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Growing Greener Everyday The i ncreasing environmental consciousness of consumers The Consumer Lab Colleen Grady June 20, 2007. What People are Talking About Issues. Global Warming Energy Efficiency Carbon Offsets Eating Locally Green Building. A Growing Concern.

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What people are talking about issues

Growing Greener Everyday The increasing environmental consciousness of consumersThe Consumer LabColleen GradyJune 20, 2007


What people are talking about issues

What People are Talking AboutIssues

  • Global Warming

  • Energy Efficiency

  • Carbon Offsets

  • Eating Locally

  • Green Building


A growing concern

A Growing Concern

32% of Americans report heightened interest in the environment than they did a year ago.

Why has awareness in environmentalism grown so dramatically?

*Source: 2007 Cone Consumer Environmental Survey


Media buzz

Media Buzz

Internet

TV

Film

Print


Retailer and brand efforts

Retailer and Brand Efforts

  • Retailers

    • Energy efficient stores & transportation

    • Organic & locally grown foods, fair trade

    • Pushing manufacturers to become more eco-friendly

    • Reusable bags

    • Opening new stores

  • Brands

    • Brands are reinventing themselves

    • Carbon offset purchases

    • Minimal packaging

    • Using environmental consultants

    • Using sustainable POS & displays

    • Cruelty free

    • Supporting Environmental Causes


Meet the consumers

Meet the Consumers


Carbon what

Carbon What?

  • Conserve Water

  • Recycle

  • Turn off the Lights


Greener every day

Greener Every Day

  • Conserve Water

  • Recycle

  • Turn The Lights Off

  • Label Reader

  • Package Scrutinizer

  • Energy Star Appliances

  • No Chemicals

  • Environmental Educator


Environmentalist

Environmentalist

  • Conserve Water

  • Recycle

  • Turn The Lights Off

  • Label Reader

  • Package Scrutinizer

  • Energy Star Appliances

  • No Chemicals

  • Environmental Educator

  • Purchase Carbon Offsets

  • Write Letters to Congressman

  • CSA

  • Share the Hybrid

  • Certified Organic Cotton


Growing up green

Growing Up Green

  • The Most Environmentally Aware

  • Government is Responsible

  • Corporate Environmental Responsibility

  • I Will Help Save The Environment


Responsibility

Responsibility


Who is responsible

Who is Responsible?

93% of Americans believe companies have a responsibility to help preserve the environment.

Consumers are beginning to ask questions…

How was this made?

How did it get here?

*Source: 2007 Cone Consumer Environmental Survey


Consumers want companies to take action

Consumers Want Companies to Take Action

Meaningful actions consumers want companies to take

*Source: 2007 Cone Consumer Environmental Survey


Consumer attitudes view of corporate green practices

Consumer Attitudes View of Corporate Green Practices

  • Most consumers have a more positive image of a company when it is environmentally responsible

  • Most consumers would consider switching to another company/brand because negative corporate responsibility practices

*Source: 2007 Cone Consumer Environmental Survey


Consumer attitudes consumer loyalty toward green companies

Consumer AttitudesConsumer Loyalty Toward Green Companies

“Knowing a company is mindful of its impact on the environment and society makes me more likely to buy their products and services.”

*Source: Lifestyles of Health & Sustainability Consumer Trends Database


Consumers are motivated to pay more

Consumers are Motivated to Pay More

When environmentally friendly products:

  • Save money in the long term

  • Are available and convenient

  • Provide health & welfare of future generations

  • Are made by socially responsible companies

*Source: 2007 Cone Consumer Environmental Survey * Source: Lifestyles of Health & Sustainability Consumer Trends Database


What do we do with all this info

What do we do with all this info?


How to benefit our clients

How to Benefit our Clients

  • Ask questions of our clients

  • Make our clients aware of the benefits of advertising their corporate social responsibility

  • Leverage programs of brands and retailers

  • Get consumers involved in efforts

  • Target the priorities of the consumer that make sense for the brand

  • Don’t allow clients to try to “greenwash” their brands


Questions

Questions?


