Is anyone else finding themselves drowning in ‘green’ advertising? Over the last couple of years it seems like every company under the sun has capitalized on the elevated environmental awareness in the marketplace. Those of us who immerse ourselves in sustainability know how to spot greenwashing and are equipped to differentiate the truth from the lies. And more and more, advice from you and I which we post on the web has become accessible to anyone who keys relevant search terms into the big G.

So how can companies who are taking sincere environmental initiatives market themselves credibly?

Junxion Strategy has some advice. The company is a consulting firm focused on the human dimension of sustainability. Their team has worked on a range of projects from informing the public about the truth behind “clean coal” to the branding and messaging for Forest Stewardship Council Canada.  They mentioned a few ways responsible marketers can promote environmental initiatives and products:

The Do’s

• Consider from all angles why consumers or clients purchase your products. But don’t go right to the green features; understand all of the attributes that matter to them. Weave your brand story from there.
• Move away from the language of sacrifice. Find ways to talk about how your product or service is easier, healthier, more convenient or lower maintenance. Be positive and solutions-focused.
• Align your claims with both the product and the way your company operates. People are not that naïve. They will see through disingenuous claims quickly. Or an NGO will. Case in point: the biodegradable credit card.
• Use your environmental challenges and trade-offs as a way to engage your customers. In fact, an open approach can potentially turn some of them into brand advocates for you. Sherwin-Williams sure could have used this advice with their ‘eco-friendly’ paints.
• Don’t overtrump the facts. For example, Husky garbage bags once touted their garbage bags as biodegradable. The problem is that the bags don’t biodegrade in landfills. In other words, err on the side of modesty. Remember, language is a powerful device and has the power to lead millions of consumers astray. So when you say ‘fresh’ or ‘organic’, mean it. Check out what Larry Light, chairman-CEO of Arcature, says about marketers using sustainability language to confuse rather than to clarify consumer decision making.
• Find ways of linking your brand to related causes. Mountain Equipment Co-op has a national partnership with the Canadian Parks and Wilderness Association, an effective non-profit wilderness protection organization. It is a sensible partnership since the co-op’s purpose is also wilderness-focused.
• Involve employees in identifying ways to reduce your product’s environmental footprint to tell your green story. After all, they want to align their personal values at work and feel good about their employer.

The Don’ts

• Don’t trumpet the fact that “we’re green now”. No one will buy that you’ve had an overnight corporate epiphany and nobody likes PR stunts anymore.
• Don’t use vague messaging or images of mountain valleys and flower petals if they have no credible relationship to your product; it just looks gratuitous. Instead, be specific and meaningful.
• Don’t talk about commitments; rather, talk about achievements and real, measurable (and preferably third-party verified) outcomes. As a next step,  Joel Makower suggests translating environmental data into accessible and relevant language.
• Don’t overlook leveraging the web and positive word of mouth. Green consumers tend to be better-educated, more web-savvy and more networked. So, turn your customers into brand advocates – online and off.

More companies are taking further steps to have a higher standard of corporate social responsibility reporting for their stakeholders and thus add another level of credibility.

Interface is the first North American carpet manufacturer to complete an Environmental Product Declaration (EPD) for one of its product lines. EPD provides detailed information on the materials within products, resources required by products, recyclability of products, and the environmental impacts over a product’s life, from production to use and disposal.

Interface received wide publicity for cleaning up their manufacturing processes and working to reduce the environmental impact of their business since 1994. The company not only significantly reduced their impact, but also increased financial returns for their shareholders in the process.

As people become more educated consumers and as the green economy grows, credible green marketing strategies can effectively put you ahead of your competitors. The right messages and visuals will reflect your values to make green work in your favor.

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Source: Ecopreneurist

I posted a video about this system a few months back, but this updated vid is way better. Yesterday I rode to get my hairs cut and had to lock my bike to a planter near the front door of the salon. I had to wrestle my lock around the base of the cement planter and weave the cable through the rear wheel and frame. I’m not complaining, but I certainly didn’t look as dignified as the people in this video who are dropping off their bikes.

