GDUSA Green Newsletter

November 2012

PROBLEM OR POTENTIAL?

Last month, we reported on the newly revised FTC Green Guides, generally praised them for attacking “greenwashing” by demanding rigorous standards of truth and proof. Seems like a no-brainer to support such a lofty goal. That said, some of the rules and commentary feel harsh and humorless. In the hands of the wrong lawyer or regulator – plenty of those around – these could chill rather than advance commercial speech. With this contrarian notion rattling around my brain, I stumbled upon a provocative comment by Thomas Koster, author of Goodvertising, a new book noted below. In the introduction Koster writes, in part: “I’m going to defend greenwashers (at least some of them). Personally, I think it’s better that a brand adds to the responsible voices in the marketplace rather than continuing a campaign for mindless consumerism … As such, I don’t perceive greenwashing as a problem – I see it as potential. It is a brand’s first, tentative step in a good direction; it is a brand trying to talk the talk of sustainability.” Life is complicated.
 
— Gordon Kaye, editorial@gdusa.com

THE GOOD BOOK PRAISES CHANGE
Can advertising be a force for good, and help bring about positive social or environmental change? A new book, Goodvertising, stakes out the position… MORE >

SUNNY DAYS AHEAD FOR IKEA
An ambitious move to solar and wind energy is a central pillar of The IKEA Group’s newly released sustainability strategy… MORE >

NINE GREEN DESIGN FIRMS NOTED
For the fourth straight year, GDUSA turns the telescope on “Green People.” Not the outer space kind. The sustainable kind… MORE >

CANADIAN COMPANY CONVERTS
Pattison Outdoor, Canada's largest outdoor, transit and digital advertising company, has completely overhauled its lighting system infrastructure… MORE >

DESIGN STUDIO ACES AWARDS
Mayor Michael McGlynn of Medford MA recognizes Ace Creative with a Green Award at the city’s recent Harvest Your Energy Festival… MORE >

SWEETENING AN APPEAL TO VALUES
Values driven brand, Alter Eco, receives a “spoonful of taste appeal” from San Francisco’s Tomorrow Partners… MORE >

HEALING THE SKIN AND THE EARTH
Ernest Supplies is a new skincare brand for men founded on the idea that healthy ingredients make for healthy skin… MORE >

PAINTING A NATURAL PICTURE
Naturepaint makes the UK’s only paint certified with zero VOCs, compounds that can pollute and threaten health, and is completely biodegradable. Their design firn, B&B Studio, developed a branding that has two goals… MORE >

BIG PUBLISHERS PARTNER WITH SFI
Four giants of the North American publishing industry are partnering with the Sustainable Forestry Initiative to preserve and protect forests by encouraging certification. Time Inc., National Geographic Society, Macmillan, and Pearson are Founding Partners of the SFI Forest Partners Program… MORE >