via : BostonBusiness Journal. May 22. 2008.
Dunkin' Donuts was to break ground Thursday on its first LEED certified restaurant -- guidelines reflecting tough environmental standards.
The latest Dunkin' restaurant, to be built out in St. Petersburg, Fla., will include energy-efficient construction and lighting, as well as water-efficient elements. It will serve as a prototype for the Canton, Mass.-based company, said Stephen J. Caldeira, chief global communications and public affairs officer for Dunkin' Brands, which operates Dunkin' Donuts.
LEED certification is recognized as the standard for "green" building in the U.S. The rating system, created by the United States Green Building Council, is a voluntary point-based rating system used to certify buildings as "green." LEED criteria are grouped into categories such as: sustainable sites, water efficiency, energy and atmosphere, materials and resources, indoor environmental quality, as well as innovation and design process.
Dunkin' Donuts has more than 7,900 restaurants in 30 countries worldwide; global sales in 2007 were $5.3 billion.
任何注重企業形象的商店, 採用綠建築設計, 是必然趨勢！
你在考慮成本效益, 煩惱技術困難, 不敢下決定之前, 一定有競爭對手率先行動!
2008年5月30日 星期五
雜誌綠色專題報導 ：Greenlist 50
via : Green Living Magazine. Spring Issue.(Mar 14, 2008) Green Business is building our new enviro-friendly economy. These eco-business are part of our Green List, compiled by Green Living Magazine.
Godo Stoyke (The Carbon-Fighter) Through his company, Carbon Busters, founded in 1992, has helped clients in North American and Europe save around 55 million kg of greenhouse gases and over $20-million. His latest book is The Carbon Buster’s Home Energy Handbook. Read more about Godo Stoyke and Carbon Busters.
Mark Anielski (The Economist)Albertan economist who is pioneering Genuine Progress Indicators, based on building an economy aligned with quality-of-life values. Author of The Economics of Happiness: Building Genuine Wealth. Currently advising the Chinese government on greening its GDP.
Peter Busby (The Architect)Managing director at the architectural firm Busby Perkins + Will, one of the greenest in Canada. The company is the main architectural firm behind Victoria’s Dockside Green, which is aiming for LEED Platinum certification, not to mention Calgary’s The Vento Residences, North America’s First LEED Platinum multi-family residential building.
Andrew Heintzman and Michael de Pencier (The Investors)Launched Investeco Capital Corp., Canada’s first environmental investment-management company, in 2003. Their focus on the environmental sector has led to support of many leading green companies, including Bullfrog Power, Organic Meadow, Triton Logging Inc., EnerWorks and Schneider Power.
Michael Jantzi (The Researcher)Jantzi Research Inc. developed the Canadian Social Investment Database, the first of its kind in the country to follow the environmental, social and governance performance of Canadian companies.
The Green List: Gone but not forgotten
The Green List: Baby Greens
The Green List: Media greens
The Green List: Deep greens
The Green List: Green players
Dr. Matthew Kiernan (The Innovestor)Founder and chief executive of Innovest Strategic Value Advisors Inc., a global environmental and social-investment research advisory firm. Previously directed the Business Council for Sustainable Development. Innovest is also responsible for authoring the 2007 Carbon Disclosure Project Report.
Carol Newell and Joel Solomon (The Social Entrepreneurs)Founded Renewal Partners in 1993. Dedicated to locating, linking, inspiring and supporting a network of entrepreneurial businesses that have a strong social purpose and that work towards a long-term, conservation-centred economy in B.C.
Nicholas Parker (The Clean Techie)Co-founder and chairman of the Cleantech Group, which encourages investment in and helps to define the rapidly developing clean-tech sector. The Cleantech network includes 1,300 affiliate members with over $3-trillion in assets under management.
Vicky Sharpe (The Clean-Tech Funder)President and CEO of Sustainable Development Technology Canada, which helps support clean-technology projects worth an overall $1-billion.
Read more about green Canadians
加拿大相關綠色企業與重要綠色人物的參考名單
via : ArkansasBusiness. May 30. 2008.
Perf Go Green Hires Arkansas Marketing FirmBy Arkansas Business Staff5/30/2008 10:36:00 AM
Change font size
Perf Go Green Holdings Inc., a New York marketer and distributor of biodegradable plastics, is partnering with Advanced Marketing Group of Arkansas Inc., to broker and represent the company to major national retailers Wal-Mart Stores Inc. and its Sam's Clubs.
Advanced Marketing is based in Bella Vista.
"Advanced Marketing Group of Arkansas' outstanding reputation within the marketplace combined with the company's top-notch team members, including former Wal-Mart Senior Vice President Peter Netzel, will prove instrumental in distributing Perf Go Green products to these two significant and influential retail chains," said Perf Go Green Chairman and CEO Tony Tracy.
Perf Go Green products are made of recycled plastics that decompose into simple materials found in nature much faster than regular plastics and effectively remove plastic waste from the environment.
Wal-Mart注重綠色商品引發連鎖反映
Perf Go Green Holdings Inc.是可分解塑膠製品專業供應商
Advanced Marketing Group of Arkansas是由Wal-Mart前高級主管組成的行銷顧問公司
Perf Go Green Hires Arkansas Marketing FirmBy Arkansas Business Staff5/30/2008 10:36:00 AM
Change font size
Perf Go Green Holdings Inc., a New York marketer and distributor of biodegradable plastics, is partnering with Advanced Marketing Group of Arkansas Inc., to broker and represent the company to major national retailers Wal-Mart Stores Inc. and its Sam's Clubs.
Advanced Marketing is based in Bella Vista.
"Advanced Marketing Group of Arkansas' outstanding reputation within the marketplace combined with the company's top-notch team members, including former Wal-Mart Senior Vice President Peter Netzel, will prove instrumental in distributing Perf Go Green products to these two significant and influential retail chains," said Perf Go Green Chairman and CEO Tony Tracy.
Perf Go Green products are made of recycled plastics that decompose into simple materials found in nature much faster than regular plastics and effectively remove plastic waste from the environment.
Wal-Mart注重綠色商品引發連鎖反映
Perf Go Green Holdings Inc.是可分解塑膠製品專業供應商
Advanced Marketing Group of Arkansas是由Wal-Mart前高級主管組成的行銷顧問公司
The Cause Marketing Halo Awards善因大獎
The rise of social entrepreneurship has led to an increased interest in cause-related marketing by bigger and bigger firms. At this year’s Halo Awards, major retailers shone in the spotlight.
Halo Awards 官方網站尚未公佈得獎名單,
ecopreneurist部落格宣佈Targer, Sears得大獎!
2008年5月28日 星期三
The winners of the 2008 Soil Association Awards for best organic products
via : treehugger, April 18. 2008.
The winners of the 2008 Soil Association Awards for best organic products are a mix of the well-known and new up and coming. The delicious Duke of Cambridge gastropub won for a second time as best organic restaurant, and rightly so, for their efforts to be organic and environmental. They have been at it since 1998 and now about 80% of their fresh produce is sourced from the local area; its fish-buying policy was the first in the country to be approved by the Marine Conservation Society. Also famous is Neal's Yard, their White Tea Enriching Facial Mask won, an acknowledgement of a company that has also been at the forefront of organic and natural remedies since 1981. Origins, around since 1990 won for their Body Pampering Massage Oil.
Under surprises: best organic textile product Beaumont Organic which is a new, gorgeous, line of organic cotton clothing. It looks simple, elegant and very sophisticated. Made in a small factory in Portugal, with cotton from certified organic farmers and transported by truck to the UK, the company was started this year by a young woman who used to work in the fashion industry. She donates 1% of her profits to a school in Fiji where she taught formerly.
Two shops, both worth a trip out of London: Best Small Shop: Growing With Grace is in Yorkshire. It is a social enterprise organic farm shop (pictured) that is run as a co-op. They also deliver boxed vegetables.
Best Large Shop: Infinity Foods Shop & Bakery (pictured) is located in hip and lovely Brighton, by the sea. The store has the largest selection of organic and natural vegetarian and vegan foods in the area and given Brighton's reputation as a very cool place to live, it should grow and grow.
