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.

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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

Building the Business Case ::.

Your company has been progressing nicely up the sustainability curve from compliance to cost savings. The next logical step is reputation and revenue generation, and it's here that many sustainability pros hit a roadblock.

Without a CEO mandate, business units usually have little incentive to deviate from what's been working in the past. Sustainability and CSR initiatives have safely been tucked away behind the scenes, dealing with internal and supply chain issues that reduce risk and cost to the business. Objections to customer-facing sustainability initiatives range from “Why put our neck out and risk greenwashing charges?” to “It's still a niche market” and “Why would we promote our values for commercial ends? We're doing this because it's right, not to make money from it.”

Perhaps they do see that sustainability is beginning to go mainstream, but it hasn't become a burning platform for action. And this is the big opportunity for sustainability pros. It's time for you to change the conversation.

As pointed out in a recent EthicalCorp article, “Corporate responsibility teams could do more to articulate a clear business strategy for their company that will grow sales…. Social and environmental issues are increasingly seen as new business opportunities, rather than risks to be managed. But translating this knowledge into practical business plans is easier said than done.”

You'll need to craft a compelling story and business case for taking sustainability to the next level within the organization. And that story must to be told using the language of numbers, making a clear connection between sustainability and topline revenue.

How you do that is the subject of a new series of articles that will cover:

• identifying your total addressable sustainability market and your share of that pie
• learning what you can do to protect your current base and attract new customers
• prioritizing initiatives that will get the most bang for the buck
• enabling customers to experience your company as a sustainable brand through key touchpoints
• engaging customers to boost loyalty and grow the sustainability market
• communicating in a simple, relevant and credible way with customers

Let's tackle the first one now. TAM, or total addressable market, is the sum of all of the potential sales that your company could make if it didn't have any competition. In the sustainability world, we need to identify your TASM, or total addressable sustainability market, to begin building the business case.

TASM is based on an understanding of how many buyers are motivated by sustainability-related attributes when they purchase or recommend a product. It's crucial to your strategy, and yet secondary data on this information is slim. LOHAS is a wellknown segmentation model originally designed for health & wellness, but it may or may not apply to your category. I would question whether the same segmentation model holds true across all categories including food, electronics, personal care and energy.

Without knowing exactly how many buyers in your market care enough to adjust their purchase and loyalty behavior, it will be hard to justify any customerfacing initiatives. Even if the market is small for your category, it may be growing at a rapid enough pace to make a dedicated effort worthwhile. Side note: don't believe what consumers tell you; TASM should be based on behavioral data, not a poll.

Step two is knowing what share of this market you currently own versus your competitors. Are you leading or lagging? If you increased share by one percentage point, what is the resulting revenue that you could use to fund additional projects? If you cede competitive advantage among this group to a competitor, what percent of your customer base is put at risk?

In the next issue, we'll discuss how to protect and grow your sustainability customer base.

To download the entire July Newsletter from Fruitful Strategy, click here

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Jennifer is a strategist who's passionate about the role businesses can play in creating a better world. After almost 20 years in brand and customer experience strategy, she started Fruitful to help companies profitably align brand and business strategy with social impact. Jennifer has been recognized as a rapid and intuitive problem solver, a dynamic speaker and a get-it-done professional. She brings a global perspective, having managed strategy projects for businesses in the EU, Dubai and Southeast Asia. Consulting and corporate-side experience ranges from the Fortune 50 to smaller regional players across a range of industries including tech, hospitality and healthcare.

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

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.

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Half of Consumers Still Willing to Pay More for Green Products

Nearly seven in ten Americans (67%) agree that "even in tough economic times, it is important to purchase products with social and environmental benefits" - and half say they are still willing to pay more for them, according to a new survey.

BBMG's latest "Conscious Consumer Report" finds that interest in green products is holding steady despite the tough economy. Three in four consumers (77%) say they "can make a positive difference by purchasing products from socially or environmentally responsible companies." On the flip side, 71% "avoid purchasing from companies whose practices they disagree with."

About half tell others to shop (55%) or drop (48%) products based on a company's social and environmental practices. (Such recommendations could cancel each other out, however. Survey respondents rated Wal-Mart the most - and least - socially responsible company in nearly equal measure - 7% and 9%, respectively).

"The economic crisis has created a moment of reflection where consumers are redefining what truly matters and evaluating purchases based on both value and values," says Raphael Bemporad, co-founder of BBMG.

As a result, consumers are taking more active steps to verify companies' green claims, the survey finds. They are most likely to turn to consumer reports (29%), certification seals or labels on products (28%), and the list of ingredients on products (27%) to determine if a product is green and does what it claims. Consumers are least likely to look to statements on product packaging (11%) and company advertising (5%), signaling deep skepticism of company-driven marketing.

