Cause Marketing Halo Awards: Social Impact To Build A Better World And Bottom Line

17 02 2016

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The 2016 Cause Marketing Halo Awards announced its 42 finalists of programs designed to yield both social and financial dividends.  The Gold and Service winners in each of ten categories will be announced at the at the 2016 Cause Marketing Forum Annual Conference in Chicago June 1-2, 2016.

 

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More than 100 entries were received in the Cause Marketing Forum’s competition for North American programs designed to yield social and financial dividends.

Programs named finalists in multiple categories include

  • Bank of America’s “Pass the Flame” campaign with Special Olympics promoting inclusion of people with intellectual disabilities in sports and in life;
  • Think it Up’ Staples/DonorsChoose.org partnership supporting student-powered, teacher-led projects in classrooms across the country;
  • Gateways and Getaways’, a bird- and flight-centric education program for New York families from JetBlue and the Wildlife Conservation Society;
  • Dementia-Friendly Massachusetts’ which Senior Living Residences developed to help people better understand the challenges of living with dementia;
  • #Unlimited’ a tween-targeted back to school program from Old Navy and Boys & Girls Clubs of America to support summer programming for kids.

The Halo Awards will highlight many of the most innovative programs that companies and causes took at the intersection of profit and purpose last year. Some examples include:

  • A video game marathon that raised funds to put veterans back to work.
  • An app that helps autistic children make social and emotional connections.
  • Canvas shoes turned into artwork to support high school arts programs.
  • “Thumb Socks” that help persuade teens from texting and

With the proliferation of cause campaigns reaching consumers each day, the Cause Marketing Halo Awards are designed to bring clarity, innovation and best practices to light.

About the Cause Marketing Forum

Now in their fourteenth year, the Cause Marketing Halo Awards are North America’s highest honor in the field of cause marketing. They are presented to US and Canadian companies by the Cause Marketing Forum, a company dedicated to providing business and nonprofit executives with the practical information and connections they need to succeed.

All Halo finalists can be seen online at: http://www.CauseMarketingForum.com/halo2016

original post  http://www.csrwire.com/press_releases/38699-These-Corporate-Social-Impact-Programs-Build-a-Better-World-and-the-Bottom-Line





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.

 

 

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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.





The North Face: This Land Is Your Land

27 10 2014

 

In a new campaign celebrating the benefits of the great outdoors, The North Face introduces a video today encouraging city dwellers to embrace nature and the environment.  Using Woody Guthrie’s venerable This Land Is Your Land reworked by My Morning Jacket, the campaign subtly demonstrates the uplifting benefits of outdoor activity.

The centerpiece of the campaign is the 90 second video.  The spot closes with the store’s long-running slogan, “Never stop exploring,” and urges consumers to download the new recording of the song from iTunes. The download will cost $1.29, with Apple pocketing its customary third and the rest going to the 21st Century Conservation Service Corps within the United States Interior Department, which hires veterans and at-risk young people to restore and preserve public land. Additionally, the retailer is contributing $250,000 to the corps.

 

Source:  The New York Times





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





Brandkarma: A new Global Reputation System for Brands

7 03 2014

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“Brands often fall short of their potential to do good – reputation without responsibility. Brandkarma will change that.”

Upendra Shardanand, founder Daylife

Welcome Brandkarma.com – the first social community that will rate and review brands ability to do good in the world.

Consumer research has repeatedly demonstrated that people expect businesses to operate responsibly and to contribute to positive change in the world.  Many people say that if brands fail to operate responsibly, they will stop purchasing the products that the brand provides.

Brandkarma.com was launched to empower consumers to better translate those beliefs into action.  Brandkarma.com allows consumers to see brands holistically – not only the quality of their products but the brand behaviors toward their employees, their community and the planet at large.

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visit brand karma.com here





Project Sunlight: Unilever’s Call To Action For Sustainable Living

21 11 2013

Unilever has launched  a worldwide new initiative to motivate millions of people to adopt more sustainable lifestyles.  Launched yesterday on Universal Children’s Day in Brazil, India, Indonesia, the UK and the US, Project Sunlight aims to make sustainable living desirable and achievable by inspiring people, and in particular parents, to join what Unilever sees as a growing community of people who want to make the world a better place for children and future generations.

Project Sunlight was launched with the four-minute film embedded here and created by DAVID Latin America and Ogilvy & Mather London at dawn on November 20th in Indonesia and then follow the sun to India, the UK, Brazil and the US. Additional information can be found at an online hub – www.projectsunlight.com – which brings together the social mission stories of Unilever’s brands across the world, and invites consumers to get involved in doing small things that help their own families, others around the world and the planet.

To mark the launch of Project Sunlight on Universal Children’s Day, Unilever will be helping 2 million children through its ongoing partnerships, providing school meals through the World Food Programme; supporting Save the Children to provide clean, safe drinking water; and improved hygiene through UNICEF.

Ogilvy & Mather Chairman and CEO Miles Young, explains: “Unilever asked us to find a new way to talk about sustainability that would make the benefits real for ordinary people. Project Sunlight is founded on the principle that even small actions can make a big difference and that together, we can create a brighter future.  We are honored to be a part of such a positive and significant movement for the good of our client and our communities.”  Famed film director Erroll Morris directed “Why bring a child into this world?” including moving interviews with expectant parents from around the world.

The project draws on the legacy of Unilever’s founder Lord Leverhulme, who believed that he could change the world with a brand of soap he called Sunlight.

Kudos to Unilever, Ogilvy, DAVID and everyone involved in this important initiative that hits at the heart of the matter: if we can’t work to improve living conditions on our precious planet, how dare you bring a child into this world.





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.





Survey Shows Weak Collaboration Around Sustainability In Companies

11 11 2013

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BSR/GlobeScan of 700+ corporate sustainability executives in companies worldwide shows decreasing levels of collaboration between sustainability functions and other core corporate functions.

Survey respondents note a lower level, and decreasing, engagement between sustainability functions and corporate functions, such as investor relations (with 37 percent of those surveyed saying they engage with investor relations, down 1 point from 2011), human resources (34 percent, down 3 points), R&D (32 percent, down 9 points), marketing (28 percent, down 14 points).  The weakest area of engagement is between corporate sustainability and finance at 16 percent, down 2 points from 2011.  Unless greater collaboration is made in this area, the business case for sustainability and its potential positive impact on financial performance will be very difficult to make.

“The trend toward weaker engagement between sustainability functions and core functions such as finance, marketing, HR, investor relations, and R&D, is concerning.” Chris Coulter, CEO at GlobeScan, noted, “Not only is engagement limited with these strategic areas, but collaboration between them and sustainability teams has declined—in some cases by a significant margin. While there is a clear need for external collaboration, there is an equally important case to be made for greater internal collaboration.”

Additional topline findings from this survey include:

  • When asked to choose which sustainability issues need collaboration the most, climate change and public policy frameworks promoting sustainability are ranked highest.
  • Only one in five companies has fully integrated sustainability into business.
  • Engagement between sustainability functions and corporate functions such as marketing, R&D, and finance remains very low.
  • Collaboration by BSR member companies focuses more often on engagement with NGOs and other businesses than it does on engagement with government.

Fewer companies collaborate often with governments (46 percent) or media (27 percent), both of which are rated as the most difficult partners for collaboration.

21 percent report that their company is close to full integration. A majority say that their company is either about halfway to integration (51 percent), or is just getting started (22 percent).

“The survey reveals both the sense of urgency to address climate change, and the sense that meaningful progress goes well beyond the steps a single company can take,” observed Aron Cramer, President and CEO of BSR.  “No one sector—not business, government, civil society, or consumers—can ‘save us’ from climate change.

 

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The Aspirational Consumer: 2.5 Billion People Redefining Responsible Consumption

8 10 2013

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A new global consumer study confirms the rise of nearly 2.5 billion consumers globally who are uniting style, social status and sustainability values to redefine consumption.

According to the report by BBMG, GlobeScan and SustainAbility : The 2013 Aspirational Consumer Index – more than one-third of consumers globally (36.4%) identify as Aspirationals, defined by their love of shopping (78%), desire for responsible consumption (92%) and their trust in brands to act in the best interest of society (58%). The study draws from a telephone and in-person survey of more than 21,000 consumers across 21 international markets conducted in April 2013.

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According to Eric Whan, Sustainability Director at GlobeScan, “Aspirationals are materialists who define themselves in part through brands and yet they believe they have a responsibility to purchase products that are good for the environment and society.  By engaging Aspirational consumers, brands can further the shift toward more sustainable consumption and influence behavior change at scale.”