Abel & Cole, another old-timer, has been delivering boxed fruit and vegetables for twenty years and won for best internet delivery service. Best babycare product: Eselle Organics Baby Bottom Balm. :: Soil Association
Suatainable Food Movement
Via : sustainabletable.orgEvery day, more and more consumers are shopping smarter, eating healthier, and enjoying an abundance of fresh, locally-grown products. Sustainable Table was created to celebrate this fast-growing, dynamic movement, to educate consumers on food-related issues, and to help build community through food. Today’s dominant form of agriculture relies on synthetic fertilizers and chemical pesticides, large amounts of water, major transportation systems and factory-style practices for raising livestock and crops. Artificial hormones in milk, antibiotic-resistant bacteria, mad cow disease, and large-scale outbreaks of potentially deadly e.coli are all associated with this industrial form of food production. Sustainable agriculture involves food production methods that are healthy, do not harm the environment, respect workers, are humane to animals, provide fair wages to farmers, and support farming communities. But rather than focus on the problems, Sustainable Table promotes the positive shift toward local, small-scale sustainable farming. Join us as we discover new ways to eat healthy, shop smart, and enjoy sustainably-raised food!
Eco-labels Impact Consumer Behavior
via : futurelab, May 2008.
Eco-labels influence consumer behavior in two ways. First, they introduce green as a considered attribute at the point of sale. Second, they enable consumers to comparison shop based on green. Over the past few years, there have been many new eco-labels launched by governments, manufacturers and retailers. Many of these labels are listed on Consumer Reports’ Greener Choices site.
Interestingly, the Natural Marketing Institute’s 2007 LOHAS Consumer Trends Database report determined that not all eco-labels have the same impact. In fact, consumers indicate that they are more likely to make eco-friendly purchase decisions if the eco-labels are also widely recognized and trusted brands in of themselves. Familiar labels for programs like the EPA’s Energy Star have a more significant influence on consumer behavior than others.While such a finding reinforces the value of eco-labels, it does challenge the notion that CPG companies and retailers should necessarily launch proprietary labels to differentiate themselves on green.
Like all brands, eco-labels take significant time and resources to build. Moreover, given the sensitivities regarding greenwashing, for-profit entities may have to overcome a higher hurdle than government or a non-profit organization given the appearance of conflict if proprietary labels adorn their own products.
As such, Marketing Green recommends that product companies and retailers focus on disclosing product information about environmental impact to differentiate themselves in the market rather than trying to define new green labels. Disclosures provide consumers with information that can inform purchase decisions rather than certify a product’s greenness. This is what HP has done with its launch of Eco Highlights labels on its products.Marketing Green also recommends that retailers simultaneously push for industry-wide labels. While some retailers may consider proprietary labels as a competitive differentiator, it is likely that broadly recognized labels will accelerate consumer adoption while reduce the cost to support them.
Moreover, retailers should differentiate themselves by sourcing more green products. Arguably, this is one of Wal-Mart’s strategic priorities today. Greater variety combined with recognized eco-labels will likely drive more sales as well as consumer loyalty. In the end, this approach is likely to have more impact for both business and the environment.
Original Post: http://marketinggreen.wordpress.com/2008/05/24/eco-labels-impact-consumer-behavior/
Eco-labels influence consumer behavior in two ways. First, they introduce green as a considered attribute at the point of sale. Second, they enable consumers to comparison shop based on green. Over the past few years, there have been many new eco-labels launched by governments, manufacturers and retailers. Many of these labels are listed on Consumer Reports’ Greener Choices site.
Interestingly, the Natural Marketing Institute’s 2007 LOHAS Consumer Trends Database report determined that not all eco-labels have the same impact. In fact, consumers indicate that they are more likely to make eco-friendly purchase decisions if the eco-labels are also widely recognized and trusted brands in of themselves. Familiar labels for programs like the EPA’s Energy Star have a more significant influence on consumer behavior than others.While such a finding reinforces the value of eco-labels, it does challenge the notion that CPG companies and retailers should necessarily launch proprietary labels to differentiate themselves on green.
Like all brands, eco-labels take significant time and resources to build. Moreover, given the sensitivities regarding greenwashing, for-profit entities may have to overcome a higher hurdle than government or a non-profit organization given the appearance of conflict if proprietary labels adorn their own products.
As such, Marketing Green recommends that product companies and retailers focus on disclosing product information about environmental impact to differentiate themselves in the market rather than trying to define new green labels. Disclosures provide consumers with information that can inform purchase decisions rather than certify a product’s greenness. This is what HP has done with its launch of Eco Highlights labels on its products.Marketing Green also recommends that retailers simultaneously push for industry-wide labels. While some retailers may consider proprietary labels as a competitive differentiator, it is likely that broadly recognized labels will accelerate consumer adoption while reduce the cost to support them.
Moreover, retailers should differentiate themselves by sourcing more green products. Arguably, this is one of Wal-Mart’s strategic priorities today. Greater variety combined with recognized eco-labels will likely drive more sales as well as consumer loyalty. In the end, this approach is likely to have more impact for both business and the environment.
Original Post: http://marketinggreen.wordpress.com/2008/05/24/eco-labels-impact-consumer-behavior/
建立綠色企業資訊大全
Building your green business, or greening an existing one, is a journey. And like any journey in life, you may have to blaze your own trail.
Sustainable business models are a rather new phenomenon - there aren’t exactly a slew of entrepreneurs out there concerned with a triple bottom line. So although there are many places you could turn to find a checklist for greening your business, you probably won’t find one that’s an exact fit for your company. The best solution is to define for yourself what it means to be a sustainable business, and make your own checklist of actions and standards to hold yourself to
Sustainable business models are a rather new phenomenon - there aren’t exactly a slew of entrepreneurs out there concerned with a triple bottom line. So although there are many places you could turn to find a checklist for greening your business, you probably won’t find one that’s an exact fit for your company. The best solution is to define for yourself what it means to be a sustainable business, and make your own checklist of actions and standards to hold yourself to
This article is the twelfth in a series called Green Dreams following my journey starting a green design business. You can learn along with me: read the series introduction, see some green business resources, get inspired, learn how to write a business plan, find out how to name your business, learn why sustainability should be a part of your planning from the beginning, avoid commuting by working from home, build green business practices into your daily workflow, work towards a paperless office, get certified green, and stock your green office! Stay tuned for more every other week on starting a green business!
台灣目前缺少中文相關資料
談台灣綠色企業（品牌）或企業（品牌）綠化經驗
減碳宣傳2.5億元 減量不到千分之一
via :中時電子報
全民減碳成效如何？環保署強力推動節能減碳，經統計去年各縣市光宣導費就超過二．五億元，減少的二氧化碳排放量卻僅廿五萬噸，減去的量連總排放量的千分之一都不到。部分縣市政府連省電燈泡都懶得用，廿五縣市中有十一縣市掛零，三縣市不到一成，聊備一格。
環保署近年積極推動節能減碳運動，署內採取措施、印製「減碳小撇步」，同時要求各縣市同步推動，但從彙整的成果來看，減碳成效顯然不彰。
全國各部門二氧化碳排放量方面，環保署指出，工業部門總排放量五成二五、住商部門一成八四，交通部門一成四三，能源部門六．九％、農業一．二％及其他六．六％。工業和住商部門二氧化碳排放量成長最快，一年總量約二．六五億噸。
但各縣市推動全民減碳宣傳經費花掉二億五千四百萬元，減量廿五萬噸；大安森林公園總面積廿七公頃，每公頃林木一年可吸收卅噸二氧化碳，一年總吸收量八一○噸，全民減碳成效相當三百座大安森林公園。但相對於總排放量二．六五億噸，「努力」全年減量成果連千分之一（○．○○一％）都不到。
台灣真的缺少一家專業綠色環保永續溝通顧問公司,
不是嗎？
全民減碳成效如何？環保署強力推動節能減碳，經統計去年各縣市光宣導費就超過二．五億元，減少的二氧化碳排放量卻僅廿五萬噸，減去的量連總排放量的千分之一都不到。部分縣市政府連省電燈泡都懶得用，廿五縣市中有十一縣市掛零，三縣市不到一成，聊備一格。
環保署近年積極推動節能減碳運動，署內採取措施、印製「減碳小撇步」，同時要求各縣市同步推動，但從彙整的成果來看，減碳成效顯然不彰。
全國各部門二氧化碳排放量方面，環保署指出，工業部門總排放量五成二五、住商部門一成八四，交通部門一成四三，能源部門六．九％、農業一．二％及其他六．六％。工業和住商部門二氧化碳排放量成長最快，一年總量約二．六五億噸。
但各縣市推動全民減碳宣傳經費花掉二億五千四百萬元，減量廿五萬噸；大安森林公園總面積廿七公頃，每公頃林木一年可吸收卅噸二氧化碳，一年總吸收量八一○噸，全民減碳成效相當三百座大安森林公園。但相對於總排放量二．六五億噸，「努力」全年減量成果連千分之一（○．○○一％）都不到。
台灣真的缺少一家專業綠色環保永續溝通顧問公司,
不是嗎？
綠色閱讀(1５): Ready, Set, Green: Eight Weeks to Modern Eco-Living
via :amazon
Ready, Set, Green: Eight Weeks to Modern Eco-Living (Paperback)by Graham Hill (Author), Meaghan O'Neill (Author)
Product Details
Paperback: 240 pages
Publisher: Villard (May 20, 2008)
Language: English
ISBN-10: 0345503082
ISBN-13: 978-0345503084
via :http://www.regonline.com/Checkin.asp?EventId=618014
The Green Conference 2008
Tuesday, June 10, 2008 8:30 am - 3:00 pm
Skirball Center for the Performing Arts at NYU566 LaGuardia Place@ Washington Square SouthNew York, NY
/**/
How You Market Can Make A Difference
Learn how strategic marketing that embraces green policies can generate great results in brand equity and profitability.
