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SLM is very pleased to introduce Matt Heinz, our new monthly columnist on green marketing and communications. Matt is senior director of marketing for IT products firm Verdiem and writes the blog Matt on Marketing.
How to Green Your Media Plan
Authentic, verifiable positive impact behind concrete action is the true ticket to winning the hearts, minds, and brand preferences of today's green-minded consumer. By the same token, greening your brand communications requires far more than a few mere edits on a page. Here are four key elements to creating a smart, effective media strategy that won’t call your green cred into question. By Matt Heinz Read more...
Top Stories...
Absolut Vodka Launches "Global Cooling" Climate Campaign
Absolut Vodka has unveiled a nationwide ad campaign encouraging consumers to take simple daily steps that help minimize their carbon footprint. The multimillion dollar Absolut Global Cooling campaign, launched in partnership with the Live Earth Film Series, will span multiple channels from bars and nightclubs to film festivals and private events. Read more...
SC Johnson to Debut New Green Products Logo
SC Johnson will tout its Greenlist materials-sourcing program on new logos to appear on bottles of Windex glass cleaner later this month. The company credits the Greenlist program, launched internally in 2001 to incorporate greener components into SC Johnson products, with a Windex reformulation that cuts 1.8 million pounds of volatile organic compounds (VOCs) while boosting cleaning power by 30%. Read more...
Survey: Consumers Still Skeptical on Green Products
Most consumers still think green products are too expensive, hard to use, and just plain ugly, according to a new EcoPinion survey. The survey exposes a significant gap between consumers' expressed concern for the environment and their willingness to adopt or purchase green products, services, and technologies. Read more...
Clorox Hopes New Green Brand Will Clean Up
Clorox, which snapped up Burt's Bees last November as part of a strategic push into the green-cleaning market, has launched its Green Works brand of natural cleaning products. Clorox is putting its considerable marketing muscle behind the brand, the first line of natural cleaners with national distribution. Read more...
Carbon Labels Pose Challenges for Marketers
A special report from Ethical Corporation magazine questions the value of carbon labels as a marketing tool. The labels, which tell consumers the total amount of carbon emissions associated with a product's manufacture and distribution, may not be the best way for brands to communicate their climate efforts, say companies currently piloting a U.K. carbon-labeling scheme. Read more...
More Sustainable Brands News & Tools...
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Save the Date for SB08!
Mark your calendar and plan now to join your peers at Sustainable Brands '08, where we'll explore together the latest in innovation for sustainable brands. The event will be held in California at the Hyatt Regency Monterey Resort from June 2-5, 2008.
How to Back Up Your Carbon Offset Marketing Claims
This primer, published in the December 2007 issue of The Antitrust Source, takes a clear-eyed look at marketers' responsibilities in substantiating their carbon offset claims. Written by lawyers Randal Shaheen, Amy Ralph Mudge, and Matthew Shultz, the article applies the FTC's current guidelines (now under review) to the question of how best and most effectively to communicate your company's efforts toward carbon neutrality. A must-read in today's increasingly climate-savvy marketplace. Download now (PDF)
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Sustainable Life Media is home for business professionals looking to build new value and competitive advantage by innovating more sustainable processes, practices and products. We bring you top stories related to the what, who and how of environmental and social innovation, and help you connect with thought leaders, peers, partners and solutions providers that can help you quickly reach your goals.
This work is licensed under a CreativeCommons License. Copyright Sustainable Life Media Inc. 2008
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