When Patagonia finalized its Common Threads Garment Recycling Program in fall 2005, is set out to make all its products recyclable by late 2010. With one and half years until it reaches that deadline, Patagonia has compiled a lengthy look at the Common Threads program.

In short, the company has learned a whole lot about what it takes to make clothing and other outdoor gear recyclable, but it’s unlikely Patagonia’s entire catalog will be recyclable by fall 2010. However, it just might make all its apparel recyclable by then.

The Common Threads program collects only certain Patagonia products or types of clothing; the company takes back only what it knows it can recycle.

It All Started With Underwear

The first product collected and recycled through Common Threads was Patagonia’s polyester-spandex Capilene underwear, chosen because underwear is simple, has no buttons or zippers and isn’t typically handed down.

Teijin, a Japanese textile company, developed a garment-to-garment recycling process for the underwear, and Patagonia found out that using Capilene underwear as a raw material instead of petroleum uses 76 percent less energy and emits 42 percent less carbon dioxide.

The Common Threads program grew in spring 2007 when other Capilene apparel was included, along with 100 percent cotton T-shirts, Patagonia fleece and Polartec fleece jackets from any clothing brand. A year later Patagonia started labeling clothes that were accepted through Common Threads with instructions on what to do with them at the end of their lives. The collection program also expanded to include some board shorts, polyester jackets and nylon items, and later that year Patagonia unveiled the first recyclable nylon waterproof and breathable shell. Around that time Patagonia also started working with another company, Toray, which developed a recycling program for items made of nylon 6.

Results, Tempered by Challenges

Since the start of Common Threads, Patagonia has recycled more than 13,200 pounds of garments, and collected much more. But that is still nowhere close to the amount of items Patagonia sells or that get tossed in the trash.

The amount of recyclable items in Patagonia’s spring collection has gone from 28 percent last year to 38 percent this year. And for it’s fall collection, the amount is expected to increase from 45 percent last year to 65 percent this fall. Patagonia is not confident, though, that it will increase both of those to 100 percent by fall 2010. But it has a much better chance to make all of its apparel recyclable, since 80 percent of the clothing in its fall 2009 collection will be recyclable.

Along the way, Patagonia faced a host of challenges. Some of the recyclers it works with use chemical recycling, which dissolves products into chemicals. Another uses mechanical recycling, which physically, not chemically, rips apart fabric and spins it into yarn.

While chemical recycling systems can be easily tainted if too many different materials are combined, mechanical recycling can take a greater variety of inputs, but that also limits the variety of products Patagonia can make with the resulting fiber. Patagonia’s products are expected to meet certain performance levels, and any alternation to the amount of certain fabrics in them can affect that.

Patagonia is also reaching the limit of how much material it can handle. The amount of items they collect now is about what they are able to recycle. Increasing the amount of recycled materials would force its recycling systems to expand, which would require capital investment, more employees and more expenses for shipping garments overseas.

And some of the garments it receives are so old or worn out, with missing tags or faded labels, that it takes some serious investigating to find out what material they’re made of. But that only means that a piece of clothing has lived a long, useful life. Patagonia sees Common Threads as a last resort for clothing, and will even donate to non-profits usable clothing that customers return through Common Threads.

“If, after a lifetime of use, a garment can be reused or handed-down no more, we provide Common Threads as a final destination, so that worn, used, and abused products can be recycled and made into new garments,” Patagonia says in the report on Common Threads.

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Source:  Greenbiz.com

Icebreaker offers an awesome tool for building your connection with the products you buy.

With most of the things you buy, you’re told little or nothing about how they’re made. Icebreaker is different. Each product sold comew with an unique Baacode will let you see the living conditions of the high country sheep that produced the merino fibre in each Icebreaker garment, meet the farmers who are custodians of this astonishing landscape, and follow every step of the supply chain.

Out of the 120 sheep stations that provide wool for their clothing. Their site has a demo to show you how the system works, showing you how you can track each garment back to the source.

There are profiles of the different farms, including video, so you are able to connect in a meaningful way with the company.

Icebreaker also provides customers with detailed information on their environmental ethics policy, manufacturing ethics, and animal welfare.