The Green Conference will celebrate marketers who are doing the best job of integrating environmental sustainability into their brand DNA. The awards will be given to the people/companies making those measurable changes in an effort to better the environment. These "Eco-marketing Honorees" and other top marketers, will participate in discussions and case studies.
The event will take place from 8:30am - 3pm. Confirmed Speakers:• Bill Boland, Creative Director, Patagonia• Mary Dillon, Executive Vice President - Global Chief Marketing Officer, McDonald's• Peter Seligmann, Chairman of the Board and CEO, Conservation International• Jennifer Boulden, Co-Founder and Senior Vice President, Idealbite• Neil Braun, Chairman and CEO, GreenLife• Don Carli, Institute for Sustainable Communication• Hugh Hough, President, Green Team• Jacquelyn Ottman, President, J. Ottman Consulting
The Green Conference 2008
Tuesday, June 10, 2008 8:30 am - 3:00 pm
Skirball Center for the Performing Arts at NYU566 LaGuardia Place@ Washington Square SouthNew York, NY
/**/
How You Market Can Make A Difference
Learn how strategic marketing that embraces green policies can generate great results in brand equity and profitability.
The Green Conference will celebrate marketers who are doing the best job of integrating environmental sustainability into their brand DNA. The awards will be given to the people/companies making those measurable changes in an effort to better the environment. These "Eco-marketing Honorees" and other top marketers, will participate in discussions and case studies.
The event will take place from 8:30am - 3pm. Confirmed Speakers:• Bill Boland, Creative Director, Patagonia• Mary Dillon, Executive Vice President - Global Chief Marketing Officer, McDonald's• Peter Seligmann, Chairman of the Board and CEO, Conservation International• Jennifer Boulden, Co-Founder and Senior Vice President, Idealbite• Neil Braun, Chairman and CEO, GreenLife• Don Carli, Institute for Sustainable Communication• Hugh Hough, President, Green Team• Jacquelyn Ottman, President, J. Ottman Consulting
2008年5月24日 星期六
The 95-5 Rule
via : The consumer trap, April 20.
That’s simply logical. Marketers are constantly looking for new manipulation tactics, and race one another to invent and expand them.
What is the general quality of all the now-normal “green” marketing? For that, listen to a true exception — a publicly honest marketing practitioner. Quoted in this week’s Advertising Age is Steven Addis, CEO of branding consultantcy Addis Creson:
This month I’ve definitely seen a lot of companies that I never would have associated with green popping up. Companies are saying, ‘We need something to green ourselves up, so let’s sponsor Earth Day.’ It’s really now in this hype curve.
Addis says he has developed a general rule-of-thumb about the nature of the greenwashing problem. It’s worth quoting:
I call it the 95-5 rule. Five percent of somebody’s business is green, but 95% of their PR is green.
That’s simply logical. Marketers are constantly looking for new manipulation tactics, and race one another to invent and expand them.
What is the general quality of all the now-normal “green” marketing? For that, listen to a true exception — a publicly honest marketing practitioner. Quoted in this week’s Advertising Age is Steven Addis, CEO of branding consultantcy Addis Creson:
This month I’ve definitely seen a lot of companies that I never would have associated with green popping up. Companies are saying, ‘We need something to green ourselves up, so let’s sponsor Earth Day.’ It’s really now in this hype curve.
Addis says he has developed a general rule-of-thumb about the nature of the greenwashing problem. It’s worth quoting:
I call it the 95-5 rule. Five percent of somebody’s business is green, but 95% of their PR is green.
大企業環保工作績效誰來做？
via :sustainabill, May2.
KKRED: A Triple Double?
The buyout firm Kohlberg Kravis Roberts this week announced a new partnership with Environmental Defense to help measure the environmental performance of the dozens of businesses KKR owns, from Toys R Us to the energy giant TXU. The partnership grows out of the collaboration between the two groups last year in brokering a deal for TXU. ED agreed to support the acquisition by KKR of TXU in exchange for KKR and its partner, Texas Pacific Group, agreeing to reduce TXU's carbon emissions and scotch its plans to build new coal-burning power plants.
The evolution of the KKR-ED partnership mirrors a larger evolution underway for the past two decades in American environmentalism: the merger of market and environmental strategies. ED's President, Fred Krupp, has long been out front in pushing for what he and others have called "The Third Wave" of environmentalism, the latest iteration of the movement following its conservation and pollution control phases. Starting in the late 1980s, Fred and ED have taken a contrarian position vis. other national environmental NGOs in embracing market-based approaches to pollution reduction/elimination, especially emissions credit trading (cap-and-trade) schemes of the kind pioneered in the 1990 federal Clean Air Act.
The buyout firm Kohlberg Kravis Roberts this week announced a new partnership with Environmental Defense to help measure the environmental performance of the dozens of businesses KKR owns, from Toys R Us to the energy giant TXU. The partnership grows out of the collaboration between the two groups last year in brokering a deal for TXU. ED agreed to support the acquisition by KKR of TXU in exchange for KKR and its partner, Texas Pacific Group, agreeing to reduce TXU's carbon emissions and scotch its plans to build new coal-burning power plants.
The evolution of the KKR-ED partnership mirrors a larger evolution underway for the past two decades in American environmentalism: the merger of market and environmental strategies. ED's President, Fred Krupp, has long been out front in pushing for what he and others have called "The Third Wave" of environmentalism, the latest iteration of the movement following its conservation and pollution control phases. Starting in the late 1980s, Fred and ED have taken a contrarian position vis. other national environmental NGOs in embracing market-based approaches to pollution reduction/elimination, especially emissions credit trading (cap-and-trade) schemes of the kind pioneered in the 1990 federal Clean Air Act.
成立於1967年的Environmental Defense Fund 是一個太棒的運作模式
NAU啟示錄
via : treehugger, May 3.
Today is a very sad day. For Nau announced they are winding up. The Portland, Oregon based outdoor lifestyle apparel company has been unable to secure the necessary venture capital to continue operations as a start-up business.
Having got off the phone today with Ian Yolles, one of the original founders, I doubt very much there has been a dry eye in the Nau house. Obviously as the capital investment market lost its courage in the face of current uncertain financial times in the US, things became, as Ian put it “tenser and tenser.” But he had nothing but praise for the staff of Nau who have shown, “an amazing commitment and spirit right up to the end. There has been this strong sense of hopefulness....” He pauses, then continues, the emotion palpable even down the phone, “... that something good would happen.”
But alas that has not been the case. The only long shot now, is if someone out there, as yet unknown to Nau, but with deep pockets, and a passion for doing “business unusual” may step forward and breath fresh financial life into the company. We sure hope a knight in shining armour will appear.
The BusinessFor there was nothing wrong with their operations. In their first year of trading they actually exceeded sales expectations. They engendered incredible customer loyalty. And it's easy to see why. Their product was exceptional value. Mostly because the quality of materials and construction detailing was quite incredible (I speak from experience, having spent a decade on the factory floors of outdoor companies.) Plus their designs were functional, sharp and enduring.