In terms of green product attributes, price (66%) and quality (64%) continue to top consumers' list, followed by good for your health (55%) and "made in the U.S." (49%). But green benefits have increased in importance since last year - including energy efficiency (47% very important in 2008, 41% in 2007), locally grown or made nearby (32% in 2008, 26% in 2007), all natural (31% in 2008, 24% in 2007), made from recycled materials (29% in 2008, 22% in 2007) and USDA organic (22% in 2008, 17% in 2007).

"This is a moment for leadership," Bemporad says. "By delivering on the multiple dimensions of value - price, performance and purpose - brands will be able to close the green trust gap, weather the economic storm and thrive in the sustainable economy of the future."

Find more information on the "Conscious Consumer Report: Redefining Value in a New Economy" on BBMG's website.

Via SLM

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.

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.

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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)."

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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.

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Check out the newest organic produce technology. WoW!

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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

Young Consumers Fight Global Warming by Buying Green

Think older consumers mark the "sweet spot" for green marketing messages? Think again: A new survey finds that younger consumers are more likely to buy greener brands - because they understand that global warming is caused by human activities.

The U.S. consumer survey, by EnviroMedia Social Marketing, reveals a clear generation gap in understanding the cause of climate change. Sixty-four percent of 18- to 34-year-olds believe humans cause climate change, compared to 51% overall. At the same time, the research indicates that Americans who believe in this connection are almost twice as likely to buy more green products.

"This should serve as a wake-up call to sellers and marketers of current and future green products and to any company in general," says Kevin Tuerff, CEO of Green Canary Sustainability Consulting, a subsidiary of EnviroMedia. "These consumers reward companies providing services and products that are less toxic, less packaged, and less energy intensive."

Tuerff cautions, however, that while younger consumers tend to be more idealistic and values-driven in their purchasing decisions, they're also much better at identifying superficial green marketing messages. "Companies looking to make a quick buck off this generation by 'going green' should be wary of being labeled a greenwasher by the same audience," he says.

The survey notes that consumers who link climate change to human activity are also more likely to:

* Have attended college
* Believe that green transportation or electricity from renewable resources is most beneficial for the environment (rather than recycling or minimal/reduced packaging)
* Are influenced more in their green purchasing decisions by third-party certifications than by word-of-mouth or manufacturer labels

via | sustainable life media

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

Will Corporate Boards Step Up to Sustainability Leadership?

via | Sustainable Life Media

Three in four board directors recognize the business risks and opportunities surrounding sustainability issues - but just half say their companies are actually doing something about it, according to a new Deloitte survey.

Deloitte polled 220 board directors at U.S. companies with $1 billion or more in revenue, finding that the majority consider themselves well-informed on the business benefits of sustainability. Most say they understand the risks (79%) and opportunities (76%) associated with sustainability and climate change.

On the other hand, just half think their companies have integrated sustainability into business strategy and risk management. And less than half of respondents think their boards and management are committed to addressing sustainability issues.

Such results beg the question, "How much influence can - and should - corporate boards have on sustainability and governance issues?" The answer, apparently, depends on whom you talk to. Just over one-third of survey respondents favor full board oversight, while another 37% say oversight should reside in existing board committees. (The directors split on which: 24% for risk committees, 24% for governance committees, 22% for strategy committees, and 15% for audit committees.)

Yet the influence of corporate boards in this area is on the upswing, according to Eric Hespenheide of Deloitte's enterprise sustainability group, and the report's author. "Despite the current economic environment, the board's role is undoubtedly increasing," he says. "There is greater awareness of the business risks and opportunities associated with corporate responsibility, sustainability and climate change."

Deloitte has published a whitepaper including recommendations on getting the board more involved. Here, some tips:

Get consensus. Take the first step toward improving board performance by scheduling a retreat or creating a forum for the board to talk through sustainability issues. If disagreement arises, have a facilitated discussion that gets all the issues on the table and allows a consensus to emerge.

Emulate the strong. Companies with strong sustainability programs share certain characteristics:

• Setting the tone at the top
• Establishing sustainability commitments and goals
• Creating a sustainability committee to coordinate company efforts
• Including sustainability metrics in CEO compensation
• Monitoring sustainability performance through regular progress reports
• Including sustainability topics in new director orientation.

Ask the right questions of management. Verify that management is acting decisively on sustainability by asking tough questions. Does your company have a "command center" to identify risks and opportunities associated with sustainability? Is this center supported with the right competencies - environmental engineering, legal, operational, marketing, controller, public relations and financing? Does your company have a roadmap for integrating sustainability into the operations of the business - with the appropriate governance structure in place?

Examine your footprint. Has the executive team determined the current environmental and social impact of your company - both good and bad? You can't measure forward progress if you don’t know where you are standing.

