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The Challenges of Green Marketing in The Age of Persuasion

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I am an unabashed Public Radio junkie. All of my Sony Ericsson Walkman phones back to 2006, have not only had integrated flashlights but also functioned as transistor radios, allowing me to be permanently hooked up to CBC Radio 1, or to BBC and NPR Podcasts.

This week's award-winning Age of Persuasion Episode is titled "It's Not Easy Being Green: Green Marketing" and is one of my three essential Podcast episodes of 2011*.

Rachel-Carson-Bridge-in-PittsburghTerry begins with Rachel Carson (that's her bridge in Pittsburgh) and then traces the history of environmentally conscious consumerism, linking it to how marketers and advertisers have shaped their campaigns for sustainable, green goods. In  2007, 300,000 green trademarks were registered with patent offices, which is more than the number of trademarks and patents sought at the height of the dot.com boom.

The three main take-home messages are:

1. "Beginning with the publication of Silent Spring in 1962... various environmental crises have provoked behavioural change and new behavioural changes created new demands from the public." Responding to these demands for new products (such as sun protection lotions following the discovery of the ozone hole) has required "very delicate, very careful marketing on behalf of advertisers".

In green marketing, the public wants to know the motives of companies immediately, and green marketing ignites scrutiny.

2. "One of the biggest problems for marketers is that sustainability is a moving target. And there haven't been any universally-accepted baselines or calculators." E.g. "Are paper products green and good or, do they flatten forests? Is glass eco-friendly or, does it take a lot more fuel to transport glass than it does plastic? Is cotton one of the most natural products in the world or, is cotton one of the world's biggest pesticide crops? It's a very complicated issue."

3. The fatal mistake when it comes to green marketing is that "virtue cannot be proclaimed in green marketing". Smart marketers stay humble in their green marketing, so that the customer and press spread the word about green and ethical companies. Accusations of "Greenwashing", the deceptive use of green marketing or PR (Jay Westerveld, 1986), are likely to be targeted at green marketing campaigns with over-the-top claims, and to have major consequences.

The most cited example of Greenwashing is the rebranding of British Petroleum (BP) as Beyond Petroleum. The campaign strategy was to rebrand BP as a progressive energy company, bp. The rebranding implied that wind and solar were being invested in heavily by BP, but the reality was that BP was investing more than ever in oil exploration. (And, was recently rebranded, and not by themselves, but the public, as Biggest Polluter).

This brilliant episode of The Age of Persuasion ended with the correct observation about the contradiction that lies at the heart of green marketing: that being sustainable means consuming less, while marketing is about encouraging people to consume more. Nevertheless, he goes on to conclude, that the main task of green marketing is to normalize those high quality, truly green products, that are sustainable across multiple social and environmental indicators.

And, from Bruce Philp's new book, The Consumer Republic: "Buy the change you wish to see in the world."

Congratulations, Terry!

Dawn Bazely

*My other two top Podcasts for 2011, so far...

July 26th  2011 Interview of David Altman by Jian Ghomeshi on Q, CBC, about the rise of narcissism in North America: http://www.cbc.ca/q/episodes/

July 2nd  2011 interview of Lori Gottlieb by Jian Ghomeshi on Q, CBC, about how overparenting is creating brittle youth who lack resiliency because their parents have not allowed them to learn how to recover from failure.

The Green Marketing Manifesto by John Grant, was Terry's essential background reading.

LCBO probably makes more progress in one flyer than Toronto’s cycling advocates make in two years…

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My latest set of blogs are a bit delayed, because following on from teaching BIOLOGY 2010, York's Plant Biology course, and the arrival of a very early spring, I am writing a lot about food - security and sustainability. These blogs take a lot of fact-checking and research and are time-consuming to write.

So, here's a quick shout out to the LCBO - the Liquor Control Board of Ontario - who this past weekend, likely did more to promote cycling as a form of sustainable transportation among non-enthusiasts, than all of the cyclists, cycle clubs and cycling advocates that I know, put together, including the City of Toronto cycling office!

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They put a very handsome young man, dressed in an impeccably tailored suit on a bike, and made it the cover of last weekend's flyer promoting French wine. This arrived as an insert in our Saturday paper.

Marketing-wise, we'd normally expect to see this chap in an ad for an expensive sports car, but here he is, on a bike, looking cool and trendy. Ahem, note to male members of my fellow middle-aged cohort "you are more likely to keep fitting into your expensive suits, if you cycle, rather than buy a sports car".

I have cycled hundreds and hundreds of kilometers in Oxford and Cambridge, as well as in the Netherlands, and Sweden. Everyone and their dog cycles around. BUT here in North America, despite the best intentions of  advocates, cycling's just not as widely perceived as something that everyone should do, for all of their life. I hope that this flyer cover has some unintended consequences that are good for the environment and people's health.