In other aspects of the business they also achieved more than was planned for.Like how, at end of a purchase transaction customers were asked to select from a array of Non Profit enterprises, to who 5% of their purchase price would be forwarded. Nau were initially concerned that customers might find this extra step a burden, so put in an easy option: ‘Let Nau decide.’ But only 7% did. 93% of their customers were, in Ian’s words, “... interested enough to engage, to pause for a moment, to participate in civil responsibility.” And in less than a year Nau were able to donate $223,000 through this customer-directed giving program, they tagged Partners for Change.
One of the other greatest unknowns was the whole ‘ship-to-you’ model, (whereby goods were sent direct from a warehouse to the purchaser, rather than taking them home from the retail store). According to Ian, “everyone said it was a crazy idea. We projected that about 20% of customers might go for it, but the figures show that 45% opted for ‘ship-to-you’.”
The Rough End of the PineappleSo, no it wasn’t that the business model itself was flawed, rather that it ‘lived in interesting times.’ As Ian saw it they fell victim to the three consecutive blows:“1. evaporation of the venture capital market2. retail businesses going through big challenges at the moment, very skittish3. for all our successes, we were still an ‘early start-up. A risk.’ ”
The DreamsAnd things were sure moving forward. They’d only opened their Los Angeles store 10 days ago. Another four stores were planned for this year in San Francisco, Boston, Seattle and another one in Portland. They were due to relaunch their revamped website on Tuesday next week. A television program about Nau is scheduled to air soon on Sundance Channel. Media pre-release viewings of their Fall 08 collection were all set for this coming Monday. And this was to have included a line of bags and travel accessories.
NAU是綠色行銷（企業）最美麗的錯誤示範!
太大膽激進的構想, 未能獲得創投業者進一步的投資, 關門大吉!
25綠色消費網站
via :http://cleantechnica.com/2008/05/11/green-resource-online-top-25-shopping-sites/
Green Companies:
It’s easy to know which companies are really making an effort.
National Green Pages: Co-op America provides the National Green Pages, which works like a phone book. Major brands include Patagonia, Seventh Generation, and Clif Bar; also features local stores.
LinksOrganic: an international guide to finding organic or environmentally-friendly businesses.
EcoMall: A 90s flash-back site with lots of great links for anything your heart desires.
Climate Counts: this site covers large corporations. It judges their carbon foot print and efforts to reduce it. It covers major brands in all product categories, but it does not cover individual products.
Green Peace Electronics Guide: similar to Climate Counts, covers large electronics corporations.
Green Products:
Find eco-friendly, affordable products that get the job done.
The Green Guide: a magazine and website with information and a buying guide, covering just about everything.
Green Home guide: for information and comparisons of furniture, appliances, building supplies, etc. in the home.
Pristine Planet: provides information and comparison shopping for just about everything, including services.
Compare The Brands: this site has a “green products page” organized by product type. For example, they compare tankless water heaters.
Responsible Purchasing: This site features details about the hows and whys of green products, along with a “products” section. They also explain different “green” standards (what does EnergyStar really mean?) and provide useful definitions (what is #7 plastic?). It’s an excellent educational resource, but the website can be difficult to navigate.
Green Companies:
It’s easy to know which companies are really making an effort.
National Green Pages: Co-op America provides the National Green Pages, which works like a phone book. Major brands include Patagonia, Seventh Generation, and Clif Bar; also features local stores.
LinksOrganic: an international guide to finding organic or environmentally-friendly businesses.
EcoMall: A 90s flash-back site with lots of great links for anything your heart desires.
Climate Counts: this site covers large corporations. It judges their carbon foot print and efforts to reduce it. It covers major brands in all product categories, but it does not cover individual products.
Green Peace Electronics Guide: similar to Climate Counts, covers large electronics corporations.
Green Products:
Find eco-friendly, affordable products that get the job done.
The Green Guide: a magazine and website with information and a buying guide, covering just about everything.
Green Home guide: for information and comparisons of furniture, appliances, building supplies, etc. in the home.
Pristine Planet: provides information and comparison shopping for just about everything, including services.
Compare The Brands: this site has a “green products page” organized by product type. For example, they compare tankless water heaters.
Responsible Purchasing: This site features details about the hows and whys of green products, along with a “products” section. They also explain different “green” standards (what does EnergyStar really mean?) and provide useful definitions (what is #7 plastic?). It’s an excellent educational resource, but the website can be difficult to navigate.
植物也有生存權
via :treehugger, May 9.Revolution is in the air, as the Swiss Government's Federal Ethics Committee on Non-Human Biotechnology concludes that plants have rights, and we have to treat them appropriately. A majority of the panel concluded that "living organisms should be considered morally for their own sake because they are alive." The Weekly Standard, which is appalled, gives an example of how a farmer mowing his field is OK, but if he carelessly decapitates flowers while walking home, that is immoral. It suggests that "The animal rights movement grew out of the same poisonous soil." Patrick Metzger at Green Daily suggests that "this concept is a little extreme even for the most committed treehugger."
"living organisms should be considered morally for their own sake because they are alive."
瑞士政府認為值物是活著的物體, 在道德上應該有其生存權. 一般人注意動物權保護, 是不是應該想一想植物？
2008年5月23日 星期五
綠色行銷Web2.0技術應用範例
via: springwise, May 15.
Crowd clout is a force that can be very effective in getting consumers what they want—such as cheaper prices, as we've noted before. For helping to effect social change, though, it typically focuses on punishing bad corporate citizens through boycotts and other means. A new, San Francisco-based site called Carrotmob, however, is turning that aspect of crowd clout on its head by using it to reward the companies that do the most good.
Very simply, Carrotmob aims to organize consumers to provide an economic incentive to companies for making positive environmental changes. The group hopes to begin by creating a broad network of consumers and forming partnerships with other larger advocacy groups, so as to tap into their research and infrastructure. Next, it plans to implement campaigns focusing on different industries, identifying for each specific opportunities to become more environmentally friendly. Carrotmob will then approach the companies in each industry with suggestions, and invite them to make the changes they have identified; interested companies, it hopes, will vie to do the most good. Competing offers will be evaluated by Carrotmob, and its network members will then reward the chosen company with "an unprecedented kind of shopping spree" to boost short-term company profits, as well as by proclaiming that company the most responsible in its industry. In short: the companies that do the most good get the most rewards.
The non-profit's founders explain: "The most exciting thing about Carrotmob may be that we can end the tradition of hostility between activists and business. Today we strive to make these important changes using a framework of positive cooperation. The best company wins, the consumer wins, and the planet wins."
For its first year, Carrotmob is seeking donations, and does not plan to generate any revenue; eventually, though, it hopes to become ad-supported, as members begin to display user-generated images and videos as ads on their Facebook profiles via a Carrotmob application. How it all plays out remains to be seen, but Carrotmob's reverse-boycott model is one to watch!
Website: www.carrotmob.org
web2.0技術用在綠色行銷的好例子
英國綠色啤酒
via:http://boakandbailey.com/?p=584No, I’m not talking about environmental issues for once. During the recent spell of hot weather, I ended up in Dogget’s Coat and Badge, by Blackfriars bridge. With around a fifteen minute wait to get to the bar, I told my friend to get me the first ale she could see.
She came back with Sign of Spring, by Stonehenge Ales. It was very green.
I’ve had green beers before, most notably Berliner Kindl-Weiss mit schuss, and something Polish with some additive in it. I expect green beers to taste of something other than beer, so it was quite confusing to my senses to realise that this beer was just a normal, rather pleasant, ale. Trouble is, I was so focused on it not tasting green that I can’t really remember what it did taste like.
The advantage of colouring your beer green is that it attracts attention - at least two people asked me what I was drinking, and a few more were staring at it. So perhaps it’s a shrewd marketing gimmick. On the other hand, as with silly names, any kind of gimmick with beer automatically makes me think the beer itself won’t be any good. For example, Andreea reviewed a green beer on her blog recently, where the only point of interest seemed to be its colour.
So is it a good gimmick? If I’d known the beer was green, I probably wouldn’t have ordered it. Then again, at least I remembered it.
任何產品都將出現綠色概念產品或品牌!
像數位革命大狂潮,
綠色革命大概比較溫柔吧！
綠色食品（有機天然）發展經驗將衍生至綠色服飾, 綠色汽車, 綠色房屋, 綠色書籍, 綠色餐廳........................
