Timberland Tires: A Brand With An End Game in Mind

4 11 2014

Timberland’s partnership with Omni United will create co-branded automotive tires specifically designed to be recycled into footwear outsoles when their road journey is complete.

 

 

Timberland Tires

According to a joint press announcement, Timberland and Omni United first conceived this partnership three years ago, when sustainability leaders from both brands came together to address a longstanding shared concern. The tire and footwear industries are two of the largest users of virgin rubber. The majority of tires on the market today have a limited life span; ecologically-sound disposal at the end of that life span presents yet another challenge.

In a statement, Stewart Whitney, president of Timberland said,  “Our partnership with Omni United marks a new day for the tire and footwear industries.  An outdoor lifestyle brand and an automotive industry leader may, at first blush, seem unlikely partners – yet our shared values have given birth to tires that express a lifestyle, deliver performance and safety, and prove that sustainability can be so much more than a theory. It’s this kind of cross-industry collaboration that’s fueling real change and innovation in the marketplace.”

G.S. Sareen, president and CEO of Omni United said,  “Omni United and Timberland are taking an entirely different view of sustainability by designing Timberland Tires for a second life from the outset. That is one of the reasons why establishing a take-back and recycling program before the first tire is sold – and choosing an appropriate rubber formulation for recycling the tires into footwear – is so critical.  Our intent is to capture every worn Timberland Tire and recycle it for a second life, so none is used as fuel or ends up in a landfill.”

To bring the tire-to-shoe continuum to life, Timberland and Omni United have established an industry-first tire return/chain of custody process, to ensure the tires go directly to dedicated North American recycling facilities to begin their path toward a second life as part of a Timberland® product. Key steps include:

  • Tire retailers will set aside used Timberland Tires for recycling after consumers purchase new tires to replace their worn out tires.
  • Omni United is partnering with Liberty Tire Recycling and its network of tire collection and recycling firms to sort and segregate the Timberland Tires at the companies’ facilities.
  • The used tires will be shipped to a North American tire recycling facility where they will be recycled into crumb rubber.
  • The crumb rubber will be processed further into sheet rubber for shipment to Timberland outsole manufacturers.
  • The rubber will be mixed into a Timberland-approved compound for outsoles that will ultimately be incorporated into Timberland® boots and shoes. This blended compound will meet the company’s exacting standards for quality and performance, as well as its stringent compliance standards.

Timberland Tires will be sold initially in the United States at leading national and regional tire retailers, as well as online through a state-of-the-art e-commerce platform.

For more information about Timberland Tires, visit www.timberlandtires.com.





Cause Driven Social Campaigns More Effective Than Brand Stories.

21 10 2014

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New research released in London this week points to the effectiveness of cause driven social campaigns activated by brands – showing superior business results than traditional brand communication stories, especially in social media.

In the report, Seriously Social by marketing consultant Peter Field, research indicates that not only were cause-driven campaigns better at delivering business effects — they also generated greater numbers of brand effects once the non-profits were removed from the equation.

Field analysed case studies from the Warc Prize for Social Strategy – a global competition for examples of social ideas that drive business results – defined social strategy as any activity designed to generate participation, conversation, sharing or advocacy.

“Cause-driven campaigns are more strongly associated with business effects,” Field stated, a finding that became even clearer when stripping non-profit campaigns out of the calculation.

Field was able to compare the impact of campaigns that associated a brand with a good cause, with the impact of those that built a story around a brand.
He found that media usage for cause-driven campaigns was more strongly focused on online, WOM/earned media and traditional advertising channels (excluding TV). Brand story campaigns, in contrast, made wider use of media channels and, as they were more likely to be short-term campaigns, included much more activation.

These patterns had an impact on subsequent effectiveness.  The business effectiveness of cause driven-campaigns was found to increase markedly over time, whereas that of brand story campaigns did not.

“Again, this is a reflection of the short-term outlook of the latter group,” Field said, who suggested that conclusions about effectiveness drawn over a period of less than six months would underplay the true strength of cause-driven campaigns.

Source:  WARC





86% of Americans Expect Food and Beverage Brands To Actively Help Recycle Their Packaging.

12 11 2013

Recycling-binsAn overwhelming majority of Americans want brands to get engaged in creating and implementing recycling programs, according to a new survey of 1000 adults by the Carton Council of North America (CCNA).

In a statement, Jason Pelz, VP of environment at Tetra Pak North America, and VP of recycling projects for the CCNA  said, “First and foremost, this survey reiterates the importance of including a recycling message on product packaging.  In an increasingly competitive and green‑minded climate, consumers are revealing they expect food and beverage brands to actively help increase the recycling of their packages.”

U.S. consumers also indicated that they look first to the products they purchase for environmental information, ahead of other resources, with the vast majority (76 percent) consulting a product’s packaging to learn if a package is recyclable, followed by the product’s company website (33 percent) and the consumer’s city website (26 percent).

Importantly, 45% say their loyalty to food and beverage brands would be impacted by that brand’s engagement with environmental causes.

