Saatchi and Saatchi are broadening their remit - through their World Changing Ideas Award scheme. Read more on Fast Company
Tuesday 26 February 2008
Tiscali launches environmental channel
.. with a definite consumer bent. Everything from green health spas to cars. And, of course, the obligatory list of green tips:
Environmentally friendly kitchens
1. Always use lids on your pans to reduce heat loss.
2. Turn down the heat as soon as anything boils, a gentle boil uses less energy.
3. It's more efficient to use a small gas flame on full blast than it is a large flame on a low setting.
4. Ensure your gas flame is blue and not yellow. If not, get it looked at.
5. Only boil the amount you really need. Use an electric kettle instead of the gas hob.
6. Don't open the oven door unless it's essential to avoid losing heat.
7. Don't leave the fridge door open for too long, as it will have to work harder to regain it's cool temperature.
8. New fridges and freezers are up to 75% more energy efficient than those made 30 years ago. Investing in a new fridge can save £100's of your bills.
9. Use your old coffee grounds, teabags and fruit and vegetable peelings for compost in the garden.
10. Washing up liquid is a good multipurpose cleaner for floors and surfaces as well as dishes.
2. Turn down the heat as soon as anything boils, a gentle boil uses less energy.
3. It's more efficient to use a small gas flame on full blast than it is a large flame on a low setting.
4. Ensure your gas flame is blue and not yellow. If not, get it looked at.
5. Only boil the amount you really need. Use an electric kettle instead of the gas hob.
6. Don't open the oven door unless it's essential to avoid losing heat.
7. Don't leave the fridge door open for too long, as it will have to work harder to regain it's cool temperature.
8. New fridges and freezers are up to 75% more energy efficient than those made 30 years ago. Investing in a new fridge can save £100's of your bills.
9. Use your old coffee grounds, teabags and fruit and vegetable peelings for compost in the garden.
10. Washing up liquid is a good multipurpose cleaner for floors and surfaces as well as dishes.
Friday 22 February 2008
10 fun Friday green buys
Courtesy of The Times!
Why not try...
Woven handle bamboo bag
Made of recycled juice packs by a women’s cooperative in the Philippines, I love Doy bags.
Games picnic table
Bit chilly still, but here is a colourful bench that is made from 2000 plastic bottles.
Drinking glasses
Made from Corona beer bottles, cobalt-blue mineral water bottles and Coca-Cola bottles, snazzy drinking glasses from Ecooutlet.
Recycled chain bottle openers
Made from recycled bicycle chain, find them here – like the company name, Rebycle, too.
Jimi wallets
A range of wallets, including leather ones, made from recycled designer belts.
Ipod cover
Designed to protect your Ipod from scratches, these colourful covers are made from recycled plastic.
Handmade lampshades
Made from 100 recycled card and sourced in the UK. Find them here.
Table mat
Made from recycled bottle tops and made in Africa, each mat is unique.
The Nokia Remade
The first handset to be made entirely of recycled waste materials, including rubber tyres, as reported on the Mousetrap Technology blog.
Marmot EcoPro sleeping bag
A four season sleeping bag, made out of used plastic bottles and old fabric, soon to be launched by Cotswold Outdoor. In the meantime, they have a rucksack, called Osprey React, made out of 70 per cent recycled materials.
It's a green Friday...
IBM releases study on social responsibility. Surprisingly, it's a good thing. More...
CRO releases its hundred best corporate citizens. I haven't even heard of most of the top 10 though. More...
BusinessGreen offers a great guide to the Government's Carbon Offsetting quality mark ,and why so many people don't like it. More...
Philips goes green(er). More...
BP gets some flack form the Guardian. Their PR people must just love them. More...
Springwise brings us an interesting case study on the growth of collaboration: not online this time, but on an eco clothing brand! More...
Walkers walk the walk. (hehehe...)
Not satisfied with examining their own carbon footprint, Walkers are now asking us to improve ours...
