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Archive for November, 2011

How not to make your green marketing a joke

I’ve been getting in trouble lately from the green marketing community. They think my “Got Green? and 10 Other Brand Curdling Cliches of Green Marketing” presentation is making fun of the industry.

It’s not. It’s making fun of companies and brands that are eager to jump on the green bandwagon without doing their homework. Their green marketing shortcuts are laughable, diminishing the credibility of the entire green marketing industry.

At least Lorna Li of Green Marketing TV appreciates my humor. She recently invited me on her web TV show to discuss the art of green marketing.

The Art of Green Marketing for Sustainable Brands – Park Howell, Park & Co from Green Marketing TV on Vimeo.

In this interview we cover:

  • Which companies tell their sustainability story well, without the hackneyed green marketing cliches
  • Big brands that are failing the “got green?” test
  • Successful examples of green marketing
  • Egregious examples of green wash, in products that have no business calling themselves green
  • Whether green marketing is really dead and if we should just give up

This revealing discussion with several real world green marketing examples, ought to help you better define your green marketing strategies and bring you closer to becoming a remarkable sustainable brand.

Giving old electronics new life through YouChange.com

We finally tackled the beast. The mountain of old computers, cable castaways, and a plethora of  peripherals that have taken over an otherwise usable office space. I figure that this collection of electronics amounts to between $75,000 and $100,000 of original investment over the past 16 years. Now it’s relatively worthless in our eyes, as either wear and tear or technological advancement have rendered it obsolete.

But not to YouChange.com. They find value in that pile of ewaste.

You Change is a Phoenix-based service that keeps ewaste out of landfills. You can either mail in your your old electronics, or they will pick them up. They will cull through the items, refurbish and resell what they can giving you a portion of the profits, and recycle the rest. None of what you give them will ever hit a landfill.

Derrick Mains, Enviro-entreprenuer, hummus aficionado, and executive vice president of YouChange.com, said,

“Every year more than 140 million cell phones pollute landfills. Add that to computers, mp3 players, game consoles and other electronic items, and the problem is immense. YouChange is remarketing those items that could have a second life and recycling those that don’t. On www.youchange.com you have the ability to see what the secondary market value of your item is and best of all YouChange will buy those items from you! Reducing your impact on the environment and making a buck. What more can you ask for?”

So if you’re like most consumers, you have drawers, and boxes, and closets, and even offices full of dust-collecting electronics. YouChange offers one way to unclutter your life of ewaste and make a dollar or two while you’re at it.

Do you know of other services where readers can easily recycle their electronics? Please share in the comments section below.

Inaugural GoGreen Conference hits Phoenix

GoGreen Conference at the Phoenix Convention Center

Do you think you have your green brand and marketing figured out? Do you want to put it to the test? Join me as I moderate the workshop, Green Marketing & Branding: Creating Behavior Change during the inaugural GoGreen Conference at the Phoenix Convention Center this Tuesday, November 15.

GoGreen Conference Phoenix has a terrific lineup of speakers, including:

  • Al Halvorsen, Senior Director of Environmental Sustainability, Frito-Lay North America
  • Derrick Hall, CEO of the Arizona Diamondbacks
  • Phoenix Mayor, Phil Gordon
  • Kevin Tuerff, President, Enviromedia

I, and the Park&Co team, will be Tweeting updates all day from the event using the hastag #GoGreenPHX. If you have any questions for any of the presenters that you’d like us to ask, be sure to send us a Tweet.

Are you attending? If so, be sure to swing by the Park&Co sustainable marketing booth in the exhibit hall to say hello.

Is your neighborhood donation bin laundering your clothing to for-profit retailers?

“Clunk, slam!” is the hollow thanks you get when a collection bin devours your donated items. You may think that the sack of clothes you just stuffed through the metal orifice is going to help a charity. Chances are, it won’t. More likely, your kind contribution will line the pockets of a for-profit thrift operator.

There is no real donation involved – presenting something as a gift, grant or contribution – although the for-profit entity that hoodwinks you out of your items would like you to think so.

Inside Edition just aired this story on Bruce Binler, a Long Island, NY businessman who owns hundreds of clothing bins that masquerade as non-profit collection points. It is despicable that they can intercept your donated items for their own gain that would otherwise help put people back to work, as in the case of Goodwill of Central Arizona.