Just one beef about the adverts: as the parent of a teen, who thinks that bike helmets are totally dorky, despite the stats and the wide availability of cool helmets (widely reviewed, including at the website, Outdoor Urbanite) - I do wish that the inside shot with the baguette and flowers showed the model wearing a bike helmet.

[photopress:LCBO_french_lessons2.jpg,thumb,pp_image] DrumTom

Dawn R. Bazely

The quest for a sustainable writing tool

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Last Friday, I was one of the volunteer parent drivers for an excited group of school children that included my daughter. We went to the opening day of  the "Harry Potter" Exhibition at the Ontario Science Centre. Like all trendy exhibitions, the cost of entry was pretty steep, and naturally, since this is a commercial enterprise which is all about making money, the exit of the exhibition led directly into the gift shop. All kinds of pricey Potter paraphernalia was on sale:  a Wizard Chess set for over $400 and a replica of the marauder's map for $45 (prompting me to keep asking myself, "Do J K Rowling and Warner Bros REALLY need another few million?"). Luckily, my daughter kept her selection on the less expensive side and settled on a $20 Parchment Paper Writing Set. "Heck, I thought" as I handed over the plastic, "I could put the kit together from stuff I have on hand at home, and make a quill from a gull or Canada goose feather..." [photopress:Harry_Potter_1.jpg,full,alignright]

Now, when it comes to consuming sustainably, we all KNOW that we should strive to avoid creating garbage that goes into landfill. The Parchment kit purchase got me brooding about my ongoing irritation at the mountain of used up ballpoint and felt-tip pens that I and all the students that I teach have been creating. I am extremely annoyed at how few pens are  recyclable or biodegradable (there are some that are) and at their limited use for  crafts. I have actually given this very serious thought and I maintain a huge collection of pen lids salvaged from pens that have run out, just in case some artist needs them for an installation project involving making a mosaic or collage out of old pens.

My irritation was recently exacerbated, because I was given a beautiful York University metal, rollerball pen. When it ran out, I tried to buy a refill for it, and found that this needed a "special order" from the bookstore. Only one other person had placed such an order, which led me to wonder what all the other recipients had done with their rather expensive metal pens once they ran out?

This seemingly small question of writing instruments had become, for me, yet another irritating example of our sustained unsustainable practices. And, I thought of a solution: I grew up using a fountain pen, and I would go back to it.  Through most of the 1980s, and early 1990s, I used a SINGLE pen - a Sheaffer, with a 14K gold nib that I simply refilled from a bottle of ink. Unfortunately, I am as hard on fountain pens as I am on everything else. On dusting the pen off, I found out that I had stopped using it  because it was very leaky and the nib was bent out of shape. After watching my forefinger and middle finger turn blue, I remembered...

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So, off I went on a rather desultory search for a new fountain pen that  has taken me  6-months, give or take. Staples did not really sell quality everyday-use fountain pens, but rather, caligraphy kits with specialist nibs. I then began a random check of stationery stores but failed to find inexpensive, good quality fountain pens. I did, however, discover that the only fountain pen for sale in the York Bookstore was DISPOSABLE. I did end up buying it, out of sheer fascinated horror at the concept, it and I have used it up - it gave a pretty smooth, if guilt-inducing write.

I was starting to become quite obsessed with the whole issue of  being forced to use single-use pens but did not have the time to do a really thorough investigation. But, today, while hanging around, waiting for my daughter , who was on a birthday celebration scavenger hunt at the Eaton Centre, I went on a hunt of my own. At Birks, and European Jewellers, I found Mont Blanc pens for $500-$1000. Gulp! I would lose it/break it/ drop it. Too expensive for me.

But, luckily, I found a shop called La Swiss, with a very patient young man, named Marc who was having a slow day. I drove him crazy, because here, at last was a shop full of not just Swiss watches but a ton of German, French and US-manufactured fountain pens. I left the store with 4 of them:

1. A Waterman, Charleston, Ebony Black model - nice weight, and heft

2. A Diplomat Excellence B Black Lacquer model - a little heavier and with a fine nib

Since they were both well under my target price point of $200 each, and I was so happy to have found a store with a whole range of fountain pens, I went crazy and bought a couple of inexpensive (around $35 to $60) pens from companies that I had never heard of:

1. An ONLINE Piccolo tri-colour fountain pen with a pink and purple lid. This German company, founded in 1991 by Alexander and Thomas Batsch, manufactures a line of eco-friendly, writing products for kids - and, has one of the most chic retail websites I have ever seen - WAY TO GO!