Key characteristics of Aspirational consumers include:

  • Trust in Brands: Nearly six in ten Aspirational consumers globally say they “trust global companies to act in the best interest of society” (58%), compared with 52% of all consumers;
  • Seek Style and Status: Three-fourths of Aspirational consumers say “I want to stand out by the way I look, my style” (73%), compared to 53% of all consumers;
  • Positive Influencers: Nearly nine in ten Aspirational consumers say “I encourage others to buy from socially and environmentally responsible companies” (88%), compared to 63% of all consumers;
  • Empowered Shoppers: Nearly eight in ten Aspirational consumers say “shopping for new things excites me” (78%), compared to 48% of all consumers, and believe they “can change how a company behaves based on my purchase decisions” (78%), compared with 66% of all consumers;
  • Responsible Consumers: Nine in ten Aspirational consumers say “I believe we need to consume less to preserve the environment for future generations” (92%), compared to 75% of all consumers, and that they are “willing to pay more for products produced in a socially and environmentally responsible way” (91%) compared to 64% of all consumers;
  • Young and Urban: Demographically, Aspirational consumers make up the largest percentage of Millennial (40%) and GenX (37%) generations, compared to 32% and 33% in the general population, respectively, and nearly six and ten (59%) live in cities; and
  • Strength in Emerging Markets: Countries with the largest populations of Aspirational consumers include China (46%), Nigeria (45%), Pakistan (44%), India (42%), Australia (41%), Canada (40%), Indonesia (38%), Greece (37%), France (36%), USA (36%), Turkey (35%) and the UK (34%).

“Driven by young, optimistic consumers in emerging markets and amplified by technology and social media’s influence, Aspirationals represent a powerful shift in sustainable consumption from obligation to desire,” said Raphael Bemporad, co-founder and chief strategy officer at brand innovation consultancy BBMG. “With Aspirationals, the sustainability proposition has changed from being the ‘right thing to do’ to being the ‘cool thing to do,’ and brands have a profound opportunity to harness sustainable design and societal values to inspire the next generation of commerce and create positive impact in the world.”

“For decades, green marketers have been speaking to the wrong consumers, assuming that by engaging the most committed ‘advocates’ we would create significant business growth, cultural relevance and change at scale,” Bemporad added. “What makes Aspirationals so compelling is that they combine an authentic commitment to sustainability with a love of shopping, design and social status, aligning economic, cultural and social forces to shift the way we shop.”

“With 2.5 billion consumers worldwide, Aspirationals offer an important opportunity to redefine sustainable consumption,” said Mark Lee, Executive Director at SustainAbility. “Like never before, brands can engage Aspirationals to pioneer new models and practices that can deliver economic growth while reducing negative impacts on the environment.”

 

Read the original press release on CSR Wire.





Carbon Trust: 2/3 of public unable to name businesses that take sustainability seriously.

23 09 2013

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In a recent survey of more than 1,800 adults in the United Kingdom, The Carbon Trust Fund found that 68% of people were unable to name a company that is taking sustainability seriously.

In addition, just 5% of respondents see businesses as being most effective in helping the environment.  Despite the significant efforts many companies across the world are making to turn their business operations to more responsible and sustainable entities, the UK study underscores how poorly those companies are communicating their actions.

According to Tom Delay, the chief executive of Carbon Trust:

“While it’s clear that consumers still care about the environmental future, their perspective on where the responsibility falls is skewed. It cannot be solely down to environmental groups to shoulder the weight of protecting our planet’s natural resources. Businesses have an enormous role to play here and need to be seen to be doing their part.  As businesses look for more ways to grow, sustainability should become a golden opportunity for investment, allowing them to become more resilient to future environmental resource shocks and to cut their costs and grow their revenues. The smart companies will invest now and put sustainability inside their businesses.”

The same survey of UK adults did have some encouraging signs regarding concern for the environment.   The demand for green products appears to be increasing with only 6% saying they are less likely to buy a sustainable product and/or service than five years ago while almost three in ten (27%) said they are more likely.   Increased concern about the personal impact of what they buy on the environment was the most important reason for this (45%) and 43% of the public surveyed said they lead a more sustainable life than five years ago.





Levi’s: 501 WasteLess Jeans Made With Recycled Plastic.

14 05 2013

For 140 years, the Levi’s® brand has made its 501® jean with the same care, craftsmanship and attention to detail.  To that, they’ve added recycled plastic.

The Levi’s® 501® Waste<less™  jean is limited-edition and made exclusively for EKOCYCLE™. That’s the social movement founded by legendary musician and producer will.i.am in partnership with Coca-Cola.  The goal of this jean and EKOCYCLE™ is to change the way we think about recycling choices and waste.

Each 501® Waste<Less™ jean is made with 29% post-consumer recycled content, using an average of eight recycled plastic bottles.  This year, you might be wearing one of the plastic bottles you drank from – and recycled – last year.

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Levi Strauss isn’t the first clothing manufacturer to create a new product line from recycled plastic. In 1993, Patagonia became the first outdoor clothing manufacturer to create fleece made from post consumer recycled plastic soda bottles, and the company’s support of recycling via their manufacturing continues. According to Patagonia’s website, the company has saved some 86 million soda bottles from the trash heap over the past thirteen years.

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Another apparel company who incorporates sustainability throughout their business model is Puma. InCycle is the company’s first 100 percent biodegradable or recyclable clothing, accessory, and footwear collection. Puma’s efforts towards creating InCycle recently earned them Cradle to Cradle Products Innovation Institute’s product certification.

For an update on the Cradle to Cradle progress, check out The Upcycle:  Beyond Sustainability – Designing for Abundance, the new best selling book from pioneers William McDonough and Michael Braungart.

When it comes to plastic use and its impact on human health and the environment, the various statistics are nothing short of disturbing: plastic takes up to 1000 years to degrade in a landfill; 92 percent of Americans age six or older test positive for BPA; Americans use 2,500,000 plastic bottles every hour.

Check out this video, which features will.i.am, along with Levi’s® James “JC” Curleigh and Jonathan Kirby.

Read more at the original post at http://www.triplepundit.com/2013/05/levi-strauss-creates-sustainable-jeans/





WFA: Marketers Lag Consumers On Importance Of Responsible Brands

9 03 2013

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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

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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

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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.




Aspirational Consumers: Balancing Style and Sustainability

5 02 2013

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A new study by BBMG, GlobeScan and SustainAbility finds that a majority of consumers across six international markets are seeking to reconcile their desire for shopping and style with responsibility to the environment and society through their purchases. According to the report, Rethinking Consumption: Consumers and the Future of Sustainability, nearly two-thirds of consumers globally equate shopping with happiness (63%) while also feeling a sense of responsibility for society (65%). The study draws from an online survey of 6,224 consumers across Brazil, China, India, Germany, the United Kingdom and the United States conducted in September and October 2012.

In exploring the intersection of consumer values, motivations and behaviors, the study identifies four consumer segments on the sustainability spectrum: highly committed Advocates (14%); style and social status-seeking Aspirationals (37%); price and performance-minded Practicals (34%) and less engaged Indifferents (16%).

Aspirationals represent hundreds of millions of consumers globally, and are the largest consumer segment in Brazil, China and India. More than any other segment, Aspirationals care about style (65%) and social status (52%), and equate shopping with happiness (70%). Yet, they are also among the most likely to believe that we need to “consume a lot less to improve the environment for future generations” (73%), and feel “a sense of responsibility to society” (73%).

Aspirationals are looking for brands to provide solutions that both improve their lives and serve society as a whole,” said Pam Alabaster, Senior Vice President Corporate Communications, Sustainable Development & Public Affairs at L’Oréal USA, a sponsor of the study. “Understanding this dynamic tension provides the greatest opportunity for companies to create positive impact through consumers’ purchasing decisions and social actions.”

Aspirationals represent the persuadable mainstream on the path to more sustainable behavior. They love to shop, are influenced by brands, yet aspire to be sustainable in their purchases and actions,” said Raphael Bemporad, Co-Founder of brand and innovation consultancy BBMG. “This consumer segment represents a significant opportunity for forward-looking brands to unite consumerism with social and environmental values.”

