A new water dispensing technology created by UK designer Oliver Craig could change the way that European shoppers and commuters drink water, and it’s a technology that could help eliminate water bottle waste that’s cluttering international landfills greatly due to increased convenience.

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In a recent publication, “Pixels or Paper?”, International Paper wrote:

Our industry is one of the biggest users of renewable, low-carbon energy in the world. Sixty percent of the energy used to make paper in the U.S. comes from carbon-neutral renewable resources and is produce on site at mills. In addition, these facilities use combined heat and power (CHP) generation systems, which are 80-90% efficient. Fossil fuel use and purchased energy in this industry is steadily decreasing.

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]]> http://inspiredeconomist.com/2009/08/28/the-paper-industry-fights-back/feed/ http://inspiredeconomist.com/2009/08/24/are-pixels-greener-than-paper/ http://inspiredeconomist.com/2009/08/24/are-pixels-greener-than-paper/#comments Mon, 24 Aug 2009 16:27:05 +0000 Heidi Tolliver-Nigro http://inspiredeconomist.com/2009/08/24/are-pixels-greener-than-paper/ It’s a debate that’s raged in the printing and marketing community for some time. If you switch to electronic methods of communication, are you really greener than if you use print? Or by switching some portion of your print marketing to email or other e-communications, are you really helping the planet?

International Paper has produced a new brochure in its “Down to Earth” environmental series, “Pixels Vs. Paper: Are Pixels Greener Than Paper?” that addresses this question. Of course, it is written by a paper company, so the answer will not be a surprise, but the brochure does contain some interesting tidbits that marketers may want to keep in mind:

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]]> http://inspiredeconomist.com/2009/08/24/are-pixels-greener-than-paper/feed/ http://inspiredeconomist.com/2009/07/20/psychographics-help-take-marketing-green/ http://inspiredeconomist.com/2009/07/20/psychographics-help-take-marketing-green/#comments Mon, 20 Jul 2009 13:36:41 +0000 Heidi Tolliver-Nigro http://inspiredeconomist.com/2009/07/20/psychographics-help-take-marketing-green/ I was just reading about a report on the psychographics of Hispanic teens, one of the fastest growing demographic segments—projected to reach 62% of the entire teen market in 10 years. Among other things, they are described as extroverted, outspoken, wired, and defined by culture. The top three media consumed by Hispanic youth are 1) the Internet, 2) TV and 3) radio.

In light of the barrage of data on the decline of direct mail, I’ve done a lot of writing these days in the defense of print. But the psychographics of your customer or prospect base (such as Hispanic teens) may well determine which medium (or media) you use. That could mean greening your marketing program at the same time.

I’m never a fan of reducing your use of print simply for the sake of greening. After all, electronic media have their own carbon footprints, too. They are just hidden in energy use, disposal of used electronic equipment, and so on. Comparing the carbon footprints of the two can be very complicated.

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]]> http://inspiredeconomist.com/2009/07/20/psychographics-help-take-marketing-green/feed/ http://inspiredeconomist.com/2009/07/03/inspiring-change-one-person-at-a-time/ http://inspiredeconomist.com/2009/07/03/inspiring-change-one-person-at-a-time/#comments Fri, 03 Jul 2009 11:48:45 +0000 Heidi Tolliver-Nigro http://inspiredeconomist.com/2009/07/03/inspiring-change-one-person-at-a-time/ Sometimes we think we have to change governments and corporations in order to see environmental change, but change is just as powerful when it happens one person at a time. And sometimes it’s easier to do. 

About a month ago, I made two posts about the environmental efforts of SunChips, a snack food company. I had become excited when I discovered, quite by accident, that one of my favorite chips was packaged by a company with a deep environmental commitment. It’s always nice when you discover something that you love anyway has a secondary environmental benefit. Makes me feel better about eating junk food. 

Yesterday, I ran into a guy who was eating a bag of them. I joked, “Hey, did you know that SunChips’ packaging is one-third compostable?”

He immediately perked up. “Really? I didn’t know that. Cool!” 

Then he added thoughtfully. “I enjoy using the environment. But I don’t know much about saving it. I drive a diesel truck.” 

