Showing posts with label Life. Show all posts
Showing posts with label Life. Show all posts

Thursday

TransFair USA Opens Factory Standard for Public Comment


TransFair USA, is the only third-party certifier of Fair Trade Certified products in the United States, will begin certifying cotton clothing, bed and bath products for Fair Trade Certification in 2010.

In conjunction with the new product offering, the organization has drafted new factory standard for company's wishing to be fair trade compliant in this industry. The draft standard is viewable on the TransFair USA website and the public may comment on it for 45 days starting November 16th. The standard builds on the International Labor Organization (ILO) Convention to workers in factories and sewing cooperatives.

In a new fair-trade move, workers on both ends of the supply chain will benefit from the fair-trade premium. Cotton farmers will receive a minimum farm-gate price, as well as a premium to invest in community needs such as schools, hospitals and infrastructure. Garment workers will receive a premium from the purchasers of the finished goods and can democratically decide how the funds are spent.

Paul Rice, president and CEO of TransFair USA, said: "Consumers have become increasingly aware of humanitarian issues in the garment industry. They want to make ethical choices but are faced with very few options. This new draft standard will give consumers the opportunity to use their purchasing power to guarantee fair prices to farmers and social justice for workers who sew their clothes. By wearing Fair Trade Certified garments, consumers will now have a voice in ensuring better factory working conditions and higher earnings for cotton farmers in countries like Mali, India and Peru."

READ ON>>

via sustainable media life

Wednesday

One Textile Label to Cut the Confusion: L.E.A.F.


Elinor Averyt is the founder of a proposed eco-labeling program, ‘Labeling Ecologically Approved Fabrics™ ’ (L.E.A.F.) which aims to eliminate confusion in the US market around environmental and social labeling for apparel and other textile products. The three month public review process for LEAF is launching this week, during which industry stakeholders and the general public are being invited to participate in a collaborative development process. Ms. Averyt made some time for an exclusive Q&A with Sustainable Life Media.



What is the goal of LEAF’s new eco-label?

The overall goal of LEAF is to become the trusted label licensing program that eliminates confusion in the US marketplace concerning environmental and social labeling for apparel and other textile products. LEAF is intended to be a high profile program similar to the USDA program that is in place for food and the LEED environmental rating system in place for green buildings.

How will this be accomplished?

The LEAF program will clearly communicate to US consumers which third-party certifications different apparel products have received, and where along the supply chain the certifications apply. Grouped within specific environmental and social achievement categories, this information will be communicated through a licensed eco-mark and labeling format designed to be easily identified and read by US consumers.

Is this program focusing on all aspects of the textile industry?

The proposed focus of LEAF is on apparel sold in the United States. The program may also include other textile categories over time, e.g. home textiles and fabrics used on accessories (including shoes, bags, backpacks, purses, etc.).

So is L.E.A.F. also working on creating the actual solutions for how to green the apparel and textile industry?

No, not really. This program is not the entity that has created the environmental and social solutions when it comes to the production of apparel. Instead, this program’s purpose is to make sure consumers understand the solutions that already exist. Their informed purchasing habits can enable these solutions to become the norm, but the current labeling landscape is confusing. What we’ve found in this investigative process is that the answers for this industry’s successful transition to a sustainable existence are for the large part already here, and they’ve already been created by several key stakeholder groups. These solutions are being created by innovative designers and brands that have made great strides to work towards greening their products. This industry also consists of an extensive supply chain —all of whose efforts are absolutely necessary in order for the industry to operate and successfully transition to a sustainable existence. In addition, standards-setting organizations and their partnering certification programs have, by their painstaking efforts, created scientifically valid environmental and social benchmarks to aspire to all along the entire supply chain. These programs are literally spelling out the ways to successfully green this industry within its highly complex, industrialized life cycle.

Where then does your group fit in to the process of eco-certification for textiles and apparel?

Our group is here to be a neutral, non-biased entity that helps facilitate clear information exchange between four key stakeholder groups:
  • Apparel industry stakeholders
  • Standards-setting organizations and programs who have created environmental and social benchmarks for this industry
  • Certifying bodies and agencies performing the certifications to/against these standards
  • The U.S. end user, last but most definitely not least!
Each one of these groups holds a necessary key for this industry’s continued and accelerated transition to a fully sustainable existence, yet currently there is no streamlined information and communication exchange between these four key stakeholder groups here in the United States. There is a great deal of confusion surrounding third-party certifications of environmental and social claims, both on the industry side in understanding certification options and protocol, as well as on the end user side in deciphering which labels are valid and understanding how important it is that companies undergo independent, ‘arms length’ third-party certification for environmental and/or social responsibility declarations. And of course, it’s not yet easy for consumers to find clothing that has been produced in an environmentally and/or socially sensitive manner. LEAF is working to facilitate streamlined communication and information exchange between industry stakeholders and the standards/certification groups, and then to translate that information to end users in a comprehensive and hopefully soon-to-be ubiquitous label.

What’s the #1 competitive advantage that the LEAF label offers for businesses?

The #1 benefit is that their consumers will be able to identify easily which products have undergone extensive third-party certification. Our program gives assurance to the U.S. end user that their choices have been qualified when they see the LEAF mark. Additionally, one of LEAF’s primary goals is to help support avid consumer awareness through education and awareness campaigns in conjunction with brand holders that assist in informing and rallying the US marketplace to use their powerful consumer dollars in support of the companies that are taking these exciting, and at times painstaking, strides toward more sustainable practices.

Why does a program like this not already exist for this industry here in the United States?

The apparel supply chain is tremendously complex, and there are a myriad of different standards and certifications that exist and are emerging for this industry’s supply chain processes. Deciphering which standards are valid is confusing. Also, in order for a program of this nature to be successful, there needs to be some degree of collaboration between upwards of 15 standards-setting organizations that are headquartered all around the globe. It’s a complex industry.

