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Timberland Offsets Carbon from New Ad Campaign
Timberland is estimating the carbon-dioxide emissions from broadcasting its new TV ads and offsetting them with wind energy — an industry first, according to MediaPost.
The 30-second TV spots are for Timberland's new Earthkeepers boots, which have an outsole made of 30% recycled content. The boots are being billed as the company's greenest products ever, and the ad campaign aims to reflect that. Read more...
Also This Week...
Survey: 72% of Consumers Buy into Cause Marketing
Seventy-two percent of consumers say that they have purchased a brand because it supports a cause they believe in, according to a new survey from PRWeek. Read more...
EU Eyes Carbon Health Warning for New Cars
European ads for new cars may soon be carrying cigarette-style “health warnings” about their environmental impact, Times Online reports. (via Environmental Leader) Read more...
Half of European Travelers Unaware of Green Hotel Programs
A new survey finds that while 77% of European travelers say they're likely to participate in a hotel's conservation programs, nearly half (44%) are unaware that they're even being offered. Read more...
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Cause Marketing and Branding: The Odd Couple Needs Counseling
So says Huffington Post blogger Andrea Learned. Thanks to two "too-successful" marketing campaigns that just happened to conflict with each other (Dove's focus on women's self-esteem coupled with Axe deodorant's raunchy bad-boy ads), parent company Unilever has been taking heat. Learned says cause marketing "demands serious research and some degree of corporate integration to succeed." Here's why you, as a green marketer, should take particular heed. 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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