綠色行銷與社會關懷
via :
http://mayari.net/blog/?p=154
http://mayari.net/blog/?p=154
Like Organic Works Marketing does since 2001 launched by two woman in New York.
Or Robin Browne contributes his thoughts on social marketing at consciousimages.org.
Once more the USA is progressive and ahead our time. But the East is getting there too. Kind of sad I’m interested in Asian and European markets/cultures. Probably it still takes a while till this trend finally gets there. I know from experience that most Chinese are not too concerned abut their environment. I understand that. But I’m sad about it.
Or Robin Browne contributes his thoughts on social marketing at consciousimages.org.
Once more the USA is progressive and ahead our time. But the East is getting there too. Kind of sad I’m interested in Asian and European markets/cultures. Probably it still takes a while till this trend finally gets there. I know from experience that most Chinese are not too concerned abut their environment. I understand that. But I’m sad about it.
綠色行銷從一個特殊角度觀察, 是表達品牌社會關懷, 非常有效率的策略!
Marketing and Sustainability Steering Committee,
I recently joined a group called the Marketing and Sustainability Steering Committee, which is trying to come up with standards for green marketing in the UK. The UK Marketing Society asked me to me their delegate, which was nice.
On Friday, I met everyone else for the first time (kind of an eclectic mix of non-profits, academics, and agency people -- surprisingly I was the only one from the brand side). Someone in the group was talking about company transparency, and how reluctant many companies are to reveal their inner workings. The traditional approach is to concoct a persona via advertising and point to that instead.
Yet, more and more consumers seem to be looking for the company behind the curtain. They're no longer as swayed by the concocted brand image of advertising. Instead, they want to know who's behind the products they buy.
I found myself scribbling cartoons of Dorothy and Toto in the margins of my notes. I'm sure the guy next to me was wondering what was wrong with me. I hope I get asked back.
On Friday, I met everyone else for the first time (kind of an eclectic mix of non-profits, academics, and agency people -- surprisingly I was the only one from the brand side). Someone in the group was talking about company transparency, and how reluctant many companies are to reveal their inner workings. The traditional approach is to concoct a persona via advertising and point to that instead.
Yet, more and more consumers seem to be looking for the company behind the curtain. They're no longer as swayed by the concocted brand image of advertising. Instead, they want to know who's behind the products they buy.
I found myself scribbling cartoons of Dorothy and Toto in the margins of my notes. I'm sure the guy next to me was wondering what was wrong with me. I hope I get asked back.
是我個人認為英國綠色行銷部落格中, 視覺表達最棒的!
難怪美國舊金山知名品牌Method登陸歐洲（英國）, 找他負責行銷工作!
加拿大國家地理雜誌六月號〔環保專題〕
The June issue of Canadian Geographic is their annual 'environmental' issue, and it will be completely printed on paper made from wheat straw. They are the first magazine in North America to do that. They call the resulting paper the "wheat sheet." ::More
用麥桿做材料造的紙張, 是本專題的特色. 國內強調環保的印刷品強調〔再生紙〕之外, 似乎沒有選擇餘地.
綠色行銷有許多相關專業技術和不同的創意取向.
2008年5月16日 星期五
2008 Green Gap Survey
According to the 2008 Green Gap Survey, conducted by Cone LLC and The Boston College Center for Corporate Citizenship, almost four in 10 (39%) Americans are preferentially buying products they believe to be “environmentally friendly.” At the same time, almost half (48%) of the population erroneously believes a product marketed as “green” or “environmentally friendly” has a positive (i.e., beneficial) impact on the environment. Only 22 percent understand these terms more accurately describe products with less negative environmental impact than previous versions or competing products.
The coming backlash over green marketing
via :Seth Godin
via : Tumi
Micah points us to this campaign from Tumi Luggage. Buy some nylon luggage, they'll plant some trees (one tree? A bush? It's not clear how many trees per suitcase). It's entirely possible that Tumi's campaign is nothing short of generous, but as a consumer, it's awfully difficult to tell.
The easiest marketing promise to make is to say you'll do something green if people consume what you sell. That you'll support one green cause or another. No one is in charge of checking out your story, and my guess is that 90% of the time, it leads to a net negative--more landfill, more carbon, more waste.
〔買一個行李箱, 替你種一棵樹〕
但行李箱是塑膠製品!引起批評!
這是綠色行銷的困境, 要綠到甚麼程度?
2008年5月8日 星期四
Kate Flectcher 是英國有１５年經驗永續服飾設計師 應該是英國在該領域最頂尖的is a highly respected pioneer in the eco-fashion industry. She has worked on developing sustainability in fashion and textiles for over 15 years and has advised many of our favourite eco labels. As well as devoting time to her own research projects, 5 Ways, Demi, and The Perfect T-shirt, she has worked as a consultant to brands such as Marks & Spencer, People Tree and The Salvation Army. Most recently Kate has published her first book 'Sustainable Fashion and Textiles: Design Journeys',
綠色閱讀（１４）Common Wealth: Economics for a Crowded Planet
via : treehugger May 6,2008.
via :amazon.com Common Wealth: Economics for a Crowded Planet
The End of Poverty 作者Jeffrey D. Sachs今年三月推出新書Common Wealth: Economics for a Crowded Planet U2合唱團主唱 Bono大力推薦. 本書可以翻譯成〔新國富論〕, 主要談論經濟永續發展的四大議題. Sachs focuses on four challenges for the coming decades: heading off global warming and environmental destruction; stabilizing the world's population; ending extreme poverty; and breaking the political logjams that hinder global cooperation on these issues.
英國DK出版社從裡而外的綠化政策
via : springwise, 7 May,2008.
UK book publisher Dorling Kindersley has created an imprint that aims to ‘green’ an industry whose dependence on dead trees doesn’t necessarily make it an eco frontrunner. So far, four titles have been released under the company’s Made With Care brand. All deal with eco-aware topics such, including green baby care and organic gardening.
In keeping with their subject matter, Made With Care books are published in a strictly eco-friendly manner. The paper comes from forests certified to be managed in a sustainable fashion. The paper mill recycles 91 percent of the water it uses, and the books are printed—using non-petroleum-based inks—at a plant that has cut its carbon emissions by more than half and produces its own electricity. Combined, the efforts contribute to the books’ perceived value. Other companies tout their own efforts to become carbon neutral or describe the greening of their supply chains in detail. But DK personifies that message by making it an integral part of this product line.
And therein lies a lesson for entrepreneurs: make sure that your environmental strategy isn’t just fodder for press releases, but is embodied and projected by the products you sell. For in-depth coverage of three leading trends for taking an even greener approach to business, check out trendwatching.com’s free briefing on eco-iconic, eco-embedded & eco-boosters.
Website: www.dorlingkindersley-uk.co.uk/static/html/features/madewithcareContact: www.dorlingkindersley-uk.co.uk/static
In keeping with their subject matter, Made With Care books are published in a strictly eco-friendly manner. The paper comes from forests certified to be managed in a sustainable fashion. The paper mill recycles 91 percent of the water it uses, and the books are printed—using non-petroleum-based inks—at a plant that has cut its carbon emissions by more than half and produces its own electricity. Combined, the efforts contribute to the books’ perceived value. Other companies tout their own efforts to become carbon neutral or describe the greening of their supply chains in detail. But DK personifies that message by making it an integral part of this product line.
And therein lies a lesson for entrepreneurs: make sure that your environmental strategy isn’t just fodder for press releases, but is embodied and projected by the products you sell. For in-depth coverage of three leading trends for taking an even greener approach to business, check out trendwatching.com’s free briefing on eco-iconic, eco-embedded & eco-boosters.
Website: www.dorlingkindersley-uk.co.uk/static/html/features/madewithcareContact: www.dorlingkindersley-uk.co.uk/static
2008年5月6日 星期二
品牌觀察（１７）：Linda Loudermilk
創造Luxury Eco字眼的服裝設計師Linda Loudermilk不僅享譽服裝界. 更籌組非營利事業 The Loudermilk Institue of Sustainability替客戶做有環保概念的產品設計（不只做服飾設計）.
Eco-Iconic專題報導
Via : Trendwatching,May 2008.
May/June 2008 We briefly introduced ECO-ICONIC earlier this year in our '8 trends for 2008' briefing: time now for a more comprehensive take on how the branding of eco-goods and services is about to enter a new phase... Oh, and we’re throwing in ECO-EMBEDDED and ECO-BOOSTERS, too. Yes, it’s a lot, but you can readily apply all of these examples and insights to your own business and brand today. Enjoy!
