Crowdsourced Clean up: A Conversation with Litterati Founder, Jeff Kirschner

ImageBy Heidi Quigley, Special Projects Associate, Grossman Marketing Group

According to the “Keep America Beautiful” organization, over 51 billion pieces of trash are littered on U.S. roadways each year.  In a recent post, we discussed the growth of social media tools that help create awareness of the environment and how to improve it.  One tool we mentioned was Litterati, a global photo gallery of litter that allows users to share their findings and engage with brands. We recently had the chance to interview Litterati’s founder, Jeff Kirschner, to learn more about the project and the impact it has had thus far, as well as their future plans for growth.

Kirschner explained that he founded Litterati in an effort to reduce litter rates.  Litterati is an online resource that allows users to photograph litter with Instagram and share their findings with friends using the hash tag “#Litterati.” They are then encouraged to discard the litter properly.

In our interview, Kirschner shed some light on the world of litter. He told us that the majority of Litterati contributors range from 18 to 34 years old and are primarily a tech-savvy audience. As Litterati has grown, he has noticed a significant change in his purchase choices, his family’s behaviors, and also in his local environment’s level of awareness. The enjoyment and creativity of this “digital landfill” allows for users to create their own caption for their photos.  “People are literally titling their captions as if they are titling a piece of artwork, while others are more black and white. Notably, other than the photographs, everything on the website is black and white in-order to mimic the black and white origin of this issue—there is something that clearly does not belong there, so we must put it where it belongs,” Kirschner explained.

Litterati is about bringing people together that may not know each other, but are contributing to the same objective. For example, Kirschner mentioned two people who picked up cigarette butts within miles of one another.  These people did not know each other, but they picked up litter and tagged “#Litterati” within minutes of each other.

One of Litterati’s long-term goals is connecting large quantities of people who have the same universal goal of a cleaner environment. Kirschner said, “When dealing with a global issue such as litter, it can be overwhelming to people who are looking to find a solution.  However, if one person knows that there is another person close by doing the same thing, fifty other people in the same city, hundreds in the same state, and thousands in the same country, then suddenly people realize that they are not alone.  Although this problem is huge and daunting, it actually can be fixed if we all play a part.”

Kirschner also discussed the response he has seen from big brands.  He told us that companies such as Whole Foods and Starbucks are looking to integrate corporate sustainability into their many promotions. He reported that Whole Foods recently teamed up with Litterati users. During this promotion, each person who picked up and discarded an item of trash properly was rewarded with a free coffee.  In the future, there will be more potential opportunities for Litterati to collaborate on another promotion with Whole Foods.

Kirschner said, “Can you imagine if Marlboro or Newport recognized that their cigarette butts are everywhere and said that they were going to build a team to start block-by-block to pick them up?  Just the P.R. alone would be good for a company like that.”

According to the statistics that can be found on the Litterati website, cigarette butts are the most littered item. Kirschner stated, “Smokers have a natural tendency to throw them out on the ground and, in some ways, this has become an accepted behavior.  After recognizing the fact that this has been happening for many years and that there are many cigarettes in each pack, it comes as no surprise that this is the most highly littered item.”

The main idea of Litterati according to Kirschner is, “Individually we can make a difference. Together we can create an impact.”

5 Key Sustainability Updates for 2013

ImageBy Heidi Quigley, Special Projects Associate, Grossman Marketing Group

Although there has been a prolonged period of silence on “Sustainable Ink,” Grossman Marketing Group (GMG) has been anything but quiet.  We have continued to grow and develop as a company, maintaining our focus on environmental responsibility. In fact, our new Special Projects Associate, Heidi Quigley, who will be helping with this blog, just graduated from college with a minor in environmental studies. In collaboration with Heidi, we have come across several interesting articles recently and thought it would be beneficial to share them below:

E-waste is increasingly becoming an issue in this country, and many households are unsure of how to dispose of old computers, phones and other products. If you are looking for a responsible way to rid yourself of old electronics, The New York Times suggests contributing them to a recycling program.  In addition, people are welcome to bring in used electronics to most Best Buy and Staples locations.  You can even trade in old equipment for resale using Gazelle or Amazon. GMG has “The Big Green Box” in many locations around our offices so employees can easily drop these off at work, removing a barrier to recycling.

