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UL green claims report

Do Green Claims Work?

Certified green claims are the most effective with consumers, according to a UL Environment research study that finds qualifying language adds to a claim’s effectiveness but there is still some confusion in the marketplace. Under the Lens: Claiming Green outlines the role that certified claims play in adding to perceived … Read more »

Attract Shoppers with Recyclable In-Store Marketing

Windsor Marketing Group now offers fully recyclable skid pallets to its customers, which include more than 3,000 US retailers. The in-store marketing group says its Deep Green skid-pallet is a hexacomb-based paper pallet that contains about 11 percent recycled material. It can be made to hold any weight up to … Read more »

Chipotle Sustainable Farming Video Goes Viral

Chipotle Sustainable Farming Video Goes Viral

Chipotle Mexican Grill’s animated film depicting a dystopia, factory-farm-focused future — intended to bring attention to its sustainable food sourcing policies — has been viewed almost 5 million times on YouTube. The company launched “The Scarecrow” short film along with an accompanying game for iPhone, iPad and iPod touch. Both the … Read more »

Feel-Good Brands ‘Outperform Stock Market’

Feel-Good Brands ‘Outperform Stock Market’

A new analysis has joined the ranks of studies suggesting that companies’ environmental efforts boost their bottom line. The evidence is far from conclusive, however. Companies considered so-called Meaningful Brands outperformed the stock market by 120 percent, according to the analysis by Havas Media Group. The researchers defined the most … Read more »

Manufacturers Hide Environmental Success

Manufacturers and retailers may be holding back on communicating their sustainability successes to customers, new research suggests. More than three-quarters of industry executives from brand manufacturing and retail have concerns about “greenwashing” backlash and half mentioned a lack of consistency in sustainability measurements. These companies are struggling to find the … Read more »

Clorox Mocks ‘Ridiculous Green’ Consumers

You don’t have to be ridiculous to be green, according to Clorox. The company’s Green Works brand of cleaning products has launched a new marketing campaign with digital ads and interactive elements poking fun at eco-fanatics and attempting to make “eco-friendly people friendly again.” According to Green Works brand manager … Read more »

The Ten Commandments of Green Marketing

“America’s eco-consciousness, it turns out, is fickle. As recession gripped the country, the consumer’s love affair with green products, from recycled toilet paper to organic foods to hybrid cars, faded like a bad infatuation. (The New York Times, April 21, 2011) Hold on a second. The New York Times may be giving … Read more »

Accor Hotels Target 10% Cuts in CO2, Energy Use

Hotel operator Accor has launched a set of sustainability targets for 2015 across the group’s 4,400 hotels owned and leased hotels worldwide. The announcement follows a review finding that 70 percent of Accor’s major account customers have integrated sustainable development criteria in their supplier policies. The 21 quantified goals, announced … Read more »

Group Pressure Could Form Green Consumers

Green marketing should focus on how consumers respond to social pressure from those around them, rather than trying to force individual consumers to change their habits, according to brand consultant and Environmental Leader columnist Guy Champniss. Writing for the Guardian, Champniss says discussions on sustainable consumption have tended to focus … Read more »

The Lost Art of Authenticating Real

Maybe it’s the impending election, maybe it’s the omnipresence of digital lives, but everyone is talking about authenticity. Oddly, mostly, it’s marketers and branders who have taken up the mantle of offering strategies for “being authentic.” But there’s no doubt, as evidenced by the growth of farmer’s markets, the return … Read more »

Chemical Firms Report Carbon Management Progress

Some 26 percent of major chemical companies now report top-level carbon management strategies, according to a survey by IT firm Computer Sciences Corporation and Chemical Week magazine. This figure is up from 15 percent in 2010, according to the 2011 Sustainability and Compliance Survey, released on Nov. 2. The survey … Read more »

Do I Care about the Environment? You Tell Me

Consumer behaviour change. These three words seem to be appearing with increasing frequency within the conversations around sustainability in many if not most businesses today. Even if the broader debate is not shifting to the demand side, it is certainly expanding to the demand side, with all the leading fmcg … Read more »

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