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February 08, 2010 by Gregg
Super Bowl commercials have a reputation for being funny. Or thought-provoking. Or misguided.
So where does last night’s “Green Police” commercial from Audi fit in? How about outrageous and perhaps dangerous to the very mindset it is trying to benefit from?
In 60 seconds, with millions and millions of people watching, Audi made all environmentalists look like wackos. Ordinary citizens were arrested for crimes such as choosing plastic over paper in the supermarket, throwing batteries and food waste in the trash, and using incandescent light bulbs, plastic bottles and foam cups. For those worried about environmental extremism, this commercial reflects their worst fears.
By the end of the 60 seconds, only the driver of the Audi A3 TDI clean diesel car avoided the Green Police. It’s the “Green Car of the Year” awarded by Green Car Journal.
USA Today readers have rated the commercial the sixth-best out of 63 commercials – yes, it even finished ahead of the E-Trade babies.
Sure, it’s just a fleeting commercial, and perhaps people thought it was creative, entertaining and memorable. But I think a good part of its success comes from us perceiving, and being concerned about, environmental extremism – and this commercial gives the police an eco-Nazi persona. I’m not sure how stirring up that sentiment helps the Green Car of the Year. And at least one other blogger, the UK’s Faye Sunderland, agrees with me.
January 31, 2010 by Gregg
Two recent studies – one a professional marketing study and the other a college honors thesis – make a strong case for the value of green marketing.
In the professional study, 33 percent of respondents said green marketing was more effective than their normal marketing efforts, with just 7 percent saying it was less effective, according to a study of 370 marketing executives for Environmental Leader. Other findings include smaller firms tend to spend more, on a proportional basis, on green marketing, and the Internet is by far the most popular green marketing medium. The full study is available for $479.
In the college study, Wittenberg University student Lukas Treu (currently an intern here at Dix & Eaton) found that Chevron’s green marketing (its Untapped Energy commercial) is paying off in building the Company’s trustworthiness, goodwill on the environment and overall credibility. Lukas also found that environmentally involved people are more likely to believe and trust Chevron than those who are not as interested in environmental issues. His psychoanalysis of the results is enlightening: People who care most about the environment have an increased motivation to process the messages. The more they care about a topic, the more attention they pay; the more attention they pay, the more a message can persuade them. This study is available here for free.
Interesting findings all the way around. If you have a story to tell, and you tell it well, the people who matter most will believe and trust you. And probably reward you with their business.
January 18, 2010 by Gregg
I see a lot of good in the economic benefits of sustainable products and policies – the Three Ps at their best. Unfortunately, some of the disincentives are just as compelling – as when water rates rise because the water department has to make up for lost revenue from declining volumes.
And now this, as reported by the January 18, 2010 Environmental Leader and the January 14, 2010 Vancouver Sun: “British Columbia Industrial Companies Waste Electricity for Lower Rates.” The Sun has reported that some of BC Hydro’s largest industrial customers in British Columbia are wasting electricity, including running idle equipment and leaving lights on, so they can get cheaper power rates for the following year. Power usage from the previous year determines how much power can be purchased at “base load” rates, while anything above that is charged a premium rate.
The two-tier rate was designed to encourage industrial customers to invest in energy-efficient technology so they can reduce the amount of power they must buy at the higher, second-tier rate. At least in the short term, the unintended consequences are canceling out some of the good intentions and the work of BC Hydro’s Power Smart Programs, which provide energy efficiency incentives.
It’s not sustainable when the Three Ps are reduced to a P, an uh-oh, and an oh-no.
January 11, 2010 by Gregg
More than any other industry, the advanced energy industry seems to have found a way to advance all Three Ps of sustainability.
On the People side, the jobs are starting to come – and, last week, President Obama announced $2.3 billion in Advanced Energy Manufacturing Tax Credits, which is aimed at creating 17,000 jobs. The administration estimates that private firms are investing an additional $5.4 billion, which will create 41,000 more jobs.