Why a Public Review Process?

Overall, a public review process provides stakeholders the chance to provide feedback on a program that could potentially have impacts on this industry’s practices in the United States over time.

What happens during this review and where does it happen?

The review happens online at LEAFCertified.org (I’ll link to the site). Interested stakeholders and end users are invited to provide comments anywhere on the main document. Additionally, questionnaires have been created for both industry stakeholders and US end users. We hope both groups will take the time to answer these questions in order to help us understand the needs of these diverse groups, and how to form this program most effectively to serve those needs. During the review, LEAF will collect all comments, and every four weeks during the review we will post the comments, the name of the commenter, and LEAF’s proposed answer or solution to each comment or group of similar comments. We also welcome stakeholders to devise the solutions to the issues they are seeing toward these complex issues, if it is appropriate and/or feasible to do so!

What suggestions do you have for companies who want to consider using the LEAF label in the future?

The first step is to be a part of the review process at www.LEAFCertified.org. You can also contact me at Info@LEAFCertified.org if you would like to be considered as a licensee of the LEAF trademark labeling program in the future.

When can we expect to see the LEAF label in stores?

The review process will be completed in the next 90 days. It will take another 2 to 3 months to re-sculpt the program, incorporating stakeholder feedback from the review, after which we will launch the beta trials. We expect to launch the program to the marketplace in the summer or fall 2010.
Via | Sustainable Life Media

Nine Design Strategies to Inspire Sustainable Profits - Part 2


A new dedication to change is leading today's executives to search for new, applicable business models that promote "triple bottom line" thinking. At the same time, many corporate sustainability targets are still focused on cost and waste reduction, creating unprecedented opportunity through innovative design and sophisticated communication. In part 2 of this 3 part series, author and communication strategist John Marshall Roberts (in partnership with LA based, Evenson Design Group) outlines three more design strategies to create brands and packaging that inspire sustainable profits.

READ ON>>

via | Sustainable life media

Low Income Consumers Drive Sustainable Purchasing


Miller Zell, a retail and strategy design firm, finds that lower income shoppers are driving the sustainable product marketplace, not the higher income, lifestyle consumers many think of as supporting sustainability.

Overall, the survey found 50% of consumers are willing to pay a premium for a product they consider to be green. The largest benefit comes to grocery stores, where 79% of shoppers will pay the premium and to mass retailers, where the number is 70%.

The research also suggests that retailers and manufacturers may be missing a great brand building opportunity with a younger, lower income consumer. Disposable income is not directly correlated to increased spending on green products, and in fact has an inverse relationship. Millenials and Gen Y'ers are the most likely to pay a premium for green products, while at the same time being the least satisfied with product information targeted to them.

via | Sustainable Life Media

Saturday

Climate Change “Scientists Are Divided”



No, they’re not. In the early years of the global warming debate, there was great controversy over whether the planet was warming, whether humans were the cause, and whether it would be a significant problem. That debate is long since over. Although the details of future forecasts remain unclear, there’s no serious question about the general shape of what’s to come.

Every national academy of science, long lists of Nobel laureates, and in recent years even the science advisors of President George W. Bush have agreed that we are heating the planet. Indeed, there is a more thorough scientific process here than on almost any other issue: Two decades ago, the United Nations formed the Intergovernmental Panel on Climate Change (IPCC) and charged its scientists with synthesizing the peer-reviewed science and developing broad-based conclusions. The reports have found since 1995 that warming is dangerous and caused by humans. The panel’s most recent report, in November 2007, found it is “very likely” (defined as more than 90 percent certain, or about as certain as science gets) that heat-trapping emissions from human activities have caused “most of the observed increase in global average temperatures since the mid-20th century.”

If anything, many scientists now think that the IPCC has been too conservative—both because member countries must sign off on the conclusions and because there’s a time lag. Its last report synthesized data from the early part of the decade, not the latest scary results, such as what we’re now seeing in the Arctic.

In the summer of 2007, ice in the Arctic Ocean melted. It melts a little every summer, of course, but this time was different—by late September, there was 25 percent less ice than ever measured before. And it wasn’t a one-time accident. By the end of the summer season in 2008, so much ice had melted that both the Northwest and Northeast passages were open. In other words, you could circumnavigate the Arctic on open water. The computer models, which are just a few years old, said this shouldn’t have happened until sometime late in the 21st century. Even skeptics can’t dispute such alarming events.


“We Have Time”
Wrong. Time might be the toughest part of the equation. That melting Arctic ice is unsettling not only because it proves the planet is warming rapidly, but also because it will help speed up the warming. That old white ice reflected 80 percent of incoming solar radiation back to space; the new blue water left behind absorbs 80 percent of that sunshine. The process amps up. And there are many other such feedback loops. Another occurs as northern permafrost thaws. Huge amounts of methane long trapped below the ice begin to escape into the atmosphere; methane is an even more potent greenhouse gas than carbon dioxide. Such examples are the biggest reason why many experts are now fast-forwarding their estimates of how quickly we must shift away from fossil fuel. Indian economist Rajendra Pachauri, who accepted the 2007 Nobel Peace Prize alongside Al Gore on behalf of the IPCC, said recently that we must begin to make fundamental reforms by 2012 or watch the climate system spin out of control; NASA scientist James Hansen, who was the first to blow the whistle on climate change in the late 1980s, has said that we must stop burning coal by 2030. Period.