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]]> http://inspiredeconomist.com/2009/07/03/inspiring-change-one-person-at-a-time/feed/ http://inspiredeconomist.com/2009/06/30/targeting-the-green-consumer/ http://inspiredeconomist.com/2009/06/30/targeting-the-green-consumer/#comments Tue, 30 Jun 2009 14:50:51 +0000 Heidi Tolliver-Nigro http://inspiredeconomist.com/2009/06/30/targeting-the-green-consumer/

Yesterday, I blogged about the reasons marketers are choosing “green” as a marketing strategy. But for companies that pursue this strategy, it becomes clear pretty quickly that just marketing a green product isn’t enough. The company has to be sincere in its own commitment to environmental sustainability and show genuine sensitivity to the needs and concerns of its customer base. This has to be more than lip service. It’s got to be the real deal. 

So who are these green consumers (or LOHAS or lifestyles of health and sustainability consumers) and what are some of their demographics and psychographics that will help marketers to relate to them effectively? Collette Chandler of Keyboard Culture (Green Marketing), describes them this way:

• Leading-edge thinkers
• Higher-than-average education
• Average incomes (this may be a surprise to many who thought their incomes would be higher, but it’s no surprise to people with PhDs!)
• Among the least price sensitive consumers
• Expect good value (they expect green products to perform equal to or even better than equivalent non-green products)
• Extremely brand loyal
• Tend to write blogs
• Influence others, particularly their family and friends
• Early adopters
• Influenced by brand image

What drives LOHAS consumers to make the purchases they do? 

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]]> http://inspiredeconomist.com/2009/06/30/targeting-the-green-consumer/feed/ http://inspiredeconomist.com/2009/06/29/green-marketing-whats-all-the-fuss/ http://inspiredeconomist.com/2009/06/29/green-marketing-whats-all-the-fuss/#comments Mon, 29 Jun 2009 12:52:30 +0000 Heidi Tolliver-Nigro http://inspiredeconomist.com/2009/06/29/green-marketing-whats-all-the-fuss/

What’s all the fuss about green marketing? It’s more than just another hook to get people to buy products. It’s about the types of people who purchase green products. They have higher than average incomes, they are willing to pay up to 20% more for products and services (according to Collette Chandler, an author and consultant specializing in green marketing), and they are extremely brand loyal. It’s a marketer’s dream.

It’s no wonder that companies are targeting this marketplace.

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]]> http://inspiredeconomist.com/2009/06/29/green-marketing-whats-all-the-fuss/feed/ http://inspiredeconomist.com/2009/06/28/sustainability-as-a-marketing-issue/ http://inspiredeconomist.com/2009/06/28/sustainability-as-a-marketing-issue/#comments Sun, 28 Jun 2009 17:24:21 +0000 Heidi Tolliver-Nigro http://inspiredeconomist.com/2009/06/28/sustainability-as-a-marketing-issue/

More and more frequently, I’m seeing companies choose sustainability, not just as operational preference, but also as a marketing approach. They are marketing “green” or sustainability (because “green” and “sustainability” are different) as a way to connect with consumers and sell products.

Thus, when I was contacted by Don Carli, senior research fellow with the Institute for Sustainable Communications, about a three-minute video on the topic of sustainability as a marketing issue, I was intrigued. It sounded like a headline I’d write. That always gets me interested.

The video was posted on YouTube by “Three-Minute AdAge,” a daily news “show.”  What I thought was interesting about this particular video was that, while it claimed to be about marketing, it really focused on the need for sustainability, not just as a way to connect with consumers, but as a way to protect marketers’ supply chains from disruption and price spikes based on their dependence upon carbon. It was interesting how Carli tied the two together—indeed, he appeared to make the two issues inseparable.

Here are some of Carli’s comments (edited for brevity):

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]]> http://inspiredeconomist.com/2009/06/28/sustainability-as-a-marketing-issue/feed/ http://ecopreneurist.com/2009/06/25/eco-libris-an-interview-with-orly-zeewy-a-branding-consultant-on-green-branding/ http://ecopreneurist.com/2009/06/25/eco-libris-an-interview-with-orly-zeewy-a-branding-consultant-on-green-branding/#comments Thu, 25 Jun 2009 21:18:50 +0000 Raz Godelnik http://ecopreneurist.com/2009/06/25/eco-libris-an-interview-with-orly-zeewy-a-branding-consultant-on-green-branding/ This post was originally posted on Eco-Libris blog on June 21.

