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.
While BICEP certainly isn't the first corporate climate change push in congress, it is interesting in that it draws members from across different industries - bringing together food and beverage, apparel, and technology. While some might argue that all businesses face similar Greenhouse Gas (GHG) reduction challenges, in reality the nature of different businesses dictates a different approach to environmental stewardship. While Starbucks works on securing cost-effective, fairly-produced coffee, Sun Microsystems must ensure that its products neither end up in a poorly-managed electronics landfill abroad, nor decompose and taint public waterways.
From our point of view at NaturalPath Media, collaboration at this level of industry creates novel opportunities in advertising. While it's not uncommon to see ad campaigns formed around a partnership between a for-profit corporation and a non-profit, I've yet to see the successful collaborative CSR and marketing efforts of two for-profits. BICEP gives consumers - and its members - the opportunity to evaluate GHG emissions plans and climate change legislation from the varied points of view of its constituent brands.
For more details, including BICEP's eight operating principles, visit Environmental Leader.
While BICEP certainly isn't the first corporate climate change push in congress, it is interesting in that it draws members from across different industries - bringing together food and beverage, apparel, and technology. While some might argue that all businesses face similar Greenhouse Gas (GHG) reduction challenges, in reality the nature of different businesses dictates a different approach to environmental stewardship. While Starbucks works on securing cost-effective, fairly-produced coffee, Sun Microsystems must ensure that its products neither end up in a poorly-managed electronics landfill abroad, nor decompose and taint public waterways.
From our point of view at NaturalPath Media, collaboration at this level of industry creates novel opportunities in advertising. While it's not uncommon to see ad campaigns formed around a partnership between a for-profit corporation and a non-profit, I've yet to see the successful collaborative CSR and marketing efforts of two for-profits. BICEP gives consumers - and its members - the opportunity to evaluate GHG emissions plans and climate change legislation from the varied points of view of its constituent brands.
For more details, including BICEP's eight operating principles, visit Environmental Leader.