Appendix

Appendix


Additional trends

Additional Trends

  • Credit cards are moving to offer consumers “green” rewards from donations to products

  • Green weddings

  • Reusable grocery bags

  • Nutrition label – environmental/social nutrition

  • Going carbon neutral or carbon positive


How to make it work

How To Make it Work

  • Make it Simple

    • Consumers must be able to immediately understand how your brand is going to help them help the planet

  • Take a Long-Term View

    • Making a difference will not happen over night, consumers know that and will respond to your long-term commitment

  • Ensure Your Efforts Align With Existing Brand Equity

    • Initiatives need to make sense with the established perceptions consumers have of your brand

  • Make Sure Its Authentic

    • Disingenuous behavior will be transparent to consumers

*Source: Brand Against Global Warming, Advertising Age, March 5, 2007


What people are talking about issues

Treehugger.com

Sprig.com

Inhabitat.com

Thegreenguide.com

Idealbit.com

Mtvswitch.com

Lime.com

earth911.org

ecorazzi.com

grist.org

Thedailygreen.com

green.yahoo.com

zerofootprint.net

Greenbiz.com

lowimpactliving.com

sustainablestyle.org

eatwellguide.org

stylewillsaveus.com

Worldchanging.org

100milediet.org

onepercentfortheplanet.org


Green websites

3r Blogging3R Living sells the world’s highest quality eco-friendly, organic products and gifts.

About My PlanetThe name says it all...

Alternative Energy Blognews, views and strong opinions on alternative energy resources including wind power, solar energy, wave energy, geothermal & other alternate energy sources

An Inconvenient TruthOfficial blog of An Inconvenient Truth

BTC Elements BlogBeing the Change -- adventures in responsible consumerism.

CitizenGreenThoughts on Renewable Energy, Climate Change, Peak Oil, Energy Policy, and more...

Cleantech blogCleantechblog.com, the premier site for commentary on clean technologies, news, and issues relating to next generation energy and the environment.

Daily Green, the Blog of GreenForGood.comE-commerce site providing alternative products aimed at encouraging a sustainable, healthy, ecologically robust planet.

DesignNicheNICHE is a modern design firm focused on creating beautiful contemporary interiors and furniture with an emphasis on sustainability.

Dropping KnowledgeAsk, answer, and discuss questions, download media, and use the searchable database to find social topics that matter most to you.

EQUITY GREENI would like to explore everything green as it relates to real estate.

Earth Friendly GardeningSustainable Gardening for a Healthy Planet

Eco-ChickBecause Mother Nature is a Woman.

EcoGeekEcoGeek - Bridging the Gap between Technology and Nature.

EcoSherpaRealistic, Responsible Living.

EcoToolBox.comThere are many things each and everyone of us can do on a daily basis.

Environment BlogFor the environmentalist in you.

Environmental EconomicsEconomists on Environmental and Natural Resources: News, Opinion, and Analysis

Great Green GoodsA shopping site for the earth friendly consumer.

Green Websites


Green websites1

Green Home Building and Sustainable ArchitectureSustainable architecture is an exciting and important field.

Green-LinksGreen-Links is a community driven online resource for all things 'green' in New York City.

Green.tvgreen.tv is a United Nations Environment Programme supported IPTV channel for environmental films.

GreenBizA comprehensive free information resource for large and small companies seeking to align environmental business practices with business success.

GreenCounselUsing the Law to Promote Renewable Energy, Environmental Business and Sustainability.

GreenDrinksEvery month people who work in the environmental field meet up for a beer at informal sessions known as Green Drinks.

GreenMapGreen Map System is a global eco-cultural movement, energized by local knowledge, action and responsibility.

GreenThinkersWelcome to the New Greenthinkers!

Greener MagazineThe green solutions magazine for American homes, gardens and families

Groovy GreenGiving you the groove on green sustainable living in Ithaca, NY and beyond.

Groovy MindOrganic, Fair Trade, Eco-Friendly Goods.

HAUTE*NATURESustainable, renewable, recycled, repurposed, organic & childrens products--with an extra emphasis on creative D.I.Y. projects and art.

How to Save the WorldDave Pollard's environmental philosophy, creative works, business papers and essays.

HuggHugg is a new project by TreeHugger - asource for user-generated green news.

Ideal BiteIrreverent thoughts on being green.

InhabitatFuture-forward design for the world you inhabit - your daily source for innovations in sustainable architecture and green design for the home.

