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!

Post From Yesterday on FSC Picked Up Nationally

The response to my post from yesterday, “A Negative Tipping Point for FSC Certification,” has been overwhelming.  In my 4 years of blogging, it has been far and away the most widely-read and distributed post.  Most notably, it was picked up by Ecopreneurist, a leading green business news website, which you can view here.

I have received dozens of tweets, as well as messages on Facebook and Linkedin, and virtually every comment has been supportive of my suggestion that FSC’s best days may be behind it in the printing and marketing industries.  I welcome your feedback as well!

A Negative Tipping Point for FSC Certification

Turning the page on FSC?

Over the past few years, awareness has grown about FSC-certified papers and printing.  FSC stands for Forest Stewardship Council, a group that works to ensure that the materials used are sourced responsibly.  Each step in the chain (i.e. from forest to printer) must be traceable.  The intent of the FSC system is to eliminate habitat destruction, water pollution, displacement of indigenous peoples and violence against people and wildlife that can accompany logging.

Although I believe this is a meaningful cause, I wanted to report to my readers that I believe that FSC certification in the commercial printing and marketing communications industry has hit a negative tipping point.  By this, I mean that the future of FSC certification in these fields is murky at best.

I base my assertion on a lot of anecdotal evidence I have seen in the field, both from printers, and especially from marketing professionals and print buyers.  Back when I started conducting green marketing seminars (and writing on Sustainable Ink) in 2007, there was growing interest in FSC, and a sense that it would become the industry standard, on the level of recycled paper.  It was on its way there, but I believe it was hurt in three major ways:

  1. Lack of awareness of what FSC means. As I mentioned before, FSC is a system designed to ensure the chain of custody of paper, from when it was a tree to its final printed form.  The fact is, many people in our industry do not know what FSC is, and therefore do not sell it.  More importantly, I have seen many research studies that show that most consumers do not know what it means and are therefore not interested in it.
  2. Lack of tangible environmental benefit versus other green attributes. When people use recycled paper, they know they are consuming less natural resources than they would if they chose virgin fibers.  Vegetable-based inks sound like they make a positive difference, as they cut down on the use of oil, and are renewable.  Papers made with renewable energy send a message that an organization wants to reduce its carbon footprint and support a green economy.  Those terms, recycled, vegetable-based, and renewable energy, all are easy to understand and therefore end consumers of print and marketing collateral feel comfortable around these terms.  If they feel comfortable around these terms and believe they know what makes them green, they will continue to ask for papers and printers that meet these standards.  FSC, on the other hand, is difficult to understand, and the green attributes may not be immediately obvious.
  3. The combination of the difficult economy and the perceived greed of the Forest Stewardship Council. It is not surprising that FSC grew dramatically in 2007 and 2008, when the broader economy was stronger, and the environmental movement was top of mind.  However, as printers fell on tough times, FSC continued to charge large annual fees from printers to allow them to maintain their individual plant certifications.  One printer told me the following: “Look, I’m a small company – we do $3-$4 million in sales per year, and when I had to sign up for FSC certification in 2008, and spend $10,000-$15,000 to make this happen, with ongoing overhead expenses, I did it.  I thought it would be a cost of doing business, and that I would lose business from eco-minded clients if I wasn’t FSC certified.  When sales fell in 2009 and 2010, I appealed to FSC to get a reduction in my fees, as I was facing the choice between paying my FSC bill or my payroll.  FSC wouldn’t budge, so I didn’t renew, as I was more interested in protecting my employees than I was in paying what I saw as an FSC tax.  I haven’t noticed a sales drop off due to this decision.”  After hearing this, I spoke to several other printers, many of whom no longer maintain their FSC certification, as they said the costs outweighed the benefits.  Some questioned the mission of FSC, with one saying it seemed to be an “overhead-heavy organization” that “charged small printers large fees to pay for their bloated staff.”  I found this large organizational chart on their website which did not contradict this assertion.

In some sense, printers have been FSC’s sales force.  Once printers became certified, they sold FSC as an incredibly valuable brand, and one that all companies that wanted to send a green message should strive to put on their printed pieces.  Now that many of these smaller printers have declined to renew, FSC has lost a powerful constituency that will not continue to spread the word about FSC.

