Green Marketing Strategies

Friday, June 6th, 2008

“Last Friday, I had the pleasure of attending a conference hosted by UCLA covering a variety of business topics related to sustainability, corporate social responsibility, and ‘green’. This panel looks at how marketing executives are devising strategies for shaping and managing their brands’ eco-friendly profiles.
I videotaped the ‘Green Marketing Strategies’ session, and broke up the hour discussion into 8 segments for the viewing pleasure at your pace and interests:

Moderator:
Beverly Macy, Managing Partner/Co-Founder, Y & M Partners, LLC

Panelists (from left to right):
Joe Hartnett, Principal Consultant, Hartnett & Associates
Brenda Lynch, Senior Vice President, Rogers Group
Barbara Manconi, President & CEO and Founder, VERT Brands”

That’s what Mario Vellandi said.

As you can see, the marketing-guys are getting more and more involved into green issues - well, i know that’s not fairly new - the big thing is: it’s getting harder to seperate the companies that really care from the greenwashing others…

Read more!


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This entry is part 3 of 4 in the series Customer Insight

Step behind the scenes and see how industry deals with sustainability, responsibility and other green or social topics!

Nike Trash Talk

Tuesday, February 19th, 2008

Eigentlich wĂ€re zum Thema Nike ein lĂ€ngerer Beitrag, wenn nicht gar eine eigene Page angebracht. Vielleicht kommt das auch noch, aber soweit erst einmal in KĂŒrze:

Nike bringt sich im Gegensatz zu den meisten direkten Mitbewerbern immer wieder mit grĂŒnen und nachhaltigen Projekten ins GesprĂ€ch. Die machen das sogar echt gut - nimmt man z.B. Adidas zum Vergleich, die es gerade einmal schaffen EINE grĂŒne Line einzufĂŒhren, in welcher sage und schreibe EIN jĂ€mmerlicher Flip-Flop enthalten ist. Haha!

Und wenn man sich ein wenig nĂ€her mit Nike beschĂ€ftigt, klingt das alles sogar höchst innovativ fĂŒr ein Majour Fashion Label aka 90’s Sweatshop Satan (remember those days?). Da gibt es zum Beispiel einen Fahrplan, neudeutsch Roadmap, fĂŒr eine kontinuierlich fortschreitende ökologische UmwĂ€lzung aller Produkte. Nike hat sich das Ziel gesetzt, alle Produkte Schritt fĂŒr Schritt möglichst klimaneutral zu fabrizieren. DafĂŒr haben sie ein mehrstufiges System (silver-star to platinum-star) entwickelt. womit sie ihre eigenen Produkte ratifizieren. Angeblich wird daraufhingearbeitet, dass eines Tages alle den besonders erstrebrenswert grĂŒnen Platin Status erreichen. Nachzulesen u.a. alles hier.

Den Anfang machte sogar der aktuelle Air Jordan, immerhin das Flagship unter den Sportschuhen. Es gibt auch einen umfassenden CSR Codex - Nike was founded on a handshake - der zumindest in good old germany seines gleichen sucht.
Bemerkenswert ist ebenfalls, dass die Liste grĂŒnem bzw. sozialem Engagements sehr lang ist - vom Basketballplatz aus recycleten Sportschuhen, hemp clothing, network-building (connecting low-income demographics), und und und… bis hin zu Nike’s neusten coup:

Nike Trash Talk.

Nike Trash Talk Zoom

Also ein Nike Zoom, aber komplett aus recycletem Material gefertigt. Klick.

Das alles ist ja schön und gut, ABER (ja, jetzt kommt das große “aber”) warum muss ich dazu elektronische Kilometer weit googlen, um das alles zu finden? Warum werde ich mit solchen AktivitĂ€ten nicht gleich als allererstes auf nike.com begrĂŒĂŸt? Warum erfahre ich da nichts aber auch gar nichts ohne (in diesem fall reale) Kilometer in Nike Town bis in den allerletzen Winkel des Ladens zurĂŒckzulegen?