While some people are looking to recycle their used gadgets, social media tools are helping people create awareness of the environment and ways to improve it.  One interesting tool we have seen recently is Litterati, a, photo gallery of litter that allows users to share their findings and engage with brands.  Here’s a great video overview of the company.

Last month, President Obama announced his commitment to the environment through his Climate Action Plan. This proposal aims to reduce greenhouse gases, prepare the United States for the impact of climate change, and help other countries contribute to a cleaner future.

In addition to the Climate Action Plan, the Obama administration is in the process of deciding whether the Keystone XL Pipeline should move forward. The level of impact on the environment from the pipeline must be determined before any decision can be made.

As green marketing and eco-labels have proliferated, consumer confusion about environmental claims has grown exponentially.  In fact, according to the EcoLabel Index, there are more than 400 “green labels” in existence, with the numbers constantly rising.  Late last year, the F.T.C. unveiled the latest version of their Green Guides, new guidelines that all companies interested in marketing products as “eco-friendly” must comply with.  According to our friends at Cone Communications, the “new Green Guides seek to address persistent consumer confusion, cautioning marketers against making broad environmental claims like ‘eco-friendly’ or ‘green’ that are difficult to substantiate.”

We hope these are helpful for you – we will continue to share interesting content and observations related to the environment, green business and green marketing in the weeks and months to come.  Thanks for reading!

Five Principles for Sustainable Brand Innovation: A Discussion of BBMG’s White Paper

By Greg McCarthy (Summer Associate Marketing Intern, Grossman Marketing Group. Undergraduate Marketing Major, University of Massachusetts Dartmouth)

Greetings all – Please allow me to introduce myself. My name is Greg McCarthy and I am a senior Marketing major at the University of Massachusetts Dartmouth. Over the last 3 years at school, I have developed a deep interest in not only marketing, but also in sustainability, specifically seeing the ways it is implemented in business. Today, I have the privilege of getting to write a guest post for Ben Grossman’s “Sustainable Ink” blog on BBMG’s latest white paper Disrupt & Delight, which focuses on implementing “Sustainable Brand Innovation” in 5 principles. I connected with Ben after his presentation on a panel at the 3rd Annual Sustainable Economy Conference in Boston in April, and recently started working for his firm, Grossman Marketing Group, as a Summer Associate Marketing Intern.

Ben has mentioned BBMG in the past on this blog as a firm based in Brooklyn, New York, that has been a leader in sustainability for many years. To download the full white paper, please click here and then follow the prompts.

BBMG’s five principles describe real world examples about how we can get the wheel turning towards addressing major environmental issues in the business world. The white paper’s first principle, “Start with what’s Sacred,” explains how in order to address economic and environmental threats and maintain a commitment to sustainability, the approach to innovation “must begin not just with the technical marvels of polymers and solvents, but the values, hopes and aspirations of our shared humanity.” The principle features Chipotle’s recent advertising efforts to grow more organic ingredients and provide customers with healthier food.  Please find the video below.

Principle 2, “Design Holistically” describes innovation as being “interconnected.” BBMG believes sustainable brand innovation needs a “holistic approach” especially within business, and that product and service design must occur in an ecosystem that reinforces the health, sustainability and success of each part over time.  Levi’s Water<Less jeans are highlighted in this principle by describing their stylish design that also use less water in the production process.

The third principle, “Create Collaboratively,” transitions smoothly off the message that principle 2 sets, and discusses open innovation platforms, industry coalitions, and community-driven platforms as examples of collaboration that are helping to drive change. I particularly found interesting the example they used on Unilever’s Open Innovation, which describes how Unilever started an online platform for outside experts to contribute to the idea of “doubling the size of its business while reducing the size of its environmental impact.” For a link to read more about this online platform, please click here.

