Archive for April, 2011

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

Diane MacEachern 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.

Susan Arnot Heaney 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.

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 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


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