Archive for the ‘Environment – Green’ Category

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Pepsi Targets Eco-Centric Consumers Online

October 14, 2008

Excerpted from Brandweek “Pepsi Ups its Online Eco Efforts” by Kenneth Hein, September 30, 2008  

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Pepsi, today, is launching not one, but two Web sites trumpeting its eco-friendly efforts. PepsiEcoChallenge.com and Pepsirecycling.com both spotlight Pepsi-Cola North America’s slew of sustainability programs.

The more promotional site, Pepsirecycling.com, offers consumers 100 Pepsi Stuff points for taking a quiz about recycling. Points can be redeemed for prizes, like shirts made from recycled materials, and entrance into a sweepstakes for a Smart car. Pepsirecycling.com  offers a myriad of information about recycling as well as origami instructions for used 12-pack cartons.

“We’re putting recycling front and center and giving our customers an incentive to do their part for the environment,” said Victor Melendez, vp-marketing, sustainability for PCNA, Purchase, N.Y., in a statement. “Pepsi has always stood for fun and now we’re channeling that Pepsi spirit into raising environmental awareness.”

PepsiEcoChallenge.com reads more like an interactive brochure that explains how the company is working to save energy and water as well as working to create sustainable packaging… It points out Pepsi is working to reduce its U.S. plants’ water consumption by 20%, electricity usage by 25% and fuel consumption by 25% by 2015.

Because a segment of consumers demand eco-accountability from their favorite brands, such efforts are of increasing importance, said John Sicher, editor of Beverage Digest, Bedford Hills, N.Y. “There is certainly growing interest among consumers in buying products from socially responsible companies,” he said. “It’s important that big companies like Pepsi reach out and show decision makers and decision influencers that they are taking a lead in this.”

Edit by SAC

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Full article:
http://www.brandweek.com/bw/content_display/news-and-features/digital/e3i5452d1396a606a4187805864881b8d0d

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Positioning for "Precycling"

October 8, 2008

Excerpted from Brandchannel.com, “Pre-thinking Recycling: the New Eco-Consciousness”, by Claire Ratushny, September 22, 2008

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Companies and their marketers should take note of a new consumer trend that has been dubbed “precycling” in some quarters. That’s because it’s all about “pre-thinking recycling”, and it highlights a fundamental shift in consumer values.

Basically, people are opting to pare down and simplify their lives. Many consumers are becoming more selective about the products they purchase. The concept of “excess” is causing revulsion more than ever before, prompting consumers to purchase fewer products, to buy more in bulk, and then to repurpose as much as they can. Even trendsetters are reorienting their lifestyles in an effort to eliminate unnecessary waste.

Hence the notion of pre-thinking recycling. This cuts down on waste and on recycling. Good news for the environment and overflowing landfills, and, over the past couple of years, this trend has been catching fire with more mainstream consumers than ever before.

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Examples:

–  45 percent of trendsetters and 14 percent of mainstream consumers have “cut down on bottled water purchases.”

– Many consumers are using canvas shopping bags to avoid plastic, and even cut down on paper bag use.

– Fewer people are subscribing to newspapers, preferring to get their media news online, cutting down on paper.

– Eco-conscious consumers are opting for washable dinnerware again and washable cloth napkins to cut down on paper waste.

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At a time when brand loyalties are plummeting, eco-conscious brands are giving consumers reasons to believe.

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Illustrating the marketing story of brands that are implementing environmental measures on company websites, product brochures, media outlets and packaging will dovetail with emerging values in the marketplace. They will resonate with consumers.

Selling new value propositions of brands is more important than trying to advertise and sell products through as usual, especially now when the economy is making it hard to do anything as usual. Advertising that continues to push new and improved products, tries to favorably compare with competitive products, or uses price as leading value indicators is increasingly falling on deaf ears.

However, brands and products marketed in an authentic eco-conscious way enable marketers to respond to emerging culturally driven values meaningfully. Companies, large and small, can begin to reposition their brands to be in sync with the communities they are doing business in, and by doing so, to offer greater perceived value to consumers than their competitors do.

The payoff: Consumers are increasingly attuned to supporting the brands that are perceived as doing something positive for the planet because that’s where their values are increasingly headed.

Edit by DAF

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Full article:
http://www.brandchannel.com/brand_speak.asp?bs_id=202

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Click link =>  The Homa Files Blog

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Posted in Environment - Green | 1 Comment »

Young & Cynical vs. Old & Green

September 29, 2008

Excerpt from Marketing Daily “Boomers: The Greenest Generation” September 9, 2008

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While conventional marketing wisdom holds that it’s the idealistic Gen Y shoppers who are most committed to buying products that are less harmful to the environment, a new study finds that baby boomers are the greenest generation.

Both male and female groups 55 years and older are above-average users of environmentally friendly home goods in the U.S…Conversely, men and women from 25 to 34 years are among the “least likely to buy” category, compared to the national average…

One reason that older shoppers may be more committed, says Peter Meyers, ICOM’s marketing vice president, “is that they are spending more time in the store, looking at packaging and reading product claims. They know what they’re buying.”