2. A Monteverde Jewelria resin fountain pen in brown. Monteverde is a US company.

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I expect to be just fine with these pens for the rest of my life. Like HP Reverse Polish notation calculators, I expect that most people will be unlikely to pick up a pen and use it if I leave it around. Do consider switching back to a fountain pen, and rejoin the fan club. If you did not grow up using one, give it a whirl with a disposable starter pen - you are sure to love it. Fountain pens write faster and smoother than any other pen that I have ever used, and I write a lot. The only thing to remember is to put the pen in a ziploc bag when you fly - the ink leaks - or, just don't fly.

Dawn R. Bazely

Sustainable Shopping, Feng Shui, Suze Orman and Debt

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The personal debt of North Americans - both in Canada and the US is staggering. Oprah's "O" magazine's long-time financial advisor, Suze Orman, has published a great book on Women & Money that tells the reader how to track their personal spending. Apparently many North Americans can't do this. Suze makes the link between the lack of basic awareness of where the money's going and personal debt. The Certified General Accountants of Canada 2009 report, "Where has the money gone: The state of Canadian household debt in a stumbling economy" makes this link eminently clear. At the same time, there are tons of tv shows and books on how to declutter your life. They draw a clear connection between personal stress and the accumulation of stuff - as in buying it from the mall. A search of chapters.indigo.ca available book titles with the keyword "Feng Shui" - which, in North America, is basically about getting harmony into your life by throwing out stuff, returned 606 titles.

So, here's the thing - most people actually feel happier and calmer in emptier spaces with less stuff in them. If everyone bought LESS stuff, for many people, there would be LESS debt. These people would then REDUCE their ecological footprint and their resource consumption. They would also INCREASE their personal sustainability index. Such a simple idea, yet seemingly so difficult for most North Americans to accomplish.  Has it become easier during the current recession?  And will the notion of living within one's means and differentiating more between needing and wanting become entrenched before our ice caps melt? I don't know the answer to these questions, but they are certainly something that I think about a lot.

Dawn Bazely

Pistachio’s Heather Reisman – “Buy less. Buy better. Buy forever”

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This past Christmas, I was delighted to find a great range of cards from Pistachio (the latest project of Heather Reisman of Chapters-Indigo). They were "Walking in a Winter Wonderland" cards, which thereby extended the Christmas card-sending season to March.  Plus, they were FSC-branded, 100% post-consumer waste fibre, Soya Ink, powered by Green Energy - Mohawk, Made in Canada.  Yeh!! Every kind of serious sustainability logo, right there. My decade-long lack of enthusiasm for cards has largely been driven by concerns about ecological footprints, as well as time crunches associated with grading 100s of final exams and essays at Christmas and attending untold numbers of "festivals of lights" school celebrations. But, I acknowledge that cards are an important means of staying connected and serve an important social purpose.  These Pistachio cards allowed me to do that, and simultaneously underscore my sustainability message to friends and relatives.

Pistachio was back in my thoughts today, thanks to Jennifer Well's article in the Globe and Mail Business magazine: "It's not easy being Pistachio - Heather Reisman is moving eco-products upscale. But will her aim exceed consumers' reach?" Reisman is quoted as saying: "Buy less. Buy better. Buy forever." Wow!!

Reisman has found that people are willing to pay a 5-15% premium for sustainable, ethically-sourced items.  This compares surprisingly closely with the student responses to question 9 of IRIS' Carbon Offsetting survey, in which just under 50% of those surveyed saying that they would pay 5-10% more for environmentally friendly products.  Only 20% said that they would be willing to pay over a 10% premium.

I wish Pistachio all the best, and recently stocked up on their thank you cards. But what I'd really like to see, and would buy, is a set of cards with the "Buy less. Buy better. Buy forever." slogan emblazoned across the front.

Dawn Bazely

Sustainable Fish

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Next time you're buying fish at the supermarket, it would be a good idea to look for "MSC" on the label.

MSC stands for the Marine Stewardship Council, which has a certification program to identify sustainable fishing. So anything with the MSC label on it is recognized as eco-friendly fish.

Considering the amount of fish farming done which has been shown to not only be unsustainable, but unhealthy (see the Big Green Purse blogs for more info), you can help the environment by making informed decisions based on where your food is coming from.

To read more about this initiative visit http://www.msc.org/about-us

The Cup Is Greener on the Other Side

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I've been doing some research on eco-friendly alternative packaging/cutlery/cups etc. to replace the paper and styrofoam we use here at York. My attention was directed to Bhumi Products.
On their website, they state, "Bhumi products is a Canadian company dedicated to promoting environmentally friendly products."
Now this sounds like we're on the right track right? a LOCAL company that provides nice biodegrable and compostable products. this is all good and well until you find out what their products are made of.
"Bhumi Products are made from 100% sugar cane fibers, which is a natural by product of the sugar refining industry."
After hearing this, Tony Morris pointed out to me that sugar cane is not something that can be grown in Canada, and furthermore, sugar cane production has a high energy cost to produce.
It is important to keep in mind where the material comes from. Canadian company or not - sugar cane is not a local source. Additionally we need to pay attention to where the products are manufactured. I found the answer to that under their NEWSFLASH: "The Bhumi Products team will be on their way to visit our manufacturing facilities in Shanghai, China. Watch for our documentary film coming to the website soon."

