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

Brands Line Up For Good And Green

From Johnson & Johnson and Kimberly Clark to Native Energy and Parducci Wines, marketing executives from a wide variety of product categories are among the early participants in 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.

“Over the years, we’ve had attendance from a really diverse list of brands, including Kraft, Cisco, Sealed Air Corp., General Motors, Brown-Forman, Clorox, Coca-Cola, Nike, Philadelphia Phillies, Disney, Mohawk, Energizer, Dell, Esurance, PEPCO and McNeil Labs.” according to Nan McCann, Good And Green® producer. “Smart brands attend because they know that today, green marketing is a mainstream component of every marketing plan and the key to a brand’s future in virtually every industry and product category. It is the key to innovation and economic growth.”

This year’s theme” McCann explained, “is helping companies who have implemented green and sustainable initiatives throughout their organizations translate that leadership into green marketing profit. And show them how to do this without their efforts being perceived as ‘greenwashing’. Survey after survey continues to show that consumers prefer green and sustainable products from responsible companies who have led the green evolution. In fact, the majority of consumers have said they’re willing to pay a premium for products and services offered by those companies.”

This year’s highlights feature cutting-edge research, including a Green Gauge Global report from GfK Roper, 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, 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.

March 23, 2011 at 5:06 pm

Hot Green Headlines

Here are some of the green marketing headlines in the news this week:

Around For A Decade, Hybrids Still Befuddle: Although these vehicles won’t make or break a car company — they represent only a sliver of the auto market — automakers may have to spend time and money on educating consumers. That’s because a lot of Americans don’t really get what makes a hybrid different from a battery electric vehicle or a plug-in hybrid (MediaPost Marketing Daily).

A Is for Armageddon: 12 Ways to Destroy the Planet: A list of environmental catastrophes, gathered from Richard Horner’s new book A is for Armageddon (Fast Company).

5 Steps To CSR Success: So, what happens when you are a PR/marketing/brand/advertising professional and your boss tells you that you will now be heading up the company’s first Corporate Social Responsibility (CSR) initiative? In CSR, like in most things, there are steps to getting started and doing it right (MediaPost’s Marketing: Green).

Honest Tea Plans To Continue ‘Guerilla’ Marketing: Coca-Cola has fully acquired Honest Tea, but when it comes to marketing, at least for the present, the organic tea maker intends to continue a "guerilla" approach, says co-founder, president and "TeaEO" Seth Goldman, who has elected to reinvest most of his proceeds from the acquisition back into Honest Tea (MediaPost Marketing Daily).

March 11, 2011 at 12:58 pm

Leading With Action Examined At Green Marketing Conference

MikeKapalko_blog “The difference between a company that claims to live a sustainable life and one that truly fulfills this aspiration resides in its ability to transform messaging into normalized behavior. It’s more than capitalizing on the one-off initiatives and product offerings that emanate from a green division,” according to Mike Kapalko, Sustainability Marketing Manager, SCA’s Tissue Division in North America, discussing his presentation for the 4th Good And Green® – The Green Marketing Conference, May 11 & 12, at the Hearst Tower, NY, NY.

“This session will show how to take a good look at your company’s sustainability efforts and find a unique strategy to showcase those efforts,” explained Kapalko. “We’ll focus on a lean-forward approach to telling the company story. Partnering with like-minded sustainability and hygiene thought leaders and committing to your actions; even if you’re not 100 percent sure they will resonate.” Kapalko will be co-presenting with Mary Shaughnessy, Vice President Group Account Director, Cramer-Krasselt.

Mary_Shaughnessy_blog “Consumers and businesses have heard the stories. It’s time to stop the noise  pollution and lead with action. If your company has a long-standing history of leading the sustainability charge, like SCA, you may have the urge to pound your chest in this new age of green marketing,” Kapalko added. “Despite 80 years of headship in the area of sustainability, SCA took another approach by assuming a modest identity as the quiet leader. Quiet leaders are powerful. They are focused. And most importantly, they are committed to transforming their words into bold actions.”