“The ideals, influence and size of the Aspirationals segment — particularly in developing markets — is what makes them so compelling for sustainable brands,” said Mark Lee, Executive Director at think tank and strategic advisory firm SustainAbility. “But simply helping people to consume more products that are incrementally ‘better’ is not necessarily the answer. Leading companies will seek to meet the needs of the Aspirationals beyond just products by delivering value through services, sharing, expertise and purposeful engagement.”

Eric Whan, Sustainability Director at GlobeScan, added: “In our fifteen years of market analysis, we’ve never seen an opportunity like this. The Aspirationals will chart the future of sustainable consumption, as long as their favorite brands offer them what they want.”

Developed by BBMG, GlobeScan and SustainAbility, The Regeneration Consumer Study is an in-depth online survey of consumer attitudes, motivations and behaviors relating to sustainable consumption. The study is part of the The Regeneration Roadmap, a collaborative and multi-faceted thought leadership initiative designed to engage the private sector in advancing sustainable development by improving sustainability strategy, increasing credibility and delivering results at greater speed and scale.





Re-Thinking Consumption: 66% of consumers agree we need to consume less to improve the environment.

29 11 2012

 

According to the newly released The Regeneration Consumer Study, two-thirds of consumers in six countries say that “as a society, we need to consume a lot less to improve the environment for future generations” and that they feel “a sense of responsibility to purchase products that are good for the environment and society”.

In a statement, Mark Lee, Executive Director at SustainAbility said, “Our economy and natural environment are facing unprecedented stresses as scarce resources are stretched to meet growing needs.  Through the Regeneration Consumer Study, we are revealing how consumer attitudes, behaviors and collaboration can help enterprising brands as they work to innovate smarter, safer, cleaner and greener solutions.”

The findings are based on an online survey of 6,224 consumers across Brazil, China, India, Germany, the United Kingdom and the United States conducted in September and October 2012.

Among other key insights in the global consumer research:

  • Nine in ten consumers believe it is extremely or very important for companies to address safe drinking water.
  • 67% are interested in sharing their ideas with companies to help them develop better products or create new solutions.
  • 75% of consumers globally agree they would purchase products that are environmentally or socially responsible if they didn’t cost more.

The study also draws five key implications for marketers to connect with these consumers who are demonstrating strong desire for responsible brands.  In summary, they are:

1.  Deliver total value.

2. Connect back story to brand story

3. Embrace sustainable brand innovation.

4. Harness consumer collaboration.

5. Unleash the power of tribes.

 

Read a copy of the research report here.

 

Congratulations to the drivers behind the research and their sponsors.  Learn about the developers and their sponsors below:

Developed by BBMGGlobeScan and SustainAbilityThe Regeneration Consumer Study is an in-depth online survey of consumer attitudes, motivations and behaviors relating to sustainable consumption among 6,224 respondents across six major international markets (Brazil, China, Germany, India, the United Kingdom and the United States) conducted in September and October 2012. Drawn from consumer research panels, global data are comparable to having a margin of error of +/- 1.3 percent. Analysis of country-level data reflects a margin of error of +/- 3.1 percent.

The study is part of the The Regeneration Roadmap, a collaborative and multi-faceted thought leadership initiative designed to engage the private sector in advancing sustainable development by improving sustainability strategy, increasing credibility and delivering results at greater speed and scale.

Presenting Sponsors of The Regeneration Roadmap are BMW Group and SC Johnson. Sponsors include Cisco, DuPont, Interface and Pfizer. The Regeneration Consumer Study is sponsored by Brown-FormanCampbell Soup CompanyItauL’OréalShell and Starbucks.

 

 

 





Cone: Americans more than twice as likely to buy from companies that promote CSR progress and results.

9 11 2012

Cone Communications has released the results of its new Corporate Social Return Trend Tracker showing that 86% of consumers are more likely to trust a company that reports its corporate social responsibility results.

In a statement, Cone Communications’ Executive Vice President Craig Bida said, “Stakeholders play more powerful roles than ever in a brand’s overall success or failure and they must be consistently engaged in a company’s CSR efforts and results from the outset.  They need to feel a benefit. This mutual return will become the new table stakes for differentiating CSR efforts.”

Some of the other interesting insights from the research include:

  • 84 percent of Americans hold companies accountable for producing and communicating the results of CSR commitments by going beyond the mission to robustly communicate progress against well-defined purpose.
  • 82 percent say they are more likely to purchase a product that clearly demonstrates the results of the company’s CSR initiatives than one that does not.
  • 84 percent recognize that for a company to make societal impact, it must also realize a business return, such as increased revenue or reduced costs

Importantly, the study also underscores continued consumer confusion regarding CSR and where to find the results and reports on CSR efforts.  And documents how CSR efforts need to be communicated and more core to any company’s brand marketing efforts.

  • 63 percent say they don’t know where to find information about a company’s CSR efforts and results
  • 55 percent don’t understand the impact they are having when buying a product from a company that says it is socially responsible.
  • 40 percent say they will not purchase a company’s products or services if CSR results are not communicated

“This shift in stakeholder expectations carries significant implications for companies engaged in CSR,” says Cone Communications’ Executive Vice President Jonathan Yohannan. “Purpose is no longer enough, and successful campaigns must demonstrate return for business, brand and society. ‘Proving purpose’ is the new mantra for effective CSR.” “Companies need to build customized output and outcome measurement components and identify projected stakeholder return at the outset of campaign development, and then track progress along the critical CSR pillars of business, brand and society,” adds Yohannan. “With the stakes so high, measurement can’t be an afterthought or add-on.”

Read the press release from Cone on the research here





Unilever: Partnership to help African Hand Washing Initiative

30 10 2012

Unilever and the Earth Institute have announced a new initiative to bring hand washing with soap – a lifesaving habit – to the Millennium Villages, a project that works with nearly 500,000 people in rural villages, across 10 countries in sub-Saharan Africa. 

”The big issues the world is facing require new approaches, new business models and new partnerships. Responsible businesses must take a more active leadership role.” said Paul Polman, Unilever CEO, “The memo of understanding with the Earth Institute partnering Lifebuoy with the Millennium Villages Project is one such example where working together will enhance our expertise of addressing hygiene in deep rural Africa and enable us to develop more effective solutions to reduce child mortality.”

The partnership supports Unilever’s goal to deliver on one of its commitment under its Sustainable Living Plan – to help more than one billion people take action to improve their health and well-being. Over the past two years, Unilever has successfully changed the hand washing behaviour of 50 million people in Africa and South-Asia, through its leading soap brand Lifebuoy and partnerships with Population Services International (PSI) and UNICEF established through the Unilever Foundation.

“It is unacceptable that two million children die every year from infectious diseases when we have easy and cheap lifesaving solutions, such as hand washing with soap, readily available. Innovative partnerships between governments, civil society and business have a critical role to play in promoting better hygiene practices and in tackling the world’s deadliest diseases.” said Polman.

Millions around the world are asked to pledge on www.facebook.com/lifebuoy. With every pledge, Lifebuoy and its partners will help more children receive hygiene education through their dedicated handwashing behavior change programs.

In a statement, Jeffrey Sachs, Director of the Earth Institute at Columbia University said: “Diarrhoea and pneumonia are the two leading causes of under-5 deaths, accounting for around 30% of children’s deaths globally – more than two million lives lost each year. More than 80% of these deaths occur in sub-Saharan Africa and South Asia. Addressing these challenges through improved hygiene is a vital and effective step towards saving lives and achieving the global Millennium Development Goal to reduce the child mortality rate by two-thirds by 2015.”

Consistent evidence shows that hand washing with soap at critical times – before eating or preparing food and after using the toilet – can reduce diarrhoeal risk by 45%  and acute respiratory infections such as pneumonia, by 23%.  Studies also reveal that primary school absenteeism due to diarrhoea and respiratory infections dropped between 20% and 50% as a result of better hand washing practices .

“We are looking forward to working with Unilever to ensure that straightforward solutions like hand washing reach the people that need them the most,” said Sachs who leads the Millennium Villages Project.  “The poor need solutions that are affordable, products that are highly effective, and information that is practical and accessible.  The benefits can be enormous.”

The partnership will be focusing on villages in Ethiopia, Ghana, Kenya, Malawi, Mali, Nigeria, Rwanda, Senegal, Tanzania and Uganda, and aims to: decrease incidence in diarrhoeal diseases, promote gender equality, increase school attendance, enhance productivity and well-being for all community members. The partnership will also focus on governments. Governments should integrate hand washing with soap into national health and education policy frameworks. Governments and aid donors should ensure adequate finance for hygiene facilities and water availabilities. Business must act too, ensuring their products are even more affordable, and varied so that handwashing with soap is done everywhere and by all. Public-private partnerships have role to play and can help governments harness the power of business for the benefit of their population’s health.

