingredients like acai, lulo, and acerola; natural, soothing products that nurture and protect; and stimulating foods and flavors they have never tasted before; all sourced in sustainable, earth-friendly ways. For these products, consumers are willing to pay premium prices.”
Most green marketing experts are probably not surprised by the report’s findings. During last year’s Good And Green®, speaker Timothy Kenyon of GfK Roper Consulting stated that even during tough economic times “the demands of environmentally-friendly products and corporate social responsibility have not only gone mainstream, but have taken root in people’s values systems.”
Scotiabank recently announced the establishment of the Scotiabank EcoLiving Awards, a Canada-wide awards program that will recognize businesses, innovators and students for excellence in the development of home energy efficiency products, services and solutions. Submissions for award nominations are now open through Scotiabank’s EcoLiving website and close on January 31, 2011. “Finding ways to reduce our environmental footprint through the efficient use of energy is important to Canadians and to Scotiabank,” said Anatol von Hahn, Group Head, Canadian Banking. “The EcoLiving Awards program provides an important new way for us to recognize leadership in green building and at the same time engage the general public in the importance of energy efficiency. We look forward to seeing the inspirational ideas and technologies that come forward and that have the potential to benefit all of Canada.” The awards program is unique in its focus on public awareness. An overarching criterion for all awards recipients is to demonstrate capacity to generate public interest and excitement in energy efficiency through submitted products or solutions.
See how other brands are generating public interest in good and green initiatives during the 2011 Good And Green®-The Green Marketing Conference, May 11 & 12 at Hearst Tower in NYC.
Here is a unique way to get consumer feedback and continue to do good and green work. The Clorox Company, which just released its first corporate responsibility (CR) report sharing the company’s formal CR strategy and commitments, is seeking feedback from its stakeholders regarding the report through a brief survey. For every survey completed by Dec. 31, 2010, Clorox will donate $5 to the American Red Cross International Response Fund, up to $10,000. “Through our first report, we’re sharing how corporate responsibility is not only steeped in our culture but integrated into our business,” said Clorox Chairman and CEO Don Knauss. “We believe our corporate responsibility strategy and commitments will guide our company toward long-term, sustainable growth, while serving a real societal need.”
Clorox is no stranger to corporate responsibility as we learned during last year’s Good And Green® when Bill Morrissey, the brand’s VP-Environmental Sustainability, showed us how Clorox has stretched beyond the typical Consumer Packaged Goods approach of reducing manufacturing and packaging footprints and has learned new insight by taking more calculated risks. “On our journey to sustainability, some of our best results have been achieved when we moved beyond conventional sustainability wisdom,” said Morrissey.
REGISTER NOW to attend the 2011 Good And Green-The Green Marketing Conference to hear more great insight into how company’s are implementing corporate sustainability strategies.
During last year’s Good And Green® we heard from Michael Robinson of General Motors about the challenges automotive companies face when trying to connect their green messages with consumers. “We have many positive environmental practices that have been in place for decades that many consumers may not be aware of,” said Robinson during his Good And Green® presentation. According to a new study from Mercedes-Benz, it might not just be lack of knowing that keeps consumers from making more fuel-efficient automotive choices, it may be lack of understanding. The study, conducted online in July 2010 by Harris Interactive, suggests that Americans are having a hard time figuring out what to make of all these choices, and as a result, many are holding off on purchasing an alternative fuel vehicle (AFV). The survey found that nearly one in two adults (48%) would be interested in purchasing an alternative fuel vehicle but are not sure about what type to get (e.g., hybrid, electric, diesel) and only about one in three (35%) say they know which types of AFVs are best for various driving situations (e.g., city, suburban, highway). In fact, more adults claim to be knowledgeable or very knowledgeable about the causes of the global financial crisis, the difference between good and bad cholesterol and the amount of oil that has spilled into the Gulf of Mexico, than they are about the difference between various types of alternative fuel vehicles. “The end game is zero-emissions driving that doesn’t simply transfer the problem. And, while that is still in the future, each alternative fuel vehicle we introduce is a step in that direction, providing key findings and helping acclimate consumers to new technology,” said Sascha Simon, Head of Advanced Product Planning at Mercedes-Benz USA. “Our goal at Mercedes-Benz is to provide a portfolio of options for our customers so they can choose the vehicle that best suits their lifestyle and to further the understanding and, ultimately, the adoption rate for these new technologies.”
Carhartt, a global manufacturer of premium work wear, is donating 6,000 pair of retired jeans to the University of Kentucky Merchandising, Apparel and Textiles Club (MAT Club) for their COTTON. FROM BLUE TO GREEN® denim drive. The denim will be repurposed by Bonded Logic Inc. into UltraTouch™ Natural Cotton Fiber Insulation and provided to communities in need of building assistance. “This is a great opportunity for Carhartt to give back to the community,” said Julie Menchen, Carhartt’s Trim and Finished Product Technical Manager. “We found out that approximately 500 pair of jeans will insulate one home, which means that Carhartt will be donating enough denim to insulate at least 12 homes.” As we learned during last year’s Good And Green®, the COTTON. FROM BLUE TO GREEN® denim drive began in 2006 as part of a collegiate mobile marketing effort for Cotton Incorporated. The program is designed to educate campus communities about the natural, renewable and recyclable attributes of denim, while also providing a learning experience for students. To-date, more than 270,000 pieces of denim have been collected and more than 540 houses have been built with UltraTouch™ Natural Cotton Fiber Insulation, preventing 200 tons of denim from being sent to landfills. “Cotton has made the leap from environmentally-friendly textile commodity, to a food, fuel and fiber source for future generations,” said Cotton Incorporated President J. Berrye Worsham during his Good And Green® presentation.
Carhartt became involved in the program in 2009 after being contacted by local officials at the University of Kentucky, a partner of the program since 2009. Carhartt donated more than 1,000 pair of jeans during the first year of its involvement. To date, Carhartt has donated more than 7,000 pair of jeans to the COTTON. FROM BLUE TO GREEN® denim drive initiative at the University of Kentucky.
GNC, a brand known for its health and wellness attributes, has gone “green”—from dramatically scaling back energy use at its 107-year-old Pittsburgh headquarters and its 2600+ company-owned stores in the U.S. and Canada and finding innovative ways to reduce paper use (recycled paper, posting communications on a web portal rather than printing) to eliminating all Styrofoam cups at company headquarters and adding space in the lobby for bicycle parking. “This is an important corporate initiative for GNC,” said Tom Dowd, GNC’s Executive Vice President, Store Operations & Development. “Our customers and GNC believe that successful businesses like GNC need to incorporate planet-friendly business practices when possible. Customers may not notice the new spot lights or many of the other changes, but our customers can be assured that we are doing all we can to increase our energy efficiency and decrease our waste wherever we can. We are taking the big steps and well as small steps to help make a healthy difference for our planet!”
As GNC is discovering, ‘going green’ is not only good for the planet, but can help businesses save money and increase efficiency—a theme we often hear during Good And Green® discussions. “It’s time for business to lead the transformation to sustainable practices and become a force for change without sacrificing quality or profitability.”