Monday, November 29, 2010

Effective Green Marketing

Consumers want to be green, think green and buy green. But what is a green product? How do we define a green product? How does the consumer know if the supposed green product is actually truly a green product? These questions and concerns about actualy green products and products falsely advertised to be green, come from the trust issues between consumers and manufactors. Some manufactors will bend the truth to make a sale.
Consumers don't trust manufacturers to tell them the truth about how green the products really are. 
Stephen Wenc, the president of UL Environment has said there are,four basic challenges to effective green marketing:

• Lack of credibility by consumers 
• Confusion regarding sustainable product claims
• Manufactors reputation for "misleading claims"
• Liability risk from "greenwashing" under FTC Green Guides


Brooks Beard, a partner at Morrison Foerster; a law firm. Demonstarted how the Federal Trade Commission (FTC) has taking legal action against greenwashers. After almost a decade of no anti-greenwashing lawsuits.

Four steps to avoid claims and legal charges of greenwashing:

• Pick products or services you promote on green grounds with caution and care
• Be specific with word choices 
• Be specific about what part of your product or packaging is green
• Substantiate, always back up your claims


Theres a free hour-long webcast. It will provide more detail on the dangers and solutions to greenwashing Read more on this article...

Tuesday, November 16, 2010

Chapel Hill Tires Co. competes with green marketing

Solar and other renewable energy’s are a great way to differentiate your company from competitors. The automotive industry is competitive and a cost conscious marketplace. With car maintenance and repair, all car companies look the same and offer the same services. Chapel Hill Tires Company knew they needed something different, something innovative and something that no one else in the marketplace was offering.


Chapel Hill Tires Company decided to provide solar installation. The solar installation is not an isolated step; Chapel Hill Tires Company is providing synthetic recycled motor oil, which uses 85% less energy of manufacture, through purchasing carbon offsets, and training staff in hybrid vehicle maintenance and repair.
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Chapel Hill Tire Car Care Center

After doing so, the company got countless column inches in the local paper, earned a loyal customer following and the opportunity to talk about something other than tires, oil changes, or repairs.

A company needs to be able to show how they are different from their competitors in terms of the services provided before and after the sale and their values. Besides that, all that matters to a customer competitive prices. If a company is known for bad work and poor service, it won’t matter how many solar panels or how green the company is, it still won’t make a different or positive impact for that company.

Going green is a savvy business move, and a good marketing strategy. Find out more about Chapel Hill's environmental initiative.

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Wednesday, November 10, 2010

"The Story of Electronics", designing e-waste

 Another fantastic video by The Story of Stuff Project, Annie Leonard presents The Story of Electronics which shows how product designers have reduced product costs at the expense of increased environmental costs.

The "design for the dump" mentality is leading to expanding electronic waste. Companies are pushing products to market which are not designed to be used beyond the next innovation, and consumers are left with very few environmentally friendly choices. Annie gave the example of her old DVD player which would cost much more to fix than to purchase a new one, and we can all think of similar products which we have used ourselves.


Millions of products which use precious metals and toxic materials are poorly recycled, if at all, and negatively impact the communities located near the waste. Maybe it's time to design products to be modular, for a longer lifespan, and to proactively offer a product "take back" program.


Consumers need to demand better choices from companies and not just the lowest prices, or the newest gimmick. When we begin making demands from the companies which ultimately serve us, we can make a positive effect on our world and live on a healthier and happier planet.

Visit The Story of Stuff Project for other great videos and join the project.

And while you're at it, follow us on twitter, digg, and youtube.
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Monday, November 8, 2010

The "Green" Revolution: Part 1, Why we do we use oil?

The following is the first of a multi-part series: The "Green" Revolution

On this site we have shown you some of the latest innovations in environmentally friendly technology. It is about time that we discuss how some of these technologies work, why they are important and how they impact our daily lives.

Before the industrial revolution of the 18th and 19th centuries much of agricultural, mining, manufacturing and transportation needs were fulfilled by human and animal labour. The largest limit on production was the number of "man-hours" available at any given time. Along with the industrial revolution came machines which reduced the need for manual labour. Since that time we have benefitted from the efficiencies which only machines can bring us.


It began with large steam powered engines in small numbers but we soon discovered internal combustion (oil based) engines, and innovation and growth production sky rocketed.

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Oil Refinery Extraction Pump

What we didn't envision, or perhaps ignored for too long, were the problems that came with depending oil for production. The most well publicised problem we face is the carbon emissions that are a by-product of burning fossil fuels. In order to use oil for energy, we must burn it to produce heat; the process of burning the fuel creates carbon dioxide, among others, which is a greenhouse gas. According to the majority of climate scientists, over the past century we have produced enough greenhouse gasses to significantly alter the atmosphere of the earth. Not surprisingly, increasing global populations and the industrialization of poor nations means we're headed towards even more greenhouses gas emissions.

The second problem we face, which is still not well known, is the depletion of oil reserves throughout the world. The oil that we use for energy can be burned very quickly but it is very difficult to make. The natural process which made the oil we use took a much longer time. Biomass, plants and animals, deep within the Earth must be compressed and/or heated under pressure for millions of years before it turns into oil. Since we cannot easily replenish the oil we call it a non-renewable energy source. A non-renewable energy source is any source which is not naturally replenished.

But the oil that we extract from the earth is not just used for energy; we also use it to make thousands of products. Over the last century we have turned petroleum into the plastics which make up toys, electronics, packaging materials, furniture, clothing, cosmetics, fertilizer, Styrofoam and thousands of other items. Most of these plastics are not recyclable, despite our best attempts at changing the manufacturing process. The items which cannot be recycled, such as Styrofoam, are contributing to the ever expanding landfills where they will break down to small pieces over thousands of years.

These are just three of the problems we are facing today, and clearly they are each large enough to warrant our attention. Together they are driving us towards a harsh future if do not act quickly to solve them.

In the next part of The "Green Revolution we'll take a look at the renewable sources of energy and how they work.
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