"There’s so much to see and do here in Britain, there’s no need to go to the airport. It’s all right on your doorstep – this is just one way you can help reduce your family’s carbon footprint."
Eating crisps gains you points, which you 'bank' online. Earning points gets you discounts on all sorts of good old-fashioned British fun. Like trips to Alton Towers or, for the more violent amongst you, paintballing expeditions.
I like this. It's good and wholesome (apart from the crisp consumption required to earn your treats), and the points barriers aren't too high. The site is very much in keeping with Walkers down to earth tone of voice, and it's a great example of brands talking 'green' in their own way, rather than imposing heartfelt eco-messaging awkwardly on their branding.
Visit the site here
Wednesday 20 February 2008
Porsche bad, Toyota good...
Tuesday 19 February 2008
Afternoon tea.
This week we're holding our breath for...
... the government launch of a code of practice for the offsetting industry. Woo hoo!
Measuring products' green credentials
If there's one thing high school science taught me, it was that you should never believe everything you're taught. Every year, we were given permission to throw the last year's knowledge out of the window - molecules were revealed to be naught more than atoms, and finally even that pretty little satellite diagram of neutrons, protons and electrons went out the window.
One of the key realisations of growing up is that we, as adults (offically, at least) have to make choices where there is no 'right' or 'wrong'. Consequences are uncertain.
As marketeers, we help people deal with the problem of choice by differentiating and defining products and services. However, I've been wondering recently if we've become our own worst enemy. We match products to niches through rigorous consumer analysis, leavinbg no gap unfilled (we hope) and no desire without its solution. A clearly-measured differentiator nearly always exists to help consumers make choices, whether it be a brand promise or the recommendation of word of mouth.
In the green space, however, claiming knowledge or authority is a dangerous thing, and the lack of objective measurement leads to unsubstantiated differentiators which lack clarity.
Yesterday, for example, I spent a good five minutes in a quandry in the loo-roll aisle. Before me were two products: recycles own brand, or FSC certified premium brand. Now, my position is usually pretty clear - buy the greener version as long as there's not a huge price premium. I can even cope with lack of quilting if necessary. The mind was willing, but the yardstick wasn't there.
Corporate leadership is a fantastic thing. Don't think I'm arguing against innovation. But we're beginning to see a point where companies are making moves, but there's no standard scale on which to operate.
Could this be the next move for our corporate giants? How long will it be before they band together to put their collective punch behind an assessment tool? I must admit, I'm longing for more than my Walkers crisps to come with a carbon weight attached...
Monday 18 February 2008
Eco-eggs
e upon a time,I spent a whole Easter holiday making a dolls house out of my Easter egg boxes. But no longer shall this be an available amusement for all the nation's children!
With just over a month to go until Easter, Easter eggs are now in store. New this year, Cadbury has launched a range of eggs to appeal to UK consumers that are concerned about packaging, in line with the company's Purple Goes Green climate change commitments.
The world's largest confectionery company has unveiled a range of 'eco-eggs' called Cadbury Treasure Eggs, which rather than being sold in a box is simply foil wrapped. The Treasure Eggs represent a reduction of over 75% plastic and 65% less cardboard than previously used in standard eggs.
As well as the new range of eco-eggs, the company has also pledged to cut packaging in its existing range of small & medium boxed eggs.
I've never before considered the effects of reduced packaging on childhood. Will there be as many fairy liquid spaceships, cardboard fortresses, and toilet roll castles in the world? Sad.Breakfast browsing 18/02
A government advisor has commented on the 'immorality' of drinking bottled water. More...
Big business beats the government on climate change. More...
Potneital changes to green marketing rules haunt US business. More...
Cadburys unbox the Easter egg. More...
Parents: are you suffering from eco-guilt? More...
Friday 15 February 2008
Childrens character becomes green ambassador
Childhood favourite Rupert Bear is to make a long-awaited return - as a green ambassador for young children. According to Brand Republic, this is a niche which is yet to be filled, and Entertainment Rights believes he's perfect for their pr campaign.