The fourth principle is titled “Be Playful” and focuses on the correlation between play and innovation. The creativity behind sustainable ideas such as RecycleBank and Save Up has created effective ways to “mobilize behaviors that integrate play, sustainability and social impact.”

The fifth and final principle, “Disrupt and Delight,” uses Nike as a focal point behind its message that consumers want good products and expect them to be responsibly produced. Some terrific quotes by Hannah Jones, the vice president of sustainable business and innovation at Nike, are featured: “What we have to do with sustainability is to make today’s status quo obsolete so that it just becomes the norm and default option because it’s better, easier and frankly more delightful to the consumer.” Jones also talks about how to “never compromise performance and price for sustainability or you will do a disservice to sustainability.” Here’s an excellent Q&A with Jones on GreenBiz.

Overall, – I thought BBMG demonstrated a strong connection when linking Sustainable Brand Innovation to the current issues our planet is facing. When combining the principles together, BBMG believes they can create new ways “to do much more with much less.” I strongly support this notion, and urge others to draw their attention to these topics.

Some Good Year-End Sustainability Reading

As we approach the end of a very busy 2011, I’ve been seeing a lot of interesting year-end articles that I’ve been saving to read later.  I thought it would be helpful to include a selection of them for you in one place:

  1. “A Manifesto for Sustainable Capitalism,” by Al Gore and David Blood, published in the Wall Street Journal on December 14, 2011.  They define sustainable capitalism as “a framework that seeks to maximize long-term economic value by reforming markets to address real needs while integrating environmental, social and governance (ESG) metrics throughout the decision-making process.”  They explain that research shows that “embracing sustainable capitalism yields four kinds of important benefits for companies:

    • Developing sustainable products and services can increase a company’s profits, enhance its brand, and improve its competitive positioning, as the market increasingly rewards this behavior.

    • Sustainable capitalism can also help companies save money by reducing waste and increasing energy efficiency in the supply chain, and by improving human-capital practices so that retention rates rise and the costs of training new employees decline.

    • Third, focusing on ESG metrics allows companies to achieve higher compliance standards and better manage risk since they have a more holistic understanding of the material issues affecting their business.

    • Researchers (including Rob Bauer and Daniel Hann of Maastricht University, and Beiting Cheng, Ioannis Ioannou and George Serafeim of Harvard) have found that sustainable businesses realize financial benefits such as lower cost of debt and lower capital constraints.”

  2. GreenBiz.com’s “Our 12 Best Stories of 2011,” includes a wide range of articles, including “Soap and Glory: A Peek Behind Method’s Methods,” “The Story Behind Google’s Huge Appetite for Energy,” “5 Myths About Sustainability Executives,” and “The Future (and Past) of the ‘Office of the Future.'”
  3. Most Read Paper and Packaging Stories of 2011 from our friends at Environmental Leader. There’s been a lot of chatter and innovation around the lifecycle of packaging and the need for manufacturers to be responsible for the the stewardship of their products from beginning to disposal.  It’s been an issue close to my heart for many years – along these lines, I was recently asked to become a charter member of the Product Stewardship Institute Advisory Council. This organization has played a critical role in bringing government, industry, and other stakeholders together to jointly develop solutions to difficult waste management problems for many years and I’m honored to be part of such a great group.  To learn more about the council, here’s a link to a PDF press release.
  4. 10 Predictions for Cleantech and Sustainability in 2012 from GreenBiz.com.  It covers renewable energy, green marketing, transportation, and energy efficiency topics among others.
  5. Lastly, I’m excited to share some positive news on Cape Wind.  This plan to build offshore wind turbines in Nantucket Sound has long been delayed by lawsuits and controversy.  This week, Massachusetts’ highest court gave the project the “green light” according to the Boston Globe.  Cape Wind CEO said he hopes project construction will start in about a year.  Here’s a link to the Boston Globe article.