The added value of going green is constantly growing. According to a survey conducted lately, 46% of consumers say they would shop at a retailer more if it was environmentally friendly. Another study of Mintel shows 62% of customers choose a restaurant based on their commitment to the environment.

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]]> http://ecopreneurist.com/2009/06/25/eco-libris-an-interview-with-orly-zeewy-a-branding-consultant-on-green-branding/feed/ http://ecopreneurist.com/2009/06/10/interview-with-carmen-spagnola-of-m-smart-designs/ http://ecopreneurist.com/2009/06/10/interview-with-carmen-spagnola-of-m-smart-designs/#comments Wed, 10 Jun 2009 16:57:53 +0000 Olga Orda http://ecopreneurist.com/2009/06/10/interview-with-carmen-spagnola-of-m-smart-designs/

A Green Printer interview with Carmen Spagnola, entrepreneur and owner of m.

1. What made you want to start m?
I started m because I was a frustrated consumer.  I decided that  if I want to have access to smarter, more beautifully designed, more  responsible products and amenities for my home and family, I was going
to have to create more demand.  Markets are a bit of a chicken-and-egg  relationship.  Many retailers will tell you that they only provide  what their customers want.  That is only part of my modus operandi.
I want to showcase the possibility of a better performing future, so  much of what I sell and promote is currently considered ahead of the market.  But how will the market know what it wants if we don’t inspire it to want more?

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]]> http://ecopreneurist.com/2009/06/10/interview-with-carmen-spagnola-of-m-smart-designs/feed/ http://inspiredeconomist.com/2009/06/06/green-calculators-help-bank-go-green%e2%80%94twice/ http://inspiredeconomist.com/2009/06/06/green-calculators-help-bank-go-green%e2%80%94twice/#comments Sat, 06 Jun 2009 10:23:20 +0000 Heidi Tolliver-Nigro http://inspiredeconomist.com/2009/06/06/green-calculators-help-bank-go-green%e2%80%94twice/ I’ve been seeing a lot of “green calculators” around these days. I love the concept because they accomplish two goals in one swoop: 1) they encourage businesses or consumers to take more environmentally responsible actions that 2) coincidentally also happen to help the marketer’s bottom line.

The latest green calculator I saw was on my bank’s website. The bank has been trying to encourage its customers to move to online statements and bills, and the latest iteration of its efforts is an online calculator that determines how much money you can save by going paperless.

It works like this. You input the number of paper bills you receive each month and the number of paper bills you pay each month. Then it automatically generates an estimate of what environmental impact the elimination of this paper would have. In this case, I input 10 paper bills received and 10 paper bills paid.

The results?

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]]> http://inspiredeconomist.com/2009/06/06/green-calculators-help-bank-go-green%e2%80%94twice/feed/ http://inspiredeconomist.com/2009/05/31/a-closer-look-at-sunchips-compostable-packaging/ http://inspiredeconomist.com/2009/05/31/a-closer-look-at-sunchips-compostable-packaging/#comments Sun, 31 May 2009 12:43:43 +0000 Heidi Tolliver-Nigro http://inspiredeconomist.com/2009/05/31/a-closer-look-at-sunchips-compostable-packaging/ Yesterday, I blogged about SunChips’ smart marketing use of its green message on its packaging and on its website. This morning, I began reading some of the informational PDFs I downloaded from its website about those environmental initiatives. I was intrigued about the company’s use of a new corn-based biopolymer being used take 30% of its current packaging compostable—and growing.

To make its packages partly compostable, SunChips is using a polymer produced by NatureWorks LLC. Polylactic acid (PLA), or polylactide, is made from plant starch. More specifically, PLA is made from lactic acid, which is made from dextrose by fermentation, and dextrose is made from plant starch. In case the order is important.

What is important is that the polymer is made from renewable plants rather than petroleum, so it makes a lower impact on greenhouse gases. NatureWorks has trademarked this material with the name Ingeo, which is calls the world’s first and only performance plastic made from 100% annually renewable resources.