For the Planet, advanced energy is designed to be cleaner and more renewable than traditional fossil fuels. The move to renewable energy is being positioned globally as one of the best ways to reduce carbon emissions. Many leaders, including President Obama, have embraced a goal of 20 percent of the nation’s power supply from renewable sources by 2020.
And the Profit potential seems to be real and growing. In the January 11, 2010 Akron Beacon-Journal, energy expert Richard Stuebi of the Cleveland Foundation says the wind industry is booming as a $40-billion-a-year industry that is growing at 30 percent a year. He says it’s the “fastest-growing industry on the planet … and everyone wants to be a part of it.” More than 500 companies in Ohio alone are part of the supply chain for wind turbines, which utilize approximately 2,000 parts. Traditional manufacturers are salivating about the possibilities, but the retraining of workers, re-engineering of factories and quality controls are no small hurdles.
Critics will say the advanced energy space is being propped up by tax credits and hyper-sensitivity to climate pressures. What happens if and when those subside? That will be the true test of the industry and its ability to balance the Three Ps.
For more on the subject, check out this article on CNNMoney.com.
January 04, 2010 by Gregg
It’s new year’s resolution time, and you know what that means: lots of people intent on losing 20 pounds or quitting smoking. And, in 2010, there will be plenty of people committing to “go green.”
Like those other resolutions that seldom become reality, the “go green” folks will quickly find themselves having over-promised and under-delivering. It’s just not sustainable.
So, for a truly sustainable commitment, resolve to balance the Three Ps in your life:
People – be kinder and more patient with your family, friends, co-workers, neighbors, customers, and treat yourself better, with at least three additional “healthy” meals per week
Planet – use less packaging, reuse and recycle more, walk or bike for short trips, and use energy wisely
Profit – ride the wave of economic turnaround, buy only what you need and really want, save at least a little, and explore lower-cost hobbies and vacations
It’s not any one person’s responsibility to save the world or the world economy, but resolving to address and balance the Three Ps is a decent place to start. Happy new year!
December 21, 2009 by Gregg
Look back at the December 6 New York Times Sunday Opinion section and you’ll find this headline, “Will Big Business Save the Earth?”
The author, Jared Diamond, op-ed contributor to The New York Times and UCLA Professor of Geography, answers with a resounding “yes” and to make his point, he profiles three companies, Wal-Mart, Coca-Cola and Chevron, which he admits “many critics of business love to hate.” Today, he says, companies such as these are “among the world’s strongest positive forces for environmental sustainability.”
Among his specific comments:
- Wal-Mart is changing procedures, working to double the fuel efficiency of its truck fleet, pursuing a goal of zero packaging waste, and buying from sustainability-managed sources.
- Coca-Cola is committed to fresh water conservation and protection, recycling plastic bottles, and reducing energy consumption.
- Regarding Chevron, he says, “Not even in any national park have I seen such rigorous environmental protection as I encountered in five visits to new Chevron-managed oil fields in Papua, New Guinea.
Whether you’re pro-business or anti-business, it’s an interesting read. It confirms sentiment I heard at the “Business as an Agent of World Benefit” Global Forum at Case Western Reserve University earlier this year.
Business is saying and doing the right things, and it’s making a difference. Even in tough economic times, doing well by doing good is working. Sustainability = Attainability.
December 14, 2009 by Gregg
Ask people to put their signature on something, and they know you’re serious, and if they do it, you know they’re serious too.
So goes the philosophy underpinning the proposed “Cleveland Compact” – a regional sustainability document whose purpose is to outline a vision, define core values, and secure personal commitments from all individuals – from public officials and CEOs to community activists and the general public. The compact’s goal is “building an economic engine to empower a green city on a blue lake.”
The compact (currently in draft form) asks people to be aware of social and environmental impacts before choosing to do or buy something, contribute to a sustainable economy, and minimize their carbon footprint. Of course, it’s not binding and getting people to “promise” to do everything in the public compact will be impossible.