Since the for-profit collection bins have appeared in Arizona, Goodwill of Central Arizona has seen its volume of donated items drop by 40 percent, from 130 pounds-per-donor to approximately 72 pounds. With foresight, Goodwill has increased its number of donors; they’re just dropping off substantially fewer items per trip.

If Goodwill had not experienced the drop in per-donor volume, they could be serving 70,000 Arizonans, instead of the admirable 35,000 they currently serve, to help find jobs. Goodwill attributes much of this loss to for-profit bins.

More than 5,000 profit-seeking bins dot the vacant corners and parking lots of the Valley of the Sun, often illegally because they appear in the dead of night without the permission of the property owner. They are here to compete with legitimate non-profit organizations for your valuable castoffs. But unless these bins have a reputable nonprofit prominently displayed on them, like Goodwill, Valley Big Brothers and Big Sisters, St. Vincent De Paul, or the Salvation Army, you can bet your donated items are headed to a bulk buyer and sold out-of-state or overseas. Very little of the money from your once beloved items will remain in the local community to help put people back to work. It goes to men like Mr. Binler.

Donation bins, like this one from Campus California, have come under fire.

But he’s not alone. Other organizations, like Campus California, which has come under intense scrutiny in the Bay Area, are doling out 200 “cause-oriented” collection bins throughout Arizona.

It’s no wonder that competition for your resale items has gotten nasty. According to the Association of Resale Professionals, resale is a multi-billion dollar a year industry that has grown by seven percent each of the last two years.

Profits are driving unscrupulous marketeers to invade the historical retail domain of non-profits and pirate your items with the false promise that they will have a significant impact on an important social cause.

So the next time that collection bin slams shut on your donated items, think again where it actually might be headed and who is truly benefitting.

 

 

 

 

High school senior combatting styrofoam lunch trays poses insightful questions about green marketing

I just received four incredibly thoughtful questions on green marketing from Audrey, a senior at Hammond High School in Howard County, Maryland. From her note:

Photo from the Cafeteria Culture Blog

“Last year, I participated in the prerequisite class for Intern/Mentor, Independent Research, and researched the effects of Styrofoam on the environment and am currently still working to rid my school system of the Styrofoam lunch trays.  I have decided this year to study green marketing and how marketers reach the maximum number of consumers. I want to know how companies make their advertising and marketing greener and how these changes affect their clients.”

1. What do you find are the key factors to a successful green marketing campaign?

Funny, I was just included in an article in Entrepreneur Magazine this month about the five steps to successful green marketing. This will give you a good start, although I do think there are more factors involved in successful green marketing.

 

2. What area of green marketing do you think has the greatest impact on the earth?

Like all great advertising and marketing, green marketers must tap into the emotions – not reason – of consumers to get them to act more planet-wise. I think green marketing that actually involves the consumer in its campaign and encourages them to participate through doing something and shows them how to do it is the best kind of green marketing. Here are 10 great examples.

 

3. For which area of green marketing is it easiest to gain corporate support? For which area is it hardest?

Whatever green marketing movement you are trying to gain corporate support for first has to be in alignment with the company’s goals. One of the hardest areas to gain support in is global warming and carbon credits. There is just too much controversy surrounding the science, divide within the issue, and cost associated with correcting it for most corporations to rally behind it. Recycling, water conservation, and other programs that the individuals within a company can easily and actively participate in are the green marketing programs that seem to gain the most traction: 10 considerations when approaching a private company about supporting your public cause.

 

4. What are the biggest changes you have seen in green marketing over the past 5 years?

Too many companies are jumping on the green marketing bandwagon and not doing a particularly good job at telling their stories about sustainability. They forget the first five rules of marketing anything – green or not – from the consumer perspective:

  1. Do I want and need it?
  2. Does it work exceptionally well?
  3. Do I get a ton of value for the price?
  4. Is it convenient to buy and easy to use?
  5. Is it good for my family?

Only then do the majority of consumers care about: Is it good for the planet?

Most green marketers still don’t get it, and that’s why “greenwashing,” even though most of it is inadvertent, has become such a nasty nemesis to the credibility of promoting sustainability.

Thank you, Audrey, for including me in your research for your important project of ridding your school district of styrofoam trays. It is gratifying to see young stewards like yourself know that they can make a real difference in this world. Keep up the great work.