One other constituency FSC has partially alienated is designers, due to their strict rules around usage of the term “FSC.”  Several years ago, if an organization wanted to explain their green choices with words instead of symbols, they were allowed to do so.  As an example, if they printed a brochure on Neenah Environment PC 100, one of my favorite green papers made from 100% post-consumer recycled content, at an FSC-certified printer, they could use a simple sentence like “Printed using FSC-certified 100% post consumer recycled content.”  Now FSC no longer allows this, and insists that the term “FSC” only be used along with its official logo.  FSC is clearly trying to build awareness of its brand, but this shouldn’t be the responsibility of the end user.  I have seen this rule cause designers to sacrifice the use of the “FSC” term.

FSC is a worthwhile organization, and serves a good cause.  However, I believe its lack of obvious green benefits relative to other green elements like recycled paper is hurting adoption.  More than that, however, are the large fees charged to FSC’s sales army (printers) during this recession.  Those, coupled with strict rules around design, are a sign that FSC may have overplayed its hand in the marketing communications industry, and its best days are behind it.

Green Tips for Marketing Success: Part 4 of 4 (Green Printing)

As I have written about on several occasions, my firm, Grossman Marketing Group, put together our 100 Tips for Marketing Success this year to mark our 100th anniversary.  21 of the 100 tips involve sustainability, and were broken into four categories: 1) General Sustainability, 2) Green Promotional Products, 3) Green Design, 4) Green Printing.  I am pleased to share the green printing tips below:

Let your colleagues, customers, donors and other constituents know that you are fully committed to environmental stewardship by using some of the following best practices in green printing.

  1. Encourage your constituents to either share or recycle the printed piece. Sustainability is more than the materials you use—it also involves the lifecycle of your item.
  2. Consider using chlorine-free paper. The best papers to use are bleached using an oxygen-based process, thus avoiding the creation of chlorine-related pollution.
  3. Use vegetable-based inks when possible. Not only are they generally refined in the United States, but they also reduce our use of petroleum, the majority of which comes from foreign sources.
  4. Consider papers with a high degree of post-consumer content, as they require fewer resources (energy, water, etc.) to produce.
  5. When using eco-friendly papers, make sure to explain the environmental benefits derived from these choices. These calculations should come from a third-party source rather than a calculation from an industry source. For a great example, please see www.papercalculator.org.
  6. Use renewable energy (like wind or solar power) in the production process. It is good for the environment and resonates well with the vast majority of Americans.
  7. You can make your collateral more environmentally-friendly without sacrificing quality or adding cost! For example, our house sheet of coated stock is 55% recycled with 30% post-consumer waste, and will not cost your organization any more than the non-recycled alternative!

I hope you have enjoyed reading these suggestions.  To download the full set of 100 tips, please click here. Many thanks for your interest!

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.

Green is Lean: An Inside Look at Sustainable Purchasing at DHL Americas

Wayne Evans, Sr. Vice President for Procurement, the Americas, DHL

In our effort to explore green business issues and the impact sustainability has on organizations’ purchasing patterns, we are proud to interview  Wayne Evans, Senior Vice President for Procurement, the Americas, DHL.  During the interview, Wayne reflected on his team’s commitment to sustainability, and how he and his colleagues have found that green business practices can help save money.  If you have any questions that you would like to submit to Wayne, please let us know.

1.    Could you tell our readers a little bit about DHL and the kind of work you do there?

DHL is part of Deutsche Post DHL. The Group generated revenue of more than 46 billion euros in 2009. DHL commits its expertise in international express, air and ocean freight, road and rail transportation, contract logistics and international mail services to its customers. A global network composed of more than 220 countries and territories and 300,000 employees worldwide offers customers’ superior service quality and local knowledge to satisfy their supply chain requirements. DHL accepts its social responsibility by supporting climate protection, disaster management and education.

In my role as Head of Procurement for DPDHL Americas I am responsible for purchasing more than $1b of goods and services across 22 countries.  I manage a team of 70 individuals that have buying and sourcing experience in categories such as transportation, fuel, packaging, travel, production equipment, etc.  My day-to-day activities are focused on leading the team, meeting with business partners to understand their needs, and meeting with suppliers to better understand new products in the market.

2.    When did DHL first start talking seriously about green strategies?
DHL has been working on green strategies for many years.  In 2008 the company completed a major initiative designed to baseline the carbon footprint of the Company.  This was a critical step as it established criteria by which we can measure progress against an established goal.