Dazu ein Zitat von Charlie Gower (Blogger aus UK) :

“Nike recycle old shoes and turn them into basketball courts. This was something they started a while back and was featured quite well in the press. The argument whether this is worth doing is not the issue here for me it’s the fact that this big perspex box is away from all their customers. On the third floor (customer services) there is nothing else. No one is going to see this box or know they can give their trainers back. Why isn’t it in the foyer of Nike Town for all to see? 
How complicated must the internal politics be that one day they can make sustainable shoes and the next day they hide away another sustainability service in the depths of their shop?”

Das trifft es ziemlich auf den Punkt. Wie kann es eine Firma wirklich ernst meinen mit ihren CSR/Greening-AktivitĂ€ten, wenn ebenjene nach dem gehörigen Presserummel, der jedesmal erneut seine Wellen schlĂ€gt, in die Abstellkammer verbannt werden? Schon komisch… wahrscheinlich wird am Ende doch nicht langfristig gedacht und nur das Geld gezĂ€hlt, das jetzt dafĂŒr flöten geht.


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Definitions

Friday, February 8th, 2008

A

Anthropocentrism:Very crucial term / way of perception to examine for yourself.

“Anthropocentrism (greek:anthropos, human being / kentron, center) is the idea that, for humans, humans must be the central concern, and that humanity must judge all things accordingly: Human beings must be considered, looked after and cared for, above all other real or imaginary beings.” (via Wikipedia)

One alternative to this way of perceiving offers the Gaia Hypothesis, which understands the earth as one living organism, thus the human being as an integral part of the whole system, being embedded in it and dependent on it. You find this understanding also in many indigeneous cultures and you could say that it is embedded in our collective unconscious.

The anthropocentric way of perceiving must ultimately lead to self-destruction, since it results in separation and isolation from nature / the earth, and the earth forms the very basis of our existence.

deutsche Wikipedia: Anthropozentrismus, Gaia Theorie

C


Community Supported Agriculture (CSA):Community-supported agriculture (CSA) is a relatively new socio-economic model of food production, sales, and distribution aimed at both increasing the quality of food and the quality of care given the land, plants and animals – while substantially reducing potential food losses and financial risks for the producers. It is also a method for small-scale commercial farmers and gardeners to have a successful, small-scale closed market. CSA’s focus is usually on a system of weekly delivery or pick-up of vegetables, sometimes also flowers, fruits, herbs and even milk or meat products in some cases.

via Wikipedia

CSA Artikel in ‘Lebendige Erde’/pdf (deutsch)

Corporate Social Responsibility (CSR):To tell the truth - it’s just a marketing-concept. But the first one, that forces companies to seriously get involved in doing ‘good things’ for society, because the risk of massive damage to a company’s image by not fulfilling the public expectations is too high. It’s the advancement of the german phrase: “Tu gutes und rede darĂŒber!” (Do good things and talk about it). More officially:

“Corporate Social Responsibility (CSR) is a concept whereby organizations consider the interests of society by taking responsibility for the impact of their activities on customers, employees, shareholders, communities and the environment in all aspects of their operations. This obligation is seen to extend beyond the statutory obligation to comply with legislation and sees organizations voluntarily taking further steps to improve the quality of life for employees and their families as well as for the local community and society at large.”

via Wikipedia

D

Deep Ecology:Deep ecology is philosophical movement that considers humankind as an integral part of its environment. The term was introduced by the norwegian philospher Arne Naess.
‘Yet, in deep ecology we ask if a society meets the basic needs of mankind, like love, security and access to nature. We ask what kind of society, what kind of education is beneficial for life on this planet as a whole, and then we ask what we have to do to impose the necessary changes.’ - Arne Naess

Notable advocates of deep ecology are amongst others Stephan Harding, Dolores Lachapelle and Joanna Macy.

deutsche Wikipedia: Tiefenökologie

E

Ecological Footprint:
Ecological Footprint analysis attempts to measure human demand on nature. It compares human consumption of natural resources with planet Earth’s ecological capacity to regenerate them. It is an estimate of the amount of biologically productive land and sea area needed to regenerate (if possible) the resources a human population consumes and to absorb and render harmless the corresponding waste, given prevailing technology and current understanding. Using this assessment, it is possible to estimate how many planet Earths it would take to support humanity if everybody lived a given lifestyle. (via Wikipedia)

Global Footprint Network (lots of info)

Measure your Ecological Footprint (international)

deutsche Wikipedia: Ökologischer Fussabdruck

101 things you can do to reduce your ecological footprint!

