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:
- “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.”
- 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.'”
- 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.
- 10 Predictions for Cleantech and Sustainability in 2012 from GreenBiz.com. It covers renewable energy, green marketing, transportation, and energy efficiency topics among others.
- 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!
By Marisa Greenwald (Green Marketing & Sustainability Practice, Grossman Marketing Group)
We have written often at Sustainable Ink about the importance of transparency, as well as the need to account for the environmental impact throughout a product’s lifecycle. With that in mind, we are pleased to see a positive step taken by some well-known corporations.
At next month’s Outdoor Retailer trade show in Salt Lake City, retailers will receive a new tool to help them pursue their sustainability goals. A group of about 100 retailers and manufacturers, including Nike, Levi Strauss, and Target, have joined forces to develop software that makers of apparel and shoes can use to measure the environmental impact of their products and assign to each an “eco-value” similar to the Energy Star rating of appliances.
Known as the “Eco Index,” this software tool works by posing a series of questions to companies on their environmental and labor practices, including some questions directed towards the companies’ suppliers. The software then assigns a score that represents a percentage of a perfect score. The goal of the Eco Index is to showcase competing items in retail settings with various “eco-value” scores so consumers can easily factor sustainability considerations into their purchase decisions. Firms like Timberland and Patagonia have publicly expressed their desire to move the conversation forward and gain consensus among similar companies so that an effective and meaningful eco index program can be implemented.
With the heavy use of chemicals and crude oil to produce and ship these items, apparel production takes a heavy environmental toll that warrants accountability. While many consumers are increasingly motivated by sustainability concerns, it is often difficult for them to understand the environmental consequences involved in producing many of their favorite products. If companies begin to report the environmental impact to create their products, and consumers react by choosing certain items over others on environmental grounds, companies may become even more motivated to improve their sustainability efforts.
For more information about the Eco Index, check out this article from The Wall Street Journal or this recently featured piece in Fast Company.
Image courtesy of Whole Story - the official Whole Foods Market blog.
Earlier this spring, Whole Foods Market and Cork ReHarvest announced a partnership to allow Whole Foods customers to leave wine corks in drop boxes in all Whole Foods stores in the United States, Canada and the United Kingdomto be recycled. This is an interesting program with a great focus on the lifecycle of products.
Although many people recycle cans, bottles and newspapers, too many other products slip through the cracks and end up in landfills. I have written in the past that all products that cannot be recycled in towns and municipalities at curbside should come with instructions on how to responsibly be disposed of when finished. Whether this includes empty toothpaste tubes or laptops, it is important for companies to not only focus on the green marketing message at time of sale, but also the environmental considerations at the end of the product’s lifecycle.
Whole Foods has been an industry pacesetter for some time, having announced a partnership with Preserve in early 2009 to allow customers to bring in hard-to-recycle #5 plastic to stores to be recycled. This includes Brita filters, which too often find the trash after two months use. Here is some additional coverage on the Whole Foods blog from April 2010.
My firm, Grossman Marketing Group, also tries to do its part by not only using environmentally-friendly products but also allowing our employees to bring in used lightbulbs (CFL), batteries and paint from home to be recycled.
Consumer goods and electronics companies have a long way to go to ensure that their customers know the facts about what to do with their products when they are finished using them. However, these partnerships that companies like Whole Foods have created are an encouraging step – and probably a very good way to continue to build their brand and encourage store foot traffic at the same time!