All of which makes the Copenhagen climate change talks that are set to take place in December 2009 more urgent than they appeared a few years ago. At issue is a seemingly small number: the level of carbon dioxide in the air. Hansen argues that 350 parts per million is the highest level we can maintain “if humanity wishes to preserve a planet similar to that on which civilization developed and to which life on Earth is adapted.” But because we’re already past that mark—the air outside is currently about 387 parts per million and growing by about 2 parts annually—global warming suddenly feels less like a huge problem, and more like an Oh-My-God Emergency.


“Climate Change Will Help as Many Places as It Hurts”
Wishful thinking. For a long time, the winners-and-losers calculus was pretty standard: Though climate change will cause some parts of the planet to flood or shrivel up, other frigid, rainy regions would at least get some warmer days every year. Or so the thinking went. But more recently, models have begun to show that after a certain point almost everyone on the planet will suffer. Crops might be easier to grow in some places for a few decades as the danger of frost recedes, but over time the threat of heat stress and drought will almost certainly be stronger.



A 2003 report commissioned by the Pentagon forecasts the possibility of violent storms across Europe, megadroughts across the Southwest United States and Mexico, and unpredictable monsoons causing food shortages in China. “Envision Pakistan, India, and China—all armed with nuclear weapons—skirmishing at their borders over refugees, access to shared rivers, and arable land,” the report warned. Or Spain and Portugal “fighting over fishing rights—leading to conflicts at sea.”

Of course, there are a few places we used to think of as possible winners—mostly the far north, where Canada and Russia could theoretically produce more grain with longer growing seasons, or perhaps explore for oil beneath the newly melted Arctic ice cap. But even those places will have to deal with expensive consequences—a real military race across the high Arctic, for instance.

Want more bad news? Here’s how that Pentagon report’s scenario played out: As the planet’s carrying capacity shrinks, an ancient pattern of desperate, all-out wars over food, water, and energy supplies would reemerge. The report refers to the work of Harvard archaeologist Steven LeBlanc, who notes that wars over resources were the norm until about three centuries ago. When such conflicts broke out, 25 percent of a population’s adult males usually died. As abrupt climate change hits home, warfare may again come to define human life. Set against that bleak backdrop, the potential upside of a few longer growing seasons in Vladivostok doesn’t seem like an even trade.

“It’s China’s Fault”
Not so much. China is an easy target to blame for the climate crisis. In the midst of its industrial revolution, China has overtaken the United States as the world’s biggest carbon dioxide producer. And everyone has read about the one-a-week pace of power plant construction there. But those numbers are misleading, and not just because a lot of that carbon dioxide was emitted to build products for the West to consume. Rather, it’s because China has four times the population of the United States, and per capita is really the only way to think about these emissions. And by that standard, each Chinese person now emits just over a quarter of the carbon dioxide that each American does. Not only that, but carbon dioxide lives in the atmosphere for more than a century. China has been at it in a big way less than 20 years, so it will be many, many years before the Chinese are as responsible for global warming as Americans.



What’s more, unlike many of their counterparts in the United States, Chinese officials have begun a concerted effort to reduce emissions in the midst of their country’s staggering growth. China now leads the world in the deployment of renewable energy, and there’s barely a car made in the United States that can meet China’s much tougher fuel-economy standards.

For its part, the United States must develop a plan to cut emissions—something that has eluded Americans for the entire two-decade history of the problem. Although the U.S. Senate voted down the last such attempt, Barack Obama has promised that it will be a priority in his administration. He favors some variation of a “cap and trade” plan that would limit the total amount of carbon dioxide the United States could release, thus putting a price on what has until now been free.

Despite the rapid industrialization of countries such as China and India, and the careless neglect of rich ones such as the United States, climate change is neither any one country’s fault, nor any one country’s responsibility. It will require sacrifice from everyone. Just as the Chinese might have to use somewhat more expensive power to protect the global environment, Americans will have to pay some of the difference in price, even if just in technology. Call it a Marshall Plan for the environment. Such a plan makes eminent moral and practical sense and could probably be structured so as to bolster emerging green energy industries in the West. But asking Americans to pay to put up windmills in China will be a hard political sell in a country that already thinks China is prospering at its expense. It could be the biggest test of the country’s political maturity in many years.


“Climate Change Is an Environmental Problem”
Not really. Environmentalists were the first to sound the alarm. But carbon dioxide is not like traditional pollution. There’s no Clean Air Act that can solve it. We must make a fundamental transformation in the most important part of our economies, shifting away from fossil fuels and on to something else. That means, for the United States, it’s at least as much a problem for the Commerce and Treasury departments as it is for the Environmental Protection Agency.



And because every country on Earth will have to coordinate, it’s far and away the biggest foreign-policy issue we face. (You were thinking terrorism? It’s hard to figure out a scenario in which Osama bin Laden destroys Western civilization. It’s easy to figure out how it happens with a rising sea level and a wrecked hydrological cycle.)

Expecting the environmental movement to lead this fight is like asking the USDA to wage the war in Iraq. It’s not equipped for this kind of battle. It may be ready to save Alaska’s Arctic National Wildlife Refuge, which is a noble undertaking but on a far smaller scale. Unless climate change is quickly de-ghettoized, the chances of making a real difference are small.


“Solving It Will Be Painful”
It depends. What’s your definition of painful? On the one hand, you’re talking about transforming the backbone of the world’s industrial and consumer system. That’s certainly expensive. On the other hand, say you manage to convert a lot of it to solar or wind power—think of the money you’d save on fuel.

And then there’s the growing realization that we don’t have many other possible sources for the economic growth we’ll need to pull ourselves out of our current economic crisis. Luckily, green energy should be bigger than IT and biotech combined.