Will this finally be the end of those hideous mustard checked trousers? Methinks a new, green colour scheme could be in the offing...
Thursday 14 February 2008
Share body warmth - prevent global warming
At least, that's their view at Do the Green Thing! This lunchtime saw a giant group hug in Sloane Square to warm people up for the afternoon, thus allowing them to turn their heating down a degree or two. Even the passing minstrel joined in!!!
Shipping and green tech...
Wednesday 13 February 2008
Lunchtime reading
M&S Launches new Plan A website
...complete with videos for those who can't be bothered with the text.
http://plana.marksandspencer.com/
Got some green case studies?
Then see the following, courtesy of GoodGreenPR
"The Media/PR Group of Access Intelligence is seeking marketing, PR, business and community relations/CSR experts to contribute case studies and how-toarticles on the topic of "green" business practices for a new guidebook, "CaseStudies in Outstanding Green Business Practices" that will be published by MediaIndustry Newsletter, PR News and CableFAX in the early summer 2008. To beconsidered, you must be an excellent writer and communicator who can convey in1,000 words or less what his/her company is doing to be more environmentallyaware and proactive. The article will include a byline of the author and is anexcellent opportunity to demonstrate your company's green efforts to an audiencethat includes top business executives. Send an e-mail by Feb. 13 with thesubject line "Going Green article idea" and include your article idea in 100words or less. The article must be original and not published elsewhere; bylinewill be included; authors are not compensated for contribution.If your article idea is selected, you will be notified by Feb. 20. First drafts will bedue March 14. No calls, please.Email your idea to Diane Schwartz at dschwartz@accessintel.com. Thank you in advance."
National Trust lives its brand
...by giving employees a 'green day' on the 29th Feb to stay home and complete a list of eco-chores. Love it!
Though one does wonder if any of their properties will actually open as a result...
Read more...
Greenopolis
This new online community promises not only to grow a group of same-thinking individuals but also to make them accountable: to each other. Users complete a survey, analysing their green behaviour, and gain an appropriately-coloured badge for their profile (orange through to deep green). Environmental points thus gained through improving your level of responsibility can be used for discounts on certain green products. Eventually, Greenopolis hopes to make its ratings system available to other communities, so users can put it on their facebook page etc, giving it appeal to more than just the green-obsessed.
www.greenopolis.com
Wake up, it's 13/02!
Tuesday 12 February 2008
Finally...
Thanks to Joel Makower for a great post on market research in the green space:
I find myself getting increasingly irritated. Can market researchers be accused of greenwash? I'm beginning to wonder.
Two examples:
Approximately 50 percent of U.S. consumers consider at least one sustainability factor in selecting consumer packaged goods items and choosing where to shop for those products, according to a new survey by Information Resources, Inc.
Nearly nine in ten Americans say the words "conscious consumer" describe them well and are more likely to buy from companies that manufacture energy efficient products, promote health and safety benefits, support fair labor and trade practices, and commit to environmentally-friendly practices, according to the BBMG Conscious Consumer Report.
I don't profess to have studies that refute these, but you don't need to be a social scientist to know that neither of the above conclusions is on the money. Half of consumers do not consider sustainability when buying packaged goods — everything from cosmetics to cleaners, Rice-a-Roni to razor blades. (Do half your friends and family members shop this way?) And to think 90% of us are "conscious consumers" when it comes to the planet? C'mon. Half of us aren't even conscious about what we put into our bodies.
Read the full post here.
Green credibility
Ask your average consumer about 'green' cleaning products, and the same concern will probably be raised: do they really work as well? Enter Clorox (yes, that's right, the bleach people). Their new 'green works' range is launching in the US this week.
Ok, it can be hard for mainstream companies to prove their green credentials, but this makes me think of the opposite problem green companies face - proving they can compete with the mainstream. I should imaging the majority of consumers will privilege cleaning effectiveness over environmentally friendliness - the latter being a nice add-on where it can be had.
