So your company is “green?” Prove it.

by Laurel Turk

November 12th, 2009 in , ,

GreenSeal.orgGoing Green.

It’s hip. It’s trendy. It’s the “in” thing to do. Consumers are becoming more environmentally conscious every day, and companies are scrambling to keep up with the demand for less waste, more recycling, and more eco-responsibility.

But how can a consumer be sure which companies are really taking their committment to the environment seriously, and which are just giving consumers lip service?

Good news for the good guys: Green Seal, the D.C.-based non-profit certification leader for green products and services, is launching a pilot Company Certification Program that offers the first — and only — holistic assessment of a company’s product line and its business operations. The new program builds on Green Seal’s development of 30 environmental standards and certification of over 3,500 green products and services, taking into account things like greenhouse gas emissions, water conservation, biodiversity impact and labor relations.

The assessments will be conducted by independent experts during on-site visits, and the company’s supply chain and major products will be under the microscope. Social and environmental impact studies will be taken into consideration as well.

This is good news for consumers: they’ll be able to feel good about giving business to companies they know are walking the talk.

This is good news for the companies that truly care about their impact on the environment: for the first time, they’ll be able to prove their claims. Consumer trust will skyrocket.

This is NOT such good news for companies that are just jumping on the green bandwagon: Green Seal (and consumers) will be all over you like white on rice. And you know the statistics, right? Consumers who have a positive experience with a company or brand might tell 2 or 3 people. But get on their bad side, and they’ll tell 10.

Bottom line is this: consider very carefully any green claims you make and your motivation for making them. If you’re trying to boost sales by catching a trend wave, this new certification is going to make things very difficult for you. But if your company is really committed to helping the environment — well then, prove it.

USPS Campaign receives first Green ECHO Award

by Laurel Turk

November 11th, 2009 in , ,


Campbell-Ewald’s work for the United States Postal Service (USPS) was honored in October with the first-ever ECHO Green award.

The ECHO Awards, presented by the Direct Marketing Association, honor the world’s best direct marketing campaigns — campaigns that have raised the bar in terms of strategy, creativity and results. This is the first year the organization has recognized work that  puts environmentally responsible and sustainable marketing strategies and techniques into practice.

The USPS “Environmailist” campaign tackled the misconceptions about direct mail’s impact on the environment. Not only did the campaign encourage marketers to go green with their direct marketing, but the campaign itself was as eco-friendly as possible — using recycled paper and inks free of volatile organic compounds, wind energy for production, and a 100% organic cotton T-shirt as part of fulfillment.

More about the Environmailist campaign here.

Congrats to the entire USPS team!

Five ways mobile phones might just save the planet

by Laurel Turk

September 8th, 2009

elephants_ed.jpgComing off of last week’s ad:tech Chicago conference - where much of the discussion revolved around mobile technology as The Next Big Thing in marketing and advertising — I love Karl Burkhart’s take on how mobile phones can help save the planet.

Here’s a taste:

  1. Elephants with GPS systems sending text messages to farmers in Kenya (Dear Farmer: My herd is about to trample your valuable farmland. Please take appropriate action.)
  2. Barcoding trees to prevent illegal logging (with video!)
  3. Mobile activism
  4. Tracking your carbon footprint in real-time
  5. Finding green businesses in your area

Lots more mobile green ideas here on Planet Green.

What’s driving “green” purchases?

by Laurel Turk

September 8th, 2009

Is it just a desire to “do the right thing?” Or is that popular catch phrase revealing a deeper sentiment in consumer attitudes?

Full article here.

Ten weird things you can actually recycle - September 4th

Printing Industry is Embracing Environmental Practices - April 21st

In Today’s Economic Climate, Real Marketing for Environmentally Beneficial Products is More Important Than Ever - April 21st

The Birthday of Earth Day - April 21st

Flying the eco-friendly skies? - January 30th