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]]> http://inspiredeconomist.com/2009/05/31/a-closer-look-at-sunchips-compostable-packaging/feed/ http://inspiredeconomist.com/2009/05/30/kudos-to-sunchips-%e2%80%94-marketing-its-green/ http://inspiredeconomist.com/2009/05/30/kudos-to-sunchips-%e2%80%94-marketing-its-green/#comments Sat, 30 May 2009 21:34:16 +0000 Heidi Tolliver-Nigro http://inspiredeconomist.com/2009/05/30/kudos-to-sunchips-%e2%80%94-marketing-its-green/ One of my greatest dietary weaknesses is SunChips, especially the cheese ones. I stopped buying them because, while I’m publicly known as an exercise and healthy food nut, in secret, SunChips are kryptonite to me. I don’t just eat a normal-sized serving. I eat them until I can’t fit any more into my stomach, then I lay around with a belly ache, thinking about running 10 miles and never do.

So imagine my delight when, after resisting the snack-sized bag on a friend’s counter for a full afternoon (okay, half an afternoon), having a willpower breakdown and tearing open the bag like a wild animal only to discover that the company manufactures its chips using solar power.

Imagine! SunChips are not only health food (or so they say), but they are good for the planet. Suddenly, I felt better about eating the entire bag.

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]]> http://inspiredeconomist.com/2009/05/30/kudos-to-sunchips-%e2%80%94-marketing-its-green/feed/ http://ecopreneurist.com/2009/05/27/green-marketing-101-make-green-second/ http://ecopreneurist.com/2009/05/27/green-marketing-101-make-green-second/#comments Wed, 27 May 2009 14:23:09 +0000 Jennifer Kaplan http://ecopreneurist.com/2009/05/27/green-marketing-101-make-green-second/ Here’s a basic marketing tip: Don’t position your product as green.  Well, not primarily green. Instead, position your products and services first as delivering core consumer benefits then-as a second set of attributes-green. You may even find that your competitors are not onto this savvy positioning strategy.

A couple weeks ago I was looking for examples of this principle. I wanted to show how a company’s marketing message should extend beyond greenness to appeal to other core consumer attributes people expect from a good products.  I put out a query on HARO and received dozens of interesting products.  Of those, five stood out.

The first thing I noticed about Vers iPod Docks is that they are incredibly beautiful.  But, they first thing theat Vers wants you to know about their products is that they sound great. They let the fact that they have been touted as the most environmentally friendly iPod dock available speak for itself and focus instead on the benefits that consumer’s want in a an iPod dock: Great sound and good looks.  In the words of David Laituri, partner in Sprout Creation makers of Vers products:

“We tend to focus on superior sound quality and design, and environmental thoughtfulness a fast second. Since our sustainable design efforts are a work in progress, we avoid ‘green’ and ‘environmentally friendly’ whenever possible.”

Green Toys are made out of recycled milk containers and are made in the USA (so from a supply chain position they are very environmentally sound.) Green Toys are also packaged in recycled corrugated boxes with no plastics, cellophane or twist-ties, and are 100% recyclable. But most importantly, they positioned as safe (they contain no traceable amounts of Phthalates or BPA and have no external coatings with lead paint) and fun (they are chunky and colorful and beg to be played with).

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]]> http://ecopreneurist.com/2009/05/27/green-marketing-101-make-green-second/feed/ http://inspiredeconomist.com/2009/05/24/decoding-the-language-of-green-paper/ http://inspiredeconomist.com/2009/05/24/decoding-the-language-of-green-paper/#comments Sun, 24 May 2009 10:35:39 +0000 Heidi Tolliver-Nigro http://inspiredeconomist.com/2009/05/24/decoding-the-language-of-green-paper/ PCF, TCF, SFI, FSC, PCW, Green-e . . . good grief, what do all of these acronymns mean? What’s the bottom-line difference on them anyway? If you’ve wondered about things like this, there is a free Webinar you may want to attend.

Sign up for Webinar

The Webinar will be run by Sabine Lenz, founder of PaperSpecs.com, designer, writer and speaker on paper issues and educational topics related to the paper industry. It will apply her no-nonsense approach to bring you a straightforward explanation of the green paper terminology and how you can improve your green footprint with every paper purchase you make.