Are our purely green products short lived? Once a benchmark is set, will consumers prefer the environmentally-friendly big brand to the one with purely eco credentials? I guess we'll see how Green Works sells...
Extra bits and pieces... 12/02
Monday 11 February 2008
Top ten green blogs
... courtesy of Fleishman Hillard! And here you go:
World Changing
http://www.worldchanging.org/
Joel Makower: Two Steps Forward
http://www.makower.typepad.com/
Fast Company Blog: FC Now
http://blog.fastcompany.com/
TreeHugger
http://www.treehugger.com/
GreenBiz
http://www.greenbiz.com/
Dot Earth
http://dotearth.blogs.nytimes.com/
Business of Gr een
http://blogs.iht.com/tribtalk/business/green/
Triple Pundit
http://www.triplepundit.com/
Gristmill Blog
http://gristmill.grist.org/
Sustainable Blog
http://www.sustainablog.org/
Honda's new problem
Another beautiful offering from Honda, kings of the advert world: Problem Playground. And a more interesting way to check out their environmental policies/efforts etc than the old CSR page. Graphics are sublime, interactivity adds a touch of fun, but I must confess, I'd like to know exactly who it's aimed at.
The page began as a jigsaw - great idea. Bit of mystery, bit of web-savvy consumer interaction, love it. However, I'm not sure those same people will be that interested in what was behind the pieces. Who are you talking to Honda?
visit problemplayground
Google PR
Treehugger highlights Google's publication of the performance data of its hybrid fleet. They're running two types of Prius, and the results, so far, are rather good, with an MPG value three times that of the American average.
Ok, so it might not be as fascinating as the maturing cheese so many tuned into recently, but hey, it still merits a glance every so often.
Go google!
Et aussi... 11/02
A report on Labour's sustainable food policies condemns supermarket food waste. More...
BusinessGreen puts ethical investment funds under the spotlight. More...
... as does the Guardian. More...
Defra's recycling targets to rise. More...
Report claims demand for palm oil is leading to human rights abuses in Indonesia. More...
The Consumer Council for Water campaigns for free restaurant tapwater. More...
Google plans green investments. More...
... as does World Bank. More...
London's film industry is going green(er). More...
Cadbury's spoke on their Purple Goes Green strategy at Green Retail 2008 - find out more here.
Saturday 9 February 2008
Green - the academic viewpoint
http://www.insidesustainability.com/ offers viewpoints from inductry experts, whether they be marketeers or chemists, on how they view green. Worth a visit.
Not entirely on topic...
... but hey, I loved this article in the Times so much I have to blog it anyway. The journalists recounts an adventure down his local high street, supposedly a haven of small businesses - the repressed victims of Tesco and the like. After recounting the full series of traumatic events he endured, he goes on to comment:
My second objection is that complaints about high street homogeneity often come from a position of privilege and snobbery. Just take a look at who has been moaning most over the past year: the Royal Borough of Kensington & Chelsea, which persuaded Sir Terence Conran to lead a “Commission on Retail Conservation”, and His Highness, the eco-toff Zac Goldsmith, who recently launched a campaign to stop the “cloning” of high streets in Richmond. If you actually examine what they've said — which is difficult, as they're too posh to actually part their lips when they speak — their message boils down to this: we don't want to look like the rest of plebby Britain.
I can't help but feel there's an element of truth here somewhere...
Selling Sustainability
An article from yesterday's BusinessGreen has caught my eye - it offers a consultant's view of how to 'sell' the green concept. Key points include:
1. Understand How Change Works
2. Inspire Your Audience
3. Emphasise Practice, Not Theory
4. Build Consensus
5. Demonstrate Bottom-Line Value
6. Be Bold
Encouraging green behaviour, whether within your company or amongst the consumers (or potential consumers) of your product, is not a quick or easy process. This is almost a blueprint for incorporating green messaging into your brand, or building a credible advertising campaign. Educating and inspiring your audience are now key to successful communication.
Read the BusinessGreen article here...