G

Gaia Theory:
The Gaia Theory understands the earth as one living organism, thus the human being as an integral part of the whole system, being embedded in it and dependent on it. You find this understanding also in many indigeneous cultures and you could say that it is part of our original, intuitive way of perceiving.

deutsche Wikipedia: Gaia Hypothese

Genetically Modified Organisms (GMO):
A genetically modified organism (GMO) or genetically engineered organism (GEO) is an organism whose genetic material has been altered using genetic engineering techniques. Effects of genetically modified organisms are, next to the loss of biodiversity and possible, not yet known effects on our health, the dependency on GMO-corporations and their products.

More info: www.saveourseeds.org

Great documentary: Life Running out of Control / Leben ausser Kontrolle (e+d)

Greenwashing:
One of the dark sides of fake CSR:

“‘Greenwash’ is a pejorative term that some environmentalists and critics use to describe the activity of brands and corporations that portray a positive public image of putatively environmentally unsound practices. Greenwashing can take many guises ranging from lies of ommission to misleading labelling systems; from empty mission statements and voluntary codes of conduct to sustainability reports that offer only partial disclosure and transparency right through to the arbitrary sponsorship of good causes and events. [
]”

take a deep dive at: psfk

L

Leapfrog Hypothesis
bases originally on a classical marketing term called “Leapfrog Strategy”.
Wikipedia says:
“This strategy involves bypassing the enemy’s forces altogether. In the business arena, this involves either developing new technologies, or creating new business models. This is a revolutionary strategy that re-writes the rules of the game. The introduction of compact disc technology bypassed the established magnetic tape based defenders. The attackers won the war without a single costly battle. This strategy is very effective when it can be realized.”

Ezio Manzini adopted it onto the 3rd world technology-development and named it “leapfrog hypothesis” in which developing countries jump over the environmentally most damaging stages of industrial development.
It’s about soft infrastructure - such as, especially, mobile phone networks - which is installed despite the absence of hard infrastructure (such as roads, or nation-spanning power grids).

Lifestyle of Health and Sustainability (LOHAS):
LOHAS can be be described as the result of different movements around the world, which try to improve the quality of life in a holistic and sustainable way - i.e. Slow Food. Yet, LOHAS is not a people’s concept but rather a marketing-term. It is a term seen from the point of view of an advertising agency, that understands LOHAS-consumers as a demographic. However, LOHAS is not an advertising fake at all, but can meanwhile be seen as a growing community of ‘green’ consumers. It might open venues for the flow of information and knowledge concerning sustainability, which inevitably will bring up the confrontation with the nature of consumerism itself.

That’s what Wiki thinks:

“LOHAS is an acronym for Lifestyles of Health and Sustainability that refers to a demographic defining a particular market segment related to sustainable living, “green” ecological initiatives, and generally composed of a relatively upscale and well-educated population segment. The LOHAS market segment in year 2006 was estimated at $300 billion, approximately 30% of the USA consumer market. According to the New York Times, a study by the Natural Marketing Institute showed that in 2000, 68 million Americans were included within the LOHAS demographic. Author Paul H. Ray, who coined the term “Cultural Creatives” in his book by the same name, explains that “What you’re seeing is a demand for products of equal quality that are also virtuous”.”

via Wikipedia
deutscher Wikipedia Artikel (etwas kritischer)

P

Paradigm/Paradigm Shift, (deutsch: Paradigma/Paradigmenwechsel):

“A paradigm can be seen as an entire constellation of beliefs, values and techniques, and so on, shared by the members of a given community” (Kuhn) Thus a paradigm shift will change the way the individual perceives reality.