I want to wish everyone a happy, healthy and productive 2012.  Thanks for reading!

Environmental Leader’s Q2 2011 Environmental & Energy Data Book Available

Our friends at Environmental Leader have recently released their Q2 2011 Environmental & Energy Data Book.  Here’s how they describe the document on their website:

The book supplies busy executives and research teams with a collection of charts presenting environmental, sustainability and energy-related data on a quarterly basis.  Our goal is to make the job of gathering essential information and metrics a bit easier for corporate decision-makers.

Data topics include Energy, Facilities, Sustainability & Strategy, Management Systems & Reporting, Carbon Costs & Markets, Marketing & Public Opinion, Transportation & Supply Chain, Emissions and Waste & Recycling.

Here’s a link to the download form. Enjoy!

Interview with GreenMarketingTV on Sustainability

Hi all – I was pleased to be featured on GreenMarketingTV in late May, and wanted to share the article with you.  Here’s a link.  I have also included the text of the interview below:

Green Entrepreneur Interview: Ben Grossman, Sustainable Direct Mail | Green Marketing TV

http://www.greenmarketing.tv/2011/05/24/green-entrepreneur-interview-ben-grossman-sustainable-direct-mail/

Award-winning green entrepreneur, Ben Grossman of Grossman Marketing, talks about how to develop a sustainable direct marketing campaign and what it takes to transform a fourth-generation business into one with a strong environmental focus.

What was your inspiration for starting Sustainable Ink? When and how did you get started?

I started my blog, Sustainable Ink, in 2007.  I had joined my fourth-generation family business, Grossman Marketing Group, the previous year and was often thinking about sustainability and green business issues.  Our business was founded in 1910 as Massachusetts Envelope Company, and it’s evolved into an integrated marketing services firm.

Today, our main service lines are a design studio, envelopes and direct mail services, printing of all kinds, and promotional products.  In addition, we have a fast-growing e-commerce and rewards and incentives business.  As oil prices were rising, and global warming had gone from a fad to stated fact, I saw the writing on the wall – that we live in a world with finite resources, and consumers are increasingly interested in companies’ environmental footprint, commitment to environmental causes, and the sustainability of their products.

I wanted to start a blog through which I could discuss these issues, with an emphasis on marketing services and my industry.  I have been very proud to see the site’s readership grow over time, and have some of my posts picked up by national green news sources, most recently Environmental Leader and Ecopreneurist.

I launched our firm’s green marketing and sustainability practice the previous year with the goal of working with my team to help clients identify environmentally-conscious business practices as a way to differentiate them from their competition and establish a competitive advantage in their respective fields.  For this work I was the 2009 recipient of the New England Direct Marketing Association Prodigy Award.  The Prodigy Award is given to one marketing professional each year in New England under the age of 30 who has added the most to the art and science of direct marketing in the prior year.

Is interest in sustainable marketing growing or declining?

Green marketing is definitely not out, but consumers have been inundated with an array of green logos, claims and messages, and they are becoming increasingly skeptical of the green claims they read and hear.  Much of the research I have seen, as well as my own experience, point to the need for transparency in green marketing claims.  People want to know not only how a product is green, but according to whom.  The third-party reference needs to be a legitimate one – not an unknown group with a confusing website.

In the print world, the best example of a strong and respected third-party authority is the Environmental Defense Paper Calculator.  On this site, people can calculate the savings derived from using papers with post-consumer recycled content.  These savings include energy, wastewater, trees, etc.  I like this because it’s a resource that is industry independent.  Although I respect the savings calculators put together by paper companies, using a third-party resource rings truer to consumers.

How do you help your clients target and reach green consumers?