Extras... 9/02
Standard Chartered joins the Climate Group. More...
BT announces the introduction of solar power at its California HQ. More...
Masdar and BP's 'Hydrogen Energy' plan a Hydrogen plant in Abu Dhabi. More...
Future Water report encourages businesses to conserve water. More...
Accenture works on server carbon footprinting. More...
Analysis of potential US Cap and trade systems. More...
"Sustainable is Good" writes on potential cost savings in being greener. More...
Brian Miller writes on turning your public into activists... via youtube. More...
Friday 8 February 2008
Stinky fish loses his smell...
Loving this article from the Guardian on WWF's 'Stinky Fish' advert:
Apparently, the fishing industry doesn't like the term 'stinky'. Hmm...
Mission fish?
Any money you can get for that 'delightful' jumper Aunt Ethel gave you for Chruistmas is a bonus, right? So why not, when you ebay it, give a percentage of your takings to charity? Hence Mission Fish - a painless way of donating. Have a look at: http://www.missionfish.org.uk/
Using Social Networks
BusinessGreen published a post on social network marketing today. Only yesterday, I received an invitation to join "Earth Hour" on Facebook - a WWF event, encouraging people to switch off their lights at 8pm on Earth Day. Invites are generated by and passed on through friends - thus immediately ensuring some connection/relevance to the reader. It's certainly more effective than one of those hugely irritating facebook ads (just look at the backlash against Experian), which have effectively become spam 2.0. However, I've now joined up for Earth Hour, along with over 400,000 other people ,so they must be doing something right...
In other news... 8/02
Scientific studies rule against biofuels. More...
... but is it time to forget about them altogether? More...
Trying to find a greener car? More...
Carbon labelling takes off. More...
BMW predicts a fifteen year wait for hydrogen autos. More...
Standard Life's ethical funds drop airline investments. More...
Animal welfare beats environmental concerns in consumer's minds. More...
A greener virtual world
Greenpeace has launched an interactive virtual city showcasing how towns and cities across the UK are fighting climate change and enjoying a cleaner and more secure energy future - without relying on new coal or nuclear power stations.
The new online town, called EfficienCity, uses interactive case studies and animation to demonstrate how the UK could slash its greenhouse gas emissions, cut electricity bills and beef up the security of its energy supply. The town is powered by "decentralised energy", a clean and efficient energy system that provides heating, cooling and electricity to the community.
I love this: ok, it's a bit cutesy and sim-city, but it's a fantastic way to explore practical power usage. Hopefully they'll be publicising this one to teahcers, who'll love the classroom-friendliness of the whole thing. However, I'm not sure which other demographics they're reaching out to - those most interested will probably be the already-converted. The action they suggest takign on the site - writing to your mp - is a bit dated and, to be honest, a bit like hard work for your average surfer.
Nevertheless - a good, user-friendly introduction to the more techy concepts of renewable power.
Visit the town at www.greenpeace.org.uk/efficiencity
Thursday 7 February 2008
The Medinge Group (apparently an internation al think tank. Who'd have thought?) has released its annual 'Brands with a Conscience' list. Nominees are apparently judged on "principles of humanity and ethics"
‘Branding has a huge role to play in creating a better and more sustainable world,’ remarked Thomas Gad, Chairman of the Medinge Group. ‘There already exist alternative technologies and products with less damaging impact on the environment, climate and people’s lives. But new green products and alternatives need to become attractive in the minds of people, in spite of their sometimes being more expensive and different."
‘The continued shift away from “branding-as-persuasion-to-buy” to “branding-as-how-we-improve-the-world”—with authentic, human considerations at the core of the organization—really gathers pace,’ observed Tony Quinlan, a Medinge member.
So, without further ado, this year's winners:
Aveda
Chocolonely
Hennes & Mauritz
Happy Computers
International Watch Co.
Pret a Manger
Dame Anita Roddick
For more info, hit the press release here.
