Category: Green marketing

More companies want to be “carbon neutral.” What does that mean?

Read the full story at Vox.

Terms like “carbon negative” and “climate positive” have recently popped up in branding.

What does the term “ethical coffee” actually mean?

Read the full story at Salon.

Let’s decode phrases like “fair trade,” “sustainable” and “relationship coffee”

Good-Loop launches green ad tag to track environmental impact of digital campaigns

Read the full story at Energy + Environment Leader.

Good-Loop, the ethical ad tech company that earlier this year announced its free Carbon-Calculator to calculate the carbon footprint of online ads, has launched Green Ad Tag, allowing brands and agencies to track and offset the CO2 emissions of their digital ads in real time.

Allbirds wants people to understand their sneakers’ carbon footprint like they do calories in food

Read the full story at CNBC.

Allbirds is labeling its shoes with their carbon footprint in the hope that other companies will follow suit and lead to a reduction in greenhouse gas emissions.

Climate change and carbon emissions are difficult topics for consumers to understand, compared to plastic pollution, which appears more tangible according to Allbirds’ sustainability lead Hana Kajimura.

The fashion industry contributed 4% of global greenhouse gas emissions in 2018, per a McKinsey estimate.

FTC’s Green Guides Apply to Claims Regarding the Environmental Benefits of Simulated and Laboratory-Created Diamonds

Read the full story at JD Supra.

In April 2019, the Federal Trade Commission (FTC) sent warning letters to eight companies advertising simulated or laboratory-created diamonds. In a May 3, 2019, Business Blog item entitled “The many facets of advertising diamonds with clarity,” FTC states that according to the letters, the companies promoted their products without adequately disclosing that they were not mined diamonds. In the blog item, FTC posed questions to FTC attorney Robert Frisby regarding the best ways to ensure compliance with FTC’s Jewelry Guides. The questions include what steps companies should take if they want to advertise the environmental benefits of simulated or laboratory-created diamonds. Frisby notes that the FTC’s Guides for the Use of Environmental Marketing Claims (Green Guides) offer advice on how to make environmental claims non-deceptively and recommends that companies keep two basic principles in mind:

  1. Advertisers must have a reasonable basis for any environmental benefit claims they make for their products; and
  2. Advertisers must qualify their claims adequately to avoid deception.

Going green? Not so easy for mainstream brands

Read the full story from San Diego State University.

Recent research shows that when mainstream brands advertise using visual cues suggesting the product is environmentally friendly or ‘green’ consumers may actually evaluate the product as being less effective and switch to a more niche green brand.

To Market Sustainability, Focus on What Consumers Love, Not What They Hate

Read the full story at Sustainable Brands.

Companies marketing sustainable consumer products today have left that uninspired playbook behind. The most successful among them are starting with what people want, not what they don’t. In doing so, they’ve illuminated seven strategies that can help any sustainable brand market successfully:

Your Stakeholders Are Listening, So What Are You Saying?

Read the full story at Sustainable Brands.

Understanding who your business affects and how they affect your business is key to long-term success. If you only focus on customers, you are falling way short. To truly take your business from local to national and on to global levels, you have to consider all the ways your company interacts with the world around it and, most importantly, what stories you are telling.

An open letter to manufacturers: The problem with ‘eco mode’

Read the full story in GreenBiz.

Selling an optional green setting on a product isn’t the same as selling a green product.

Sustainable Packaging Generates More Sales

Read the full post at Ecopreneurist.

Not long ago, advertising products on their eco-friendliness only connected with a small, dedicated set of buyers. A wider awareness of human impact on our fragile ecological state changed all that. Over the course of the past decade or so, the increased buying power of eco-conscious consumers, particularly amongst millennials between 18 and 34 years of age, augmented the sales landscape, inspiring everyone from local main-street businesses to multinational monolith corporations to emphasize sustainability in their marketing. Research from a variety of sources suggests there are benefits to switching to sustainable packaging for businesses of all sizes, including everything from increased yearly sales to courting a youthful consumer base who cares more about what a product says about them than how much less it costs.

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