In addition to decoding the mysterious green acronyms, Lenz will also provide insight into:

• What the different recycled and eco logos mean
• Why certification schemes like FSC are necessary
• Whether we need virgin fiber to make paper
• What it means to be carbon neutral
• Other materials used to make paper (I wonder if she’d discuss paper made from rocks? I mentioned a rock-based paper in a previous column — yes, really!)

Lenz will also discuss how you can establish your own personal sustainability scorecard and how to use it as a blueprint for future progress toward more sustainable practices. At the end of the hour, the goal is for marketers, designers, and others to feel good about specing green paper and get on with the business of making their clients happy.

Like this post? See all my “Greening Print Marketing” posts.

Orly was born in Israel, grew up in Tel Aviv, Paris and Lausanne, Switzerland and now lives in Philadelphia, Pennsylvania.

Hello Orly. Firstly what is a green brand?
A brand that makes an authentic connection between its “green” products and its sustainable business practices and policies. It’s not only about the green products/services it sells but also about how it runs its business.

What does a green branding consultant do?
Help create messaging and positioning for sustainable companies that will resonate with their target audience and increase awareness around green issues.

Is it more difficult to build a green brand comparing to a regular brand?
I think it’s actually easier since a green brand is working hard to make a positive impact on the environment, the community and in the world. So from a public relation perspective, it is easier to promote “doing good.“

Do you think retailers really benefit from a green image?
Absolutely. As the number of “green-conscious” consumers increases, expectations around sustainable issues will become more commonplace and brands will be expected to flex their “green” muscles. Since Walmart, the largest retailer in the world, committed itself to “green”, a lot of other household brands have followed suit and started to incorporate green practices into their business.

I believe this trend will only grow as demand for green products increases. And it’s good to remember that retailers have been losing ground with consumers in recent years and with profit margins slipping further because of the economic downturn, they are all looking for a way to stay relevant. I believe that “green” is the way they will do this.

If I’m a company, have a good and solid brand, and I want to green it up —where do I start? What do I do? Can you please share with us some of the insights on how it’s done?
The first thing you’ll need to do is have a green product! Then be sure to communicate about the ways you are changing your business and business practices—for instance one of my green clients is a large construction management company and they have committed to recycling 98% of all of the waste that they generate on a construction site.

Letting their clients know about this commitment and showing how they are doing it has had a tremendous impact on building their “green” brand awareness and increasing customer retention and loyalty.

Many companies who already have sustainable business practices need to make those practices more transparent to their customers. Target is a great example of “greening” an existing power brand. They have a link devoted exclusively to the environment and where their recycling efforts are catalogued. One such example is the 385 million garment hangers that are reused each year (instead of being put into landfills). These kinds of numbers help bring home the idea that a major brand can have a huge impact on the environment and by extension, reinforces that we as consumers, by shopping at Target, are a part of a global effort to reduce waste.

How can the Internet and social media be used to enhance green brand identity? The Internet is a great tool because it’s so immediate and can motivate us in a way that print cannot. And as consumers worldwide begin to expect and demand green practices from their favorite brands, social media will play an increasingly larger role. Bloggers already keep tabs on household brands to make sure they are providing what they say they will and alerting consumers when they do not. In the sustainable community, green washing is a big concern so having a truly green brand identity is going to be an important way for brands to distinguish themselves.

With a growing number of companies that try to position themselves as “green companies” what would be the best way to differentiate their brand?
Show me, the consumer, what you, as a green company, is doing that directly effects positive change and makes it easier for me to do my part in creating a sustainable environment. A key to successfully positioning a green brand is to be the brand that’s not only doing good and using sustainable business practices, but helps consumers take an active part while still offering value at a price they can afford.

A great example of this is Method, a company that makes it fun to clean with biodegradable products while being in the same price point as toxic products. Method has been hugely successful while at the same time, has changed what big cleaning brands (who before Method, would never have considered green) are now doing. One such example is Clorox—a brand that made its reputation on toxic bleach products—launched GreenWorks, a line of “eco friendly” cleaning products about a year ago. Because of its power brand status GreenWorks has already captured 42% of the natural cleaning industry—something that would be impossible to achieve if they were a new company.

What’s the best strategy to avoid greenwashing accusations?
Make your business operations transparent to consumers so they can see what you are doing that is “green.” Many people have a negative impression of public relations but if done properly it can be a great tool to spread your green message. For instance, getting on the calendar of a sustainable publication and talking about what your company is doing to help reduce its carbon footprint will go a long way to show that you “walk the walk” and not just “talk the talk.”