“Every year Good And Green® is attended by brand marketing teams and execs from leading marketers across a broad spectrum of product categories,” according to Nan McCann, Good And Green® producer. “Over the years, we’ve had attendance from a really diverse list of brands including Sealed Air Corp., General Motors, Brown-Forman, Clorox, J&J, Cisco, Kraft, Coca-Cola, Nike, McNeil Labs, Philadelphia Phillies, Disney, Mohawk, Energizer, Dell, Esurance, PEPCO and Kimberly Clark.”

“Smart brands attend,” McCann explained, “because they know that today, green marketing is a mainstream component of every marketing plan and the key to a brand’s future in virtually every industry and product category. It is the key to innovation and economic growth.”

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, Pentel, Carolina Pad, Parducci, PlanetEarthPromotions.com; Media Sponsor: Fast Company and Video Content Resource: Snippies.

For conference schedule and information: www.goodandgreen.biz or 860.724.2649 x14. Good And Green® is produced by PME® Enterprises LLC, 216 Main Street, Hartford, CT 06106.

March 9, 2011 at 4:24 pm

Earth Hour 2011

Will you participating in Earth Hour this year (8.30 pm, Saturday, March 26, 2011)? Billed as the largest grass-roots environmental movement in history, Earth Hour started in Australia in 2007 and has become the largest campaign for the planet in history.

Earth Hour is a global initiative in partnership with WWF. Individuals, businesses, governments and communities are invited to turn out their lights for one hour on Saturday March 26, 2011 at 8:30 pm to show their support for environmentally sustainable action. Earth Hour started in Sydney, Australia in 2007 through a partnership between WWF Australia, Leo Burnett and Fairfax Media, when 2 million people in one city switched off their lights. By 2010, Earth Hour had created history as the largest voluntary action ever witnessed with participation across 128 countries and every continent, including the world’s most recognized man-made marvels and natural wonders in a landmark environmental action.

March 2, 2011 at 5:17 pm

Green Marketing Insight From GfK Roper’s Green Gauge at Green Marketing Conference

HollyJarrell Drawing on over 25,000 interviews with consumers from twenty-five countries, the findings of GfK Roper’s new Green Gauge® Global study will provide marketers with consumer-level insight and foresight into environmental attitudes and behaviors in the US and abroad at the 4th Good And Green® – The Green Marketing Conference, May 11 & 12, at the Hearst Tower, NY, NY.

“The very good news is that consumers are still thirsty for greener options – but they need meaningful motivation from marketers,” according to GfK Roper’s Holly Heline Jarrell, who will be co-presenting the research findings with Timothy J. Kenyon. “However,” she added, ”the study also suggests that green could use a jump start. The information in our session will help marketers reboot and strengthen their green marketing efforts.”

TimKenyonThe Green Gauge® Global Report evolved from GfK Roper’s Green Gauge® Report. It is the only study providing global marketers an in-depth look into green consumer trends, attitudes and behaviors in 25 countries. Since 1992, GfK Roper has helped green marketers track the development of the environmental movement in America through its Green Gauge®.

“Every year Good And Green® is attended by brand marketing teams and execs from leading marketers across a broad spectrum of product categories,” according to Nan McCann, Good And Green® producer. “We’ve had attendance from a really diverse list of brands including Sealed Air Corp., General Motors, Brown-Forman, Clorox, J&J, Cisco, Kraft, Coca-Cola, Nike, McNeil Labs, Philadelphia Phillies, Disney, Mohawk, Energizer, Dell, Esurance, PEPCO and Kimberly Clark.”

“Smart brands attend,” McCann explained, “because they know that today, green marketing is a mainstream component of every marketing plan and the key to building a sustainable future in virtually every industry and product category. It is the key to innovation and economic growth.”

Presenting Sponsors, Good Housekeeping and The Daily Green will be joined by Associate Sponsors: SCA Tissue North America, GfK Roper Consulting, Benjamin Moore & Co.; Showcase Sponsors: The SOAP Group, Pentel, Carolina Pad, Parducci, PlanetEarthPromotions.com; Media Sponsor: Fast Company and Video Content Resource: Snippies.

For conference schedule and information: www.goodandgreen.biz or 860.724.2649 x14. Good And Green® is produced by PME® Enterprises LLC, 216 Main Street, Hartford, CT 06106.

February 25, 2011 at 8:10 am

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