|
|
Déjà Vu All Over Again - Part I
On September 27 I keynoted the Sustainable Brands '07 conference with the topic "Green Marketing: A 20-Year Look Back." One of the key things I learned while researching the speech is just how little we may have learned over the past 20 years of green marketing. More than once I gave in to the temptation of citing Yogi Berra's apt, "It's déjà vu all over again."
A recent example: Bottled-water marketer Biota touted the biodegradability of its corn-based plastic, "forgetting" to tell consumers that, like Mobil's "photodegradable" trash bags of yesteryear, most of the bottles would likely wind up in landfills where lack of exposure prevents them from degrading properly. (Bottled water manufacturers continue to struggle against bottled water's bad environmental rep, as we report this week.)
Rather than repeating the mistakes of the past, perhaps the best solution is to move forward with new product innovations that truly transcend green marketing claims and eco-labels. Stay tuned next week for some eco-innovations that, if realized, would easily bypass the need for many of the green marketing claims and programs consumers are scratching their heads over today.
~Jacquelyn A. Ottman, President, J.Ottman Consulting and SLM Advisor
Top Story
Nestlé, Pepsi, Coke Struggle to Overcome Water Bottles' Bad Rep
The world's biggest water bottlers are struggling to answer growing consumer concern over plastic bottle waste. Some industry watchers say the once-booming $16 billion bottled-water industry, dominated by Nestlé, Coke, and Pepsi, is slowing down thanks to negative publicity surrounding single-use plastic bottles, which are made from petroleum products. Read more...
Also This Week...
International Paper Helps Marketers Green Product Packaging
Shorewood Packaging, a subsidiary of International Paper, has launched a program to help marketers develop more sustainable packaging for their products and displays. Read more...
"Clueless" Consumers Scratch Their Heads over Climate Change
While 63% of U.S. consumers say they are "very concerned" about climate change, few understand how greenhouse gas emissions are actually generated — and by whom. Read more...
Pineapple Hospitality Launches Online Directory of Green Hotels
Marketing firm Pineapple Hospitality has launched an online green-hotel directory that functions as both certification program and promotional platform. Read more...
We want to hear from you! Email us your comments or questions regarding sustainability issues of the day, and we'll feature the best of them here.
| | |
Forward to a Friend!
Bright Green Idea: Plantable Marketing Materials
Attendees at our Sustainable Brands '07 conference fell in love with the custom name tags created by promotional products designer Lori Perman. Studded with wildflower seeds, the compostable tags can be planted in a flower box or garden — an instant (and quintessentially "green"!) reminder of the event for seasons to come. Lori also offers plantable bookmarks, inserts, and business cards, among other marketing materials.
Did You Know?
Even if you're a bit late to the party, you can still access past issues of Sustainable Brands Weekly by visiting our online archive.
Find Peers and Partners
If you haven't already joined the fastest growing online sustainable business community, create a profile now and start connecting.
Solution Providers
|
|
|
|
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
|
| |
