Green Tips for Marketing Success: Part 3 of 4 (Green Design)

Here’s the third of four installments of our green marketing tips.  These originally appeared in our our 100 Tips for Marketing Success, which we published earlier this year to mark our 100th anniversary.  The two tips below focus on green design.

Sustainability can help drive the design process. Where possible we help our clients create marketing pieces that require fewer natural resources to produce.

  1. When designing a piece, always consider how the item will be produced. When sustainability is important, use colors that work well with vegetable-based inks on recycled paper.
  2. By designing a lighter, smaller piece, you can save energy, freight costs, as well as reduce the amount of paper used. This can also help keep postage costs down if the piece is being mailed.

A leading industry publication. Graphic Design USA (GDUSA), featured our design group, Studio G, for its sustainability expertise late last year.  Here’s a link to the collection of agencies included.  Here’s a link to download the profile of Grossman Marketing Group that GDUSA published.

To download the complete set of 100 tips, please click here.

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Green Tips for Marketing Success: Part 2 of 4 (Green Promotional Products)

As I wrote in June, my firm, Grossman Marketing Group, published our 100 Tips for Marketing Success earlier this year to mark our 100th anniversary.  Many of these tips involve sustainability.  I’m proud to share the second installment of the “green” tips below.  These focus on promotional products.  A special thanks to my colleague, Kerry O’Neil, for her help putting these together.

When using promotional products, please consider the use of environmentally-friendly materials, as they can help your organization make a strong impression on your constituents.

  1. Corn plastic is practically indestructible. Choosing promotional corn plastic coffee mugs is a wise decision for the office since you can be sure that if they are dropped they will not break. They are also practical, attractive and economical as well as biodegradable.
  2. Recycled grocery bags can carry twice as many items as plastic shopping bags and are easier and more comfortable to carry. In addition, they are made from strong fabric that will last for many years, keeping your brand top-of-mind.
  3. Not only is organic cotton chemical and pesticide-free, but it is also softer and more comfortable to the touch than blended cotton.
  4. Reusable mugs and bottles that are BPA-free are very popular and can help you send a responsible message. We have found that recipients of reusable water bottles significantly cut down on their bottled water consumption, thus helping the planet as well as their wallets.
  5. Consider alternative materials as a way to send a sustainable message. These include recycled fabrics, bamboo, biodegradable substrates, and solar-powered items.

To download the complete set of 100 tips, please click here.

Making Apparel Transparent: Companies Team Up to Measure Sustainability of Shoes, Clothes

Source: Levi's

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.

Green Tips for Marketing Success: Part 1 of 4

My firm, Grossman Marketing Group, put together our 100 Tips for Marketing Success earlier this year to mark our 100th anniversary.  Over the last century, we have learned a lot about what helps make our customers look good, so we thought we’d share what we’ve learned.

21 of the 100 tips involve sustainability, and over the next few months, I’ll be sharing these with you, by category.  If you’d like to download the complete set of 100 tips, please click here.  They are free! The four categories covered in the “green” section are 1) General Sustainability, 2) Green Promotional Products, 3) Green Design, 4) Green Printing.  I’ll get started with the General Sustainability tips.

Research shows that Americans want to work for, buy from, and donate to organizations that make significant and sustained efforts to address environmental issues.

  1. Sustainability can help you cut costs as well as build sales. We have experienced both at GMG and are happy to help you do the same at your organization. To learn more, just contact Ben Grossman at 617.591.2919 or bgrossman [at] grossmanmarketing [dot] com.
  2. Be transparent about green marketing claims—make sure they are verifiable by an independent, third party.
  3. Include your colleagues in your sustainability efforts; often the best ideas come from the bottom up, rather than from the top down!
  4. Spread the word about the sustainability efforts your organization is taking. Your customers, investors and colleagues care.
  5. Simple changes in your office can have a huge impact: use energy efficient light bulbs and put recycling bins at every desk. We encourage our colleagues to bring in old batteries, light bulbs and other household materials to be recycled for free.
  6. Employee education is key—sustainability must be part of the company culture. If so, it is much easier to implement (and less likely to be cut).
  7. Make sure to back up your green marketing efforts with truly sustainable business practices throughout your organization.

I hope you find these helpful.  We’ll be back to you later this summer with more!  Many thanks for reading!

Proctor & Gamble’s Green Scorecard to Include Media and Marketing Firms

In a wake-up call for marketing services firms, Proctor & Gamble Co. unveiled its Supplier Environmental Sustainability Scorecard earlier this month, and, as Ad Age wrote, “neither advertising agencies nor media companies appear to be off the hook.”

The environmental measures include:

  • Energy usage
  • Waste disposal, reduction and recycling
  • Environmental regulatory compliance factors

Also of note is that P&G is providing extra points on the scale (from 1-5, with 5 being the best) to firms that provide sustainability ideas.

The scorecard will initially be rolled out to 400 suppliers throughout P&G’s entire supply chain.

The key takeaway from this news report is the increasing movement of large companies to reward suppliers for green business practices at the expense of competitors who have not demonstrated environmental leadership.  The message is clear: cut your carbon footprint, or you will see your revenues cut.  This is a sure sign that sustainability goes hand-in-hand with profitability.

Here’s a link to the article in Ad Age.