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Mooncup: How to Market the Unmentionable

BEHAVIOR CHANGE - In his book The Green Marketing Manifesto, environmental advertising guru John Grant admits that there is one product that he had no idea how to sell. The problem is not product performance. The little disruptive innovation in question is not just greener but more convenient, cost effective and reliable than its more established competitors. The problem is that it goes against prevailing attitudes and, as a durable low-margin product it doesn’t generate a large marketing budget with which to change those attitudes.

Research: Calculating the Hidden Risks of Environmental Damage

NEW METRICS - A new analysis reveals that some business activities do not generate sufficient profit to cover their natural resource use and pollution costs, creating large, hidden risks that affect some industries operating in certain regions of the world. The analysis can help businesses and investors take account of natural capital costs to help manage risk and gain competitive advantage.

Barriers and Benefits: Changing Behavior Through Social Marketing

BEHAVIOR CHANGE - Promoting behavior change is something that Lifebuoy knows well. Launched in 1894 by William Level in the UK as the Royal Disinfectant Soap to stop cholera in Victorian England, it went on to be known as the “red soap” throughout the twentieth century. Back in the early days, Lifebuoy launched programs in schools showing children the importance of handwashing at key occasions.

For Companies like Earth911, Inc., Sustainable Brands® Platform Wins Engagement with Like Minded Peers

PRESS RELEASE - Deals, collaboration moved forward at annual conference Scottsdale, AZ – June 19, 2013 – Companies connecting through Sustainable Brands® are seeing their participation yield sales, new partnerships and innovative ideas to catapult sustainable business practices forward, said Earth911, Inc., an Infinity Resources Holdings company (OTC: IRHC). Earth911, Inc. is a gold sponsor of the Sustainable Brands annual conference, held recently in San Diego. In its second year as an event sponsor, Earth911, Inc. built on momentum from previous conferences and ongoing engagement with the Sustainable Brands community to launch its new Data as a Service (DaaS) division, Vertigent™.

Elephants in the Glass House: Contextualizing Sustainability and Integrated Reporting

NEW METRICS - Cutting the fluff out of reporting by looking at some of the root causes of sustainability challenges may help stakeholders to better understand in how far the majority of companies are part of the problem or can be part of the solution to human survival.

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Cutting Out the Middlemen: A Solution to the Dangers of Low-Cost Production

SUPPLY CHAIN - Sadly, for the second time in months, the world has turned its attention to one of the biggest low-cost producing countries for apparel, Bangladesh. In November, a raging fire in a garment factory in Bangladesh claimed more than 100 people’s lives and led to a countless number of injuries. And the collapse of the eight-story Rana Plaza factory in April, in which 1,127 people died, is the country's worst industrial accident to date.

Forget the 'S' Word: How to Make a Sustainable Lifestyle Sexy and Aspirational

MARKETING AND COMMS - This is a call for lots less chatter, twitter and yammer about the earth’s limits and in place of those, a world of new, real and lively conversations around ‘persuasive’ limits.Let me give an example of why: According to the latest data, concentrations of carbon dioxide in the global atmosphere have reached 400 parts per million (ppm) for the first time in human history. The problem, however, is that that very sentence is capable of making otherwise contented people run screaming for the nearest copy of Hello magazine.

Crafting Sustainable Consumption Patterns: Nokia's Ecosystem Approach

BEHAVIOR CHANGE - The consumption of goods and services is growing rapidly with the rise in household incomes and population growth. This growth in consumption is significantly offsetting and underplaying the environmental gains being made on the production side.At Nokia, we believe changing of consumption patterns requires businesses to play an entirely new and additional role and look beyond the scope of work set by Life-Cycle Thinking.Consumption patterns are a derivative of the choices people make, their actions, reasons, influences and the things that inspire and drive them. These actions, choices are all in turn influenced by the context.

Sainsbury’s Hits Zero Landfill Waste Target Seven Years Early

WASTE NOT - Sainsbury’s says it has succeeded in diverting all store waste from landfills, reaching its zero-waste goal in just three years — seven years ahead of schedule.As part of its 20x20 Sustainability Plan, the UK supermarket chain said it would put all waste to positive use by 2020.Sainsbury’s says excess food that cannot be used by its charity partners is now processed into animal feed to support local farmers or used to produce energy through anaerobic digestion. The company claims to be the UK’s largest retail user of anaerobic digestion which, along with donating food to charity, helped it reach its zero-waste goal.

