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Consumers Want Better Products, Not Processes
Many companies tout their green processes as they lobby for consumer recognition
as a green company. But it would be far more productive to spotlight
products instead.
Hewlett-Packard CMO Michael Mendenhall demonstrated his
understanding of this when, in a recent Ad Age interview, he stated
that purchasing carbon credits are not enough to qualify a company as green -
that products, like his company’s own Dynamic Smart Cooling System, was a “key
plank” in any corporate sustainability platform.
Campaigns such as BP’s Beyond Petroleum and GE’s Ecomagination each demonstrate the power of a
product-centered campaign to help position a company as socially responsible, a
progressive leader, and an innovator.
When you are strategizing for
your company’s green campaign, keep in mind that:
- Products and
their marketing are highly visible to the public. Evidence of eco-innovative
products can ignite enthusiasm and commitment of the public, media, employees,
investors and shareholders
- An estimated 75% of the impact a product
throws off during its lifetime is determined at the design stage; read: it is in
the purview of the business that develops it. Sometimes that impact can span
several generations
- Polls show that Americans express their concern for
the environment primarily through their product-related behavior - looking for
eco-labels, turning lights off, or recycling at the curb - and less so, writing
letters to congressmen or donating to environmental causes
So ensure
that consumers will resonate with your organization’s efforts by helping them
see true environmental benefits in the products or services you purvey. As part
of this, empower them to consumer your product responsibly - show them how to
reduce the consumption of natural resources during use by providing feedback,
such as Toyota does with the fuel mileage meter that’s onboard every Prius, or
making it easy for them to recycle products at the end of their life.
~Jacquelyn A. Ottman, President, J.Ottman Consulting and SLM Advisor
What do you think? Weigh in!
This Week's Top Stories...
Subaru Wins First-Ever Green Award for Automotive Advertising
An advertising spot highlighting Subaru's company values has taken a top prize at the IAG Automotive Advertising Awards, announced yesterday at the New York International Auto Show. The awards, which honor effectiveness in car advertising, added a Green Award category for the first time this year. Read more...
Virgin's Branson: Biofuels Test "Not a Publicity Stunt"
Virgin CEO Richard Branson has hit back at criticism - most recently from British Airways CEO Willie Walsh - that his airline's recent biofuels test flight was a publicity stunt that offers little real-world value for the aviation industry. In an editorial in The Guardian, Branson responds directly to Walsh, charging that if the BA boss "had his way the industry would go backwards." Read more...
Woolworths Dodges Bullet over Green Labeling Scandal
The Australian Competition & Consumer Commission (ACCC) has halted its investigation into Woolworths' green label for its store brand of tissue products, saying the matter is too complex to determine exactly who is at fault, The Age reports. Australia's largest supermarket chain got a drubbing last August when it failed to double-check the claims of its supplier, an Indonesian firm that has been widely criticized for its unsustainable forestry practices. Read more...
JCPenney Launches Private-Label Green Brand
Department store chain JCPenney has created a new designation for private-label merchandise that meets baseline environmental performance standards. The new Simply Green logo identifies JCPenney-brand products that are either organic, renewable, or made from recycled content. Read more...
Seventh Generation Battles Carcinogenic Chemical Controversy
Researchers have found a known carcinogen in personal care products made by high-profile green brands, including Seventh Generation and Nature's Gate, L.A. Times reports. Tests of more than 100 "natural" or "organic" soaps, shampoos, and other products found that nearly half contain a cancer-causing byproduct that is created when petrochemicals are used during manufacture. Read more...
Bissel Vows to "Get a Little Greener"
Bissell says it's getting "a little greener," unveiling a new floor cleaner - dubbed "Little Green" - that symbolizes the company's focus on small environmental improvements over flashy corporate announcements. Read more...
HP Marketing Chief Mulls Green Push
Hewlett-Packard has hired advertising firm McGarryBowen for an "unspecified corporate assignment" that may focus on the computer giant's green offerings, according to Advertising Age. In an interview with the publication, chief marketing officer Michael Mendenhall declined to confirm plans for a green push, though he considers sustainability an undeniably hot marketing trend. Read more...
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Chris Laszlo on Talking Sustainability with the C-Suite
Business consultant and author Chris Laszlo knows a thing or two about value creation. His new book, “Sustainable Value: How the World's Leading Companies Are Doing Well by Doing Good,” builds on decades of experience advising the world’s largest companies on how to leverage sustainability into competitive advantage. In this SLM interview, Chris outlines his strategy for selling corporate executives on green initiatives (hint: it's helpful to equate “sustainability” with “opportunity”) and explains why “tradeoff” is such a dirty word. Read more...
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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.
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