3.    Would DHL pay more for a green-sourced product?
There are many considerations involved in a sourcing decision but in fact it is possible to pay more for a green product.  This can happen as the Total Cost of Ownership (TCO) is factored because initially it might appear that the cost is higher but when you factor the operational costs the product might in fact be lower in cost.  As an example, if we look at the TCO for a truck we may find Vehicle A has a slightly higher cost than vehicle B.  However, the higher-priced vehicle has greater fuel efficiency which is greener and over a period of time the total cost of ownership (TCO) is lower.  In another situation we did make a conscientious decision to buy recycled paper at a slightly higher cost because it is better for the environment.

4.    In which areas does DHL most frequently make green-minded business decisions?
Transportation has the largest impact on our carbon footprint and therefore it is the critical area to focus on.  This is a large part of our business and there are many levers that we can use to reduce the carbon impact.  We are heavily engaged in hybrid vehicles including trucks and we also look for ways to use electric vehicles and even bicycles where possible.

5.    What have been the major trends in green procurement over the last few years?

One of the core goals of procurement is to identify different ways to drive down costs. There are different ways that procurement organizations can combine cost savings with green initiatives.  One example is recycling items such as stretch wrap.  Many companies use a significant amount of this product to package and ship.  In the past during the unpacking process the materials were removed and thrown in dumpsters for disposal.  One of the more recent trends was to add a bailer which is a container used to gather the plastic waste materials and they are picked up by recycling companies who process this material into something like a pallet.  Companies can actually receive money for the used packaging materials and they use less space in dumpsters which lowers the cost of trash pick up.

Procurement professionals are also starting to look at ways to evaluate suppliers with regards to their “greenness”. Based on this evaluation, suppliers will be given credit for being a green company and in close bid situations it could be a deciding factor.

Another trend is demand management, where procurement professionals are getting engaged in minimizing the amount of product needed.  By using only what companies need there will be less waste and less cost.

6.    Can you tell our readers a bit about the GoGreen strategy at DHL?
Our goal is to improve our CO2 efficiency by 30% by 2020, compared to a baseline of our 2007 performance.  To help us monitor our progress towards our 2020 goal, we have set ourselves an interim target to improve the CO2 efficiency of our own operations by 10% by 2010. The ability to calculate our own carbon footprint is a key prerequisite of our GoGreen Program. We need to identify opportunities for reducing our footprint and to track how much we have changed our ways.  We also need the data to offset our GoGreen products and services, and in due course to calculate our customers’ individual footprints.

7.    Do you think the organization thinks about green issues differently since it is based in Germany?
It’s not so much that we think differently but more that we act differently.  Because we are a global company we act in a global way.  When we identify a key strategic initiative such as this it is rolled out across the world and implemented accordingly.  The green movement is a bit more obvious in many parts of Europe as they have been following some of the best practices in conservation for quite some time

8.    What kind of impact has the recession had in shaping or modifying the green strategy at DHL?
The recession has not had much of an impact because as previously mentioned “green is typically lean.”  Some of the projects with longer term ROI and high capital investments could have been impacted as companies were trying to conserve cash flow during the recession.

9.    What kind of difficulties have you faced implementing GoGreen with workforce and management?
Since the green initiative is a CEO-sponsored and lead initiative it has not been difficult getting support.  The only challenges come when there are large capital outlays required without a sufficient business case.

10.    What has been your greatest triumph in implementing the Go Green campaign?

We support four (4) businesses in the US and each is very independent.  We have been successful in pulling them all together and aligning strategies.  We have many projects that were initiated such as recycled paper, hybrid vehicles, alternative lighting, etc.

11.    What has been the biggest struggle or challenge in implementation?
In some cases it is not always easy to make clear sourcing decisions based on the supplier’s “greenness” as there are no real standards for accurately rating a supplier.

12.    Could you highlight a few examples of unique contributions DHL has made in the area of sustainability?

Whole Foods/Cork ReHarvest Partnership: A Best Practice in Product Lifecycle Management

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!

Green mail in a down economy

Target Marketing recently published an article titled “The Return of the Green Mail Debate,” which I wanted to share.  The article’s premise is that during this economic downturn, sustainability is less important to marketers, and that once the economy rebounds there will be more interest from companies in being green in their marketing efforts.

I believe this message is a short-sighted one. As I have written over the past couple years since the economy started to dip, companies that slash their commitment to sustainability to cut costs will suffer long-term consequences with customers who are increasingly demanding that organizations they buy from do business in socially-responsible ways.