Looking to the UN’s post-2015 agenda, Polman said, “It will be important to ensure that hygiene takes its place alongside targets on water and sanitation. This partnership with Millennium Villages Project will provide further evidence to demonstrate to policymakers how hygiene public policy can be improved, and help bring to an end the scandal of children dying from preventable diseases.





Puma Again: Launching biodegradable shoes and apparel.

11 10 2012

The amazing German footwear and apparel manufacturer Puma is at it again.  This week they announced the launch of a new line of biodegradable shoes, shirts, backpacks and recyclable track jackets.  The products will be available for sale in 2013.  This adds to Puma’s track record of sustainability leadership that has led to it being named “the world’s most sustainable corporation” by EIRIS and has drawn praise as a corporate leader in environmental responsibility by the United Nations.

In an interview with Reuters, chief executive Franz Koch said, “We have decided that sustainability is a mega-trend.  We want to contribute to a better world. At the same time, we also want to carve out our competitive advantage.”

The new collection, going on sale in 2013, includes biodegradable sneakers and shirts and recyclable plastic track jackets and backpacks. At the end of their useful life, the products can be returned to stores for processing.

The sole of the new sneaker is made of biodegradable plastic and the upper of organic cotton and linen. After being shredded, it could become compost in six to nine months.  Puma has demonstrated that 100,000 pairs of biodegradable sneakers would fill 12 trucks of waste during production and disposal against 31 trucks-worth for the same number of normal Puma suede shoes.

A new biodegradable T-shirt would have environmental costs of 2.36 euros in terms of greenhouse gases, water, waste, air pollution, and land use associated with its production, compared to 3.42 euros for a conventional T-shirt.

The company also said it was starting to rate the environmental impact of individual products, narrowing the focus from a study last year that estimated the entire company caused 145 million euros in damage to nature in 2010.

In another interview with Reuters, Jochen Zeitz, chairman of Puma said, “In the long run I think all of this should be standardised, just like we are used to seeing calories on our food products.” , told Reuters. Zeitz conceded that “a lot of people call it a risk” to mention pollution when trying to sell a product. “I think it’s a risk not to talk about it,” he said. “It’s our opportunity as businesses to be transparent.”

In 2010, Puma and Yves Behar of Fuse Project, a global leader in design, announced the launch of its Clever Little Bag, reinventing the typical cardboard shoe box with a much more environmentally responsible package design.  You can see the design and appreciate its reduction in environmental impacts here.

Read the Reuters article here.





GfK Green Gauge®: Green is going mainstream, but don’t expect a premium.

24 09 2012

In their new Green Gauge research released today, GfK reports significant progress in the developing green culture in the United States, but also highlight findings that many consumers are increasingly resistant to pay more for “green products”.

In a statement, Timothy Kenyon–Director for the Green Gauge survey–said, “Green awareness is indeed pervasive – but consumers can perceive ‘green’ claims as a negative in some contexts.  For example, while terms like organic and recyclable have strong positive resonance, they are often associated with higher prices. Understanding consumers’ triggers and the limits of their commitment to green action is essential for marketers and researchers alike.”

The study shows that 73% of US consumers have purchased a product made from organic materials in the past 12 months. Categories that have seen notable increases since 2007 in organic buying include food, household cleaning, apparel, and pet food and supplies.

In addition, 93% of Americans say they have done something to conserve energy in their households in the past year, and 77% have done something to save household water during the same timeframe.

The study also reports that digital media are helping to amplify this green awareness:

29% of smartphone users have turned to an app in the past year to help reduce their environmental impact – a figure that jumps to 44% for Generation Z (ages 18 to 22) and 38% for Generation Y (ages 23 to 32).  Most-cited types of apps used include public transportation timetables and home energy monitors.

In addition, 18% of consumers say that social networking sites are a “major source” of green information for them (up four points from 2011), with another 33% citing it as a “minor source.”

GfK points out that green awareness and engagement do not necessarily translate to green purchase. Compared to 2008, the proportion of US consumers willing to pay more for environmentally friendly alternatives has gone down in a variety of key areas — from cars that are less polluting to the air (down from 62% to 49%) to energy efficient lightbulbs (down from 70% to 60%).  (examples are cited below in this infographic from the Advertising Age article linked below).

According to GFK, The Green Gauge® Report is the only nationwide, long-term syndicated study of consumer attitudes and behaviors towards the environment. Green Gauge gives marketers an exclusive look at how America’s concern for environmental issues can affect brands and organizations.

Read a related article to the research in Advertising Age here.





Method: Progress On Ocean Plastic

24 08 2012

It has been almost a year since innovative and inventive household cleaning products manufacturer Method announced its campaign to utilize reclaimed ocean plastic for its packaging.  In a recent article on Greenbiz,com, Drummond Lawson, the director of sustainability at Method, provides a progress report on the sustainability initiative.

.Commercializing the rising tide of ocean plastic

Lawson writes:  “Method has participated in, alongside partners Sustainable Coastlines Hawaii and Kahuku Hawai’i Foundation, several beach cleanup days that resulted in collecting several thousand pounds of beach debris. The primary challenge encountered in these cleanups, aside from hauling hundreds of pounds of plastic from remote beach locations, has been retrieving the plastics before they degrade to tiny particles that are effectively impossible to collect in large quantities.

The range and quantity of plastic in the oceans is astounding. The debris collected from these beaches has varied from fishing baskets made of polypropylene to Russian shampoo bottles and Japanese bleach bottles made from HDPE, to car bumpers, ropes, water bottles, and buoys.”

Method product engineers are exploring ways to enhance the durability of their ocean plastic packaging.

“Method’s team of People Against Dirty love our work on the Ocean Plastic project because it brings together three things that characterize our company and how we work,” says Lawson.  “First, it addresses a real and material environmental problem — in this case, the accumulation of persistent plastics in the environment. Second, it relies on solid science and creativity to generate a solution. And third, it integrates sustainability into an innovative, effective, and engaging product design.”

Kudos to Method for this creative commitment to sustainability that enriches both the planet and people by repurposing plastic which represents so much damage to the environment and danger for ocean habitat.

Read the full article here.





Adidas DryDye: T-shirts made with less water.

9 08 2012

Adidas is rolling out an initial production run of 50,000 DryDye t-shirts – demonstrating their leadership in the production of apparel with less use of water.

The sportswear company has released a line of T-shirts made of fabric dyed with compressed carbon dioxide (CO2) rather than water.

Adidas says the DryDye technology – developed over the last five years with Thailand’s Yeh Group – uses zero water for dyeing, compared to 25 liters for a typical shirt. In addition, the process reduces chemical use by 50 percent, the company said.  In a commercial, Adidas claims the apparel industry uses the equivalent of the amount of water in the Mediterranean Sea each year.

For the summer season, Adidas has produced 50,000 DryDye tees with designs promoting the innovation. Using a traditional dyeing process would have required roughly 1,200,000 liters of water.

Adidas said it will begin using the DryDye process for more apparel pieces over the next few seasons.

Besides saving water, DryDye also uses 50 percent less energy and 50 percent fewer chemicals, according to DyeCoo, the Netherlands-based company that built the first commercial waterless textile-dyeing machine.  Adidas expects to save 1.2 million liters of water by using DryDye technology over conventional methods.

Together with Thailand’s Yeh Group, one of the first textile mills to implement the technology, Adidas will be rolling out 50,000 DryDye T-shirts over the summer. Because a single tee can require up to 25 liters of water during the dyeing stage, Adidas expects to save an estimated 1.2 million liters of agua over the usual route.

This is only the beginning, according to Adidas. The manufacturer expects to use the DryDye process with more apparel pieces over the next few seasons.





Ekocycle: will.i.am and Coke inspire sustainable behaviors

1 08 2012

Coca-Cola is collaborating with musician and producer will.i.am along with other iconic brands to inspire a global movement with the launch of Ekocycle, a brand initiative dedicated to help encourage recycling behavior and sustainability among consumers through aspirational, yet attainable lifestyle products made in part from recycled material.

