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Beyond New and Improved
Given the pressing need for business to take the lead on global climate change issues, this week's article from The Guardian, titled "Consumers Distrust Business on Climate Change," should give us all pause. Nine out of ten consumers are skeptical about climate change-related information from companies and governments; more than 40% of consumers distrust what they hear about global warming from businesses, while a further 50% do not know whether to believe corporate claims or not.
Although it's important for businesses to demonstrate their commitment by reducing their own carbon footprint, the more important step they can take is to innovate in the product and service area. What happens inside corporate walls is often difficult for consumers to understand, but all consumers interact, of course, with products and services.
It's one thing to enhance the fuel efficiency of a combustion engine vehicle, even introduce a hybrid; another entirely to dream up car sharing services (like Flexcar) and make it work. Jewel cases were once the bane of environmentalists, but products like iPod eliminate their need entirely.
~Jacquelyn A. Ottman, President, J.Ottman Consulting and SLM Advisor
Feature Article
Greening Up Your Marketing Materials
If you're concerned about your company's environmental footprint, you may consider reviewing your marketing collateral. From using alternative materials to eliminating the need for these materials entirely, there are a range of new choices available to the savvy marketer — and with an increasingly environment-conscious consumer base, your sustainability efforts won't go unnoticed. By JP Collins, Pylon Studios Read more...
This Week's Top Branding Stories
BASF Aims to Improve Brand Recognition with Green Marketing Site
German chemicals conglomerate BASF has launched a new website designed to educate consumers on the environmental impact of its products. (IndustryWeek) Read more...
Are You Responsible for What You Market?
Blogger Seth Godin puts it this way: "I don't believe that every product and every organization and every politician deserves world-class marketing or PR." (Seth's Blog) Read more...
Consumers Distrust Business on Climate Change, Survey Finds
More than 40% of consumers distrust what they hear about global warming from businesses while a further 50% do not know whether to believe corporate claims or not, according to a new survey. (The Guardian) Read more...
IT Execs: Social Media Most Trusted Source for Purchasing Decisions
IT professionals cite social media as the most trustworthy online source of information when making purchasing decisions, according to the inaugural IT Social Media Index, which measures social media consumption trends among IT decision-makers and influencers. (Marketing Charts) Read more...
From Our Inbox...
"While it's welcome that it seems like "buying local" has broken through a bit to the mainstream, I hope it is not at the expense of poor communities in developing countries..."
The Hidden Pitfalls of "Buying Local"
In response to Jacquie's discussion of fair trade in our June 7 issue, reader Matt Polsky wrote in to tell us that while "buying local" has undeniable environmental benefits, there are social benefits to buying from developing countries whose poor populations rely on programs like fair trade for economic progress. Here's what Jacquie had to say.
We want to hear from you! Email Jacquie your comments or questions regarding sustainability issues of the day, and we'll feature the best of them here.
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Sustainable Brands '07: Learning From Leaders
Eco-responsibility has become a hot commodity in business today, and companies are scrambling to figure out when and how to talk about theirs. At Sustainable Brands '07 you'll learn from the leaders about how to lay the proper groundwork for creating value for your organization through smart eco-communication strategies.
Branding Experts Speak!
PODCAST: Corporate Reputation: Where's Your "Sustainability Sweet Spot"?
Andrew W. Savitz, author of The Triple Bottom Line, points to several companies, including GE and Pepsi, that are reaping profits from a sustainable business culture. In this podcast, Savitz discusses how your company can adopt a successful — and profitable — culture of sustainability. (Run Time: 13:56 Min.) Listen now...
Solution Providers
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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. 2007
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