Cleaning In an ECO-ICONIC world, visibility counts, for big and small products alike. Which, in the case of cleaning products, means exposure will start the moment others check out your shopping basket or cart. Will that bottle of washing-up liquid scream 'green!'? Some examples:
New-Zealand-based Beauty Engineered Forever produces a range of environmentally-friendly household cleaning products from natural ingredients and essential oils that are not harmful to the environment and safe for consumers. The packaging has been designed to connect with the customer on a personal level with playful and cheeky pick-up lines, such as “I’ll do your dirty work” and “I’ll make it all white.” And yes, it’s different enough to be easily recognizable to visitors of one’s kitchen ;-)
Belgium-based Ecover makes a range of domestic and professional cleaning products like washing-up liquid, laundry detergents and bleach. As a matter of policy, all ingredients are from renewable sources and of the "highest possible biodegradability."
Daub & Bauble hand wash, hand lotion and dish detergent comes in three scents: Sorrento Lemon & Ginger, Mission Fig & Thyme and Tarocco Orange & Clove. Packaging features limited-edition patterns designed by Wink (of Target, Macy’s, American Eagle Outfitters and The Limited fame, among others). Daub & Bauble products use only natural ingredients and the bottles are fully recyclable. Prices: between USD 8 and 10. Tagline: “Aesthetics with Ethics.”
And no, we didn't forget about Method, which was started in 1999 and whose eco cleaning products line now extends to laundry, specialty surfaces, dish, hand & body wash and all-purpose cleaners. Method’s very recognizable design makes it the leader in ECO-ICONIC cleaning.
New-Zealand-based Beauty Engineered Forever produces a range of environmentally-friendly household cleaning products from natural ingredients and essential oils that are not harmful to the environment and safe for consumers. The packaging has been designed to connect with the customer on a personal level with playful and cheeky pick-up lines, such as “I’ll do your dirty work” and “I’ll make it all white.” And yes, it’s different enough to be easily recognizable to visitors of one’s kitchen ;-)
Belgium-based Ecover makes a range of domestic and professional cleaning products like washing-up liquid, laundry detergents and bleach. As a matter of policy, all ingredients are from renewable sources and of the "highest possible biodegradability."
Daub & Bauble hand wash, hand lotion and dish detergent comes in three scents: Sorrento Lemon & Ginger, Mission Fig & Thyme and Tarocco Orange & Clove. Packaging features limited-edition patterns designed by Wink (of Target, Macy’s, American Eagle Outfitters and The Limited fame, among others). Daub & Bauble products use only natural ingredients and the bottles are fully recyclable. Prices: between USD 8 and 10. Tagline: “Aesthetics with Ethics.”
And no, we didn't forget about Method, which was started in 1999 and whose eco cleaning products line now extends to laundry, specialty surfaces, dish, hand & body wash and all-purpose cleaners. Method’s very recognizable design makes it the leader in ECO-ICONIC cleaning.
這個趨勢研究機構年初的年度八大預測 '8 trends for 2008' 就提到Eco-Iconic, 五月又提出更深入的Eco-Iconic專題分析. 無毒清潔劑所提實例四個包括之前不斷提及的Ecover, Method. 有關包包和鞋子的分析很棒, 今天下午兩點要向一個想做網路服飾品牌客戶提案, 很優有參考價值.
Bags and shoes Enough automotive. What could be more visible than the stuff consumers wear or carry, day in, day out? There are plenty of ECO-ICONIC opportunities in the world of haute couture and fast fashion. Check out:
Ecoist's bags are made from misprinted or discontinued snack bags, pull tabs and candy wrappers. Material that would otherwise end up in landfills is folded into straps and woven into bags and clutches by Mexican artisans and Brazilian women’s cooperatives. Yup, it's been around for a while but it's one of those eco-conversation starters that should provide you with inspiration even if you don't work in fashion.
Adidas Originals’ eco collection—the Grün Collection—offers a range of products, including classic silhouettes like the Forum basketball sneaker and the ZX 500 runner, all made from recycled and natural materials. More importantly, the earth tones and fabrics get the message across to other eco-conscious sneaker freaks.
And one more shoe example, to illustrate a missed opportunity: in February Nike introduced its Trash Talk shoes. From the sole to the shoelaces, this shoe is produced not only from ‘environmentally preferred’ materials but also recycled waste, with much of the latter coming from Nike’s own production facilities—scraps that would otherwise have been discarded. It’s a great idea, but the shoes don’t exactly tout their eco-credentials, looking too much like Nike’s other shoes. Same for Nike’s eco-friendly Considered line. Pity.
Clean DIY power Not only is consumer-generated solar and wind power ‘hot’, it can also be a very visible, iconic activity. Hey, personal windmills or solar panels are the new green accessory ;-) Learn from:
First, more bags: made of Bavarian leather, Noon Solar’s Corland Solar Powered Bag incorporates a flexible solar panel into the body of each bag, which allows for charging a cell phone or iPod. Collecting energy with the bag is simple. The bag can be placed in a window with the panel facing towards the sun at work, home, at a café, or while walking/biking around town. Even on cloudy or rainy days, energy is collected through the UV light of the sun. The battery pack has a green indicator that lights up when it's charging. The current Fall 2008 collection of the Corland Solar bag retails for USD 383, but is already sold out. Other solar bags from Noon Solar are the Willow (USD 274) and the Logan (USD 412). Check out these other solar bag makers, too: Reware, Eclipse, Picard and Voltaic.
Italian design house Zegna created the ZegnaSport Solar Jacket with built-in solar cells in its collar to charge the wearer’s iPod and mobile phone. The electricity is transferred via conducting textile cables to a small Li-ion storage battery, or directly to a device.
Ecoist's bags are made from misprinted or discontinued snack bags, pull tabs and candy wrappers. Material that would otherwise end up in landfills is folded into straps and woven into bags and clutches by Mexican artisans and Brazilian women’s cooperatives. Yup, it's been around for a while but it's one of those eco-conversation starters that should provide you with inspiration even if you don't work in fashion.
Adidas Originals’ eco collection—the Grün Collection—offers a range of products, including classic silhouettes like the Forum basketball sneaker and the ZX 500 runner, all made from recycled and natural materials. More importantly, the earth tones and fabrics get the message across to other eco-conscious sneaker freaks.
And one more shoe example, to illustrate a missed opportunity: in February Nike introduced its Trash Talk shoes. From the sole to the shoelaces, this shoe is produced not only from ‘environmentally preferred’ materials but also recycled waste, with much of the latter coming from Nike’s own production facilities—scraps that would otherwise have been discarded. It’s a great idea, but the shoes don’t exactly tout their eco-credentials, looking too much like Nike’s other shoes. Same for Nike’s eco-friendly Considered line. Pity.
Clean DIY power Not only is consumer-generated solar and wind power ‘hot’, it can also be a very visible, iconic activity. Hey, personal windmills or solar panels are the new green accessory ;-) Learn from:
First, more bags: made of Bavarian leather, Noon Solar’s Corland Solar Powered Bag incorporates a flexible solar panel into the body of each bag, which allows for charging a cell phone or iPod. Collecting energy with the bag is simple. The bag can be placed in a window with the panel facing towards the sun at work, home, at a café, or while walking/biking around town. Even on cloudy or rainy days, energy is collected through the UV light of the sun. The battery pack has a green indicator that lights up when it's charging. The current Fall 2008 collection of the Corland Solar bag retails for USD 383, but is already sold out. Other solar bags from Noon Solar are the Willow (USD 274) and the Logan (USD 412). Check out these other solar bag makers, too: Reware, Eclipse, Picard and Voltaic.
Italian design house Zegna created the ZegnaSport Solar Jacket with built-in solar cells in its collar to charge the wearer’s iPod and mobile phone. The electricity is transferred via conducting textile cables to a small Li-ion storage battery, or directly to a device.
2008年5月3日 星期六
拯救地球十大方式
via : Neewsweek, May 5, 2008.
