Sustainability Metrics: The Engine Versus Fumes
From regulators to investors to curious consumers and members of the C-suite, companies' sustainability initiatives are being scrutinized with increasing intensity. As the 2015 Millennium Development Goals deadline looms on the horizon, many companies are faced with answering the question: "What progress have you made in your sustainability journey?"» 0 Comments
Content ROE: Strategies That Lead To Measurable Outcomes
If you think that garnering "likes" and monitoring how many times your green content is shared across social media platforms is the Holy Grail, then think again. Consider that it simply means that your customers perceive it as accessible, engaging and useful, but it may not actually be moving the needle and contributing to your brand's bottom line. Research indicates that marketers are not confident in the effectiveness of their content marketing almost half the time, but that it is a medium or high priority for 90% of survey respondents.» 0 Comments
Telling The EV Story: Why Building More Charging Stations Won't Boost EV Sales
A consortium of New England states has announced efforts to make it easier for states to spur the use of electric cars, such as putting in more charging stations. Meanwhile, carmakers are scratching their heads, trying to beef up sales that are stuck in neutral. Sales of the Chevy Volt are averaging about 22,000 per year, about the same as last year. The Nissan Leaf's sales are comparable. All of which is not by any stretch going to help the Obama administration meet its stated goal of having one million EVs sold by 2015.» 4 Comments
The Circle Of Life: Innovation In The Circular Economy
Imagine a world where business is booming - creating new jobs, innovative new products, and making a profit - all while not putting any pressure on the planet's finite resources. Does it sound like a fantasy? According to the 2013 Ellen MacArthur Foundation report, "Towards the Circular Economy," not only is it possible, it's vital if businesses want to survive the future and continue to be innovative.» 1 Comments
The Gospel According To Patagonia
In my last post, I wrote about Patagonia and its attempt to encourage more conscious capitalism. I was, admittedly, a little skeptical of its efforts. With justifiable reason. Its recycling program had conveniently led to greater sales of its freshly wrapped, organically manufactured fleece jackets at seven hundred bucks a pop. Which, depending on where you stood, could either be seen as a totally cynical marketing ploy to hook and reel the collective environmental conscience of the world's self-acclaimed saviors, or an innocent act of environmental responsibility that had serendipitous side effects.» 1 Comments
Why Authenticity Matters in Building Long-Term Engagement Through Content Marketing
Our ability as marketers to encourage brand engagement in the traditional sense is fading fast, so brands must continually build interest and trust through authentic messaging. That's why I'm left scratching my head when I see many eco friendly brands still overselling themselves by saturating the marketing with buzz words such as "pure" or "natural" without supporting data. Simply put: there's often a gap between their talk and their walk. According to the latest "Green Gauge" survey from global research company GFK, consumers are growing ever more skeptical of green claims: 22% of consumers aren't sure about the accuracy of ...» 1 Comments
Hey, Can I Interest You In A $60 Light Bulb?
Makers of the next-generation LED lighting are somewhat in the dark when it comes to convincing consumers their super-efficient bulbs are worth the cost. The "EcoSmart" flood light bulb is a prime example, available for a mere $59.88 - apparently a 50% savings off its usual cost. So, a bargain, right?» 2 Comments
How Conference Organizers Can Reduce Their Eco-Footprint
As the fall conference season kicks off, I find myself thinking about the environmental footprint of meetings, conferences and trade shows. If you've ever attended or organized a conference or trade show, you know that the environmental impact can be huge and wide ranging. For instance, some estimate that for the average trade show, more than 200 trees are used for paper products. Then, factor in emissions caused by air and auto travel, energy and water use in hotel rooms and the event itself, leftover food, and the average amount of waste that even the most conscientious travel produces - ...» 0 Comments
The Future of Marketing: 4 Future-Forward, Must-Know Marketing Concepts
As technology and media continue to evolve at an exponential rate, marketers and consumers alike have started to adopt new practices and behaviors to ensure that they keep pace. With this shift in the marketplace, new marketing concepts, strategies and jobs are also starting to surface and the most successful marketers will become masters at "trend arbitrage."» 0 Comments
Can Your Wallet Save The Planet?
In their efforts to slow down the relentless ravaging of earth's resources and prevent it from overheating, gurus and champions have tried several approaches.» 1 Comments
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