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Effective Eco-Labeling: 5 Things to Avoid
Organic, Fairtrade, FSC Certified - "eco-promises" are made about a range of issues in advertising, in-store promotions, and on products themselves. But look before you leap on this bandwagon, a new report suggests - or you may be doing your green rep more harm than good. Here are five pitfalls companies face in communicating their efforts via eco-label - and how best to avoid them. By Emily Rabin Cowan Read more...
Also This Week...
Green Works Ads Keep Clorox Name at Arm's Length
Clorox is downplaying its corporate logo in ads for the company's new Green Works line of environmentally preferable cleaning products - and, according to some industry analysts, that's probably a good thing, Brandweek reports. Read more...
Event-Industry Heavyweights Greening the Tradeshow Floor
Two of the biggest event-services contractors in the industry, GES Exposition Services and Freeman, are meeting growing market demand for greener tradeshows - and remaking the market in the process. The two firms are leveraging their considerable buying power to press event suppliers to provide more environmentally friendly materials and services, Tradeshow Week reports. Read more...
Green-Product Adoption Jumps 66% in Single Year, Says Wal-Mart Study
Wal-Mart's effort to promote environmentally preferable products to its customers appears to be paying off. The average adoption rate of five key green products jumped 66% since last April, according to the retail giant's Live Better Index of consumers' sustainable shopping habits. Read more...
Consumers to Marketers: Don't Call Us "Green"
Is it time to put "green" out to pasture? U.S. consumers say the word that helped galvanize the environmental movement just doesn't cut it anymore - to describe either them or the products they're likely to buy, according to a survey from branding firm BBMG. Read more...
More Sustainable Brands News & Tools...
SLM Readers Speak Out!
This week's article on the Clorox's Green Works ad campaign overlooked a key point, according to reader G.B. Veerman of branding firm Astronaut Brand Studio:
"The dissonance between the old logo and the fledgling Green Works brand is only part of the story. The more interesting insight is hiding in the actual Green Works spots: they feature the traditional side-by-side product demo from old-school cleaning product spots...."
Read more, and post your own comments, here. (Note: You must be an SLM member to view. Not yet member? Register here!)
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Who's Coming to SB'08?
The rolls are growing every day! Socialize and network with fellow attendees actively engaged in building sustainability into market-leading brands including Boeing, CH2M HILL, DuPont, E. & J. Gallo, Georgia-Pacific, Kraft Foods, M&M Mars, Methodologie, Nordstrom, Red Bull, Sierra Nevada, Williams-Sonoma, and more. Download the conference agenda here (PDF), and register today!
Martin Melaver on Greening the Culture First
Melaver Inc. has achieved a string of "firsts" in greening the real estate business, including the first LEED-certified all-retail shopping complex in the U.S., but CEO Martin Melaver says truly innovative, sustainable business projects begin at home. In this SLM interview, Martin explains how a single corner grocery became a pioneering - and extremely successful - real estate empire without losing its soul along the way. 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.
This work is licensed under a CreativeCommons License. Copyright Sustainable Life Media Inc. 2008
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