1. Zero waste: Recycling paper, plastic and aluminum is a start, but, oh, so 20th century.
2. LED light bulbs: Never mind the cliché, they really might be a better idea.
3. Greener fairways: Not all golf courses are bad for the environment.
4. Kite sails: The world's oldest form of propulsion may soon return to shipping.
5. Plastic solar cells: Lightweight and inexpensive, they could be very practical.
6. Climate counts: You can vote with your dollars to support green companies.
Gary Hirshberg is constantly looking for ways to make his organic-yogurt company, Stonyfield Farm, even cleaner. He uses no toxic chemicals, has the largest solar array in New Hampshire and converts yogurt waste into a bio-gas that can be burned rather than turning it into sludge. Now Hirshberg is encouraging others to follow his lead.
Last year he launched a nonprofit and Web site called ClimateCounts.org to rank major corporations, from PepsiCo to Microsoft, on the basis of 22 criteria, including measuring their carbon footprint, reducing emissions and supporting progressive climate legislation. The scores, updated annually, are revealing. Stonyfield Farm itself rated only 63 out of a possible 100 points—and it was one of the top scorers. Apple Inc., despite its hip image, pulled a grade of just 2. "We all have a long way to go," says Hirshberg. But he hopes that consumers will put their dollars behind companies that are trying hard to help the environment. "We have to stop treating the Earth as if it were a wholly-owned subsidiary of our economy," he says.
Last year he launched a nonprofit and Web site called ClimateCounts.org to rank major corporations, from PepsiCo to Microsoft, on the basis of 22 criteria, including measuring their carbon footprint, reducing emissions and supporting progressive climate legislation. The scores, updated annually, are revealing. Stonyfield Farm itself rated only 63 out of a possible 100 points—and it was one of the top scorers. Apple Inc., despite its hip image, pulled a grade of just 2. "We all have a long way to go," says Hirshberg. But he hopes that consumers will put their dollars behind companies that are trying hard to help the environment. "We have to stop treating the Earth as if it were a wholly-owned subsidiary of our economy," he says.
7. The Aptera: A funky new hybrid-electric car gets 300 miles per gallon of gas.
8. Stoves for the masses: Inefficient cooking methods are not a trivial problem.
9. New roots for old crops: Perennials could have advantages over annuals.
10. Democratize green: Ecofriendly products need to go mainstream.
As long as green products are the exclusive domain of the wealthy, the benefits will be limited. That's why Adam Werbach, global CEO for Saatchi & Saatchi S, is working with major corporations to green their mainstream brands. Take Tide Coldwater, which is formulated to wash clothes best in, well, cold water. "It's a breakthrough product," says Werbach. "If everyone changed from washing laundry in hot water to cold, that alone would meet nearly 8 percent of the United States' Kyoto targets"—that is, if we'd actually signed the protocol.
© 2008
© 2008
Lusury Green
Via : Newsweek, May 5,2008.
It takes more than a few solar panels to be at the cutting edge of green living. Architect Norman Foster's Santa Giulia complex, now under construction in southeastern Milan, is part of a new wave of "sustainable architecture" that is turning green a luxury. Foster's 120 square hectare "city within a city" will have classic energy savers like solar panels and heat pumps, and it will use "co-generation" technology in which heat emitted as a by-product of electricity generation is used to warm the building. But Foster has also looked at the big picture, forming the structural layout into a spiral shape around the private park, channeling air currents to allow breezy ventilation—and cutting out the need for air-conditioning—even during Italy's humid summers. Foster will spend €2 billion on the project, and each apartment will go on sale for an average of €1.7 million. "If you want to save the planet, you have to think about how we live in cities," says Stefan Behling, senior partner and sustainability expert at Foster & s. "You have to think, 'how do you get people to live and work together and leave the minimum CO 2 footprint?'" Santa Giulia, due for completion in 2010, offers a convincing answer.
Luxury green resorts are a sign of how much climate change has entered the public consciousness. According to the Commission for Architecture and the Built Environment in London, nine out of 10 British buyers want to live in an environmentally friendly home and are willing pay extra for it. The response from architects? Concepts like air-conditioning that automatically switches itself off when a window opens (an idea that also saves money) and heating systems that use the surrounding soil to shift temperatures into the ideal comfort zone. Being able to afford—and show off—an environmental aesthetic has become more popular these days.
Even if buyers' motivations are superficial, the investment in the kind of green technologies used in the Fosters complex can make a difference. Half of world-energy consumption goes to buildings and the electricity, lighting and air-conditioning it takes to run them, and another 25 percent goes to transport. Santa Giulia, slated for completion by 2010, will not only offer its 60,000 inhabitants housing kitted out with the latest energy-saving devices, but also schools, churches, retail space and public transport links to the rest of Milan within walking distance. This mixing of activities is key to having a light environmental impact, says Behling. "If you develop new pieces of city," he says, "it's extremely important to have them at a high density, so a lot of people are living and staying all in the same place." When designing Santa Giulia, Foster & s had the option to spread it out more (think American-style suburban sprawl) but chose instead to make the neighborhood compact. Maybe eventually such green architecture can convince Americans to get out of their 4X4s and take the bus.
NormanFoster 絕對是環保律建築頂尖傑出建築師
It takes more than a few solar panels to be at the cutting edge of green living. Architect Norman Foster's Santa Giulia complex, now under construction in southeastern Milan, is part of a new wave of "sustainable architecture" that is turning green a luxury. Foster's 120 square hectare "city within a city" will have classic energy savers like solar panels and heat pumps, and it will use "co-generation" technology in which heat emitted as a by-product of electricity generation is used to warm the building. But Foster has also looked at the big picture, forming the structural layout into a spiral shape around the private park, channeling air currents to allow breezy ventilation—and cutting out the need for air-conditioning—even during Italy's humid summers. Foster will spend €2 billion on the project, and each apartment will go on sale for an average of €1.7 million. "If you want to save the planet, you have to think about how we live in cities," says Stefan Behling, senior partner and sustainability expert at Foster & s. "You have to think, 'how do you get people to live and work together and leave the minimum CO 2 footprint?'" Santa Giulia, due for completion in 2010, offers a convincing answer.
Luxury green resorts are a sign of how much climate change has entered the public consciousness. According to the Commission for Architecture and the Built Environment in London, nine out of 10 British buyers want to live in an environmentally friendly home and are willing pay extra for it. The response from architects? Concepts like air-conditioning that automatically switches itself off when a window opens (an idea that also saves money) and heating systems that use the surrounding soil to shift temperatures into the ideal comfort zone. Being able to afford—and show off—an environmental aesthetic has become more popular these days.
Even if buyers' motivations are superficial, the investment in the kind of green technologies used in the Fosters complex can make a difference. Half of world-energy consumption goes to buildings and the electricity, lighting and air-conditioning it takes to run them, and another 25 percent goes to transport. Santa Giulia, slated for completion by 2010, will not only offer its 60,000 inhabitants housing kitted out with the latest energy-saving devices, but also schools, churches, retail space and public transport links to the rest of Milan within walking distance. This mixing of activities is key to having a light environmental impact, says Behling. "If you develop new pieces of city," he says, "it's extremely important to have them at a high density, so a lot of people are living and staying all in the same place." When designing Santa Giulia, Foster & s had the option to spread it out more (think American-style suburban sprawl) but chose instead to make the neighborhood compact. Maybe eventually such green architecture can convince Americans to get out of their 4X4s and take the bus.
NormanFoster 絕對是環保律建築頂尖傑出建築師
The winners of the 2008 Soil Association Awards
via :Soil Association Awards
Under surprises: best organic textile product Beaumont Organic which is a new, gorgeous, line of organic cotton clothing. It looks simple, elegant and very sophisticated. Made in a small factory in Portugal, with cotton from certified organic farmers and transported by truck to the UK, the company was started this year by a young woman who used to work in the fashion industry. She donates 1% of her profits to a school in Fiji where she taught formerly.