Almost from the moment scientists began studying the problem of climate change, people have been trying to estimate the costs of solving it. The real answer, though, is that it’s such a huge transformation that no one really knows for sure. The bottom line is, the growth rate in energy use worldwide could be cut in half during the next 15 years and the steps would, net, save more money than they cost. The IPCC included a cost estimate in its latest five-year update on climate change and looked a little further into the future. It found that an attempt to keep carbon levels below about 500 parts per million would shave a little bit off the world’s economic growth—but only a little. As in, the world would have to wait until Thanksgiving 2030 to be as rich as it would have been on January 1 of that year. And in return, it would have a much-transformed energy system.

Unfortunately though, those estimates are probably too optimistic. For one thing, in the years since they were published, the science has grown darker. Deeper and quicker cuts now seem mandatory.



But so far we’ve just been counting the costs of fixing the system. What about the cost of doing nothing? Nicholas Stern, a renowned economist commissioned by the British government to study the question, concluded that the costs of climate change could eventually reach the combined costs of both world wars and the Great Depression. In 2003, Swiss Re, the world’s biggest reinsurance company, and Harvard Medical School explained why global warming would be so expensive. It’s not just the infrastructure, such as sea walls against rising oceans, for example. It’s also that the increased costs of natural disasters begin to compound. The diminishing time between monster storms in places such as the U.S. Gulf Coast could eventually mean that parts of “developed countries would experience developing nation conditions for prolonged periods.” Quite simply, we’ve already done too much damage and waited too long to have any easy options left.

“We Can Reverse Climate Change”
If only. Solving this crisis is no longer an option. Human beings have already raised the temperature of the planet about a degree Fahrenheit. When people first began to focus on global warming (which is, remember, only 20 years ago), the general consensus was that at this point we’d just be standing on the threshold of realizing its consequences—that the big changes would be a degree or two and hence several decades down the road. But scientists seem to have systematically underestimated just how delicate the balance of the planet’s physical systems really is.

The warming is happening faster than we expected, and the results are more widespread and more disturbing. Even that rise of 1 degree has seriously perturbed hydrological cycles: Because warm air holds more water vapor than cold air does, both droughts and floods are increasing dramatically. Just look at the record levels of insurance payouts, for instance. Mosquitoes, able to survive in new places, are spreading more malaria and dengue. Coral reefs are dying, and so are vast stretches of forest.

None of that is going to stop, even if we do everything right from here on out. Given the time lag between when we emit carbon and when the air heats up, we’re already guaranteed at least another degree of warming.

The only question now is whether we’re going to hold off catastrophe. It won’t be easy, because the scientific consensus calls for roughly 5 degrees more warming this century unless we do just about everything right. And if our behavior up until now is any indication, we won’t.


Bill McKibben is scholar in residence at Middlebury College and author of Deep Economy: The Wealth of Communities and the Durable Future (New York: Times Books, 2007).

via | Foreign Policy

Friday

boxed water, water packaging, boxed beverages, product packaging, is boxed water better michigan, sustainable design, green design, products, recycled materials

Only 14% of plastic water bottles are recycled, and Americans add 30 million PET water bottles to landfills every day! Aiming to provide an alternative to this alarming trend, Michigan-based Boxed Water Is Better is filling FSC-certified Tetra Pak boxes with Minnesota water and in doing so, giving us a new way to tote H20. But is boxed water truly the best option, or are there more ecologically-sound alternatives at hand?

boxed water, water packaging, boxed beverages, product packaging, is boxed water better michigan, sustainable design, green design, products, recycled materials

While most plastic bottles are made from PET (Polyethylene terephthalate), a material that is contains recycled content, the PET manufacturing process creates more waste than paper and emits 3 times more carbon dioxide. What’s more, 2 pallets or 5% of a truckload of broken down water boxes would equal 5 truckloads of leftover plastic bottles, which makes the boxed water more efficient to transport.

Boxed Water is Better launched in on March 13, 2009 and is currently only available in Michigan. However, the company plans to expand, and as it grows — the company will donate 20% of profits to world water relief foundations and reforestation organizations.

While we’re all for more sustainable shipping materials and fsc-certified packaging, the concept of boxed water strikes us as a small step rather than a shift in paradigm - wouldn’t it be better to eliminate the packaging completely and tote around a reusable bottle instead? Boxed water may be better than plastic bottles, but the ecological integrity of packaging and shipping water great distances is a pretty hard pill to swallow.

+ Boxed Water Is Better

via | inhabitat -- (3.ZERO first heard of Boxed Water through M. Lindsay)

How Companies Are Investing in Sustainability


Investing in Sustainability: Shades of Green

By Brandi McManus

By now you are convinced of the business value in going green, or building environmental sustainability into your business. What exactly is "sustainability" and how much does it cost?

Sustainability is defined as "meeting the needs of the present without compromising the ability of future generations to meet their own needs." If you look at this within a business philosophy, you can easily say that you would not make a business decision today that would sacrifice the business tomorrow (at least within normal business operation and ethics). Long-term sustainable growth is important to building a successful company.
Growing A Green Corporation
This four-part series covers ...
• Reading the Signs of Change
• Assessing the Impacts of Environmental Pressure
• Investing in Sustainability: Shades of Green
• Building Your Green Team

To embrace environmentally sustainable development, it is not important that you become a tree-hugging hippie, nor is it vital to adopt a "principles before profits" mentality. But it is important to accept the serious impact of the environment on your business.

Stephen Schmidheiny, a leading business and non-profit activist in sustainable development, has written: "When viewed within the context of sustainable development, environmental concerns become not just a cost of doing business, but a potent source of competitive advantage. Enterprises that embrace the concept can effectively realize the advantages; more efficient processes, improvements in productivity, lower costs of compliance and new strategic market opportunities. Such businesses may expect to reap advantages over the competitors who lack vision. Companies that fail to change can expect to become obsolete."