The Ekocycle brand initiative was developed to educate consumers about everyday recycling choices and empower their purchasing decisions as part of a social change movement, The Coca-Cola Co. says. The initiative supports recycling by helping consumers recognize that items they consider waste today can be part of a lifestyle product that they can use tomorrow. The Ekocycle brand initiative will identify products, such as assorted plastic bottles and aluminum cans, that can be repurposed into recycled content for fashionable and valuable lifestyle products. It also will encourage demand and use of recycled materials, and reinforce the importance of recycling finished products, the company says.

“With the Ekocycle brand, I’m on a mission to educate and inspire consumers around the globe to seek out more sustainable lifestyle choices that will ultimately play a part in the movement toward a world with zero waste,” will.i.am said in a statement. “By making products that contain recycled materials more attractive to both businesses and consumers, everyone can do their part to keep the cycle going to turn discarded waste into cool, new items. The Coca-Cola Co. shares this vision and together working with local communities worldwide we will showcase the greater value of recycling, as well as selecting products that feature recycled materials.”

Beats by Dr. Dre and New Era are the first brand partners to join the Ekocycle brand initiative. As a part of the partnership, these collaborative efforts will produce on-trend products made partially from recycled materials. Consumers can purchase Beats by Dr. Dre headphones this fall. New Era hats and other yet-to-be-announced Ekocycle products will be available in early 2013.

“The Ekocycle brand initiative is a platform that aligns with our vision of zero waste and our focus on sustainability,” said Bea Perez, vice president and chief sustainability officer for The Coca-Cola Co., in a statement. “Together with will.i.am, we will promote recycling in a unique way with other well-known brands to create lifestyle products that consumers worldwide desire. Today’s generation of young consumers represents an active force and the Ekocycle brand aims to be a driver in rallying their support and efforts around a global sustainability movement.”

The Coca-Cola Co. will donate its portion of licensing profits from the Ekocycle brand initiative to support additional recycling and community improvement organizations. It also will make a minimum $1 million financial commitment in the next five years. This donation is in addition to, and separate from, the charitable commitments of 1 percent of operating profits made through The Coca-Cola Foundation, the company says.

Earth911, host of the one of the largest recycling directories in the United States with more than 1.5 million ways to recycle, will provide an interactive and searchable recycling directory for consumers accessible at ekocycle.com.

“Recycling is one of the easiest sustainable actions consumers can take, but without real-time access to local options, people are often left confused and frustrated,” said Raquel Fagan, vice president of media for Earth911, in a statement. “The Ekocycle brand initiative takes a forward-thinking approach and demonstrates how companies can play a role in eliminating this confusion and empowering consumers.”

On Aug. 1, the Ekocycle brand will premiere its first 60-second TV commercial that will air in the U.S. market during the telecast of the Summer Olympic Games. A full-scale marketing, advertising and online campaign will follow.

To learn more about the Ekocycle brand initiative, visit ekocycle.com.

Original article in Beverage Industry





Ha Ha Yes Men: Shell Arctic Ready Hoax Was Masterful.

17 06 2012

The elaborate hoax that the Yes Men created – a faux ad campaign and official looking website for a supposed Shell Arctic Drilling campaign – fooled this blogger…and thousands of others.  We congratulate the Yes Men for their energy and creativity in coming up with a public relations approach that seemed all too plausible.  But Shell’s response may be just as stupid as if the campaign was real.

The campaign was created by Greenpeace and the Yes Men.

go behind the scenes at the Greenpeace website.

According to Wikipedia, The Yes Men operate under the mission statement of telling the truth and exposing lies. They create and maintain fake websites similar to ones they intend to spoof, which have led to numerous interview, conference, and TV talk show invitations. They espouse the belief that corporations and governmental organizations often act in dehumanizing ways toward the public.

In this highly provocative and realistic campaign they created against Shell, they certainly got a lot of attention to the issue of oil drilling in the fragile Arctic environment.  One of our favorite “ads” follows:

However, what may be even more perplexing than the hoax was the lack of any detectable response from the victim – Shell.

Are any of their PR wags on-line?  Are they tone-deaf to the internet?  Silence is golden?  Any brand under such devious assault needs a plan to respond.  From now to years to come, the assets created by this Yes Men hoax will be circulating with apparently a “mums the word”  response from Shell.  I stand behind the original post:  a most stupid brand is Shell.





Puma: Bring It Back. Old Shoes RIP.

7 06 2012

Kudos once again to the folks at Puma – who IRIS named the most sustainable corporation in the world.

Puma has just launched Bring It Back – a new athletic shoe and sporting apparel recycling program.

In a statement, Franz Koch, CEO of Puma said, “On our mission to become the most desirable and sustainable sport lifestyle company in the world, we are constantly working on solutions that aim at reducing the environmental impact that PUMA as a company leaves behind on our planet. With our Bring Me Back Program, we are pleased to target, for the first time ever, the massive amounts of waste sport lifestyle products leave behind at their end-of-life phase when consumers dispose of them and they end up on landfills or in waste incineration plants.”

In a new twist, PUMA is encouraging people who return their non-longer desirable shoes and apparel to write and post their product’s obituary together with a picture of the shoes on its website. The company hopes its obituary option will finally get people excited about recycling their shoes.  May these shoes RIP.

Now that is smart sustainable branding.




Edelman Good Purpose Study: 87% of people believe business should place equal weight on business and society.

29 05 2012

In a massive global study surveying more than 8,000 adults in 16 countries, Edelman’s 2012 Good Purpose Study tracks people’s increasing belief that business bears a weight to contribute to society.

  • 76% of people believe it is ok for brands to support causes and make money at the same time (up 33% from 2008).
  • Yet only 28% of people believe business is performing well in addressing societal issues.
  • 53% of people believe Social Purpose is the most important decision criteria in buying a brand when price and quality are the same (up 26% from 2008).
  • 51% believe business should donate a portion of profits or products/services to address societal issues.
  • 80% of people believe it is critical for businesses to make the public aware of the efforts they are making to address societal issues.
  • 52% of people believe its equally important to address issues “that impact me personally and society overall”.
  • 89% of people worldwide report that they take part in activities to address social issues.

You can access a slide show summary of the survey here.





Gibbs & Soell: Only 21% of Americans Believe Business Is Committed To Going Green.

2 05 2012

In their 2012 Gibbs & Soell Sense & Sustainability study, the research demonstrates that public doubt that corporations are making a sincere commitment to going green continues to run high.

Despite their skepticism, the majority (71 percent) of consumers wants to know more about what companies are doing to become sustainable and green, and 75% feel the media are more likely to report on green business when the news is bad rather than good.

Read the summary report and news release announcing the results of 2012 Gibbs & Soell Sense & Sustainability Study at these links.

Key Findings:

  •  The general public and business leaders remain skeptical of corporate America’s commitment to sustainability. Only 21 percent of U.S. adults and 25 percent of executives believe that a majority of businesses (“most,” “almost all,” or “all”) are committed to “going green” – defined as “improving the health of the environment by implementing more sustainable business practices and/or offering environmentally-friendly products or services.”
  • While one-third of executives report having no green steward, up from years past, there is a trend toward dedicated teams for those who do. This year’s results show that 34 percent of executives indicate there is no one at their company who is responsible for sustainability or “going green” initiatives, up from 25 percent in 2011. More than one out of five (21 percent) corporate leaders report there is a team of individuals whose jobs are specifically and solely dedicated to sustainability, up from 17 percent in 2011 and 13 percent in 2010.
  • Most consumers and business executives also believe corporate sustainability activities are more likely to be covered by the media when the news is bad than good. The number is comparatively higher among consumers who are confident in corporate America’s commitment to “going green.” Three-quarters (75 percent) of U.S. adults and 69 percent of executives feel the media are more likely to report on “bad news” than “good news” when covering how companies are addressing efforts to “go green.” Specifically among the 21 percent of consumers who believe “most,” “almost all,” or “all” companies are committed to “going green,” 83 percent feel there is a bias for bad news in the media.

 Said Ron Loch, senior vice president and managing director, sustainability consulting, Gibbs & Soell. “The results reveal growing efforts by business communicators in relating their corporate responsibility stories, but also underscore a deficit in general understanding and trust.  It’s clear much more needs to be achieved in terms of relevant engagement with consumers and the media around corporate sustainability.”





Gfk MRI: Falling Behind On Buying Green.

16 04 2012

In new research issued by Gfk MRI, people’s interest in making small sacrifices for environmentally responsible products continues to slip away.  No doubt the punishing impact of the recession and stagnant employment market have forced many consumers to make a Sophie’s Choice over green products.  But the research further underscores the lack of inspiration that marketers have been able to generate for sustainable brands.