The term originates and was bound to science, but you will hear and read it more and more often referring to the shift from a reductionist, linear way of perceiving towards a holistic, systemic way.

Auf deutsch kann ein Paradigma als ‘vorherrschendes Denkmuster einer bestimmten Zeit’ bezeichnet werden. Ein Paradigmen Wechsel verĂ€ndert somit die Art und Weise, auf die das Individuum die RealitĂ€t empfindet.

deutsche Wikipedia: Reduktionismus, Holismus

Peak Oil:

Peak oil is the point in time at which the maximum global petroleum production rate is reached, after which the rate of production enters its terminal decline. If global consumption is not mitigated before the peak, the availability of conventional oil will drop and prices will rise, perhaps dramatically. M. King Hubbert first used the theory in 1956 to accurately predict that United States oil production would peak between 1965 and 1970. His model, now called Hubbert peak theory, has since been used to predict the peak petroleum production of many other countries, and has also proved useful in other limited-resource production-domains. According to the Hubbert model, the production rate of a limited resource will follow a roughly symmetrical bell-shaped curve based on the limits of exploitability and market pressures.

[
]

Optimistic estimations of peak production forecast a peak will happen in the 2020s or 2030s and assume major investments in alternatives will occur before a crisis. These models show the price of oil at first escalating and then retreating as other types of fuel and energy sources are used.

Pessimistic predictions of future oil production operate on the thesis that the peak has already occurred or will occur shortly and, as proactive mitigation may no longer be an option, predict a global depression, perhaps even initiating a chain reaction of the various feedback mechanisms in the global market which might stimulate a collapse of global industrial civilization.”

via Wikipedia
deutsche Webseite zum Thema: Peak Oil - das Ende des billigen Erdöls

Great documentary: www.crudeimpact.com

more links to: Energy & Resources Supply / Information (e)
mehr Links zu: Energie & Resourcen Versorgung / Informationen (d)

Permaculture:

Permaculture is a creative design response to a world of declining energy and resource availability. - David Holmgren, Co-Originator of the Permaculture Concept

‚The philosophy behind permaculture is one of working with, rather than against, nature; of protracted and thoughtful observation rather than protracted and thoughtless action; of looking at systems in all their functions, rather than asking only one yield of them; and of allowing systems to demonstrate their own evolutions.’
Bill Mollison, Originator of the Permaculture Concept

The permaculture concept offers a path to a simpler, more sustainable and better-quality life.
The idea of permaculture integrates a great variety of knowledge and provides very practical tools that are useful for/can be applied by everyone and in everyday life.
It integrates a way of (systems)thinking and the use of design principles in order to create sustainable systems in a wide range of fields, be it in nature or society.
The Australians Bill Mollison und David Holmgren developed the permaculture concept in the 1970s. In 1981 Mollison received the Right Livelihood Award–the Alternative Nobel Prize–for his work in environmental design.

Excerpt of Permaculture Principle Summary

Permaculture at Wikipedia
deutsche Wikipedia: Permakultur

more info to permaculture / more links to permaculture (e)
mehr Info zu Permakultur / mehr Links zu Permakultur (d)

R

The 5 Rs:

Refuse, Reduce, Reuse, Repair, Recycle.

Meaning: refusal of consumption, diminution of consumption, reusing, reparation, recycling. These are basic general behaviour guidelines for living in a sustainable way.

S

Sustainability / Ecological Sustainability:

‘The key to an operational definition of ecological sustainability is the realization that we do not need to invent sustainable human communities from scratch but can model them after nature’s ecosystems, which are sustainable communities of plants, animals and micro-organisms. Since the outstanding characteristic of the Earth household is its inherent ability to sustain life, a sustainable human community is one designed in such a manner that its ways of life, businesses, economy, physical structures and technologies do not interfere with nature’s inherent ability to sustain life. Sustainable communities evolve their patterns of living over time in continual interaction with other living systems, both human and nonhuman. Sustainability does not mean that things do not change: it is a dynamic process of coevolution rather than a static state.’

out of ‘Hidden Connections, a Science for Sustainable Living’ by Fritjof Capra, Harper Collins Publishers 2002


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