To build a business case for building a sustainable corporation, you must first ask some hard questions about what you are doing and what you are willing to do. For example:

  1. Have you completed the basics: recycling programs and doing away with Styrofoam cups?
  2. Is your industry or company government regulated to make changes in your facilities or operations?
  3. Do you have high brand exposure that would lead customers or shareholders to question your sustainability policy?
  4. What investment (if any) are you willing to make to be environmentally responsible?


The following figure will help you place your business in a category of investment ranging from Level 1 to 4, or Shades of Green.


Level 1: The Basics, or Greening Your Life

This is the most basic level of sustainability. Here, your ethics or morals should guide you to do the right thing and create a proactive approach to sustainability. At this level, employees are environmentally aware, inspired and empowered. They actively seek to participate in recycling programs or internal energy savings program. Each office may be actively trying to cut back on Styrofoam coffee cups by bringing in mugs. These industries could be any business with offices or manufacturing with employees interested in the environment. Companies in highly competitive price-based industries may aim for Level 1 as they would be hard pressed to begin initiatives that add cost.

This level can also be described as risk mitigation. Basic energy reduction projects and compliance with environmental regulations can keep companies on the good side of consumers, the government and watchful non-governmental organizations.

Does a Good Green Product Need a Great Story Line?


Laurie Demeritt, president of the Hartman Group, says that in today's tough economy, consumers are looking for positive narratives behind the products they buy. (via MediaPost)

"Consumers want to know the story - the narrative behind a sustainable product," Demeritt explains. "For marketers, it's important to remember that sustainability claims are markers of quality, and product narratives help. The more you can tell people about how it's made, the greater its appeal."

Hartman's research suggests that consumers are looking beyond traditional green marketing messages, instead focusing on living meaningfully. "Consumers are thinking much more broadly than marketers about what words like 'organic,' 'green' and 'sustainable' mean," according to Demeritt. "They use more positive words to describe these products, like hope, connection, simple living, authenticity, and control."

Further, the current recession appears to be pushing greenwashing concerns into the background. "Consumers are still thinking about a company's environmental and social reputation, but in the current economic downturn, it's important to connect value with quality," Demeritt says. "[Consumers] understand that they're taking small steps toward sustainability, and they seem to understand that companies are, as well."


via | Sustainable Life Media

Ten Trends Driving Consumers Toward Stability and Moderation



At the beginning of 2009, Natural Marketing Institute (NMI) released its annual trends report for 2009. According to the authors the overarching theme for 2009 is what they call "Recalibration."

The report goes on to say that consumers are desiring "The Middle Way" or in other words, revising lifestyles to reflect "comfort, safety, sustainability and moderation." I've seen this first hand and am experiencing it myself. Here in California we're faced with drought along with the other national issues of economic turmoil, transportation, how and where we do business and our carbon foot print. All of these issues push us to conservation as well as a rethinking of our core values as people.

In the next few months I'm going to choose one of the 10 trends outlined in NMI's initial report and go into more depth and explore these trends effect marketing to customers and how we do business in general. But first let me just list the trends:

  1. Big changes through small steps
  2. Isolation to Affiliation
  3. Exploring, experiencing and learning
  4. Personal and planetary health combine
  5. Detoxification
  6. From alt to mainstream
  7. Going deeper
  8. Authentic Aesthetics
  9. Energy consciousness
  10. Quality over quantity

Big Changes Through Small Steps

According to NMI's research, consumers are beginning to make prolonged lifestyle changes but are making those changes incrementally. More people are shifting away from short-lived, New-Year's-Resolution type schemes and moving toward more tangible steps to improve their life, health and the health of their world.

Regardless of the reason, people are driving less to get to work, using alternatives to commuting by car. Whether it's for health or reducing fuel costs, people are walking, biking or taking transit to work. I've noticed more bike riders on the street on my commute by bike. Nationally, ridership on transit is up. And in some cases people are moving into or closer to city centers to take advantage of transit services not available in exurbs.

People are getting another hour of sleep and preparing meals at home to improve their health. Of course the trend of cooking at home is also driven by the economy. None the less the changes are real and are part of the over-all trend. Restaurants are showing a decline in revenue but grocery stores are picking up. More people are taking classes on how to cook or are going back to cooking at home rather than going out.

The trend of making long-term, incremental changes also ties in with some of the other trends cited in the NMI study and with the desire for more family time and the inclination to nest and nurture that we've been seeing over the past few years.

On the Market(ing) and Business Side: What You Need to Know

Think about educating your customers and create opportunities for consumers to take action. For instance, the content of packaging can speak to a customer as much as what is printed on it. Create packaging that is fully recyclable or compostable while informing your customer about the cost/material savings and the impact of using such packaging. The information on the package can send them to a web site to learn more about the what, why and how they're making a positive impact and how they can do more.

What is going on in the mainstream is what we've been seeing with the LOHAS (Life Styles of Health And Sustainability) market for awhile. Consumers are looking for sustainable, useful and practical products and services that reflect where they see their values right now. An authentic message is required here. Certainly marketers and advertising have used home-spun nostalgia in the past to sell products but those types of messages ring hollow in today's market. Using a softer voice to sell reflects the appeal of moderation with consumers right now.

via | Sustainable Life media __________

This column has been reprinted courtesy of JP Collins and Pylon Studios.

Pylon Studios is a creative agency located in downtown San Francisco providing graphic design and creative marketing services, and works with clients in the LOHAS, Green Building and Renewable Energy markets. Pylon Studios is certified by the San Francisco Department of the Environment as a green business and is part of the Green America Green Business Network.

Thursday

Green Product Purchasing Up for Fifth Straight Year




green products continue to gain traction despite the current recession, according to the latest IRI Times & Trends Report tracking purchasing trends in the consumer packaged goods industry.