Find full text of the whitepaper, "The Responsible and Sustainable Board," here.

Green Power Forecast: Partly Cloudy -- For the Short Term

By Sarah Fister Gale

The sagging economy continues taking its toll on renewable energy spending, with solar and wind projects across the country shutting down or getting delayed as financiers reassess the benefits of investing in new energy technology as their bottom lines shrink. The lower price of oil isn't helping.

When oil prices spiked last summer, investment in any renewable energy project seemed like a prudent, and even necessary decision. Within months, however, the cost of oil dropped, the economy tanked, and priorities shifted.

"Any time conventional energy prices drop, it impacts renewable energy spending," notes Ying Wu, senior analyst for Lux Research, a New York-based emerging technologies research firm. "Solar is more expensive now that fossil fuel prices have gone back down."

That spells doom for business owners and investors looking for short-term returns on their investments, but those taking a long view are more likely to see renewable energy as a worthwhile, especially with the American Recovery and Reinvestment Act of 2009 stimulus package offering billions in green power incentives which, in some cases, may offset up to 50 percent of some renewable energy installations.

Tight credit, however, remains an obstacle.

"For companies that have already made an investment in solar projects, such as Yahoo and Wal-Mart, they will probably continue to make solar part of their energy mix," says Wu. "But companies that were just beginning to look at investing in renewable energy are slowing down, and financing for unfunded projects is getting delayed."

Though several solar companies have announced major layoffs because of collapsed financing, Monique Hanis, spokesperson for the Washington, D.C.-based Solar Energy Industry Association, believes the stimulus package, signed by President Barack Obama three weeks ago, will help turn things around. The measure includes $16.8 billion for the Department of Energy Office of Energy Efficiency and Renewable Energy (EERE), a nearly tenfold increase.

Three Reasons Why Renewable Energy is Worth a Second Look

• New federal tax incentives make renewable energy projects more beneficial than ever. Analysts suggest you can offset up to half of the total cost of the project by taking advantage of these incentives. • Many states offer further tax incentives and grants to promote renewable energy growth. Speak to your local utility company to identify resources, partnerships and other opportunities to offset the cost of renewable projects. • Despite the fact that fossil fuel costs have dropped, pending climate change legislation and an uncertain economy could spell price volatility. Investing in renewable energy is an excellent way to hedge your costs.

"We expect provisions in the bill to stimulate demand, open up financing and create jobs," she says. "We are hopeful that the renewable energy grants, removing a penalty for subsidized financing, and loan guarantees will help free up the credit and investment markets and that the manufacturing tax credit will scale up U.S. manufacturing, which will keep prices coming down."

Lux analyst Johanna Schmidtke agrees. "The final stimulus bill offered a range of incentives for renewable energy," she says, pointing out the $6 billion earmarked to support loan guarantees for renewable energy and electric transmission technologies. The funds are expected to guarantee more than $60 billion in loans.

"That should encourage greater investment from private sector companies who can benefit from these grants," she says. "It should generate a big uptick in renewable energy generation."

Even before the stimulus bill was signed, certain regions still showed enthusiasm for solar energy, Hanis said. In California, for example, the number of grant applications for business and residential solar projects hit record highs in the last five months of 2008. And while she expects that interest to wane in '09, she thinks it will be temporary and localized.

"You'll still see activity where there are federal and state incentives for solar," she says. Along with California, she expects progress to continue in Pennsylvania, Ohio and New Jersey, where government programs to support solar investment remain strong.

"I got a call from a manufacturing company in Pennsylvania just yesterday that is still moving forward with a solar water heating project," she says. "And they are very excited about it."

She notes that several major businesses are also showing strong public commitment to solar, despite the economy. For example:

-- Global retailer Wal-Mart announced in January that its Mexican unit installed 1,056 photovoltaic panels on the roof of the Bodega Aurrera Aguascalientes retail center in the city of Aguascalientes in central Mexico.

-- Kohl's, the specialty clothing retailer based in Menomonee Falls, Wis., is currently converting four of its nine stores in Oregon to solar power, and also has solar projects underway in California, Connecticut, Maryland, New Jersey and Wisconsin.

-- As part of achieving its pre-certified LEED Gold status for all new store construction, Office Depot will install photovoltaic solar arrays to offset 11 percent of the building's total annual energy costs, and will include active solar tracking skylights that provide light to than 75 percent of the store. These plans will be implemented on every new store construction project going forward.

-- In the next redesign of its hybrid Prius automobile, automotive manufacturer Toyota plans to install solar panels on the vehicle's roof. The panels will power the air conditioning system and fuel its operation even when the main engine is turned off.

"There are definitely pockets of activity," she says of these and other initiatives. "But the larger projects will need additional funding to survive."