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The Carton Council is leading a national effort to increase access to carton recycling in the U.S. In 2009, 21 million U.S. households had access to carton recycling in 26 states. Now, 52.5 million households in 45 states can recycle cartons, a 150 percent increase that includes 64 of the nation’s top 100 cities. Food and beverage brands that use cartons for their products are encouraged to join this effort, especially in helping promote carton recycling to their customers. CCNA can provide companies with tools to inform their customers — from the first step, which is adding the recycling logo to packages and recycling information on their websites, to an extensive list of possibilities beyond that.





Cone: Green Gap Shows Actions Don’t Align With Intent

6 04 2013

Green-Question-300x300In the release of its latest 2013 Cone Communications Green Gap Trend Tracker, a record-high 71 percent of Americans consider the environment when they shop, up from 66 percent in 2008*. However, Americans continue to struggle with their role in the life-cycle of products with an environmental benefit.

90% said they believe it’s their responsibility to properly use and dispose of these products, but action isn’t aligning with intent:

• Only 30% say they often use products in a way that achieves the intended environmental benefit

• 42% say they dispose of products in a way that fulfills the intended environmental benefit

• 45% of consumers actively seek out environmental information about the products they buy.

Despite the lack of consistent follow-through, consumers are showing an inclination to learn more.

• 71% of Americans report they regularly read and follow instructions on how to properly use or dispose (66%) of a product.

• 41% said they perform additional research to determine how best to utilize and discard a product for maximum benefit.

Responsible Brands Communicate and Facilitate Change

In a statement,  Liz Gorman, Cone Communications’ senior vice president of Sustainable Business Practices said “Consumers are ready to follow through on the intended use or disposal of environmentally preferred products, but they need companies’ help.  This is the next evolution of environmental marketing. Clear and candid communication can ensure consumers understand the important role they play in minimizing the impacts associated with the product’s lifecycle.  The new green gap is about consumers only taking the idea of responsibility so far, despite feeling responsible for proper use and disposal.  They’re buying with the environment in mind, but they rely on companies to provide access and education to truly ‘close the loop.”

Consumer understanding of environmental messages also presents an obstacle.

Although more than 60 percent of respondents say they understand the environmental terms companies use in their advertising, the majority continue to erroneously believe common expressions such as “green” or “environmentally friendly” mean a product has a positive (40%) or neutral (22%) impact on the environment. Fewer were able to correctly identify these terms as meaning the product has a lighter impact than other similar products (22%) or less than it used to (2%). Despite the attention given to product development and environmental marketing, consumer misunderstanding of “green” claims has remained flat at around 60 percent since 2008.

• 71% of consumers wish companies would do a better job helping them understand environmental terms. Although they feel overwhelmed by the volume of messages in the marketplace, consumers prioritize authenticity over perfection and will punish companies if they feel misled:

• 48% percent say they are overwhelmed by environmental messages

• 69% say it’s okay if a company is not environmentally perfect as long as it is honest

• 78% say they will boycott a product if they discover an environmental claim to be misleading

Abridged from a report on the research in a statement from Cone Communications.  Read the full press release here.

http://www.conecomm.com/stuff/contentmgr/files/0/a70891b83b6f1056074156e8b4646f42/files/2013_cone_communications_green_gap_trend_tracker_press_release_and_fact_sheet.pdf





WFA: Marketers Lag Consumers On Importance Of Responsible Brands

9 03 2013

man-shopping-with-mobile

According to new research released this week by the World Federation of Advertisers, some 83% of marketers believe brands should have a “purpose”, but many shoppers have moved ahead of the industry in this area.  Some 56% of industry insiders thought consumers would prefer brands that supported “good causes at the same time as making money”, but Edelman’s consumer research pegged the actual total at 76%.

These figures stood at 40% and 47% respectively with regard to how many people bought caused-backing products at least once a month.

More broadly, only 38% of marketers had witnessed “consumer scepticism” when trying to position their products around a “purpose”, with shoppers in Europe, somewhat surprisingly, the least cynical.

The trade body polled 149 marketers from 58 firms controlling $70bn in adspend. It then compared the results with a global poll of 8,000 shoppers conducted by Edelman, the PR network.  The study was presented at the WFA’s Global Marketer Week, and features insights from organisations like Anheuser-Busch Inbev, the brewer, and Johnson & Johnson, the healthcare giant.

Fully 80% of the professionals polled agreed chief executives should help and be involved in shaping a purpose, a reading which stood at 74% for chief marketing officers, 64% for corporate communications and 53% for all staff.

While 49% of this panel agreed their brands had a purpose, only 38% felt it was communicated well. More positively, a 93% majority said the impact of purpose on reputation could be measured, as did 91% for consumer engagement.

Upon being asked to name the company which has best embraced purpose, Unilever, the FMCG firm, led the charts on 23%, buoyed by its goal to double sales and halve its environmental footprint by 2020.

Procter & Gamble, a rival to Unilever, took second on 15%, and has embraced the corporate mantra of “touching and improving” consumers. Soft drinks titan Coca-Cola was third on 14%.





Oxfam: How The Top Ten Food Companies Rank As Responsible Brands.

28 02 2013

“The social and environmental policies of the world’s ten biggest food and beverage giants are not fit for modern purpose and need a major shake-up.”