The popularity of eco-friendly, organic, and fairtrade products has increased each year for the past five years as more shoppers factor in the environmental impact of the products they buy, the report finds.

While the most environmentally focused consumers held steady in their green product spending last year, the report chalks up the flat sales to the fact that these consumers have already "saturated their [shopping] baskets with sustainable products." The next greenest consumers haven't yet tapped out their adoption of new green products, increasing spending on these items by 15%.

"Because green products are considered to be more expensive than 'traditional' products, it would be natural to think that as the economy plunged into recession, prices rose and people lost their jobs, the sale of sustainable products would plummet," says Thom Blischok, president of innovation and consulting at IRI. "However, the truth is much more nuanced. CPG marketers need to understand the level of 'greenness' and mindsets for each consumer segment to really create a clear picture of opportunity."

The IRI report identifies eight green consumer segments, encouraging marketers to understand their core values and align product assortment and merchandising programs accordingly:

Eco-Centrics are the most well-informed and actively involved in environmental issues. They are willing to pay more for eco-friendly products.

Respectful Stewards are idealistic and community focused. They are also willing to pay for more eco-friendly products.

Proud Traditionalists are hard-working and focused on family. They run environmentally responsible homes and experiment with eco-friendly products.

Frugal Earth Mothers are lower-income women looking for ways to save money wherever possible. They are more focused finding good, wholesome products for their families.
Skeptical Individualists are highly-educated, high-income men who tend to be skeptical about corporate green initiatives.

Eco-Chics are young adults who see green as new and hip. Impulse buyers and early adopters, they tend to be drawn to environmental causes but aren't necessarily well-informed about them.

Green Naives are young, lower-income shoppers with little interest in environmental responsibility.

Eco-Villians - generally middle-income men - do not environmental concerns into their purchasing choices.

"Certainly, some consumers are not spending money on green products, but others are actually maintaining or increasing green spending," Blischok says. "A viable green market remains, even in these challenging times; the key is to understand different consumer segments and create messages and products that meet their varied needs."

Download the report, "Sustainability: CPG Marketing in a Green World," here (free registration required).

Nokia: Embedding Green in the User Experience


Fresh from the 2009 Mobile World Congress in Barcelona, SLM contributor Lucas Daniel offers a firsthand look at how Nokia is telling its sustainability story - via cellphone.



For companies innovating in the new economy of ethics, shifting consumer behavior is one of the more difficult tasks to undertake. Companies have to not only deliver on what people are most concerned with: convenience, beauty, value; but also make a switch to more responsible actions natural and seamless. Reusable grocery bags come to mind as a good recent example of this; at the local Jewel-Osco near my home in Chicago, they are inching closer to the check-out aisle so that it no longer has to be a fully pre-planned activity. For mass adoption, green products and services have to be within arm's reach.

So where better to put the tools for more responsible behavior than in the object within pocket reach: your mobile phone. Nokia is doing just that in an interesting extension of their "power of we" brand story: offering a set of applications and services that bring green tools, community, and information a menu button away.

Nokia is currently offering four of these combo applications and services in their phones.

  • we:offset is a CO2 emission offsetting tool for traveling (one of the biggest carbon offenders). Nokia is working with ClimateCare to bring the carbon calculator and ability to buy offsets directly from your mobile.
  • Green Explorer is a web-enabled widget that provides tips and advice on green travel options, such as organic restaurants, green hotels, and recycling guidelines, to name a few. Users can log in and post information about cities they’ve visited. Now in beta, Nokia hopes Green Explorer will become the social networking hub for green living.
  • Eco Zone is a phone app where users can access quarterly updated content such as wallpaper and videos from the WWF and links to green living tips and eco communities.
  • Mobiledu is a mobile application available in China that promotes environmental awareness through education tools.

At Barcelona's massive Mobile World Congress (MWC) exhibition last month, I played with we:offset and Green Explorer at the Nokia booth. They're impressive not simply because they are included on the phone (no extra effort required), but because they don’t feel kitschy or like they were tacked on at the end. There's value in using them beyond just a feeling that you've done your good for the day. Green Explorer gave me some user-generated suggestions on where to grab an all-organic lunch or where the best parks are. Johanna Jokinen, senior manager of Environmental Communications, was at the Nokia booth explaining the apps. "They are examples of services that can help people do their bit for the environment with the help of mobile technology. We are bringing eco services directly to people, where ever they are, creating communities and having a strong social location element included in them."

This level of direct engagement with their customers is what sets Nokia's sustainable efforts apart from those of their competitors. This was even evident in how they engaged with MWC attendees to tell their story. In comparison to Nokia's booth, Samsung and LG's sustainable brand stories were behind glass, unstaffed, and talked exclusively about eco-packaging, bio plastics or energy efficiency. Samsung did have a few bullet points about their "Eco UX," but the applications seemed too passive, like Eco Calendar which marks ecologically significant days, or too kitschy, like Eco Walk which counts and shows trees saved as you walk.

While Nokia was very focused on their green applications and services at the event, they were framing it as part of their larger sustainable brand story known as the power of we. "The power of we is Nokia's attitude to eco business and approach to more sustainable living - a billion people using our devices to connect and work together in different ways to protect the environment," says Jokinen. "The power of we combines both Nokia's own environmental work as well as all the individuals using our devices."

The power of we is an umbrella for the following green initiatives:

  • we:evolve: A recognition that this is an ongoing dialog Nokia has internally and externally
  • we:create: Nokia's focus on creating mobile devices using healthier materials, processes and packaging
  • we:energize: Tips on how to save energy and Nokia's commitment to power consumption and finding new sources of energy
  • we:recycle: Information on why, where and how to recycle old Nokia phones
  • we:support: Partnerships with groups like the WWF that Nokia is creating to leverage to their customers

The power of we is both changing how Nokia thinks and acts internally as well as engages with worldwide community. And they are getting recognized for their efforts. The power of we won the 2008 Green Awards Grand Prix.