Data from the last five years reports that consumers are now less likely to give up convenience or pay more for green products.

  • The percentage of adults who report “I am willing to pay more for a product that is environmentally safe” declined 13%, from 60% to 52%, in the last five years.
  • The percentage of U.S. adults who agreed with the statement “I am willing to give up convenience in return for a product that is environmentally safe” declined 16% in the past five years, from 56% in 2007 to 47% in 2011.

Only Millennials (people aged 18-24) are the only adult age group whose willingness to give up convenience or pay more for green products has held steady over the past five years. In addition, 53% of consumers aged 18-24 recycle products and 4% participated in environmental groups/causes in the past 12 months.  At least there is some hope from this audience of young adults to accept responsibility for sustainable behavior moving forward.

While 65% of American adults agree with the statement “preserving the environment is very important,” according to the Survey of the American Consumer, evidently the job of preserving is for someone else.  Only 22% of consumers who remodeled their homes in the last 12 months said they used environmentally friendly/”green” products for their renovation.

The top three environmentally friendly products purchased by U.S. adults are light bulbs (18%), paper towels (12%) and laundry detergent (11%).  Big deal.

As more and more leading global companies invest in sustainable strategies and are adopting practices with long-term environmental health in mind, it is incumbent on marketers in those organizations to create consumer awareness, appreciation and adoption of these strategies.  This data suggests we are falling behind instead of moving forward.

Original post on Sustainable Brands





Nielsen: The Global, Socially Conscious Consumer

28 03 2012

In a new global research report, Nielsen has identified a segment of the population they call the Global Socially Conscious Consumer.  

  • Two thirds (66%) of consumers around the world say they prefer to buy products and services from companies that have implemented programs to give back to society. 
  • They prefer to work for these companies (62%), and invest in these companies (59%). 
  • Still nearly half (46%) say they are willing to pay extra for products and services from these companies. 

In the study, respondents were asked if they prefer to buy products and services from companies that implement programs that give back to society. Anticipating a positive response bias, respondents were also asked whether they would be willing to pay extra for those services. For the purposes of this study, Nielsen defines the “socially conscious consumer” as those who say they would be willing to pay the extra.

According to Nielsen, “Cause marketing won’t work with all customer segments—some simply don’t care—but the research suggests that there is a segment of socially conscious consumers that cause marketers should pay attention to.”

New findings from a Nielsen survey of more than 28,000 online respondents from 56 countries around the world provide fresh insights to help businesses better understand the right audience for cause marketers, which programs resonate most strongly with this audience, and what marketing methods may be most effective in reaching these consumers.

Thanks to a tweet from our friend John Gerzema for pointing us to this research which he believes is in line with the findings in his book Spend Shift.

 

 





Ogilvy Earth. Mainstream Green. Bridging the Green Gap.

27 03 2012

A major new research report was issued this week from marketing agency Ogilvy Earth studying the barriers to mainstream consumers acceptance of sustainability behaviors and enlightened brands.

The focus of the study was both in the United States and in China, two of the most populated and carbon intensive countries in the world.  In the chart below, the report shows that the majority of people surveyed recognize the importance of living a sustainable lifestyle, a gap exists between knowledge of its importance and actual behavior.  The gap is 14% in China, and more than double that – 30% – in the United States.

In analysis of the research, Ogilvy Earth observed what this blogger has believed for 3+ years:

“The marketing communications industry knows how to do this. We popularize things; that’s what we do best.  But we need to embrace the simple fact that if we want green behaviors to be widespread, then we need to treat them as mass ideas with mass communications, not elite ideas with niche communications.”

In their analysis, the researchers found that “82% of Americans have good green intentions, but of those 82%, only 16% are dedicated to fulfilling those intentions, putting 66% firmly in this middle ground.”  As indicated in the chart about.

In their conclusions, the report’s authors identify 12 key ways they believe the Green Gap can be bridged.  They conclude:

1. Make it normal.

2. Make it personal.

3. Create better defaults.

4. Eliminate the sustainability tax.

5. Bribe shamelessly.

6. Punish wisely.

7. Don’t stop innovating.  Make better stuff.

8. Lose the crunch.

9.  Turn eco-friendly into male ego-friendly.

10. Make it tangible.

11. Make it easy to navigate.

12. Tap into hedonism over altruism.

For more detail and explanation on these intriguing and provocative gap bridging strategies, read the entire research report here.

Mainstream Green Report from Ogilvy Earth





Conference Board: What Board Members Should Know About Communicating CSR.

23 03 2012

In a significant white paper directed to corporate board members, The Conference Board has challenged directors to be aware of the benefits of corporate social responsibility (CSR) strategies and the challenges of communicating those actions to key stakeholders in the enterprise.

While the business benefits of CSR activities are now well-documented, the report says, “…communicating these activities are far from simple. If stakeholders perceive a lack of clarity regarding the company’s commitment to CSR, doubt the effectiveness of its CSR initiative, or miss the connection of a certain sociality activity to the core business, a backlash can occur.  CSR communication must overcome stakeholder skepticism to generate favorable CSR attributions.”

The report identified 6 key recommendations for board members to provide guidance for communicating CSR strategies:

1.  Seek CSR activities that fit into the business strategy.

2.  Emphasize CSR commitment and impact to foster consumer advocacy.

3. Seek credibility through the support of independent, external communication sources.

4.  Encourage employee and consumer word-of-mouth.

5.  Select social initiatives with high issue support.

6. Be mindful of stakeholder perception of business industry.

Here is a chart demonstrating how companies are

currently communicating CSR activities.

We are still surprised how passive and latent the CSR communications activities are.  The Conference Board recommends in their research that more consumer engagement is a critical next step to elevate CSR attribution and success.

The report says “a company’s CSR positioning can significantly amplify the effectiveness of CSR communication.  Stakeholders are likely to pay more attention to a comprehensive and coherent CSR message and believe in the authenticity of the social commitment.”

In other words, CSR should become a cornerstone asset in the brand’s equity and marketing focus.

The Conference Board Report Is Here.





Hertz Living Journey: Global Sustainability Initiative

13 02 2012

Hertz — the world’s largest general use car rental brand—introduced “Living Journey” last week… the Company’s corporate sustainability strategy. Living Journey positions Hertz to be the leader in Sustainable Mobility and Equipment Solutions through various strategic initiatives that integrate sustainability best practices throughout the Company including:

  • Smart Mobility—Hertz is committed to providing customers vehicle rental options that are fuel efficient and use clean, low-emissions technology such as Electric Vehicles (EVs) and hybrids.
  • Environment—Hertz’s goal is to minimize its environmental footprint and operating costs through efficiency improvements, resource management and renewable energy production.
  • Community—Hertz is dedicated to creating a positive impact and enhancing the communities it serves by giving back through philanthropic and volunteer efforts.

“We have a long-standing tradition of innovation and leadership that includes managing the environmental performance and social impacts of the Company alongside our fiscal responsibilities,” said Mark P. Frissora, Chairman and CEO of Hertz. “In 2011, we made tremendous progress on Hertz’s industry-leading solar generation and Electric Vehicle initiatives in addition to ongoing efforts to operate in an environmentally responsible manner at our corporate offices and rental facilities. As a continuation of our success, we are excited to introduce Living Journey which encompasses all of our efforts as an organization through partnerships, employee education and investments to reduce our impact on the environment, provide customer value, and manage our business sustainably.”

Through Hertz’s sustainability efforts, the Company has:

  • Recycled over 50,000 IT units since 2005 which diverted 2 million tons of e-waste from landfills,
  • Recycled approximately 680,000 gallons of used oil in 2011, and
  • Reduced paper use by 2.8 million pounds since 2006.

In addition, more than 80% of the water used at Hertz car washes is recycled. The Company is currently implementing energy audits and lighting upgrades across many of its facilities. Estimated results from recent lighting upgrades include 1.1 million kilowatt-hours and 776 tonnes of CO2 emissions saved annually (across 20 Hertz locations).

To communicate Living Journey to its stakeholders, Hertz has launched a sustainability website (http://www.hertzlivingjourney.com) which is the first of its kind for the Company. The site highlights Hertz’s achievements and plans in the sustainability arena, which includes energy-efficiency improvements such as lighting and HVAC upgrades, utilizing LEED certification standards for Hertz buildings, solar energy production, global recycling efforts, and delivering fuel-efficient fleet choices to consumers.

Last year, Hertz was recognized by the Global Business Travel Association for Sustainable Practice through Hertz On Demand, Hertz’s hourly car rental program.