As a whole, I’m impressed. The Baacode concept is great and the company has a unified and meaningful message that any sustainable business can learn from.

This post was originally published on Eco-Libris’ blog on February 26.

How green is your toilet paper? Not sure? Here’s the guide that will give you the answers: Greenpeace has just released on Monday its latest Recycled Tissue and Toilet Paper Guide.

The report is providing customers with important information about tissue products and toilet paper using 3 criteria: usage of 100% recycled paper, at least 50% post consumer recycled paper and bleached without toxic chlorine compounds.

Each category includes ranking of brands, where products that meet 3 criteria are recommended, products that meet 2 criteria are defined as “can do better” and products that meet only one or no criteria at all are “to be avoided”.

Let’s focus for a minute on toilet paper, the most popular product among the ones reviewed in this report. The brand in the first place is Green Forest, which uses 100 percent recycled and 90 percent post-consumer content, as well as chlorine-free manufacturing processes. Other brands that are also recommended are: 365, Natural Value and Seventh Generation.

And who’s to be avoided? Well, when it comes to toilet paper you will find there few familiar names: Scott, Target, Wal-Mart, Kleenex Cottonelle, Chramin, Quilted Northern and Angel Soft. According to the report they all use zero recycled paper (and of course zero post consumer content) and are bleached with chlorine compounds [just take into consideration the follwoing comment from Greenpeace: In the few cases where companies did not respond to our request for verification of recycled content percentages and whitening processes used, we assumed 0% overall recycled, 0% post-consumer recycled and ECF bleaching.]

The report is followed by a very interesting article in the New York Times (”Mr. Whipple Left It Out:  Soft Is Rough on Forests” by Leslie Kaufman), where I learned the astonishing fact that “tissue from 100 percent recycled fibers makes up less than 2 percent of sales for at-home use among conventional and premium brands.”

Why? Well, according the article the main reason that toilet paper made of recycled paper is not as soft as toilet paper that is made of trees. Actually the article explains “it is the fiber taken from standing trees that help give it that plush feel, and most large manufacturers rely on them.”

In other places around the globe the situation is in some way better and in Europe and Latin America, products with recycled content make up about on average 20 percent of the at-home market.

The price for the American’s love for softness is very high - the article brings another devastating fact:

25 percent to 50 percent of the pulp used to make toilet paper in this country comes from tree farms in South America and the United States. The rest, environmental groups say, comes mostly from old, second-growth forests that serve as important absorbers of carbon dioxide…In addition, some of the pulp comes from the last virgin North American forests, which are an irreplaceable habitat for a variety of endangered species, environmental groups say.

And it doesn’t end with trees - there are the water and energy required in the process of turning a tree into rolls of toilet paper, and there’s also the polluting chlorine-based bleach process used to achieve greater whiteness.

Who’s to blame? well, Kimberly-Clark, which says it’s the American consumer who “like the softness and strength that virgin fibres provides”. I wounder if these consumers would make the same choice if they knew that for example 14 percent of the wood pulp used by Kimberly-Clark came from the Boreal forest in Canada.

The answer unfortunately is that in this case we cannot count on the consumer nor on the companies who make huge profits out of these soft papers (An article in the Guardian states that “paper manufacturers such as Kimberly-Clark have identified luxury brands such as three-ply tissues or tissues infused with hand lotion as the fastest-growing market share in a highly competitive industry.”).

Even if consumers in the U.S. will become more aware of their toilet paper’s footprint and choose to buy more recycled paper, my guestimation is that recycled paper usage will be no higher than in Europe (20%). And that’s the optimistic scenario.

So what’s the solution? In one word: regulation. We need global and local regulation that will ban first and foremost the use of ancient forests for manufacturing tissue products. We also need regulation that will put a price tag on the environmental damages made here, so when you buy toilet paper, you will pay their real price and not a price that ignores the environmental costs. Only this way a real change can be achieved. It’s the same with plastic bags and with many other bad habits we have. Voluntary steps just don’t do enough or do too little and we can’t afford too many years of this softness obsession to keep going on. We just can’t.