Canadians Rethinking Brand Choices Following Bangladesh Factory Collapse

SUPPLY CHAIN - Following the Rana Plaza collapse in Dhaka, Bangladesh in April that claimed the lives of 1,127 workers, DIG360 Consulting Ltd. commissioned a survey, powered by Asking Canadians, to ask Canadians about their awareness of the incident, their perceptions around Canadian retailers sourcing overseas and, specifically, their attitudes about Canadian fashion brand Joe Fresh.

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When It Comes to Sustainable Innovation, Corporates Can Learn a Lot from Entrepreneurs

PRODUCT, SERVICE & DESIGN INNOVATION - One of the core ideas behind sustainable branding is that, by thinking of social problems as business opportunities, companies can gain a competitive advantage. It follows then that a very important core competency in the quest for sustainable branding is the ability to identify social and environmental opportunities and to turn them into innovative business solutions.In other words, much of sustainable branding is about human-centered innovation and understanding how to continuously create relevance and value in the lives of individuals. This is a field that has advanced significantly in recent years with the increasing prominence of approaches such as design thinking, co-creation and customer development.

Case Study: How We Changed the Behavior of Littering

BEHAVIOR CHANGE - Over the last few years, Shelton Group’s Pulse studies have tracked a decline in concern for several environmental issues — hypothesizing that some issues (such as climate change) have become highly politicized and that the country’s declining economy has given Americans more immediate worries to focus on. One environmental issue that has definitely bucked this trend is trash.In our Green Living Pulse™ study, throwing trash out of the car window was the only environmentally related behavior that a majority of Americans (63 percent) would be very embarrassed to get caught doing.

Rhode Island Whole Foods' Produce Display Urges Consumers to Help Preserve Pivotal Pollinators

MARKETING AND COMMS - On Friday, a Whole Foods Market in University Heights, Rhode Island found an effective way to illustrate the pivotal role that bees play in our food system by removing all produce items that are dependent on bees and other pollinators, according to the company's website.The store's produce team pulled 237 of 453 products — 52 percent of the department's normal product mix, including:

New Green Chemistry Commitment Promises to Change the Chemical Industry and Chemistry Education

CHEMISTRY, MATERIALS & PACKAGING - Twelve colleges and universities have joined Dow Chemical and other chemical industry leaders in signing the Green Chemistry Commitment (GCC). This is the first nationally organized effort to link higher education and the chemical industry to effect education reform in the U.S.The non-profit Beyond Benign, founded by Dr. John Warner, launched this consortium with the goal of teaching chemistry for a sustainable future. In order to achieve this, Beyond Benign fosters innovative, efficient and environmentally sound chemical products and processes, while preparing world-class chemists with the skills necessary to do so.

Learning How to Share Again [Video]

PRODUCT, SERVICE & DESIGN INNOVATION - As toddlers, most of us had to learn how to share against our more basic instincts.

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Marcal Rebrand Lets the World Know That It's Always Been Green

BEHAVIOR CHANGE - In my speeches on "making green sexy," which I've given in a number of locations in the US and Europe, I talk about different types of message points for three different audiences: deep green, light green/lazy green, and non-green. I discuss the idea that these three groups are motivated differently, and to make real society-wide behavioral change, we need to hit all three. Some of Shelton Group's research has actually influenced my thinking about this.

Consumers Believe Brands Can Have Positive Impact but Are Failing to Do So

PRODUCT, SERVICE & DESIGN INNOVATION - For all the talk about how important brands are in people's lives, the evidence points firmly in the other direction.

Nike, Levi Strauss Publish Updated Hazardous Chemical Plan

CHEMISTRY, MATERIALS & PACKAGING - Nike, Levi Strauss, H&M and several other members of the Zero Discharge of Hazardous Chemicals Group have committed to publishing a list of chemicals targeted for phase out or research by 2015 as part of a plan to eliminate hazardous chemicals from their supply chains by 2020.

Richard Branson and Jochen Zeitz Launch 'B Team' to Foster Sustainable Business

LEADERSHIP - Virgin Group founder Sir Richard Branson and PUMA Chairman Jochen Zeitz have launched a new non-profit call “The B Team,” which aims to deliver a new way of doing business that prioritizes people and planet alongside profit — a "Plan B" for businesses the world over.

The Easiest Choice in the World: Using Innovation to Help Every Customer Be More Sustainable

BEHAVIOR CHANGE - Since its launch in 2010, the Eco Rating scheme that Forum for the Future created with Telefónica UK/O2 has been helping consumers make more sustainable handset choices, whether they like it or not.

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