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Archive for the ‘Corporate Enviro Causes’ Category

Reduce costs. Increase profits. Save the planet. That’s how you sell green!

If your green business solution can create a win, win, win for a customer, you can’t lose.

That’s my obvious answer to Korey Baker’s question on LinkedIn today: “What attracts business owners to the idea of “going green”?

To give my position credence, just look at McDonald’s 2011 Sustainability Scorecard. Of their 13 stated goals in five areas, they only met one:

“Increase energy awareness and education across the System to continue to realize savings to the bottom line and benefits to the environment.”

While they’re making progress in other CSR areas, including sustainable supply chain, employee experience, nutrition & well being, and community, it’s no surprise that the big savings are in environmental responsibility.

As I mentioned in the American marketing Association article about the sustainability scorecard, McDonald’s wins by reducing operating costs, increasing net profits, and creating a story about their sustainability that they can share with the world.

That’s how you sell “green” to a company. What’s your answer?

Are you practicing creative destruction as a green marketer?

If you’re following the Stop Online Piracy Act (SOPA) hearings, you’ll find that this digital land grab by the government follows “The Cycle,” the same rise, capture and fall of every significant communications empire dating back to the telegraph. AT&T’s failed $39 billion play for T-Mobile is another example of the cycle as explored in the book The Master Switch.

It’s all about creative destruction, the fuel that propels free markets.

Author Tim Wu is a former tech writer from Silicon Valley who is a professor at Columbia Law School. This is an enlightening journey through the typical arch of American communications industries: From tinkering in the garage to a life-changing industry; from half-backed contraption to must-have production marvel; from a freely accessible channel to one strictly controlled by a single entity; from open to closed system.

Eventually, entrepreneurs and innovation smash apart the closed system, and the cycle starts anew.  Is SOPA the start of the natural constriction of the open web – the most verdant field for social innovators and communicators that we have know in our lifetime – and a natural continuation of the cycle? Will a resurgent AT&T eventually capture T-Mobile to expand their empire and once again monopolize telecommunications, another revolution in its cycle?

One of the interesting themes that threads throughout The Master Switch is the Marxist concept of ”Creative Destruction,” popularized and applied by Austrian-American economist Joseph Schumpeter during the early to mid 1900′s. The free markets are based on creative destruction, the invention/birth, maturity and destruction of a product, service or industry, its demise caused by similar innovation that created it. Often, according to Wu, the inadvertent self-destruction of the successful endeavor that has reached the masses is at the hands of its creators whom go from risk-taking inventor to risk-adverse monolithic corporation or cartel that becomes vulnerable to individuals innovating. David falls Goliath.

“All knowledge and habit once acquired becomes as firmly rooted in ourselves as a railway embankment in the earth. The very nature of fixed habits of thinking, their energy-saving function, is founded upon the fact that they have become subconscious, that they yield their results automatically and are proof against criticism and even against contradiction by individual facts.”  - Schumpeter

As a green marketer, you are a storyteller for sustainability. You have the master switch; the megaphone to reach your customers and stakeholders. You are also the innovator and risk-taker fighting the good fight against the mindset of, “That’s the way we’ve always done it.” I believe we are all still pioneering and learning how to make sustainability work. We must be the fearless inventors tinkering in our sustainability garages and continuing to challenge the status quo. We are at the very beginning of the cycle. It’s an exciting time, and one we are privileged to be part of.

Read The Master Switch and see how the rise and fall of these communication innovators and empires directly parallel the rise of green marketing and sustainability within our firms and the public conscious.

Can you share an example of creative destruction in your experience with green marketing and sustainability?

 

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.

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.