50 Fastest Growing Brands Serve a ‘Higher Purpose’

8 02 2012

 

New research on the world’s 50 fastest growing brands found a cause-and-effect relationship between a brand’s ability to serve a higher purpose and its financial performance.

Brand consultants Millward Brown and former Proctor & Gamble marketing officer Jim Stengel developed the list of 50 brands, which they say built the deepest relationships with customers while achieving the greatest financial growth from 2001-2011. Furthermore, investment in these companies – the Stengel 50 – over the past decade would have been 400% more profitable than an investment in the S&P 500.

The list includes numerous brands with strong reputations for sustainability, such as Method, Seventh Generation, Stonyfield Farm and Chipotle.

The study forms the backbone of Stengel’s book GROW: How Ideals Power Growth and Profit at the World’s Greatest Companies (Crown Business; December 27, 2011).

“We wanted to uncover which brands grew the most over the past decade, both in terms of customer bonding and shareholder value,” said Millward Brown Optimor VP Benoit Garbe, who led the study. “Once we identified these brands, our burning question was what, if any, were the common principles that sparked and sustained their growth.”

To arrive at the Stengel 50, Millward Brown Optimor valued thousands of brands across 30+ countries. The list included both B2B and B2C businesses in 28 categories ranging in size from $100 million in revenues to well over $100 billion:

Ideals – The Ultimate Growth Driver

A research team – comprising Millward Brown Optimor brand strategists, Jim Stengel, Professor Sanjay Sood and MBA students at UCLA Anderson Graduate School of Management – uncovered that the most successful brands were built on an ideal of improving lives in some way, irrespective of size and category.

“We define ideal as the higher-order benefit a brand or a business gives to the world,” said Stengel. “Some companies are very explicit about their ideals, like Zappos – their ideal of delivering happiness is on their boxes, all over their offices, even on t-shirts employees wear. Other brands, like Louis Vuitton, are more implicit about it. But all their actions – throughout their products, stores and communications – amplify their ideal to luxuriously accentuate the journey of life.”

Added Garbe, “We found that this ideal is both a source of inspiration externally among customers, as well as a compass for internal decision making. So whether it’s Red Bull which seeks to Uplift Mind and Body or Pampers which is all about Caring for Happy Healthy Development of Babies, an ideal influences all facets of the business from HR and Marketing to R&D and Finance.”

Through case studies, GROW demonstrates how brand ideals aren’t simply about altruism or corporate social responsibility but a fundamental human value that is authentic to the brand and ultimately a driver for extraordinary growth. In fact, Millward Brown Optimor’s analysis discovered that those who centered their businesses on ideals had a growth rate triple that of competitors in their categories.

How Ideals Impact the Consumer Mind

Millward Brown’s team also determined that the 50 brands touch on five fundamental human values:

  • Eliciting Joy: Activating experiences of happiness, wonder, and limitless possibility
  • Enabling Connection: Enhancing the ability of people to connect with each other and the world in meaningful ways
  • Inspiring Exploration: Helping people explore new horizons and new experiences
  • Evoking Pride: Giving people increased confidence, strength, security, and vitality
  • Impacting Society: Affecting society broadly, from challenging the status quo to redefining categories

The list of companies is as follows:

Accenture, management and enterprise consulting services

Airtel, mobile communications

Amazon.com, e-commerce

Apple, personal computing technology and mobile devices

Aquarel, bottled water

BlackBerry, mobile communications

Calvin Klein, luxury apparel and accessories

Chipotle, fast food

Coca-Cola, soft drinks

Diesel, youth- targeted fashion apparel and accessories

Discovery Communications, media

Dove, personal care

Emirates, air travel

FedEx, delivery services

Google, Internet information

Heineken, beer

Hennessy, spirits

Hermès, luxury apparel and leather goods

HP, information technology products and services

Hugo Boss, luxury apparel and accessories

IBM, information technology products and services

Innocent, food and beverages

Jack Daniel’s, spirits

Johnnie Walker, spirits

L’Occitane, personal care

Lindt, chocolate

Louis Vuitton, luxury apparel and leather goods

MasterCard, electronic payments

Mercedes-Benz, automobiles

Method, household cleaners and personal care

Moët & Chandon, champagne

Natura, personal care

Pampers, baby care

Petrobras, energy

Rakuten Ichiba, e-commerce

Red Bull, energy drinks

Royal Canin, pet food

Samsung, electronics

Sedmoy Kontinent (“Seventh Continent”), retail grocery

Sensodyne, oral care

Seventh Generation, household cleaners and personal care

Snow, beer

Starbucks, coffee and fast food retailer

Stonyfield Farm, organic dairy products

Tsingtao, beer

Vente-Privee.com, e-commerce

Visa, electronic payments

Wegmans, retail grocery

Zappos, e-commerce

Zara, affordable apparel

Original post at Sustainable Brands





Unilever’s Bold Move: Launches Brave New Foundation.

1 02 2012

Unilever has announced the launch of The Unilever Foundation, dedicated to improving the quality of life through the provision of hygiene, sanitation, access to clean drinking water, basic nutrition, and enhancing self-esteem.

To help achieve the Foundation’s mission, Unilever has formed partnerships with five leading global organizations that are committed to creating sustainable change worldwide: Oxfam, PSI, Save the Children, UNICEF and the World Food Programme.

The Unilever Foundation is a key action that Unilever is taking to help achieve its goal of helping more than one billion people improve their health and well-being, and in turn, create a sustainable future.

“We live in a rapidly changing world. One where populations are growing, water is becoming increasingly scarce, and where food security is a growing issue. Unilever is committed to addressing the unmet social needs that our business can play a unique role in helping to solve. This is especially true in developing and emerging markets where we have deep roots,” said Keith Weed, Chief Marketing & Communications Officer at Unilever.

“We aim to double the size of our business while reducing our environmental impact and deliver increased social value. Together with our partners, we will deliver life-saving solutions as we work toward achieving these ambitious goals,” he added.

The challenges of the 21st century are increasingly complex:

  • Over 1 billion people do not have access to safe drinking water.
  • More than 3.5 million children under 5 die annually from diarrhoea and acute respiratory infections.
  • One child dies every four seconds from preventable and treatable diseases.
  • 2.6 billion people lack access to improved sanitation.
  • An estimated 925 million people suffer from chronic hunger.

“Two billion times a day, somebody, somewhere, uses a Unilever brand. Our global reach and scale, coupled with a deep understanding of what triggers consumer behaviours that can lead to a sustainable future, uniquely enable us to drive long-term scalable and systemic change,” added Weed.

The Unilever Foundation will be working with its Global partners on a number of life-saving initiatives:

  • The Unilever Foundation’s partnership with Oxfam will improve lives around the world through programmes designed to empower individuals and deliver good nutrition and clean, safe drinking water.  According to Barbara Stocking, Oxfam Chief Executive, “Unilever and Oxfam have been working together across the world for quite a number of years so we are pleased to be working with Unilever with the new Foundation as it is set up. The first way that we are going to work together is in the UK, providing food parcels to the very poorest people and helping them move from surviving to thriving. We are looking forward to extending that worldwide, focusing on two pillars core to Oxfam’s work on tackling poverty and inequality – the rights of women and access to clean drinking water.”
  • In supporting PSI, the Unilever Foundation is making a tangible contribution to improving the health of children and families through delivering behavioural change interventions focused on hand washing, clean drinking water and sanitation. “The launch of the Unilever Foundation represents the best of what is possible in Davos,” said Karl Hofmann, President and CEO of PSI. “By pooling ideas and resources, private companies and health organizations can improve the health of millions of children and families worldwide.  PSI is excited to be working with Unilever, a company that recognizes – and values – the economic impact of good health.”
  • The Unilever Foundation is working with Save the Children to save and improve the lives of children around the world. This will involve improving access to health workers and life-saving vaccines, and ensuring more children and mothers are reached with high-impact health and nutrition programmes. The partnership will also provide a platform to catalyse a global movement and generate the public and political will for a global breakthrough on child survival. Jasmine Whitbread, Chief Executive of Save the Children International, said “Save the Children is proud to be selected as a partner for the Unilever Foundation. This partnership will help us to deliver transformational change to millions of children’s lives around the world through our EVERY ONE campaign. Each year 7.6 million children die needlessly of preventable illnesses. The support from Unilever will bring us a step closer to ensuring that a health worker is within reach of every child, life-saving vaccines are available for all, and children have enough food to grow up healthy. Combining our global reach and joint mbition – we can give children the chance to fulfil their potential.”
  • The Unilever Foundation and UNICEF are partnering to improve sanitation in developing countries through UNICEF’s Community Approaches to Total Sanitation (‘CATS’) initiative, a behaviour change program that promotes good hygiene practices, helps create demand for access to toilets, and raises awareness of the sanitation crisis. “By investing with communities in sanitation, this  partnership is helping us break one of the last taboos in public health – open defecation – and demonstrating real leadership for the private sector,” said Anthony Lake, UNICEF’s Executive Director. “Improved sanitation could prevent the deaths of over one million children each year so these investments have enormous potential for the future health and strength of their societies.”
  • The Unilever Foundation is also partnering with the World Food Programme (WFP) in Project Laser Beam, a public-private partnership that aims to create a scalable and sustainable model to improve nutrition, health, and livelihoods in Bangladesh and Indonesia. “With millions of children around the world suffering from malnutrition, there has never been a better time to take action on this truly solvable problem,” said WFP Executive Director Josette Sheeran. “Project Laser Beam is investing in the next generation by ensuring that our children grow up healthy and strong. The knowledge and expertise of partners like the Unilever Foundation help make this goal a reality.”

