Shannon's blog
Corporate sustainability initiatives continue to weather the economic storm
Submitted by Shannon on Mon, 04/13/2009 - 22:46.Many industry analysts (and pessimists) argue that the down economy will negatively affect corporate environmental sustainability initiatives. However, a recent survey by the American Marketing Association (AMA) and Fleishman-Hillard, Inc. argues that consumer demand and the economic environment are actually driving a continued commitment to sustainability.
Online trends predict power shift to targeted networks
Submitted by Shannon on Mon, 03/09/2009 - 19:18.
News from Razorfish’s marketing specialists suggests that agencies are increasingly looking outside of portals to vertical networks for better depth and breadth. By the end of 2008, portal prices had fallen drastically, but this price drop is unlikely to supersede the attractiveness of targeted networks like NPM. In the past year, Razorfish reports that it cut its site-specific buying by 50 percent and increased its spend with smaller, niche networks.
Consumers are confused, but spending
Submitted by Shannon on Thu, 01/29/2009 - 22:58.Good news for makers of eco-friendly products: tough economic times may not destroy consumer spending for green products. In a new study, Capturing the Green Advantage for Consumer Companies, BCG's results from 9,000 surveys showed that more consumers systematically purchased green products in 2008 than in 2007. Considering the roller coaster ride the economy took over the past year, it is impressive - and telling - that consumers are still budgeting for green.
For green industries, a silver lining to the economic slump
Submitted by Shannon on Tue, 12/16/2008 - 19:15.The economic downturn has the potential to hurt both large and small green companies. Often considered a luxury market, green goods producers may see their sales fall like other up-market items. However, companies that 'go green' by focusing on energy savings, sustainable sourcing, and packaging redesign, may both save money and still appeal to cash-strapped, eco-minded consumers.
According to a new Forbes report, a variety of companies have invested in CSR initiatives that are only marginally costly but serve to bring in big business. For example, Grossman Marketing Group recently started purchasing renewable energy credits from two California wind farms. While the credits increased Grossman's energy bill by 5%, the move attracted such eco-friendly, public-facing corporations as Google and Green Mountain Coffee. As a result, Grossman's sales rose 20% in 2007.
According to a new Forbes report, a variety of companies have invested in CSR initiatives that are only marginally costly but serve to bring in big business. For example, Grossman Marketing Group recently started purchasing renewable energy credits from two California wind farms. While the credits increased Grossman's energy bill by 5%, the move attracted such eco-friendly, public-facing corporations as Google and Green Mountain Coffee. As a result, Grossman's sales rose 20% in 2007.
Big brands flex their BICEP for climate change
Submitted by Shannon on Fri, 11/21/2008 - 14:30.The newly formed Business for Innovative Climate and Energy Policy brings together five major US companies in promoting congressional action on climate change and clean energy. Inaugural participants include Nike, levi Strauss, Starbucks, Sun Microsystems, and Timberland and the group hopes to work both within the business community and with members of congress to creae and pass legislation according to pre-defined standards.
Corporate social responsibility inspires consumer sales & confidence
Submitted by Shannon on Tue, 10/21/2008 - 17:21.According to a recent report from the Boston College Carroll School of Management Center for Corporate Citizenship, a company’s investment in social responsibility is strongly correlated with its level of consumer support. In its ranking of the top 50 US companies that the public distinguishes for corporate social responsibility, top spots went to Google, Campbell Soup Co., Johnson & Johnson, Walt Disney, and Kraft Foods Inc.
Who really shops green?
Submitted by Shannon on Thu, 09/25/2008 - 17:52.Marketers have long fawned over Gen Y, a demographic that both responds well to advertising and is often quick to part with its cash . In particular, green brands have used younger shoppers' idealism to their advantage - focusing marketing for sustainable products directly to the 25-34 age group. However, a new study from ICOM Information & Communications, a Toronto-based target marketing company, suggests that older shoppers are more committed to buying green products than their younger counterparts. The report drew its conclusions from a pool of 6,000 respondents and found that both male and female groups 55 years and older are above-average users of environmentally-friendly home goods.
Conference Recap: Branding for Sustainability
Submitted by Shannon on Wed, 09/17/2008 - 22:26.We recently attended Branding for Sustainability, a workshop presented by branding firm BBMG, online news provider CSRWire, and strategy consultancy SustainAbility. Hosted by NaturalPath Media partner Ode Magazine,
the conference focused on developing successful corporate social
responsibility (CSR) branding strategies. Moderator and Ode Magazine
Editor-in-Chief Jurriaan Kamp introduced a dynamic panel that included
UC Berkeley Haas School of Business Professor Kellie McElhane, BBMG
Founders and Principals Raphael Bemporad and Mitch Baranowski, and
SustainAbility representative Chris Guenther.
Move over, BPA: a call to action for eco-plastic manufacturers - and marketers
Submitted by Shannon on Tue, 09/16/2008 - 18:22.
According to a recent study from the Journal of American Medical Association (JAMA), higher levels or urinary BPA (Bisphenol-A) are linked to cardiovascular disease and type 2 diabetes. BPA, by volume one of the world's highest production chemicals, is a toxic compound used in plastic packaging for food and beverages. Although BPA exposure may also occur via drinking water, dental sealants, and dermal absorption, plastic packaging accounts for the majority of BPA use.
eBay's WorldofGood.com poised to capitalize on booming LOHAS market
Submitted by Shannon on Mon, 09/08/2008 - 20:27.Recently-launched WorldofGood.com by eBay is a new and unique e-commerce site dedicated to eco-conscious and ethically sourced products. With more consumers considering environmental and social impacts before making purchases, WorldofGood.com offers shoppers a multitude of information about each product. Items are rated with a nutrition label-like system - showing the social and environmental impact each purchase makes.