Another possible explanation, he says, is that Gen Y is simply becoming more cynical, and is more likely not to believe a marketer’s claims.

For marketers to continue to be successful with earth-friendly claims, he says, especially with the economic slowdown, “they’re going to have to start considering price as a key issue, as well as finding ways to back up claims more clearly, to build trust.”

Edit by SAC

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Full article:
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=90191

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Winners & losers in a carbon-lite world …

September 25, 2008

Excerpted from  HBR Green: “Winners and Losers in a Carbon-Constrained World”, Andrew J. Hoffman and John Woody, February 19, 2008

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We live in a fossil fuel-based economy. Any alteration in the cost of those resources–both as sources of energy and as raw materials–will alter the competitive dynamics of nearly all sectors of the economy.

And as in any market shift, there will be both risks and rewards, winners and losers. Certain industries, sectors, and companies will feel the impact more than others, but none will remain untouched.

The question to ask is whether your company has an economic opportunity to be green vis-à-vis your competitors; then you must ask how and when you can take advantage of that opportunity. 

The ultimate goal of any good business strategy is to create a measure of control over your future business environment. Consider examining the following three steps as you prepare to develop a (carbon-lite) strategy.

Know your carbon exposure — how potential changes in policy and market price will affect the positioning of your products and services in the months ahead and in the long term.

Take action. Once you know your carbon footprint, reduce it.

Influence the policy-development process. Policies will set the rules of the game and change the competitive landscape, favoring certain actions, companies, and industries.

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Some companies are adapting out of near-term operational necessity, others are acting to mitigate long-term strategic vulnerabilities, and the most forward-thinking are devising ways to profit from clean energy and efficient technology.

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Full article:
http://www.hbrgreen.org/2008/02/winners_and_losers_in_a_carbon.html

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Marketing "green" …

September 24, 2008

Excerpted from MarketingProfs.com: “The Power of Green Lies in Marketers’ Hands”, Jacquelyn Ottman, September 16, 2008

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Many people think the power to restore our environment — to curb greenhouse gases, to clean up our air and water, to cut down on precious resources’ ending up in landfills—lies in the hands of technical types like scientists and engineers, even lawyers and legislators ready to clamp down on polluters.

But the real power of green lies in the hands of marketers …  who have the power to design and promote cleaner products and technologies and help consumers evolve to more sustainable lifestyles.

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It may be hard to fathom, but over 75% of the environmental impact that a product throws off during its lifetime is determined at the design stage, when, for instance, the materials are chosen, the recyclability of a product is determined, and the amount of toxic chemicals it makes use of is decided.

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Consider a toothbrush. Want to lessen its environmental impact? Start by making it out of recycled plastic, plastic made from corn, and educate on how to recycle or compost it. Then make the head replaceable and recyclable, too. Cut down on its packaging by only wrapping the bristly head. Think you’re finished? Not a chance! That’s because the toothbrush is part of a system—the water, the toothpaste, and the box the toothpaste comes in.

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Marketers … are the ones who can sell them to mainstream consumers (not just the deep-green consumers who are born predisposed to all things “eco.”)

Take the Toyota Prius. A fine car with a hybrid engine. Premium price, not too likely to be offset by fuel savings. So what gets consumers over the premium-price hump as well as the risk posed by new technology? Answer: A distinctive silhouette that helps owners project their values, on-the-mark advertising that focuses on such direct benefits as super quiet ride and fuel efficiency. And a publicity machine that engenders the priceless support of Hollywood celebrities showing up at the Oscars in a Prius rather than a stretch limo.

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We already know how to design homes and offices that use energy sparingly. We already know how to make construction materials and commercial and household furnishings that reduce the threats of indoor air pollution. We know how to design kitchens to make it easy for people to recycle and compost waste. We know how to reuse water from indoor plumbing systems to make lawns and gardens thrive. We know how to grow food using fewer or no chemical pesticides and fertilizers.

Some of these technologies are being embraced by deep-green consumers. But to really make a difference, they need to be embraced by the mainstream.

That’s where marketers can come in. Ask: What will it take to make greener products and behaviors cool? Get all consumers paying the small premiums necessary to bring such products to market?

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Look to some recent green marketing history for help.

The Energy Star label is cool. Why? It relies on technology to create products that are highly efficient as well as high quality (read: requiring no trade-off in consumer habits.) A decade’s worth of advertising focusing on such benefits, plus the attendant savings on home and office electric bills, have made the Energy Star label the second most recognized eco-label behind the three chasing arrows denoting recycling.

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The Tom’s of Maine line of personal care products, now owned by Colgate-Palmolive, stresses all that consumers desire in today’s personal care offerings: natural (i.e., safe), good-tasting, and trustworthy. How many toothpastes do you know that come with an ingredient statement with a full explanation of each ingredient’s role, as well as a letter from the head of the company?

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Jacquelyn A. Ottman advises corporations on strategies for gaining competitive advantage via green marketing and eco-innovation. She is the author of Green Marketing: Opportunity for Innovation.

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Full article:
http://www.marketingprofs.com/8/green-power-in-marketers-hands-ottman.asp?adref=znnpbsc398

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So What If It’s "Green"?