But if people look at a compact as a menu of options and they take on what they can handle, they will be well on their way to doing their part. Whatever your audience, a menu of options is a great way to begin to secure buy-in for sustainability – you’re asking people how they would like to help, not telling them what to do.
December 07, 2009 by Gregg
Cleveland sports teams are not known for finishing in first place. But, when it comes to being a sustainable city, Mayor Frank Jackson insists that “Cleveland can and will be the first and we will do it best.”
The mayor, who is just starting his second term, envisions a 10-year effort to create “Sustainable Cleveland 2019: Building an Economic Engine to Empower a Green City on a Blue Lake.” It’s catchy and the ThreePs are well represented: People (city), Planet (green city on a blue lake), and Profit (economic engine).
The playbook has been written and it’s now available online in the form of the final report from this year’s first Cleveland sustainability summit. Here, you’ll find 28 key initiatives (think of them as offensive plays), covering everything from advanced energy, green building and communications, to local foods, transportation and “waste to profit.”
By putting out such a complete report, it’s open for all to see, evaluate and use. This, of course, means that even competing cities have the benefit of the same playbook – call it leveling the playing the field or sharing the wealth.
Quality of ideas is important, but it only gets you so far. At some point – in Cleveland’s case, that’s the next nine and a half years – the winner is decided by the determination of the players and the excellence in execution. In a city where “wait ‘til next year” is a familiar refrain, the building and rebuilding begin immediately, and we have until 2019 to get it right.
December 04, 2009 by Gregg
I have a lot of respect for paper companies that have embraced sustainability – and their customers who factor sustainability into their printing decisions.
I was reminded of their challenges recently when I got my copy of the 2010 National Green Pages, a 232-page “directory of products and services for people and the planet” published by Green America, an environmental group that measures and challenges organizations on a wide variety of sustainability issues.
The directory got my attention on two levels. First, I was struck by the obvious value that this environmental organization places on having a printed directory. The organization proudly uses recycled content and chlorine-free processing to produce the printed copies, but the directory is a printed piece nonetheless and also requires mailing and delivery.
Second, the back cover ad is interesting – a listing of 14 different sustainability certifications for printed materials, available from Recycled Paper Printing, Inc. Three types of forestry certifications. Two for wind energy and two for chlorine-free.
Do I need all of these certifications? Is it even possible or desirable to have all 14 in my paper? How much will a 16-page brochure cost if the printed materials meet all of these standards?
A lot to think about, courtesy of Green America’s 232-page directory.
November 23, 2009 by Gregg
More than 300 different organizations claim to certify organizations, facilities, processes products or services as “green” or “sustainable.” The alphabet soup of organizations and certifications seems to have no limits, with new rankings, ratings and indexes seemingly appearing on the scene almost monthly.
So what is an organization to do?
The first and most important step is research – not all ratings are created equal. Some ratings are frighteningly rigorous, others are “pay to play” and you’re in, and most others are somewhere in between. Some are geared to investors while others are consumer-oriented. Some systems you apply for, while others evaluate you without your knowledge and decide whether you’re worthy of being listed. Some work hard to include you but may be quick to drop you if you fall below certain criteria. Some won’t even consider you if you’re in businesses involved in animal testing, tobacco, weapons, alcohol and gambling. Some factor “reader opinions” into their ratings.
Once you have done your own research, if you’re interested, the ideal next step is to consult with a sustainability expert (in-house or external resource) to help you determine which rankings, ratings and indexes fit your business, goals and strategies. For many organizations, for example, the best opportunities will lie in pursuing sector-specific listings (e.g. sector indexes associated with the Dow Jones Sustainability Index). Many organizations also find it helpful to use the ranking systems for benchmarking and planning – even if they’re not going to proactively participate in the systems.
Here are some good places to start the research:
- Dow Jones Sustainability Index
- Carbon Disclosure Project
- KLD 400
- Calvert Social Index
- Global 100 Most Sustainable Corporations in the World
- Green Good Housekeeping Seal
- Good Company Seal
- U.S. Green Building Council
- Walmart Sustainability Index
What rating systems do you look at?
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