It's a slow news day... 7/02
Tuesday 5 February 2008
Whole Foods takes the plastic plunge
By Earth Day, April the 22nd, Whole Foods plans to eradicate those nasty plastic bags from its stores. Hopefully this will give the UK food giants a wholesome nudge in the right direction...
Even more Innocent
The quirky smoothie maker has extended it’s use of recyclable plastic bottles to its whole smoothie range. Look out for the limited edition label redesign which marks the occasion.
Bolt-on sustainability
The drive to gain green knowledge for agencies has accelerated with the acquisition of sustainability consultancy Act Now by Publicis. The agency will become part of Saatchi and Saatchi S, their sustainability communications division. I wouldn’t be surprised if this were to be the first of many gulping by the big fish of the industry.
Does the church know its own brand?
As any church-goers and traditionalists amongst you will know, tomorrow (Ash Wednesday) marks the beginning of Lent, season of restraint and moderation for millions of Christians.
This year, however, the traditional chocolate and alcohol abstinences are being thrown out the window. The Bishops of London and Liverpool are advocating cuts in home energy use, giving up plastic bags, and insulating the hot water tank.
Of course, protecting God’s creation is certainly a valid concern for the church. What’s sad is that the media coverage doesn’t even mention the G-word, surely at the top of the ‘key messages’ doc of the Anglican pr core. And the topicality of the issue leaves one feeling this is, at least to some extent, a pr-fueled move rather than a step which would have been taken without the media bandwagon.
Church publicity is always a difficult issue, but one thing can be agreed: the heart of their ‘brand’ – God – gets little stage time in the recent articles. Considering the thought which has obviously gone into the programme of activities for the fast (outlined here), it’s a sad oversight.
In other news... 5/02
MPs in the Treasury Committee have called for a climate change minister to coordinate activities. More...
Sir Jonathan Porritt speaks to the Independent. More...
CCS controversy hits the broadsheets. More...
RealClimate introduces the IPCC model simulation archive. More...
EnviroWonk's guide to Super Tuesday. More...
Greener gift cards from Toys R Us. More...
Monday 4 February 2008
Also-rans 4/02
The UK's first Low Emissions Zone springs into action in London today. More...
Leo Hickman writes on the US election and the environment in The Guardian. More...
A collection of Carbon Calculators from Pinko. More...
The Times writes on companies bragging about their renewable power facilities. More...
Monbiot blogs on population growth as an environmental issue. More...
Carbon Capture and Storage suffers setbacks in both the UK and US.
How far have renewables come?
The Climate Group has published a great overview of the progress of renewables, applauding climate heroes BT and google, amongst others...
Read it here
Show, don't tell...
On flicking through the Economist "World in 2008", I come across no less than 9 adverts on a 'climate change' theme, and I wonder if I'm the only person who's now heard enough about the issue to treat them with a deep scepticism. Much like the January bombarment of 'Build Your Own Taj Mahal/Orient Express/life-size Eiffel Tower in 3 million parts" magazines, the sudden flood of such adverts seems predictable, boring and pretty lacking in credibility.
That's not to say above-the-line is necessarily ineffective. A couple of pieces in particular struck me. One: Chevron's 'letter style' advert, in which the brand proposition ('human energy') is clearly outlined in an aspirational and emotive style:
"Join us in tapping the most powerful source of energy in the world. Ourselves."
Shell and Zurich also scored brownie points with their attention-grabbing pieces. Shell's white page ("The blank page, still the most challenging environment there is.), followed by Zurich's 'spot the difference' style spread ("What if you can't find the 32 hidden risks in this picture?").
The moral of the tale? Environmental promises alone don't make a particularly compelling ad. Agencies need to consider the credibility which can be gained by incorporating such messages into the brand proposition of their clients and advertising them as such, rather than leaving environmental sentiments as a topical, product-specific add-on. Equally, an environmental promise alone won't make an advert interesting. Customers want to belive that this is more than just a company fad.
No-one likes it when their magazine goes out of print half way through the Orient-express's undercarriage...
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