September 22, 2008

Excerpted from Harvard Business Online, “It’s Green, But Will People Want It?”, by Steve Bishop, September 10, 2008

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Over the summer, The New York Times reported about the rollout of a relatively new “Milk Jug for a Green Earth.” Now in 189 stores throughout the country, the novel design requires less material to manufacture, and its boxy shape allows the jugs to be stacked closely together, requiring less fuel to transport and less energy to cool. Retailers are even passing on some of the financial savings to consumers.

But not everyone is buying into what seems – at least on paper – like a successful green solution. While the design offers many advantages to retailers, consumers are confronted with a very different experience with a very familiar product. For many, this unexpected user experience is a big turnoff. According to the article, “The jugs have no real spout, and their unorthodox shape makes consumers feel like novices at the simple task of pouring a glass of milk.”

So, how truly successful is this green product? Over the last year, people have tried the jug and responded with a litany of complaints, from leakage problems to its strange look. Not surprisingly, the blogosphere has piled on with still more negative feedback. At this point, the success – and future – of this green product looks risky, even if retailers stand behind it.

The story is a reminder that there are, in fact, two sides to every business equation: a supply-side and a demand-side. A lot of companies have made strides in the more tangible supply-side, but many stop short of adequately addressing both elements. To assure successful green offerings in the marketplace, companies need to also consider the often-overlooked demand-side.

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Supply-side Sustainability
By making more product with fewer resources, environmental goals conveniently align with business objectives and pursue bottom-line savings. That serves as a great motivation for companies to change what they put in consumers’ hands. The question it raises, however, is why will people want it?

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Demand-side Sustainability
While the supply-side deals with things, demand-side efforts address people, their needs, and what their experiences with green offerings enable. The key is to understand people’s latent and blatant needs, and then to address them with an appropriate solution.

By creating something green that is also desirable and fits into people’s daily lives, environmental goals align with consumers’ personal goals and go after top-line growth. Results can be measured in sales and market-share, two objectives common and desirable to most companies.

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Neither the supply- nor the demand-side takes precedence. As we have seen in the milk jug example, addressing the supply-side alone risks creating the green product that no one wants.

To have positive impact on the environment, the business, and people’s lives, both demand and supply need to be considered.  

Edit by DAF

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Full article:
http://blogs.harvardbusiness.org/leadinggreen/2008/09/its-green-but-will-people-want.html

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Want more from the Homa Files?
Click link =>  The Homa Files Blog

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Posted in Environment - Green | Leave a Comment »

So What If It's "Green"?

September 22, 2008

Excerpted from Harvard Business Online, “It’s Green, But Will People Want It?”, by Steve Bishop, September 10, 2008

* * * * *

Over the summer, The New York Times reported about the rollout of a relatively new “Milk Jug for a Green Earth.” Now in 189 stores throughout the country, the novel design requires less material to manufacture, and its boxy shape allows the jugs to be stacked closely together, requiring less fuel to transport and less energy to cool. Retailers are even passing on some of the financial savings to consumers.

But not everyone is buying into what seems – at least on paper – like a successful green solution. While the design offers many advantages to retailers, consumers are confronted with a very different experience with a very familiar product. For many, this unexpected user experience is a big turnoff. According to the article, “The jugs have no real spout, and their unorthodox shape makes consumers feel like novices at the simple task of pouring a glass of milk.”

So, how truly successful is this green product? Over the last year, people have tried the jug and responded with a litany of complaints, from leakage problems to its strange look. Not surprisingly, the blogosphere has piled on with still more negative feedback. At this point, the success – and future – of this green product looks risky, even if retailers stand behind it.

The story is a reminder that there are, in fact, two sides to every business equation: a supply-side and a demand-side. A lot of companies have made strides in the more tangible supply-side, but many stop short of adequately addressing both elements. To assure successful green offerings in the marketplace, companies need to also consider the often-overlooked demand-side.

* * * * *

Supply-side Sustainability
By making more product with fewer resources, environmental goals conveniently align with business objectives and pursue bottom-line savings. That serves as a great motivation for companies to change what they put in consumers’ hands. The question it raises, however, is why will people want it?

* * * * *

Demand-side Sustainability
While the supply-side deals with things, demand-side efforts address people, their needs, and what their experiences with green offerings enable. The key is to understand people’s latent and blatant needs, and then to address them with an appropriate solution.

By creating something green that is also desirable and fits into people’s daily lives, environmental goals align with consumers’ personal goals and go after top-line growth. Results can be measured in sales and market-share, two objectives common and desirable to most companies.

* * * * *

Neither the supply- nor the demand-side takes precedence. As we have seen in the milk jug example, addressing the supply-side alone risks creating the green product that no one wants.

To have positive impact on the environment, the business, and people’s lives, both demand and supply need to be considered.  

Edit by DAF

* * * * *

Full article:
http://blogs.harvardbusiness.org/leadinggreen/2008/09/its-green-but-will-people-want.html

* * * * *

Want more from the Homa Files?
Click link =>  The Homa Files Blog

* * * * *

Posted in Environment - Green | Leave a Comment »

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