Winner of the Best New Organic Food ProductThe Booja Booja Company – Fresh Raw Sugar Free TrufflesRunners up: Bacheldre Watermill – Oak Smoked Strong Malted Blend Flour, Essential Trading – Fairtrade Organic Chocolate Spreads
Winner of the Best Organic Restaurant:The Duke of Cambridge, IslingtonRunners up: ODE Restaurant, Teignmouth, Grassroots Café, Glasgow
Winner of the Best Organic Textile Product:Beaumont OrganicRunners up: Fair Deal Trading & Community Foods with their Etheltic Trainer, Hankettes with their Box of 8 Handkerchiefs, Shetland Organic Producers Group with their Handknit Fair Isle Ladies Jumper and Cardigan Ensemble
Winner of the Best Organic Babycare Product:Eselle Organics Baby Bottom BalmRunners up: Balm Balm, Baby Balm, Bamford, Baby Balm
Winner of the Best Organic Facial Skincare Product:Neal’s Yard Remedies White Tea Enriching Facial MaskRunners up: Beyond Organic Skin Care with their Detoxifying Cleanser & Regenerating Night Cream, Lucy Russell Organics with their Cleansing Balm, Miessence with their Rose Monsoon Hydrating Mist & Facial Serum, Saaf Pure Skincare with their Hydrating Face & Lip Balm
Winner of the Best Organic Bodycare product:Origins Body Pampering Massage OilRunners up: Ecosoapia, Hand & Body Wash, Eselle Organics, Body Mousse
Winner of the Soil Association Best Small Shop:Growing With GraceRunners up: Sheepdrove Organic Farm, Bristol, Mill Farm Organic, HampshireWinner of the Soil Association Best Large Shop:Infinity Foods Shop & BakeryRunners up: Olivers Wholefoods, Richmond, The Better Food Company, Bristol
Winner of the Soil Association Best Internet/Delivery Service:Abel & ColeRunners up: Graig Farm Organics, Howies, Riverford Organic Vegetables For more details, read the press release:» Winners announced: Soil Association Organic Awards recognising innovation, business leadership and commitment to the organic industry
Organic Industry Awards
The Soil Association is proud to be co-hosting Organic Industry Awards, with Natural Products magazine, at this year’s Natural and Organic Products Europe show. These awards have become the benchmark for excellence and set the standard for innovation, quality and commitment within the booming organic health and beauty industry. Winners achieve immense kudos and industry respect, as well as gaining huge competitive advantage from displaying the winning logo on their products. The deadline for entries has passed.
Organic Industry Awards
The Soil Association is proud to be co-hosting Organic Industry Awards, with Natural Products magazine, at this year’s Natural and Organic Products Europe show. These awards have become the benchmark for excellence and set the standard for innovation, quality and commitment within the booming organic health and beauty industry. Winners achieve immense kudos and industry respect, as well as gaining huge competitive advantage from displaying the winning logo on their products. The deadline for entries has passed.
Marketers, Not Consumers, Need Environmental Education
via : Adage, April 28,2008.
The FTC is finally trying to do something about this, stepping into the greenwashing debate for the first time since it published its actually-rather-useful "Guides for the Use of Environmental Marketing Claims" in 1992. The agency held a green-marketing workshop earlier this year, aimed mainly at asking whether it's possible to quantify things such as carbon neutrality, and it's set to hold another April 30. It may follow these workshops by updating its guidelines. Very few agencies, marketers or media owners attended the first workshop, and only a few more are slated to be at the second one.
The 4A's, ANA and AAF are being represented at the hearings by Ronald Urbach of law firm Davis & Gilbert. What does he think is at stake here? "If the guidelines are too stringent, it can crush [green] product innovation," he said. "And if consumers aren't getting it and are left confused by what all the different terms and messages mean, regulation could happen." The point is that the marketing world needs to educate itself in the basics of environmentalism. There are now hundreds of people who say they can market my green product -- but few who could tell me if buying carbon offsets will allow me to legitimately claim carbon neutrality, or whether that 30%-less-plastic water bottle is actually an "eco bottle." Put another way: Does the marketing world care enough to actually know what it's talking about, or just enough to hang out a recycled shingle and make a quick buck? At the moment, it still looks a lot like the latter.
對廣告主的溝通與教育是關鍵點
The FTC is finally trying to do something about this, stepping into the greenwashing debate for the first time since it published its actually-rather-useful "Guides for the Use of Environmental Marketing Claims" in 1992. The agency held a green-marketing workshop earlier this year, aimed mainly at asking whether it's possible to quantify things such as carbon neutrality, and it's set to hold another April 30. It may follow these workshops by updating its guidelines. Very few agencies, marketers or media owners attended the first workshop, and only a few more are slated to be at the second one.
The 4A's, ANA and AAF are being represented at the hearings by Ronald Urbach of law firm Davis & Gilbert. What does he think is at stake here? "If the guidelines are too stringent, it can crush [green] product innovation," he said. "And if consumers aren't getting it and are left confused by what all the different terms and messages mean, regulation could happen." The point is that the marketing world needs to educate itself in the basics of environmentalism. There are now hundreds of people who say they can market my green product -- but few who could tell me if buying carbon offsets will allow me to legitimately claim carbon neutrality, or whether that 30%-less-plastic water bottle is actually an "eco bottle." Put another way: Does the marketing world care enough to actually know what it's talking about, or just enough to hang out a recycled shingle and make a quick buck? At the moment, it still looks a lot like the latter.
對廣告主的溝通與教育是關鍵點
2008年5月2日 星期五
自備筷子運動B.Y.C.O.
VIA : treehugger,May 1,2008.
Ironic that the Japanese originally started making those flimsy, break-apart disposable wooden chopsticks as a good way to deal with wood scraps. Now the nation goes through 24 billion pairs per year - 63 million pairs discarded per day. If you're really thrifty you can glue them together into a chopstick canoe.
Otherwise there's a growing trend in Tokyo and other cities to B.Y.O.C - bring your own pair of personal "hashi" or chopsticks. Now the Marche restaurant group is offering a reward system for people who bring their own - one point for each restaurant visit where you BYOC - 10 points equals a 500 yen ($5) discount on a meal. There's even a "chopstick keep" system where regular customers can store their chopsticks (they'll wash them) at the restaurant. A popular lunch buffet called Yokohama Cruise Cruise is giving a 300 yen discount on their 2100 yen ($20) buffet price for BYOC customers. Of course, you've got to have a pair to carry - here's a pair of rice-based biomass and polypropelene plastic chopsticks. Via CScout Japan
See also: Carry On Eating: Bring Your Own Chopsticksand Bring Your Own Chopstick Movement Gains Traction In Asia
Otherwise there's a growing trend in Tokyo and other cities to B.Y.O.C - bring your own pair of personal "hashi" or chopsticks. Now the Marche restaurant group is offering a reward system for people who bring their own - one point for each restaurant visit where you BYOC - 10 points equals a 500 yen ($5) discount on a meal. There's even a "chopstick keep" system where regular customers can store their chopsticks (they'll wash them) at the restaurant. A popular lunch buffet called Yokohama Cruise Cruise is giving a 300 yen discount on their 2100 yen ($20) buffet price for BYOC customers. Of course, you've got to have a pair to carry - here's a pair of rice-based biomass and polypropelene plastic chopsticks. Via CScout Japan
See also: Carry On Eating: Bring Your Own Chopsticksand Bring Your Own Chopstick Movement Gains Traction In Asia
有機化妝品大控訴
Dr. Bronner's Magic Soaps filed a lawsuit on Monday accusing several popular cosmetic manufacturers of deceptive marketing. Filed in San Francisco Superior Court, the lawsuit targets brands such as Estee Lauder, Kiss My Face, Hain Celestial, and Stella McCartney America, several of which are members of OASIS, a new but controversial organic beauty label.
In the lawsuit, the good doctor charges the firms of false advertising by labeling their lotions and soaps "organic," even though they contain relatively little organic material, comprise synthetic chemicals, and use petrochemicals in processing.
"This is the corrosive marketing of the cosmetics industry that hollowed out the meaning of 'natural' and now is doing the same with 'organic'," David Bronner, president of the 60-year-old company, tells the San Francisco Chronicle. ::San Francisco Chronicle
In the lawsuit, the good doctor charges the firms of false advertising by labeling their lotions and soaps "organic," even though they contain relatively little organic material, comprise synthetic chemicals, and use petrochemicals in processing.
"This is the corrosive marketing of the cosmetics industry that hollowed out the meaning of 'natural' and now is doing the same with 'organic'," David Bronner, president of the 60-year-old company, tells the San Francisco Chronicle. ::San Francisco Chronicle
Dr. Bronner's Magic Soap 起緣自150年前德國的猶太人肥皂品牌, 二戰後移民美國創立的品牌.
2003獲有機認證, 2007獲公平交易Fair Trade認證, 拍記錄片做行銷. 今年慶祝六十週年, 向大品牌提出法律訴訟, 指控各大品牌不實標示和廣告, 作風勇敢！
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