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It Ain't Over Till It's...
As the year draws to a close, don't be fooled by sensationalist claims that the green marketing trend is over. Of all the years I've been in this business, 2007 is inarguably the one that has silenced the naysayers and proved that "green" is here to stay.
Climate change and other environmental issues continues to grow in awareness and concern among the public. So how to reach out to these eco-savvy consumers this holiday season? Here are a few tips:
- Send emailed holiday messages versus print
- Send gifts of food and other consumables
- Pledge holiday proceeds to children's causes or other social causes
- Augment year-end bonuses for your employees with contributions to their own favorite causes
- Avoid promoting overconsumption. Instead, position product as a means to curb holiday consumption this season (i.e. reusability, energy savings, etc. — hey, sweaters and socks let you turn down the thermostat!)
In the year to come we'll see a much-needed revise in the Federal Trade Commission’s Environmental Marketing Guidelines. Also expect questionable green claims or “greenwashing” to be nipped in the bud thanks to the Greenwashing Index, new website devoted to the task. Stay tuned in 2008...
~Jacquelyn A. Ottman, President, J.Ottman Consulting and SLM Advisor
This Week's Headlines...
Marketers Get an "Effie" for Green Efforts
The Oscars of marketing communications is handing out a green statuette this year. The Effie Awards has introduced a new award honoring effective eco-marketing campaigns. Read more...
Fidelity Exec Sees Green in E-Marketing
Fidelity Investments has saved millions of dollars and boosted conversion rates since switching to email-based promotions. David Maher, vice president of Fidelity's communications and advertising, told participants at the recent MediaPost Email Summit that the company now distributes 70% of its informational materials electronically. Read more...
PC World Rolls Out Fuel-Efficient, Mouse-Shaped Delivery Trucks
Electronics retailer PC World has redesigned its delivery trucks to resemble computer mouses — a branding effort that the company says affords environmental benefits as well. The new trucks provide 10% more storage capacity and, thanks to their aerodynamic design, get 20% better mileage. Read more...
(Thanks to reader R. Randall for supplying the picture!)
Sears Catalog Slammed for Unsustainable Paper Sourcing
Sears has sparked protests for printing its holiday catalog on paper sourced from environmentally sensitive areas in Canada. The nonprofit group ForestEthics staged demonstrations in 70 North American cities Tuesday, citing the catalog company for using paper fiber from endangered caribou habitat in Ontario’s Boreal Forest. Read more...
More Sustainable Brands News...
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8 Tips for Greener Exhibiting
There are plenty of reasons to consider green factors when planning for your next exhibit. If your industry is not traditionally linked with environmental movements, having a “green exhibit” is a great way to stand out from the crowd. Add to that the fact that you’re doing your part to make the world a better place, and you’ll feel less guilty for blowing your competition out of the water. Here are ten tips for going green at your next exhibit. By Graham Green 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. 2007
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