Additionally, the Unilever Foundation is also working with other organizations worldwide by providing a combination of direct funding, expertise, products and employee support that help to help address country-specific needs primarily aligned with the Foundation’s mission.





PwC: 50% of CEOs prepared to change strategies based on customers’ environmental and corporate responsibility expectations.

27 01 2012

PwC released the results of its 14th annual Global CEO Survey focused on sustainable growth.  The research was conducted with 1,201 business leaders in 69 countries and also included further, in-depth interviews with 31 CEOs to gain a better understanding of those issues.

In this year’s survey, nearly half of CEOs said they would change their companies’ strategies within the next three years because they expect stakeholders to factor companies’ environmental and corporate responsibility practices into purchasing decisions (see figure). Companies are planning to adapt their offerings—or develop entirely new ones—to address society’s changing sentiments. They’re also planning to answer questions about their environmental and corporate responsibility practices—which includes the practices of their suppliers—to stay in their customers’ good graces.

“Most corporations want to do the right thing. They want to be responsive regarding energy use. The people we’re hiring expect us to be. They want to work for a company that has a value system built around sustainability. I don’t think you need government regulation to drive it.”

– Stephen A. Roell Chairman and Chief Executive Officer, Johnson Controls





New Report: 70% of people won’t buy a brand if they don’t like the parent company.

23 01 2012

Weber Shandwick has released the results of “The Company Behind the Brand: In Reputation We Trust,” a study finding that 70 percent of consumers won’t buy into a brand if they don’t like the parent company. Among senior execs, 87 percent said that having a strong brand for the parent company is as important as having a strong product brand.

Responsible brand behaviors also influence purchase decisions.  57% of Americans said “more and more I try to buy products made by a company that does good things for the environment or community” – with 83% of Chinese consumers agreeing to the same statement.  57% of Americans say they “get annoyed when it’s not obvious what company is behind a product.” and 56 percent said they “hesitate” to purchase a product if they can’t tell which company makes it.

Says Micho Spring, Global Corporate Chair of Weber Shandwick, “In this always-on, multi-platform, uncertain world, corporate brands are more important than ever because they provide an anchor of trust and credibility in a sea of dynamic, continual change. A strong corporate brand is essential to unlocking the full value of the enterprise and strengthening its brands, products and services as a result.”

Implications from the report included: invest more time and energy in branding the parent company like making website improvements that go into greater detail, clear labeling (more than two-thirds of respondents said they’re checking labels), and use promotional campaigns as an opportunity to talk about the parent company and the individual brands.

The study concluded:

“Corporate reputation and brand reputation are now nearly indivisible. The importance of a firm’s reputation matters more than ever and is unified with the reputation of product brands to create one powerful enterprise brand. Consumers want assurance that their well-earned dollars, yuan, pounds or reais are spent on products produced by companies that share their values. They have higher expectations for the companies and the brands they like and are not hesitant to turn their backs when they are disappointed or fooled.”

Download a copy of the report here.

KRC Research, IPG’s market research firm, polled 1,375 consumers and 575 senior execs at companies with annual revenue of $500 million or more in October and November 2011. Research was conducted online in the U.S., U.K., China, and Brazil.

Original post on PR Newser





24/7 Wall St.: The Ten Most Hated Companies In America.

18 01 2012

Are you surprised?

24/7 Wall Street’s analysis was based on a rigorous study of two dimensions.  One is public research about consumer satisfaction, customer care, pricing of products and services, and brand impressions. Wall St. research takes into account another set of factors, which include present earnings, profit forecasts, product development and quality, and brand valuations.

Here is how they did their research.

“We examined each company based on several criteria. We considered total return to shareholders in comparison to the broader market and other companies in the same sector during the last year. We reviewed financial analyst opinions on those companies that are public. We analyzed data from a broad array of sources, including Consumer Reports, JD Power, the MSN/Zogby Poll, ForeSee and the University of Michigan American Customer Satisfaction Index. We also considered negative press based on 24/7 Wall St.’s analysis of media coverage and the Flame Index, which uses a proprietary algorithm to review more than 12,000 websites and ranks companies based on the frequency of negative words. Finally, we considered the views of taxpayers, Congress and the White House — where applicable.”

Read the article here.





BrandAsset® Valuator: Fewer trust brands but trust is key to building brand equity.

16 01 2012

Kudos once again to our friend John Gerzema and his team at BrandAsset® Valuator for another compelling report on the key trends related to trust, brands, and the rise of the what they deem “The Citizen Marketplace”.

The headlines from their analysis and research demonstrate two inter-related factors as it relates to trust and brands:

That trust is the true, new brand differentiator.

  • 25% of people surveyed trusted brands in 2009, down from 49% at the beginning of the decade.
  • 45% cite trust as key to future potential or brand strength, up from 29% in 2001.

Other key findings in the research is the rise in social media as social contract with trust of social media outlets outpacing that of traditional media (and Twitter leading the trust game among social media outlets).

John and his BAV team conclude the following branding imperatives in the era of the Citizen Marketplace.

  • Trust is the new differentiator
  • There are numerous pathways to trust for companies and brands to pursue based on category requirements and their purpose and values
  • As communications evolve into conversations, social media is moving past social currency to social contract
  • Companies must not think social media, but ‘social as business model’.

Download a BAV presentation on the research here.

Thanks again BAV team for sharing this insightful work.





Asda UK: The new weird is to do nothing.

14 12 2011

The retailer Asda has 500 stores across the United Kingdom, serves more than 18 million customers a week, and has a home shopping busienss that serves over 98% of UK homes.

Adsa just released the results of research it did with over 6,000 Asda customers – who they affectionately have labeled Everyday Experts.

Results from the research are encouraging and revealing.  One of the most compelling findings is that levels of caring about sustainability issues did not vary among high, middle or low income participants.

Other key findings in the report included:

  • 80% said they plan to continue or increase the number of green products they buy.
  • 80% said they buy green products because they think it’s just the right thing to do.
  • 70% said they care about being green—no matter what their gender, age, location or income level, with more than a quarter (28%) saying they care very much indeed.

You can access the Asda research here.





The Enlightened Trend: Shared Value vs. Shareholder Value.

1 12 2011

93% of CEOs believe sustainability issues will be key to business success in the future.  The concept of creating shared value vs. shareholder value is beginning to penetrate the consciousness of many corporate boardrooms. This new report from FSG – the nonprofit consulting firm – gives best in class examples of social engagement strategies where corporate and social issues are aligned.

According to FSG, “the most advanced companies have begun to look at social engagement through a different lens entirely.  Rather than seeing business and society in opposition, they recognize the enormous potential of business to contribute to social progress.  At the same time, they understand that firms depend on healthy and well-functioning societies to thrive.  Such companies seek to create “shared value” – incorporating social issues into their core business strategies to benefit both society and their own long-term competitiveness.”

Says Harvard Business School professor Michael E. Porter, “What’s happening now is really a redefinition of the boundaries of capitalism.  Creating shared value is the next stage of evolution in the sophistication of the capitalist model.”

The report was sponsored by HP and features examples from global business leaders committed to creating shared value, including Alcoa, GE, Cisco, and Nestle among others.

You can download a pdf of the report here.

(Figure from FSG)