It’s Getting Hot In HereDispatches from the Global Youth Climate Movement

Joel MakowerSustainable Business. Clean Technology. Green Marketplace.

GristmillContinuous news and commentary on matters earth-related.

Green Websites


Green websites2

Lazy Environmentalistcutting-edge environmental trends and innovation in fashion, design, architecture, interiors, travel, transportation, and more.

Life Begins at 30A weblog focusing on the importance of locally and sustainably grown food.

LimeThe latest news and how-to videos

M O B J E C T I V I S Tre: Facts on the inevitable world-wide energy transition

Maria EnergiaHighlighting companies of all shapes and sizes that are leading the world toward more efficient, reliable, and secure energy in the 21st century.

Marketing GreenBlog about Green Marketing.

One Degree at Weather.comThroughout the world, people are confused about climate change and global warming. For this reason, The Weather Channel created One Degree.

Organic ResearcherA blog about the leading edge of social science research into organic food and farming.

Our TomorrowAnother world is possible.

Practical EnvironmentalistPractical steps to improving the environment.

Renewable Energy GenerationSearching for Sustainable Energy Sources. (Renewable Energy News from the Philippines.)

Resource InsightsIndependent Comment on Environmental and Natural Resource News

SRB Marketing | CONSCIOUS CLICKS - The BlogBlog News & Tips for environmental, social, organic & green organizations

Sierra Club CompassExplore, enjoy and protect the planet.

SlowLabA laboratory for the advancement of slow design thinking and practice, envisioning environmental sustainability, social harmony, and individual well-being as processes and products of good design.

Small FailuresThis blog sets out to prove that living sustainably and living well are not mutually exclusive.

Sustainability BlogExploring sustainability from personal to global, using ecological footprint, green building, and transformative experience

Peak Oil PremonitionsFor those that believe mankind needs to re-evaluate and change the role one plays in our ecosystem of finite resources and our impact on future generations and their way of life.

Green Websites


Green websites3

Sustainable StepsThis blog was created to promote a sustainable lifestyle for all.

Sustainable Stylelook fabulous, live well, do good

SustainablogNews, information and personal meanderings related to environmental and economic sustainability, green and sustainable business, and environmental politics.

TerraBlog from TerraPassTerraPass helps individuals easily and affordably balance their environmental impact

The Conscious EarthEarth-centered news for the health of air, water and habitat, and the fight against global warming.

The Eco Street Blograising green consciousness since 2005

The Energy BlogThe Energy Revolution has begun and will change your lifestyle!

The Future is GreenThoughts the looming peak in world oil production, green alternatives, and the least painful paths to a sustainable society.

The Green GiraffeA corporate guide to being & marketing green

The Green Room - LIMEMore green celebrities... from Lime.com.

The Hip and Zen PenCelebrating the ethos and aesthetic of Hip & Zen, modern lifestyle products that nurture body and soul.

The Weekly Green PlanetEco Celebrity news, gossip and commentary ~ "Spotlighting Celebrities Who Shine Their Light Back On Our Planet"

Today's NewsENN provides comprehensive environmental marketing and communication solutions for both business and non-profit organizations.

Triple PunditServing people, planet and profit: An 'integrated bottom-line' approach to looking at business from the next generation of MBAs

Unplugged LivingHelping You to Freeload Off of Mother Nature.

WorldChangingAn online publication covering tools, models, and ideas for building a better future. Another world is here.

ZerofootprintZerofootprint’s goal is to connect people who care about the environment for the purpose of reducing ecological footprint.

ecorazzi.comCelebrities caught green-handed: Ecorazzi is dedicated to rounding up all the best 'green' news on celebrities and notables making waves in support of the environment and humanitarian causes.

Green Websites


Green websites4

gDiapers: the early years...Official blog of gDiapers.

greenbuildingsnyc.comGreen Design, Construction, and Real Estate in NYC and Beyond: I'm a former New York City construction professional now practicing construction and real estate law in Manhattan. I'm interested in both LEED and the green building movement from engineering, urban planning, and legal perspectives.

sustenanceA place to explore the connections between community and sustainability.

the greener sidethe perks and quirks of sustainable tech

theWattDaily Energy News and Discussion

Green Websites


Media

Media


What people are talking about issues

Discovery CommunicationsPlanet Green – a TV channel debuting in spring 2008 - completely dedicated to various aspects of environmental living