What do you think about big companies, like Frito Lay, that try to adopt successful green images, such as “local”? Can it work for them? Is it worthwhile to get into it at all?
Eat local is a movement that has taken hold in recent years. It’s not only about eating what grows in your area and supporting your local farmers but about reducing a company’s carbon footprint. It’s something that energy conscious consumers are beginning to pay closer attention to and a brand like Frito-Lay can have a large impact there. So to answer your question, I think it’s a very good idea. And economically, it makes sense since lower energy costs benefit the company’s bottom line and keep costs to consumers from going up.

What do you think about the efforts to make Philadelphia the greenest city in the U.S. by 2015? Do you have any branding advice to Mayor Nutter?
I’ve been a member of the Philadelphia Sustainable Business Network (SBN) for five years so I’m happy to see Philadelphia take such an active and positive role in the sustainable movement. I credit people like Leanne Krueger-Braneky, the executive director of SBN a key person in “green,” in being a motivator in forwarding a green platform in this city.

I believe that Philadelphia is positioned to be a leader in how aging eastern cities can transform themselves into profitable centers of green jobs and green initiatives. It’s an exciting time to be a Philadelphian. The one piece of advice I would offer Mayor Nutter is to be clear and consistent in his green messages. Don’t assume that Philadelphians know that what you are doing. From a branding perspective, this is critical. I would advise him to focus on 2-3 key messages such as: how is green helping me—a resident of Philadelphia—live better, work smarter, be part of a proud legacy, etc.

These are the kinds of messages that we as citizens need to hear. People don’t respond well to scare tactics. We want to do good but not if it’s going to be cost-prohibitive or impossible to carry out. Most people are happy to recycle but until a comprehensive recycling program was put into place, how many people drove to a recycling center every week?

Do you think the recession is good or bad for green branding?
I think the recession is one of the best things that could have happened for green branding. With every company looking to cut costs and consumers scrambling to keep energy bills manageable, green is emerging as a way to live that is not only responsible from a global standpoint but helps us live more economically. I believe that within a short period of time, green will no longer be a catchphrase, but simply the way every company operates and the way our children will view the world.

Thanks Orly!

To read more about Orly Zeewy: http://www.zeewy.com/

]]> http://inspiredeconomist.com/2009/05/24/decoding-the-language-of-green-paper/feed/ http://inspiredeconomist.com/2009/05/04/greening-print-marketing-using-social-media-to-find-tree-free-alternatives/ http://inspiredeconomist.com/2009/05/04/greening-print-marketing-using-social-media-to-find-tree-free-alternatives/#comments Mon, 04 May 2009 18:12:14 +0000 Heidi Tolliver-Nigro http://inspiredeconomist.com/2009/05/04/greening-print-marketing-using-social-media-to-find-tree-free-alternatives/ When you’re looking for environmentally resources, where is the best place to go? If it’s business related, don’t overlook social networking sites like LinkedIn. Often, there are hundreds — if not thousands — of people in social networking groups that have vast experience you can draw upon.

Just the other day, a question in a printing industry group caught my eye. The poster was looking to print on green substrates, such as hemp, bamboo, or recycled vinyl and was looking for recommended suppliers of these products. Those recommendations came in spades, both vendors of these resources and printers and other service providers that can procure them.

Just for fun, here is a list that came from members of this particular board:

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]]> http://inspiredeconomist.com/2009/05/04/greening-print-marketing-using-social-media-to-find-tree-free-alternatives/feed/ http://inspiredeconomist.com/2009/04/25/greening-print-marketing-does-saving-money-conflict-with-environmental-stewardship/ http://inspiredeconomist.com/2009/04/25/greening-print-marketing-does-saving-money-conflict-with-environmental-stewardship/#comments Sat, 25 Apr 2009 00:38:49 +0000 Heidi Tolliver-Nigro http://inspiredeconomist.com/2009/04/25/greening-print-marketing-does-saving-money-conflict-with-environmental-stewardship/ In these tough economic times, everyone wants to save money. But what happens when money-saving options conflict with environmental stewardship?