So this "Canadian" company (which I guess means they have their head office here) manufactures a product that, although IS biodegradable and compostable, (and a step above what we're using right now) uses outsourced materials and facilities, leading us to wonder, is this really a sustainable practice?

Just because something says "Green" on it, or is biodegradable, doesn't mean it was created in an eco-friendly manner. Just as in life, it is important to look not only at what you see in front of you, but where it came from - how it came to be.

The Healthy Butcher

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The Healthy Butcher are two Toronto based organic and local meat shops, one on Eglinton West and the other on Queen St. West. While, specializing in local certified organic meat they are expanding to produce as well. In light of recent issues with processed meat and the always present concern over the ecological impacts of meat consumption and industrial agriculture, the Healthy Butcher offers an alternative to becoming a vegetarian. They are fundamentally committed to healthy, organic, and most importantly local meat. They buy directly from farmers and have extensive information on what certified organic means to them. For this company, organic meat means;

  • Livestock must be fed 100% organic food;
  • No use of chemical pesticides, herbicides, fungicides, and fertilizers in the growing of the animals’ feed;
  • No use of genetically modified organisms;
  • No use of growth hormones;
  • No use of drugs (such as antibiotics);
  • No use of animal by-products for feed;
  • Treating animals humanely (i.e. they have outside access at all times);
  • Inspections by an independent certification body occur on a regular basis;
  • All certified products records are kept for 5 years;
  • Strict Canadian and International standards are met.

In all they are making a commitment to healthy meat consumption, environmental and social sustainabililty by supporting local farmers. Organic meat is more humane as the animals are treated better and raised naturally without chemical hormones. The Healthy Butcher also makes the best effort to ensure that their prices are comparable to non-organic meats. Even if the prices are a little more, is it not worth it for a little piece of mind.

Patagonia

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"Every one of us does things in the course of a day that adversely affect the health of the planet. We don't decide to, we just don't give it a thought." It's true, I see people doing it mindlessly every single day. Sometimes even I still do, out of habit or lack of other options. Most people don't notice because there are no immediate noticeable consequences of our actions. Patagonia Inc.'s dedication to awareness has launched an interactive mini-site, called ‘The Footprint Chronicles' which allows you to track the impact of ten specific Patagonia products (yes they're a store too) from design through delivery. They also have a ‘Footprint Library' of PDF files which describe their efforts and policies.

Their mission statement is to "Build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis." This almost seems like a bit of an understatement when you visit their website and see that the shop is only a very small part of what they do. They are a big organization, and their sole profits do not come from their store alone which is what makes it a good place to shop. They're not JUST in it for the money.

Their ‘What we do' list is quite impressive, and includes an environmental grant program, internships, and creating a national park!

All this is mainly the reason why I decided to post this in Shopping the Talk, because its' an eco-store that leads you to bigger action. It looks like a good site to mine for information, and to shop at. It's a nice alternative to just sitting there and moaning. 🙂

As for the clothes, they're really cute, with more fabric patterns than most other e-shops. The swimwear looks particularly awesome.

Sustainable Shopping: Getting in the Green Loop

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On my epic quest for green change, and the search for eco-friendly AND fashion-friendly attire, I stumbled upon (in other words, I used google) the store called the Green Loop. and I was impressed. Unlike a lot of blah eco-stores that only sell t-shirts and plain boring stuff, this store has everything from organic skinny jeans to blazers and even eco-friendly shoes.
And of course guys’ gear too, along with accessories, bags, etc. basically, a massive variety of a lot of typical things you’d see at the mall, except it didn’t take 23849543 trees and 87549999 types of pollutants to make them.

They all seem to be ‘designer’ eco-brands as well, which is definitely reflected in the price. Most of the shoes are in the $200-250 range. Dresses are around 100-150, and tops go from 40-100. High end prices no doubt. But when you think about a lot of the stores in a mall like Yorkdale, they pretty much charge the same price. People are willing to pay those prices there because they believe in the quality of those brands. I don’t actually own anything from the Green Loop but from what I can tell I’m going to say that these are probably better quality than a lot of the stuff I’ve seen in mall stores, even if you only consider the fact that if its eco-friendly, a lot of thought was put into the making (not just the design) of the item.

I was impressed with the variety. If you can afford it, it’s not a bad place to buy some chic ethical clothing and help cause me (and your kids) less asthma attacks!

(one of my favourite dresses from their store)

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