But it seems that Nokia's greatest impact will be with their services and applications, as it has the potential to create a massive behavioral shift with their 1 billion users. It’s the simplicity of it that makes it so innovative. Most people don’t want to put out extra effort to be green. So what if our devices pushed us to? In 2007, Nokia introduced a simple innovation in their phones: when it's done charging, it notifies you to unplug, so you’re not syphoning unnecessary phantom power. It's not that people want to keep it plugged in, they just forget. So Nokia very simply reminds them.

"One of the goals currently is to demonstrate people that there are simple actions they can take and that the information on what to do and how to do it is within easy reach – in their mobile devices. Doing small things individually can have big impact (The power of we)."

__________

Lucas Daniel is a strategy lead at gravitytank, where he manages the strategic direction of a wide variety of projects, from product innovation to market positioning to future platform strategy for clients ranging from Samsung, OfficeMax, and Unilever.

Lucas sits on the advisory board for SLM's upcoming Sustainable Brands '09 conference in Monterey, Calif.

Tuesday

One in Four Consumers Boycott Ethically Challenged Companies


One in seven consumers (14%) have decided not to buy from a company with a poor reputation for environmental responsibility, and almost a quarter consider a company’s ethics before making a purchase, according to a new U.K. survey.

The survey, conducted by YouGov for the Carbon Trust Standard, finds that a company's green credentials have a significant impact on consumer buying choices - despite the current recession. Sixty-two percent of consumers say environmental concerns influence their purchasing decisions "the same as a year ago," and just over a quarter saying they influence them "even more" than in 2008.

If anything, consumers say they want clearer, more credible information on what companies are doing to reduce their environmental impact. The research shows that 70% of consumers do not feel confident that they can clearly identify which companies are environmentally responsible. Six in ten consumers (59%) are skeptical about the environmental claims companies make, and 44% of consumers would like more information on what companies are actually doing to be environmentally responsible.

(Note to marketers: Just 6% of survey respondents say they base their green purchasing decisions on advertising. They're more likely to get their information via the media (38%) and third-party endorsement or accreditation (34%).)

"This research shows that consumer values do not change, even in a middle of a recession," says Harry Morrison, head of the Carbon Trust Standard. "They want companies to act and cut their carbon footprints, and provide transparent and accessible evidence of action. We believe companies that take real action will seize the dual benefits of immediate cost savings and a stronger reputation, which is good for business."

via* sustainable life media

Patagonia's Clothing Recycling Program: Lessons Learned, Challenges Ahead


By GreenerDesign Staff
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.

sKy Vegetables


Check out the newest organic produce technology. WoW!

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Saturday

Consumers Finding Thrifty Ways to Live Greener


Consumers are buying green to save money in today's difficult economic times, according to Roper's latest Green Gauge survey.

The most common green actions are those that are helping Americans save money in their daily lives, the survey finds. Seventy-six percent have bought energy-efficient light bulbs and 58% have purchased energy saving appliances. Consumers are also considering gas mileage in their next vehicle purchases more than ever before (81% up 15 points from 2007).

The majority of consumers agree there needs to be a balance between economic growth and protecting the environment (78% in 2008 compared to 75% in 2007). Among these consumers, however, those who say the environment is a greater concern than the economy has dropped from 69% in 2007 to 55% in 2008, potentially a result of the economic downturn.

Money matters, but not all of the top green purchases are savings-inspired, the report notes. Individuals are purchasing paper products made from recycled papers (72%), green household cleaning products (64%) and environmentally preferable laundry detergent (57%) - despite the fact that they often cost more. While many Americans are participating in more eco-friendly practices, less than a third (32%) feel they are doing enough for the environment.

"Americans are taking notice of the dual benefits of making simple eco-friendly changes that help both the planet and their wallets," says Kathy Sheehan, a senior vice president with GfK Roper Consulting. "Yet while the economic crisis may have been the push U.S. consumers needed to begin living a little more green, the financial pressure may limit future action. If the economic climate continues to decline, environmental steps that do not offer cost savings may be put on hold."

Find more information on Roper's Green Gauge survey here.

via | sustainable life media

Monday

Solar Powered Mobile Phone ::. Finally!




Blue Earth is the first solar powered full touch screen cell phone which beautifully designed by Samsung. By charging with the solar panel located on the back of the phone, users can generate enough electronic power to call anytime anywhere.

This cell phone is made from recycled plastic called PCM, which is extracted from water bottles, helping to reduce fuel consumption and carbon emissions in the manufacturing process. Samsung Blue Earth mobile phone and the charger are free from harmful substances such as Brominated Flame Retardants, Beryllium and Phthalate.

+ Samsung Mobile

Like-it Recycle Dust Station




via Coolhunting


If you're the type of person who gets a rush out of visiting The Container Store, then listen up. Last month, the Japan External Trade Organization (Jetro) mounted a sizable exhibition of Japanese manufacturers at the New York International Gift Fair. One of the participants was the Yoshikawakuni Plastics Company which displayed its like-it line of home storage solutions.

Similar in aesthetic to Muji, the like-it brand got a slew of attention from fairgoers. One of the products we've been able to gather further information on is the Recycle Dust Station (pictured). A compact, multi-tiered solution for home recycling, the station is perfect for urban dwellers short on space but high on eco-consciousness.


The Recycle Dust Station comes in two sizes: a two section at 28" high (perfect for under counters) and a three section at 42" high. The units will sell for $132 and $177 respectively and should be available at a Container Store near you this April.