One area of concern is paper.  As fuel costs have come down, publishers looking to save money on distribution are looking at heavier paper. Although the paper itself costs more than lightweight grades, the heavier stock allows them to take advantage of lower freight rates, which have come down significantly since last summer’s peak oil prices.

The Dead Tree Edition, for example, recently encouraged periodical publishers to consider this option in an article “Heavier Paper Can Save Money.”

But at what environmental cost? Heavier paper may cost less to ship, but it takes more fuel. You’ve got the same number of pages, carrying the same amount of information, but at a higher level of fuel consumption. Heavier paper also takes more energy to transport and ship before printing.

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]]> http://inspiredeconomist.com/2009/04/25/greening-print-marketing-does-saving-money-conflict-with-environmental-stewardship/feed/ http://ecopreneurist.com/2009/04/23/green-marketing-firm-curb-prove-not-all-advertising-is-garbage-sometimes-its-snow/ http://ecopreneurist.com/2009/04/23/green-marketing-firm-curb-prove-not-all-advertising-is-garbage-sometimes-its-snow/#comments Thu, 23 Apr 2009 19:05:55 +0000 Paul Smith http://ecopreneurist.com/2009/04/23/green-marketing-firm-curb-prove-not-all-advertising-is-garbage-sometimes-its-snow/

Some people feel that advertising is garbage. London based Curb advertises with garbage. And sea water. And snow.

Calling themselves “The Natural Media Company,” Curb create advertising based on natural elements, the most recent being for the London Aquarium utilizing “sea tagging,” which is using sea water and a stencil to create temporary ads on the sidewalk. Sea water evaporates more slowly then water, but being a completely natural substance, no permit is needed to do it.

Another water based innovation is what they call H2Show, where a waterfall is somehow able to be manipulated to display words, logos, and images, and even accept text messages to display different words.

Crop carving, once the province of aliens and pranksters, is now being put to use in  a smart way, as in their Shredded Wheat logo carved out of, yes, a wheat field.

In the clearest example of green marketing I’ve heard of,

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]]> http://ecopreneurist.com/2009/04/23/green-marketing-firm-curb-prove-not-all-advertising-is-garbage-sometimes-its-snow/feed/ http://inspiredeconomist.com/2009/04/18/greening-print-marketing-what%e2%80%99s-your-communication-footprint/ http://inspiredeconomist.com/2009/04/18/greening-print-marketing-what%e2%80%99s-your-communication-footprint/#comments Sat, 18 Apr 2009 19:20:37 +0000 Heidi Tolliver-Nigro http://inspiredeconomist.com/2009/04/18/greening-print-marketing-what%e2%80%99s-your-communication-footprint/ Looking to take your printing, marketing, and packaging carbon-neutral? Consider attending the 2009 Green Media Conference held at  Columbia College, Chicago, on June 9. The theme of the conference is “What’s Your Communication Footprint?”

The conference will look at issues such as how sustainability can save you money, what sustainable products and services are available now, and why sustainability gets you new business and helps you retain current customers.

A variety of workshops will offer experts in sustainable media, networking opportunities with sustainability leaders, tools and advice you can put to use right away, and best practices.

The conference will cover a variety of media, including:

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]]> http://inspiredeconomist.com/2009/04/18/greening-print-marketing-what%e2%80%99s-your-communication-footprint/feed/ http://ecopreneurist.com/2009/04/15/the-brainchild-group-on-problem-solving-and-timing-in-green-marketing/ http://ecopreneurist.com/2009/04/15/the-brainchild-group-on-problem-solving-and-timing-in-green-marketing/#comments Wed, 15 Apr 2009 21:57:34 +0000 Olga Orda http://ecopreneurist.com/2009/04/15/the-brainchild-group-on-problem-solving-and-timing-in-green-marketing/

A special guest post by Aaron Schoenberger for Green Printer’s ‘Design Goes Green’ series.

A common misconception, one that I’ve seen a thousand times, is the idea that simply printing on recycled mediums, with soy ink, will make one’s marketing materials green. In essence, it’s not only the printing that makes a company green, but also the research and time spent identifying target markets, concocting copy that’s both precise and somewhat vague at the same time, limiting the want to send promotional material to everyone on the planet, and a host of other factors that, if not done properly, will result in a slap on the wrist from good ole’ Mother Earth.

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