There is a wide range of ways to target and reach green consumers.  They include buying ads on websites that cater to these consumers, as well as on-the-ground outreach at community events.  In addition, using sophisticated direct mail techniques, the right brand can reach the right people with useful, actionable direct mail.

How do you help businesses communicate their green-ness to their customers?

The most important advice I can give to companies is to tell the truth and be transparent in their claims.  Companies get in trouble by greenwashing – when they mislead consumers about their environmental practices or the environmental benefits of a product, and consumers are getting fed up.  As I mentioned earlier, when making a claim, try to use a respected third-party resource to verify it.

How do you find your customers?

The best customers come by referral, but we also find them through speaking engagements, direct mail, networking, social media and online ads.  We believe the best campaigns are integrated ones, and we try to practice what we preach!

What are consumers looking for in a green company? What messages do they want to hear?

Consumers are looking for green products to be made from renewable resources, use recycled content, or with less materials than in the past.  For service providers, consumers are looking for consistency.  For example, if a hotel claims to be green because of an array of practices, it is somewhat of a contradiction when there are no easy ways to recycle plastic bottles, cans, paper, etc.  I have seen this too often when traveling on business, and I wish some hotels would give greater consideration to waste management practices.

Does sustainable marketing typically cost more money?

Sustainable marketing shouldn’t necessarily cost more money.  In the print business, people can generally use recycled papers, vegetable-based inks and renewable energy in the production process for no extra cost.  There are of course premium eco-friendly papers that add cost (New Leaf, Mohawk Options, Neenah Environment, to name a few), but if a marketing professional is working with the right vendor partners, they should be able to reduce their footprint without adding much cost.

What recommendations do you have for businesses to green their marketing without breaking the bank?

As I mentioned earlier, people can use vegetable-based inks, renewable energy and recycled materials for little or no extra cost.  Some practices can cut costs – like considering the production of an item during the design stage, so it gets optimized for printing to use the least amount of paper.  In addition, when people manage their mailing lists well, they mail fewer pieces to a better audience, thus cutting postage and printing costs.

Are all your marketing services eco-friendly? How is your business greener than your competitors?

Our services are fairly resource intensive, so we try to be conscious of our footprint at all steps in the process.  For example:

1)      All metal printing plates are collected after use and given to a recycling company.

2)      All press solvents and washes are low VOC (volatile organic compound) formulas that minimize impact on the environment as they contain no acetones.

3)      All non-metallic inks are vegetable-based (i.e. non-petroleum based).  The ink contains approximately 35% oil, all of which is vegetable-based (soy and linseed).

4)      Our inks are made from a “stay open” formula – meaning that the top layer does not skim over and form an unusable layer – this reduces ink use by about 10% annually.

5)      All waste ink is sent to a recycler where it is mixed with other waste to form a low-grade heating oil.

6)      All paper waste and cardboard packaging are sent to a paper recycling company.

7)      Our prepress system is entirely chemical free – only water is used to rinse the plate after imaging.

8)      All waste oil is recycled with an oil recovery service.

9)      All wood pallets are returned to our paper merchants for re-use.

10)   In addition, here’s a blog post I wrote about recycling, in which I explain that we allow our employees to bring in batteries, CFLs, fluorescent tube bulbs and paint from home to be recycled by a partner of ours. We recently added a Big Green Box to our office so our colleagues can bring in electrical waste from home as well.

What kinds of mistakes do green businesses generally make that you would advise against?

The worst mistake is to not tell the truth or to make misleading statements and we strongly advise against them.  In addition, we make sure that green marketing underpins an organization’s overall commitment to sustainable practices.  If they are just surface changes, consumers will see through them.  In addition, employees want to work for socially responsible organizations.

What mistakes have you made as a green entrepreneur and what advice would you give others looking to start a green business?

Sometimes I have had the tendency to try to make a product or offering perfect before rolling it out.  One piece of advice I would have is to “beta” test everything, as early customer feedback will always help you improve.

You can get in touch with Ben through Twitter.