News corporation announced an initiative for all business units to be carbon neutral by 2010

News CorporationAnnounced an initiative for all business units to be carbon neutral by 2010


Rolling stone will use carbon neutral paper

Rolling StoneWill use carbon neutral paper


What people are talking about issues

NBC Universal“Get on Board” – company wide commitment to environmentally conscious film and TV production“Evan Almighty” A “carbon-zero” productionwww.Getonboardnow.com – launched by NBC in conjunction with the film – tips on being green, make a donation to plant trees, green makeover sweeps


What people are talking about issues

MTV Networks International MTV Switch - Youth-centric, worldwide, multi-platform initiative, designed to inform viewers about issues of global warming and ways in which they can make choices that result carbon emission reduction.  (http://www.mtvswitch.org ).


Retailers

Retailers


What people are talking about issues

64% of retailers claim they will be creating more energy-efficient stores when building or remodeling(Food Marketing Institute’s 2005-06 Annual Financial Review)


Home depot eco options labeling

Home Depot Eco Options Labeling


What people are talking about issues

Wal-Mart 18seconds.orgPackaging design contest – Wal-Mart challenged its electronic manufacturers to design new packaging using minimal and sustainable packagingConsidering installing solar power in 340 stores


Trader joes you are entered in a sweeps for a 25 gift card every time you bring your own bag

Trader JoesYou are entered in a sweeps for a $25 gift card every time you bring your own bag


What people are talking about issues

PublixOpening Publix GreenWise Markets later this year to will directly compete with whole Foods(POP Times, May 2007)


Brands

Brands


L oreal going cruelty free replacing animal testing with tests done on engineered human tissue

L’Oreal Going cruelty free - replacing animal testing with tests done on engineered human tissue


Ge ecomagination purchased a canadian hydroelectric plant and invested in two wind farms

GE EcomaginationPurchased a Canadian hydroelectric plant and invested in two wind farms


What people are talking about issues

PepsiCoPurchased $2 million of Renewable Energy Credits in April Pledged a $20 million commitment to conserve, reduce and recycle waterStopped financing research that uses animal testing


What people are talking about issues

P&GReduce size of packaging for liquid detergentIntroduced Crest tubes that can be shipped without boxes


What people are talking about issues

Coca-ColaPlans to reduce packaging size of Dasani by 7% over the next 5 yearsPartnership with World Wildlife Federation to reduce water use, recycle more water used in manufacturing, and work to conserve freshwater resources worldwide.$20 million commitment Stopped financing research that uses animal testing


What people are talking about issues

KraftWorking with the Rainforest Alliance to reach conservation standards for cocoa & coffee farmingIncreased natural and organic options- Back to Nature- Yuban


What people are talking about issues

PhilipsSupporting Relight NY – a non-profit developed by a NYC high school freshman to supply low-income families with CFLs to save energy


Apple developed a plan to become more environmentally friendly in response to public demand

AppleDeveloped a plan to become more environmentally friendly in response to public demand


What people are talking about issues

EnterpriseWill introduce a fleet of fuel-efficient and alternative-fuel vehicles, as well as a commitment to fund research into alternative fuels


General motors plans to accelerate production of electric cars

General MotorsPlans to accelerate production of electric cars


What people are talking about issues

DellZero Carbon Initiative - programs aimed at all steps on the supply chain, from suppliers to manufacturing to operations to consumershttp://ideastorm.com/


What people are talking about issues

NikeGoals include: improved labor conditions at all its factories worldwide, be a climate-neutral company, and reduced the waste from its products by 17 percent by 2011


What people are talking about issues

HPPartnership with World Wildlife FundEpicenter for Climate Conservation - which is focused on advancing climate adaptation and resiliency strategies and projects around the globe Climate Witness - an online forum that serves to raise global awareness of the tangible consequences of climate change "Information and Communication Technology Innovation as a Driver of Climate Change Solutions" - program to identify 1 billion tons of carbon reductions through the use of information and communication technology.


Clif bar converted field marketing trucks to biodiesel

Clif BarConverted field marketing trucks to biodiesel


What people are talking about issues

TimberlandGreen Index Tags – products are given scores based on issues such as greenhouse gas emissions, solvents and organic materialsPlans to be carbon neutral by 2010


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