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Déjà Vu All Over Again - Part II
Last week I discussed some of the green marketing missteps that we keep repeating no matter how many times we should have learned from hard experience that such tactics fall short. I suggested that rather than repeating these mistakes, perhaps the best solution is to move forward with new product innovations that truly transcend green marketing claims and eco-labels.
In fact, pursuing a course of eco-innovation - new product concepts with the potential for significantly enhanced consumer benefits and significantly reduced environmental impact - might be just what the planet doctor has ordered.
For example, as product innovations go, creating clothes that don't need washing easily one-ups the triple-concentrated laundry detergents making headlines these days. Or how about electric cars for short hops to public transportation hubs? Chevy is considering positioning its Volt this way. And consider the possibilities for food additives that keep our teeth clean without need of a brush. Crest's Naturals is duking it out with Tom's of Maine (now owned by Colgate) for the hearts of natural ingredient-loving consumers everywhere - but what if we didn't need the toothpaste, the toothbrushes, or all that water in the first place? I'm sure Yogi would approve.
~Jacquelyn A. Ottman, President, J.Ottman Consulting and SLM Advisor
Top Story
70% of Consumers Can't Name Top Climate Brands
Consumers say they want companies to address climate change, but few can identify a single brand that's taking the lead on the issue.
These are the findings of a new survey by The Climate Group, which has just launched its first annual Climate Brand Index of consumer perceptions on companies' climate performance. The top five U.K. brands included Tesco, BP, The Co-operative, Marks & Spencer, and Sainsbury's. In the U.S., General Electric, Toyota, BP, Ford, and Honda rounded out the top five. Read more...
Also This Week...
Toyota Launches YouTube Green Design Channel
Toyota's new Green Design channel features a series of minute-long videos highlighting environmental innovations from a wide range of sectors. Read more...
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...
New Shopping Site Helps Consumers Offset Climate Impact
A new website lets shoppers offset the climate impact of their online purchases at more than 400 of the Internet's most popular stores. Read more...
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Next-Generation Green Marketing: Beyond Billboards
Jacquie Ottman's keynote address at Sustainable Brands '07 event didn't pull any punches. In case you missed it, here's an adaptation of her complete speech. Read more...
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*Climate Management
*Greener Design
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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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