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Events
October 6-7, 2010 - Hearst Tower, NY
For 25% discount, enter "The Daily Green" as discount code!
Recommended Reading
NEW books and articles that have provoked conversations for Coalition members.
Joseph Fiksel (2009) Design for Environment draws on the experiences of numerous major corporations in offering a business rationale for developing sustainable products and processes.
Janine M. Benyus (2002) Benyus introduces us to pioneering engineers making technological breakthroughs by uncovering and copying nature’s hidden marvels.
Adam Webach (2009) Werbach mixes advice and analysis of changing business climate with success stories featuring large companies such as Wal-Mart and Xerox that have realized profits through energy efficiency and other sustainability strategies.
Joel Makower (2008) The book provides a comprehensive and realistic look at both opportunities and challenges, and shows how leadership companies are finding their way in the green economy, while their competitors struggle.
Laura Mazur and Louella Miles (2009) The book’s contributors provide the information businesses need when considering how to change in a green direction. The end result is an illuminating insight into both general views on sustainability as well as good and bad business decisions made in the search for sustainability.
Ray Anderson (2009) Ray Anderson, founder of Interface, the world’s largest manufacturer of commercial and residential carpet and fabric, is well known in environmental circles for his advanced and progressive stance on industrial ecology and sustainability.
Christiane Katharina Murr, VDM Verlag Dr. Mueller (2008) New approaches for a possible Implementation of sustainability in marketing.
Did you know?
Approximately 72% of procurement professionals across a broad range of sectors in the U.S. and Canada indicated that their organization has implemented either a formal or informal “green purchasing policy," according to the 2009 Summary Report from EcoMarkets™.
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One tree makes 16.67 reams or about 8,333 sheets of copy paper, according to the Oracle Document Management Green Calculator. Save 6% of a tree for each ream of 100% recycled paper you use.
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According to the 2009 Cone Consumer Environmental Survey (Boston, MA), 70% of American consumers pay attention to what companies are doing regarding the environment today, even if they cannot buy until the future.
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It Takes A Village - by Jane Tabachnick
This article was originally posted on MediaPostBlogs on November 25, 2009 and is reproduced here with her permission.
Green marketing is no longer solely the responsibility of the marketing department. Successful marketing actually depends on, well, the new marketing team; the members of that team however, may surprise you.
As businesses embrace a sustainable model, they move from a shareholder to a stakeholder focus; the latter is a more diverse group, and its members are participants in receiving and transmitting your messaging. That is really good news when done properly; it can be detrimental for an organization that doesn’t get it right.
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Is it “green marketing” or is it “marketing green”?
Author: Gail Nickel-Kailing
Managing Director, Business Strategies Etc.
www.business-strategies-etc.com
In the larger scheme of things, marketing is set of activities, functions, and processes for creating and communicating products and services that deliver value for customers, clients, and partners. Unfortunately, for many companies, “green marketing” has become a label that describes the way they tout their sustainability efforts and flaunt the responsibility of their products and practices.
Perhaps we should consider using the term “marketing green” to more realistically describe how marketing practices are applied to not only improving the environmental and social performance of products and services, but also to communicating those values and impacts.
By moving from green marketing to marketing green companies can also avoid “green washing,” A quick check of Wikipedia gives us this excellent definition of “green washing;”
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Green Marketing Strategy - Network with Your Peers
My name is Shawn Asselin and I’m the Sales Manager for Data-Mail.
GMC: We’re finding companies are implementing a wide range of green initiatives, from alternative energy resources to subsidized public transit use by employees to sophisticated recycling/reuse programs. What are some of the green initiatives you have implemented in your company?
SA: Well, Gail, first let me begin by thanking you for the opportunity to speak to you today on behalf of my colleagues at Data-Mail. You know, we’re proud to be a founding member of the Green Marketing Coalition and we’re a strong supporter of green initiatives in our industry. We consider ourselves to be a leader in the direct mail, print, and production industry. We employ about 800 people in the Hartford Connecticut area, and mail about 5 million pieces of mail a day.
We believe we’re very proactive and proud to be innovative on various green initiatives internally. You know, for example, in our print department, 100 percent of the energy used comes from renewable sources. The monitors that we use for pre-press department are low energy and we have a robust recycling program that recycles not only our print and trim waste but also office waste as well, including print toner cartridges.
We have U.S. Post Offices on-site in our facilities, where we sort and group the mail, which helps reduce trucking and lowers our carbon footprint. We’ve invested heavily in commingling equipment this past year, which reduces our clients’ postage costs by sorting and shipping the mail for various customers together by common Zip codes thus requiring less trucking also.
We’ve also recently converted the lighting in our production facilities to high-efficiency devices with motion activators and we now produce materials in-house such as marketing membership cards for direct mail, which were previously purchased on the outside from a vendor in Chicago which required multiple shipments per order to deliver to us on the East Coast.
GMC: Are you finding your customers are asking you for more sustainable choices for their direct marketing projects? For instance, papers with higher post consumer waste (PCW) content or vegetable-based inks?
Other Interesting News, Web Sites and More
Green Marketing Strategy: Balance the Use of Online and Off-line Media
The story of sustainable media is a bad news/good news story. The bad news is that the public’s concern about our forests and the environment is justified. The good news is that the solution lies in rethinking our use of pages and pixels to learn, collaborate, communicate, and make informed media supply chain choices.
Listen to an interview of Don Carli, a senior research fellow at the Institute for Sustainable Communication, by Gail Nickel-Kailing, Managing Director of Business Strategies Etc., and contributor to Green Marketing Coalition.
To give you a “sneak preview,” here are the questions they discuss:
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We’re being bombarded, everyday, with catch phrases like “think about the environment before printing this email,” or “switching to e-billing saves trees.” Is the use of digital media really saving trees? |
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Could you talk more about the public’s concern about the environment and our forests as a significant problem? How paper and online media contribute to that problem? |
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You’ve used a term called “gray energy” when you talk about electricity and coal-fired power. Please explain that more fully. |
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We have people who believe pretty firmly that the use of paper should be reduced or eliminated. What happens if we eliminate print? |
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We really can rethink the whole process. Where do you see this use of paper and pixels going forward? Where do you see this new way of communicating going? |
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