Green Marketing

A Clear Mission Can Be Incredibly Powerful: Lessons from Ben & Jerry’s and Seventh Generation


Ben & Jerry’s co-founder Jerry Greenfield and Vermont governor Peter Shumlin unveil the Food Fight Fudge Brownie flavor in June, developed to support the state’s legal defense over its law to require labeling of bioengineered ingredients. | Image credit: Food Business News

All businesses value consumer and employee loyalty and the opportunity to shape the playing field in which they operate. Mission-driven businesses such as B Corps Seventh Generation and Ben & Jerry’s are finding that having an authentic purpose that resonates with their customers opens the door to exciting approaches to activism that engage their base in powerful ways. The union of company and employee passions not only boosts loyalty but also can lead to successful advocacy for shared causes. Conventional companies seeking to emulate their successes should follow three key steps:

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Also posted in B Corp, Business and Sustainability, Culture and Leadership, Green Communications, Green Consumer, Leadership & Culture, Organizational Change, Organizational Culture, Sustainable Food, Sustainable Supply Chain, The Hub | Tagged , , , , , , , , | Comments closed

Carbon Neutral Wines – it’s more than just Green Marketing

Santa Margherita Pinot GrigioWhen you see a product that says carbon neutral, what does it mean?

I recently enjoyed a bottle of Italy’s number one selling wine in Canada, Santa Margherita’s Pinot Grigio. Each bottle has a green label that says “Carbon neutral from ground to store. Measured and offset with Carbonzero”. It is produced in Italy, imported into Canada by Lifford Wine, and certified by Carbonzero as carbon neutral. I investigate its Italian supply chain and production, shipping to Canada, and sales and consumption in Canada to learn what it means to be carbon neutral.

Carbon neutrality, or having a net zero carbon footprint, refers to balancing carbon released with an equivalent amount of offset. Claiming carbon neutrality generally involves three steps: measure, reduce, offset.

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Also posted in Case Study, Featured Articles, Green Consumer, Marketing and Communications, Sustainable Food, Sustainable Supply Chain, The Hub | Tagged , , , , , , , , , , , , , | Comments closed

Is there truth to the message that we can shop our way to a better world or are we simply trying to ease the pain?

Editors Note: The great biologist E.O Wilson wrote about the “biophilia hypthesis”.  Human beings feel a deep connection with nature that is rooted in our biology.  Living in cities disconnects us with nature and and leaves us feeling unsettled.  On a subconscious level we feel that something is missing and  we seek that connection for the rest of our lives.  For many the chance to shop distracts us and eases the pain but it doesn’t work for long – we need the good stuff!

For all the talk about how important brands are in people's lives, the evidence points firmly in the other direction. Photograph: Ye Aung Thu/AFP/Getty

For all the talk about how important brands are in people’s lives, the evidence points firmly in the other direction.

New research by Havas Media Group, which surveyed 134,000 people around the world, shows that consumers would not care less if 73% of brands were wiped off the face of the earth and that only a fifth of brands notably improve people’s quality of life.

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Also posted in Behaviour Change, Business and Sustainability, Green Consumer, Greening of Retail | Tagged , , , , , , , , | Comments closed

Sustainability communication requires a rethink: Communication is the last step NOT the first!

When it comes to building brands and driving change, effective communication is a prerequisite. Unsurprisingly then, communications are often the first port of call when it comes to the unique challenges and opportunities that sustainability represents for today’s brands.


However, emerging cultural, economic and technological trends related to sustainability are forcing brands to think differently about the role of communications in their wider brand ecosystem. As is so often the case, when the game is changing this quickly, a more effective solution requires a redefinition of the problem.

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Also posted in Behaviour Change, Business and Sustainability, Green Communications, Marketing and Communications, The Hub | Tagged , , , , , , , | Comments closed

Green Consumers Want Companies to Help them BE GREEN

green consumer1After 20 years of surveying consumers on their attitudes about brands and their expectations of how companies should behave, our team at Cone Communications has managed to compile some interesting insights. Our latest research, the 2013 Green Gap Trend Tracker, now gets us a step closer to understanding the consumer mindset when it comes to purchasing, using and disposing of “green” products.

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Also posted in Business and Sustainability, Capitalism 2.0, Green Consumer | Tagged , , , , , , , , , , | Comments closed
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