How to Get Green Goods Flying Off the Shelves


By Sarah Fister Gale

Major retailers, such as Target, Office Depot and Home Depot, report strong sales in green goods through the recession and studies indicate consumers’ commitment to buying environmentally friendly products has not fallen off.

Yet even as green product sales continue to thrive, industry insiders say, retailers need to tweak their message to emphasize quality and value in addition to the environmental attributes.

“The challenge is promoting the efficacy and innovation of the product, as well as the sustainable elements,” says Neil Stern, senior partner with retail consulting firm McMillan|Doolittle in Chicago and author of “Greentailing and Other Revolutions in Retail.” “The message has got to be about value.”

That consumers are continuing to buy items offering a combination of quality and green characteristics bodes well for retailers who've invested time, money and inventory in private label green brands and other green product lines. The 2008 Good Purpose survey from public relations firm Edelman overwhelmingly shows that buyers plan to remain loyal to products that they perceive to have strong social value.

According to survey results, 68 percent of consumers say that even in a recession they would remain faithful to a brand if it supports a good cause; nearly seven in 10 would be prepared to pay more for eco-friendly products.

The results don’t surprise Ron Jarvis, vice president of environmental innovation for Atlanta-based Home Depot. While sales are down overall at Home Depot, its Eco Options label of energy efficient products are outperforming conventional merchandise sales across the board. “We are seeing continued interest in socially conscious products in our stores,” he says. “American consumers still want choices that have less of an impact on the environment.”

Home Depot's Eco Options product line
Courtesy of Home Depot

Jarvis points out that Home Depot sells non-luxury items that people need to buy, regardless of the economy, which gives the company and its green brand an edge.

“We aren’t selling designer luggage made from recycled material, these home essentials that people need.”

He notes that energy-saving products in particular, such as compact florescent light bulbs, are doing extremely well because they have such an obvious long-term financial and environmental benefit. “Customers may pay a little more up front but they see the payoff down the line,” he says.

Despite this strength, Home Depot is tweaking the marketing message -- and price points -- of its green products. The company has launched a price reduction program across the store, lowering prices on thousands of products to make them more affordable to struggling consumers. The Eco Options line is no exception.

Selling Green Products in Trying Times
Be consistent. Communicate information about your green offerings across all media, including the website, advertising, catalogs and store shelves.

Show the value. Consumers won’t buy low-quality products just because they have green attributes. You have to show that they perform as well or better than non-green competitors, ideally at a similar price point.

Make them easy to find.
The days of green products aisles and separate sections for green options in catalogs are over. Green products should be stocked side by side with similar non-green offerings so buyers can make comparisons and purchasing decisions on the spot.

Understand why customers are buying green products. For many businesses, green choices are made to support certifications and regulations. If you can help them quickly identify products that meet their needs, you are more likely to make the sale.

“Our advertising message is that these products are great for the environment with new lower price,” Jarvis says. The company is also focusing on "opening price points," which spotlight the lowest priced items in a category.

“Consumers are looking for green products that they can afford,” he says. “Focusing on opening price points in our advertising shows them that they don’t have to spend any more than they would on conventional products to buy green.”

This kind of dual message is critical for marketing green products in a down economy, says Stern of McMillan|Doolittle. He notes that those retailers who got involved in green branding early on, such as Home Depot, Target and Office Depot, are doing a better job of balancing the environmental message with quality and price.

Communicating the value statement is a key component of successful green marketing, agrees Anne Rodgers, spokesperson for Target in Minneapolis.

“Our focus has always been on value, giving consumers affordable options that enable them to live and work in eco-friendly ways,” she says. “That’s a consistent message for us, whether it’s a good economy or bad.”

Rodgers notes that along with pricing green products to be competitive with other product lines, the company stocks green items, such as its bamboo and organic cotton sheets, next to conventional ones so that consumers can make side-by-side feature and price comparisons.

The company also clearly states the environmental attributes on its packaging and signage to educate consumers about their choices.

“You have to offer an assortment of solutions at different price points so consumers can find multiple ways to be eco-friendly,” she says.

The Green Supply Cabinet

That combination of communication and education is critical to successfully positioning green product lines and establishing the corporate brand as an environmental leader, notes Stern.

Sunday

ENVIRONMENTAL PHOTOGRAPHER OF THE YEAR


This year The Chartered Institution of Water and Environmental Management's Environmental Photographer of the Year competition received over 1,400 international entries for the categories Changing Climates, World of Difference, Quality of Life, The Natural World, and Under 21. A selection of the images is currently being shown at the Apothecary Gallery in Hammersmith, London. The overall winner was Abhijit Nandi, whose image is shown above.



Abhijit Nandi (image above)
"The woman is returning home from a paddy field in a remote village of West Bengal after a long day at work. As a farmer’s wife, she has to manage her home, child and help in the field. She never thought a village woman could be the subject of a photograph, so when I told her that I would like to take a picture, she just laughed. The mother and child, the green paddy field and the blue sky after rain fill me with happiness, hope and joy. There is also a strong suggestion of the renewal of life, with the cow being connected deeply to the fertility cult in Indian mythology."

More Goodness >>>

via | don't panic

cradle-to-cradle ::.

CRADLE-TO-CRADLE
A phrase invented by Walter R. Stahel in the 1970s and popularized by William McDonough and Michael Braungart in their 2002 book of the same name. This framework seeks to create production techniques that are not just efficient but are essentially waste free. In cradle-to-cradle production all material inputs and outputs are seen either as technical or biological nutrients. Technical nutrients can be recycled or reused with no loss of quality and biological nutrients composted or consumed. By contrast cradle to grave refers to a company taking responsibility for the disposal of goods it has produced, but not necessarily putting products’ constituent components back into service.


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