The writer, Ethan Boldt, does try to segment marketers into various buckets, based on their (or their customers’)  interest in sustainability and how this impacts their marketing decisions:

  1. Marketers and organizations that do not care about green, regardless of the economy
  2. Organizations that always care about green, regardless of the economy
  3. Marketers that care about green, depending on their target markets

I do agree that sustainability is more important to certain companies than to others, depending on the markets that they serve.  However, the writer and some of his subjects imply that a barrier to “green mail” usage is due to its higher cost structure and that only once economy rebounds will it make a comeback.  This article fails to mention that people can be greener about their mail without it costing their organizations any more money. The fact that people can use wind power, soy-based inks (if printed offset) and certain types of recycled paper without any additional cost, is crucial to understand, as there is a rampant misperception in the marketplace that going green costs more. If people work with the right production partner, they can go green in a way that does not have a negative impact on the bottom line.

Marketers need to be sensible about watching expenses, especially when the economy is still weak.  However, if there were better education in the marketplace (from the U.S. Postal Service, the Direct Marketing Association, etc.) about ways to go green at no extra cost, I am confident that not only would marketers make more sustainable choices, but customers would come to expect that mail be done in a green way.  These would be positive developments, and would help ensure that direct marketing leaves less of a footprint on our fragile planet moving forward.

Looking in the mirror on America Recycles Day

Image courtesy of the National Recycling Coalition

America Recycles Day (ARD) was held this past weekend (Sunday, November 15).  Put on by the National Recycling Coalition, a non-profit advocacy group focused on waste reduction, reuse and recycling, ARD is the only nationally recognized day dedicated to encouraging Americans to recycle and to buy recycled products.

These types of events are helpful reminders, but they come and go.  What’s more important is that we demonstrate an ongoing commitment to the environment in our personal and professional lives.

Over the past several years, our firm has worked hard to do business in a responsible manner.  I spoke with our Facilities Director, Barry Lyons, to get the latest update on what we do internally to leave less of a footprint.  I’m proud to include a list of the following: what we recycle, what we allow and encourage our employees to bring in from home to be recycled, as well as products we use that are made from recycled or environmentally-friendly materials.

What we recycle

  • Paper
  • Corrugated cartons
  • Batteries
  • CFLs
  • Fluorescent tube bulbs
  • Bottles & cans
  • Wood pallets
  • Metal (old shelving, files, cabinets)
  • IT: Monitors, computers
  • Printing materials: Plates, film, inks, fixer, developer
  • Paint

What employees can bring in

  • Batteries
  • CFLs
  • Fluorescent tube bulbs
  • Paint

What we use made from recycled materials:

  • Paper goods: Printing paper, copy paper, corrugated cartons, calculator and adding machine tape, our corporate stationery system, paper towels, toilet paper
  • Other: Office supplies where we have an option (i.e. paper clips), soap for our pressman (made from recycled walnut shells)

Other products we use that are environmentally friendly
Soy inks, solvents for printing, facility and office cleaning products, lawn care products, snow and ice products for our parking lot, de-icer for our stairs and entrance, new computers, new monitors, wind power for our electrical needs, exterior lighting on timers, electrical audit  of our facilities, etc.

By no means is our job complete.  There are a number of other ways that organizations can operate in a more sustainable manner (water management, hybrid vehicle fleets, green building, etc), but this is a good place to start.  If you are interested in learning the specifics of what we have done here at GMG, please let me know and Barry and I can help.

If you are in a position to influence your organization’s facilities and sustainability decisions, I encourage you to do so.  Making green choices can have a tremendous impact on the environment, on your relationships with your colleagues, as well as on your corporate image.

Unique Environmental Approach to Al Gore Mailing

Front and back of Al Gore mailing.

Front and back of Al Gore mailing.

My firm recently produced envelopes for a mailing on behalf of the Democratic Senatorial Campaign Committee for Nexus Direct, a full-service direct marketing agency located in Virginia Beach, VA.

This fundraising appeal, comprised of 1.9 million pieces, was signed by former Vice President Al Gore. In keeping with his unwavering commitment to fighting global warming, the envelopes that were used were produced using environmentally-sound practices, most notably recycled paper, containing 30% post-consumer waste, and 100% certified wind power.

Eco-statistics for Al Gore Mailing

The back of the envelope featured statistics on the following savings: trees, pounds of solid waste, pounds of greenhouse gases, gallons of wastewater and BTUs of energy.


Please click here to view the mailing
,
which features all relevant eco-logos and a union label, as well as a full environmental report of the savings realized by using the above-mentioned practices. The statistics are from the Environmental Defense Paper Calculator, which I have written about on numerous occasions as being an excellent resource, especially due to its independent and transparent nature.