I’ll be happy to hear more ideas and thoughts how to end American’s obsession to soft toilet paper. Please add your comment!

Link to Greenpeace’s guide: http://www.greenpeace.org/raw/content/usa/press-center/reports4/tissueguid

According to Trendwatching.com, “while financial woes may hold back some green initiatives, the future has never looked greener.”

Mainly because creating a more sustainable economy is not an option, but a necessity. And we all know that necessity is the mother of invention. Which is why this month, amidst crumbling banks, G20 meetings and stimulus plans, we highlight 12 eco sub-trends that any marketer or entrepreneur can act on today.

Trendwatching refers to these opportunities as an eco-bounty, and they provide the following definition: “ECO-BOUNTY refers to the numerous opportunities, both short and long term, for brands that participate in the epic quest for a sustainable society. Some of these opportunities exist despite the current recession, others are fueled by it, not in the least because of new rules and regulations. Downturn-obsessed brands who lose their eco-focus will find themselves left out in the cold when the global economy starts recovering.”

They break up their trends into 12 categories, ranging from Eco-Frugal to Eco-Naked. Here are a few items from throughout the list that stood out to me:

• Green building solutions retailer Green Depot has recently opened a flagship store in Manhattan that is designed to demonstrate the high-performance eco building materials in action. A light booth made of recycled resin materials, for example, helps shoppers compare light bulbs and paint colors in a controlled setting, while the Zero-VOC Paint Bar serves up a line of paints free of volatile organic chemicals. See also Natural Interiors and Eco-Logisch.
• Dutch creative agency Spranq has developed a new font called Ecofont that’s specifically designed to extend the life of ink cartridges and toner by using 20 percent less ink than traditional fonts. The free, downloadable font is available for Windows, Mac OSX and Linux, and works best at a 9- or 10-point size.
• Bixi is a high-tech public bike system in Montreal (even more sophisticated than Paris’ Velib service) to be launched this spring, using bikes equipped with RFID tags that allow users to track availability online via real-time information beamed to the web from the system’s solar-powered bike stands. Users will pay a membership fee of CDN 78 for one year, CDN 24 for one month or CDN 5 for one day, with the first half hour of every trip provided free of charge.
• Crop to Cup is a fair trade coffee brand with a twist. In addition to buying coffee directly from farmers, representing them in markets and reinvesting in their livelihood, the brand also allows customers to trace their cup of coffee back to the farmer that produced it. Which in turn allows them to learn about the origins of the coffee and engage in a dialogue about the product.
• Philadelphia-based RecycleBank enables households to earn RecycleBank Dollars, redeemable for discount coupons at Whole Foods, RiteAid, Starbucks and participating local companies just by leaving their recyclables out to be collected. RecycleBank containers are embedded with identifying barcodes which collection trucks scan to track how much each household is recycling; the more customers recycle, the more they earn in RecycleBank dollars—up to the equivalent of USD 35 per month. (available in parts of Omaha)
• Luscious Garage is the first woman-owned and operated autoshop in San Francisco dedicated to servicing hybrids with a specialty in converting them to all-electrical plug-ins. Since opening in 2007 this unorthodox auto garage has attracted customers seeking a more friendly car repair experience with the garage’s laid back décor featuring plants and books. So far, the vast majority of customers have been Prius owners, but Luscious Garage is planning to diversify beyond hybrids in order to increase the company’s customer base. Which goes to show that ECO-FEEDER businesses may never be the next HUGE thing but they’re sure fun to start up if you’re the niche/long-tail entrepreneurial type.
• Welsh clothing brand Howies offers a line of super-durable clothing called Howies’ Hand-Me-Down that features jackets, backpacks and messenger bags designed specifically to last for 10 or more years. The company crafts its products painstakingly and uses high-quality components like organic tweed and ventile—an extremely tightly woven cotton fabric that is inherently water-resistant and uses 30 percent more yarn than conventional fabrics.
• And from the map gurus themselves: Google Maps Transit Layer, which is available for over 50 cities worldwide, overlays public transport lines onto the main map view, allowing the user to easily plan a green(er) journey to their destination.