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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!