- Oxfam Statement

Screen shot 2013-02-28 at 2.12.36 PM

Oxfam released results today ranking the world’s Top Ten food and beverage companies on responsible brand behaviors – evaluating their performance on key measures such as land and water use, response to climate change, treatment of workers, farmers and women, and transparency.

According to the Oxfam report – Behind The Brands – “all of the big ten companies have acknowledged the need for a more just food system and have made commitments to that end.  But the Behind the Brands scorecard shows these very same companies are currently failing to take the necessary steps in their policies to ensure the well-being of those working to produce their products.  Instead they continue to profit from a broken system they should be helping to fix.”

Among several areas the Behind The Brands study identifies as serious improvement:

  • None of the big ten companies have policies to protect local communities from land and water grabs along their supply chains.
  • Companies are not taking significant steps to reduce agricultural greenhouse gas emissions responsible for the climate change affect their supplier farmers.
  • Most do not provide small-scale farmers with equal access to their supply changes or ensure they are receiving a fair price for their goods
  • Companies are overly secretive about their agricultural supply chains, making it difficult to verify and monitor sustainability goals and claims.
  • Only few efforts are in place to address the exploitation of female small-scale producers and farmers in their supply chains.

“None of the 10 biggest food and beverage companies are moving fast enough to turn around a 100-year legacy of relying on cheap land and labor to make mass products at huge profits, with unacceptably high social and environmental costs,” said Jeremy Hobbs, executive director for Oxfam International, in a statement. “No company emerges with a good overall score. Across the board, all 10 companies need to do much more.”





Honda: Buy a new Honda and we’ll solar power your home.

20 02 2013

Honda-Solar-Panels

Honda and Acura are offering a pioneering new partnership with SolarCity that lets Honda customers install solar systems at home for little or no upfront cost.

Through a partnership with SolarCity, a residential and commercial installer, Honda and Acura will offer their customer’s home solar systems at little or no upfront cost, the companies said on Tuesday. The automaker will also offer its dealers preferential terms to lease or buy systems from SolarCity on a case-by-case basis, executives said.

The deal announced Tuesday by both companies will allow Honda will provide financing for $65 million worth of installations and will help the automaker promote its environmental aims and earn a modest return. It could also open the door for more corporate investment in solar leasing companies, which has largely been limited to a small cluster of banks to provide capital for their projects.

Honda approached SolarCity more than a year ago when it was looking for a partner to provide solar installation services for its hybrid and electric vehicle customers, said Ryan Harty, American Honda’s assistant manager for environmental business development. The company then decided to expand to all its customers — a group it is defining “very, very broadly,” Mr. Harty said, to include not just car owners but also those who have explored its Web sites. The offer will be available in 14 states: Arizona, California, Colorado, Connecticut, Delaware, Hawaii, Maryland, Massachusetts, New York, New Jersey, Oregon, Pennsylvania, Texas and Washington, and the District of Columbia.

And SolarCity, one of the few clean-tech start-ups to find a market for an initial public offering of its stock last year, will potentially gain access to tens of millions of new customers through Honda’s vast lists of current and previous owners.

“When we partner with financial institutions, they aren’t promoting us to their customers, they’re essentially just providing us with capital,” said Lyndon R. Rive, SolarCity’s chief executive. But with Honda, he said, the company is gaining, “access to a broader customer base, and a customer base that is conscious of the environment.”

“I don’t think that by finding Honda buyers you’ve homed in on the perfect solar customer, but there’s enough overlapping between the demographics that you’re better off than the general population,” said Shayle Kann, vice president at GTM Research, adding that car buyers were more likely to own their homes and have the income and credit history to qualify for solar leasing.

While the American solar industry in general has been struggling in the face of declining government subsidies, overcapacity in production and a glut of inexpensive Chinese panels, interest and investment in solar leasing, or third-party ownership, has continued to grow. According to a recent report from GTM Research, a renewable energy consulting firm that is a unit of Greentech Media, third-party ownership accounts for more than 70 percent of all residential installations in developed markets like Arizona, California and Colorado and has generated at least $3.4 billion in private investment since 2008.

SolarCity and a rival, Sunrun, were among pioneers of the approach, but players like Clean Power Finance and Vivint, a home security company owned by the Blackstone Group, are also gaining momentum.

In a typical arrangement, a company provides a system at little or no cost in exchange for a long-term contract in which the customer pays a fixed fee for the electricity generated, set at less than the customer would pay for power from the local utility. The solar price often rises over the life of the agreement, which can last 20 years.

The two companies say they hope the joint venture leads to projects that integrate solar power and electric vehicle recharging for its customers.

The program will give Honda and Acura customers an extra $400 discount on top of SolarCity’s normal promotions, which they can use to sweeten the terms of the solar contract, like eliminating the escalation of the monthly payment. Honda projects the fund can finance as many as 3,000 systems on homes and 20 for its dealers. If the program catches on, Honda plans to expand it. Executives said they saw more immediate promise in cutting carbon emissions through solar power than the electric vehicles it would sell.

Abridged from an article in The New York Times.  Link to the original below.







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