GDUSA Green Newsletter
APRIL 2011

BARKING UP THE WRONG TREE

Politically, tempermentally and as a former ad agency lawyer, I tend to favor less government regulation of content and more industry self-regulation. But with regard to the FTC Green Guides, which seek truth-in-advertising, the usual industry suspects – the 4As and the ANA – are barking up the wrong tree. They argue, in essence, that advertisers are reasonably clear in their claims and that, in any event, consumers are not all that confused. That is crazy talk: greenwashing is rampant and confusion reigns. This is a case where standards need to be enforced – reasonably – from the outside.
 
– Gordon Kaye

Graphic Design News

BETTER WORLD CAMPAIGN
Wieden & Kennedy says that “through lightweight digital design and simple sharability, the HTML5 site floats through the brand’s social good and product innovations.” Dedicated to serving the athlete and making a better world through sport, the Nike Better World site showcases the company’s social causes, including its recycling initiatives, and allows consumers to learn more and sign up for Better World enews.
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TREES AND LEAVES
This month in GDUSA magazine, we bring you our annual logo trend report by Bill Gardner of LogoLounge. One of his observations is of special significance here. In his own words: “What stood out most of all were trees (which incidentally is the most searched-for word on the LogoLounge site). There was also a hyper-resurgence of leaves, but leaves being used in really creative way ... Trees and leaves are not just used to represent sustainability/nature anymore, but the designs in which they are used do get the added perk of basking in a pleasing ecological light.”

A-PEELING BOTTLE
PepsiCo has developed the first PET plastic bottle made entirely from plant-based, fully renewable resources, enabling the company to manufacture a beverage container with a reduced carbon footprint. The “green” bottle is 100% recyclable and made from bio-based raw materials, including switch grass, pine bark and corn husks. Orange peels and potato peels, oat hulls and similar byproducts are on the agenda. Pilot production begins in 2012.

TAKE CONSUMERS ON JOURNEY
Eco Fashion Week 2011 took place recently in Vancouver BC. Bringing together eco-fashion designers from around the world to showcase their environmentally preferable lines on the runway, the organizers also sought to facilitate a better understanding of green marketing to consumers. To that end, Scott McDougall, head of the Terrachoice consulting firm, led a seminar titled “Green Marketing and Sustainability in 2011.” From the growth in green magazine ads to the growing numbers of green products on store shelves, he showed the demand for greener merchandise on the rise. McDougall shared the complications of green marketing – from the shifting values of the various consumer segments to the difficult to navigate environmental marketing laws – as well as best practices – self-honesty, transparency, incremental progress without overstatement, third-party certifications, and taking consumers on a journey to ensure they feel connected to this process.
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HOOKED ON NATURE
Colle+ McVoy developed this PSA for the Recreational Boating & Fishing Foundation. It communicates that the simple act of fishing preserves our nation’s natural resources and the sport for future generations. Credits to Creative Director Mike Caguin, Associate CD Joe Monnens, Senior Art Director Derek Till and Photographer Jim Gallup.

SHINING IDEAS
Solar panels are quietly making their way into the advertising business. One example is bus stop shelters; many transit companies are using solar powered lighting to create a sense of safety and glow on darkened streest. The expense of lighting the shelters year round is eliminated while the lighted shelters along the route are a form of branding for the transit company and shelter advertisers. Four decade old Handi-Hut reports that it has placed green solar powered shelters in among other places, Akron OH, Taunton MA, Los Alamos NM, Pleasanton CA, Mequon WI, Pendelton OR, Franklin, TN, and Goleta CA. The second example: large solar panels atop billboards. Lamar Advertising, one of the largest outdoor ad companies, reports that eight Florida markets – including Panama City Beach, Fort Walton Beach and Pensacola – are slated to use the solar panels to generate power through 1,500 Florida billboards. The solar panels won’t supply electricity directly to the billboards but are hooked into local power grids, with different deals worked out with separate power companies. The juice serves the nearest users, whether homes or businesses.

FSC BRANCHES OUT
The Forest Stewardship Council U.S. has appointed Etienne McManus-White as chief marketing officer. She will lead all marketing efforts for the FSC, including the execution of U.S. consumer strategy and corresponding campaigns and will also serve as a principal liaison with all FSC business partners. “I am thrilled with the depth that Etienne brings to one of the most critical functions of the FSC, creating market value and demand for exemplary forest management. Etienne has proven success building consumer-facing brands and solving complex marketing challenges,” Corey Brinkema, president of FSC US, said in a statement. “She is an extraordinary addition to our U.S. team at a time when the FSC brand is gaining incredible traction with both industry and consumers alike.”