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Posts Tagged ‘2011 Cone Green Gap Trend Tracker’

Greener Products vs. Green Products

April 19th, 2011 No comments

Can you make your products more greenI came across a great interview of consumer products maker Johnson & Johnson’s Al Iannuzzi, senior director of Worldwide Health & Safety, where he was asked about greenwashing.

His reply was dead on: ” I don’t believe in green products but greener products. The only truly green product is the one you don’t use. So it’s a journey and when we have made real product improvements — we should let our customers know. You can be perceived as greenwashing when you overstate improvements.”

I think this nails the green movement down succinctly– going green is an evolutionary process, with continual improvements and adjustments, not a simple one step solution.

Sure, there are simple steps that many organizations can take immediately to reduce their impact on  the planet.  There is always low hanging fruit..and those steps should be taken immediately.

“Green” should be looked upon as  goal that reached out to inifinity, as organizations can strive to become “more green” or “greener”–but never reach “totally green”.

As I had mentioned in an earlier blog, consumers do not expect companies to be saints. A full three-quarters (75%) say it is okay if a company is not environmentally perfect—as long as it is honest and transparent about its efforts. This is according to the 2011 Cone Green Gap Trend Tracker.

If people are going to judge more harshly companies that are taking significant strides to reduce their carbon footprint, then the entire environmental movement will take three steps backwards for every one step forward.

Let’s take a continuous look at our path to green, and make significant reductions in packaging usage, energy consumption, transportation expenses, raw materials, etc.  A goal of 10% reduction in one’s carbon footprint is a good goal thatncan continue to unearth ares for refinement.

Let’s make Earth Day Every Day.
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Robert Piller, experienced in green marketing campaigns and recycled promotional products, has worked to help plant over 25 million trees through his live tree seedling gift program over the past dozen years. His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.


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Earth Day Marketing: How Are You Communicating Your Green Message?

April 6th, 2011 No comments

Earth Day promotion ideasEarth Day is just 2 weeks away and many marketers are still scrambling to find a last minute effort to come up with their Earth Day campaigns.

In fact, my phone has been ringing off the hook for the past three days (and nights…I just finished a phone call at 8:30 P.M. with a client in Massachusetts) with clients looking for last minute eco-friendly promotional ideas for their outreach programs.

Putting your name and logo on recycled promotional items is great.  I would not be able to stay in business without it, nor I would have chosen it as my profession if I did not believe strongly in them.

That being said, my questions to most of these callers are:

1. What is The Goal of Your Earth Day Message?

  • Are you looking to change behaviors?
  • Are you trying to change the public’s perception of your organization?
  • Are you looking to educate the public–as sort of a public service or outreach campaign?

All three of these agendas require a different mareting message.  Make sure your message matches your goals.

2. Can You Back Up Your Message With Deeds and Achievements?

  • As they say in my home town of Austin, Texas, are you “talking the talk–or walking the walk”?
  • Did you just wake up this morning thinking that you had to do something green for Earth Day?
  • Did your boss call you in for a meeting and declare that you will be participating in an Earth Day event–and this is all news to you?
  • Or has your organization been planning your green agenda for many, many months and Earth Day is a natural extension of your marketing mix?

3) How are You Planning to Communicate Your Goals, Message and/or Agenda?

  • Will you be using social media?
  • Will you be giving a speech?
  • Will you be exhibiting at a community Earth Day event?

Hopefully, if you are truly a green company, the answer is all three.

According to the 2011 Cone Green Gap Trend Tracker, consumers do not expect companies to be saints. A full three-quarters (75%) say it is okay if a company is not environmentally perfect—as long as it is honest and transparent about its efforts.

My advice: Be real. Don’t fake it.

Happy Earth Day.
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Robert Piller, experienced in green marketing campaigns and recycled promotional products, has worked to help plant over 25 million trees through his live tree seedling gift program over the past dozen years. His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

You can also reach him at Twitter (http://twitter.com/ecomarketing) or #ecomarketing , by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com.


Follow ecomarketing on Twitter