A Little Help from Uncle Sam

The new administration, along with the benefits included in the stimulus package, should boost all renewables industries, suggests Karlynn Cory, senior renewable energy analyst for the National Renewable Energy Laboratory (NREL), a renewable energy research and development lab in Golden, Colo.

"It was definitely a step in the right direction, and a lot of issues around liquidity and the tax market got addressed," she says.

One of the most promising additions was the extension of production tax credit (PTC) to 2012 for wind, and to 2013 for all other renewables. The PTC provides a 1.9-cent per kilowatt-hour (kWh) benefit for the first 10 years of a renewable energy facility's operation.

The extension also allows utilities and businesses already paying the alternative minimum tax (AMT) to take advantage of that credit, which creates greater incentives to invest in renewable energy. In the past, those companies that took advantage of the AMT were not eligible.

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42% of Execs Say Green Practices Help Edge Out Competitors

Better than one in three U.S. business leaders say their companies' green efforts give them a leg up on the competition, according to a new survey conducted by Zogby International for Cisco.

Forty-two percent of execs say their companies' environmental and energy-efficiency programs help differentiate them from competitors. A further 30% say that, while such programs both save money and streamline operations, they "only somewhat" help businesses differentiate themselves in the marketplace.

By far the biggest trend in corporate energy efficiency is green IT, the survey finds. Nearly 60% of business leaders are looking to IT to transform how their companies manage energy use and other environmental performance issues. More than half (54%) say their companies are now much more likely to buy IT products that will help their sustainability efforts.

"This survey demonstrates that U.S. business leaders see technology as a viable tool for addressing cost and environmental concerns, especially as they try to maximize their IT investments," says Cisco SVP Laura Ipsen.

Nearly one in three survey respondents (29%) indicate that their corporate environmental strategies will be unaffected by the current economic downturn, saying green strategy is fundamental to business strategy.

via | sustainable life media

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

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.

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Report: Sustainability Efforts Require Individual Leadership

Companies that put a single person in charge of sustainability programs are much more likely to get their employees behind the effort, according to a new survey of HR execs.

The survey, conducted by human resource firm Buck Consultants, finds that employee involvement in green programs dramatically increases when organizations appoint an individual to lead the efforts. For companies with at least three-quarters of their employees actively involved in green programs, 71% have appointed individual leaders whereas only 29% do not have such a leader.

Incentives programs help too, the survey finds. Among companies that provide rewards to encourage green behaviors, 77% provide special employee recognition, 36% give prize incentives, and 14% offer a monetary reward.

“Many employers now recognize that green programs in the workplace can promote social responsibility among workers and help retain top talent,says Don Sanford, managing director of Buck’s communication practice. “But there is still much more that organizations can do. We expect to see future growth in green training programs, environmentally responsible investment options, and recruiting employees with green skills.

Four out of five companies use web- or videoconferencing to reduce business travel - making remote conferencing the top sustainability strategy cited by survey respondents. Other popular strategies include setting policies to conserve paper (76%) and implementing employee wellness programs (68%).

via | Sustainable Life Media

Vital to Business Survival: Assessing the Impact of Environmental Pressures

By Brandi McManus

Identifying and implementing changes in environmental policies are not simple tasks. Yet pressures from customers, shareholders and competition show that progress is required. Part 2 of Brandi McManus' four-part series "Growing a Green Corporation: Meeting the Next Great Disruptive Challenge of the 21st Century" details how to assess such pressures and act on them.

Assessing the Business Impacts of Environmental Pressures

Identifying, planning and implementing changes in your environmental policies are not simple tasks. Yet, clear pressures from customers, shareholders and competition show that progress in this area is required. So what do you do? How do you measure success? An increasing number of international companies are considering measurement on a "triple" bottom line. This is the measurement of three key metrics -- organizational success, environmental success and economic success.

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

Organization success includes human capital, or people, and measures fair and beneficial business practices towards employees or the community. These metrics can include: employee training, charitable contributions, community involvement and labor practices. Environmental success is measured by the practices that limit impact on the environment including energy management and manufacturing waste disposal.

Economic success is the profit that all businesses are accustomed to measuring. While measuring the economic or financial bottom line is tangible and easily monitored, social and environmental issues may seem more difficult to monitor and measure. Additionally, many environmental actions can even deliver a significant return on investment.

When it comes to understanding the true impact of energy and the environment, only limited data is available to CFOs. They still need that data translated into actionable information to make informed decisions about their business. This article will discuss the soft and hard assessment on a company's environmental practices.

Motivators and Consequences

Drawing on Daniel Esty's and Andrew Winston's book, "Green to Gold: How Smart Companies Use Environmental Strategy to Innovate, Create Value and Build Competitive Advantage," the following table lists the top five environmental issues and their consequences.

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