tag:blogger.com,1999:blog-11253444213802509732024-03-05T15:37:04.449+00:00Green On The CommonA small, simple blog about ways brands can make 'green' shared, and every dayLuke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.comBlogger23125tag:blogger.com,1999:blog-1125344421380250973.post-77621159033524192182007-11-20T13:35:00.002+00:002008-12-11T16:56:19.141+00:00Enlightenment as entertainment<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi99f1WaH_O6pB_Nxf3j8OgUVJ1duAW3q1bVR2VSdXDt54ugNQlRda9DSPT9bxpH1v_G_a28iUXwl3FxsdnovhX55nrm2PNIyQIf37_tLqj1P6F0msy2rr62Ke0vEQ2B1LiHjkLe8ukyPWR/s1600-h/coke_clip_image002.jpg"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi99f1WaH_O6pB_Nxf3j8OgUVJ1duAW3q1bVR2VSdXDt54ugNQlRda9DSPT9bxpH1v_G_a28iUXwl3FxsdnovhX55nrm2PNIyQIf37_tLqj1P6F0msy2rr62Ke0vEQ2B1LiHjkLe8ukyPWR/s320/coke_clip_image002.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5135269535738571826" /></a><br />The boundaries between the inside and outside of organisations are blurring. People are talking to each other. Employees chat. Customers chat. Suppliers chat. More to the point, consumers are increasingly interested in this new wave of 'business gossip'.<br /><br />The proof in the pudding? Last night's TV! In a one hour documentary, <a href="http://www.channel4.com/news/articles/dispatches/mark+thomas+on+cocacola/1068847">Channel 4 ripped through every element of Coca-Cola's value chain</a>, accusing the iconic brand of environmental damage, human rights violations and questionable business practices.<br /><br />How many of us watched? 2.5 million!<br /><br />Brand Transparency means facing truths about your organisation. Avoiding wishful thinking. Changing what is not good enough. And being straightforward in your dealings with your inner, and outer audiences.<br /><br />Why is it this more important than ever? Because consumers seem to be becoming interested. Positioned in the right way, they even enjoy it. Especially if enlightenment, is wrapped in entertainment.Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com25tag:blogger.com,1999:blog-1125344421380250973.post-68051315176123164002007-11-16T09:59:00.000+00:002007-11-16T10:05:25.155+00:00Content makes poor men rich; discontent makes rich men poor<a href="http://www.rivercottage.net/">River Cottage</a> is great.<br /><br /><object width="425" height="355"><param name="movie" value="http://www.youtube.com/v/HPyi4gmV-h4&rel=1"></param><param name="wmode" value="transparent"></param><embed src="http://www.youtube.com/v/HPyi4gmV-h4&rel=1" type="application/x-shockwave-flash" wmode="transparent" width="425" height="355"></embed></object> <br /><br />Yes, it’s about food. But it’s also about <a href="http://greenonthecommon.blogspot.com/2007/11/slowing-down-greening-up.html">downshifting</a>, and I think green can learn a lot from content like this. <br /><br />You could even argue that River Cottage is green. The thing is, it’s peripheral to everything else. That’s the thing about green. Green shouldn’t even be, green. <br /><br />It’s all about a better, happier way of life.Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com7tag:blogger.com,1999:blog-1125344421380250973.post-2828624992388259692007-11-16T08:51:00.000+00:002008-12-11T16:56:19.423+00:00Bring your own<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEia7f6sYxhc4NRAs3hjT7ypGfCoFwbr1pfVvDHF9FJ92EHz3Zr73m2chx9OW6pmNkVL7988zkiWS3OHYXC5C1y1CwphgL8L_gVUp1gqIej4Te2DTPxZ_S209bgVySFn_CLgfQeNvDvJWAdM/s1600-h/unpackaged.jpg"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEia7f6sYxhc4NRAs3hjT7ypGfCoFwbr1pfVvDHF9FJ92EHz3Zr73m2chx9OW6pmNkVL7988zkiWS3OHYXC5C1y1CwphgL8L_gVUp1gqIej4Te2DTPxZ_S209bgVySFn_CLgfQeNvDvJWAdM/s320/unpackaged.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5133362690518232066" /></a><br />A super shop called <a href="http://www.beunpackaged.com/">Unpackaged</a> opened up nearby, last week. The idea is so simple: bring your own packaging.<br /><br /><em>“We believe that most packaging is unnecessary so we’re doing something about it. <br /><br />The result is Unpackaged- the new way for you to shop safe in the knowledge that you’ve not created any waste that’s going to end up in a landfill.<br /><br />We want you to bring your own containers for us to fill up with your favourite things and we’ll make it cheaper if you do. We know that it isn’t always easy to remember so we can also offer reusable containers that you can bring back next time. <br /><br />Choose from our range of organic wholefoods (e.g. rice, cereals & grains) and eco-cleaners, where everything is as good for you as it is for the environment”</em><br /><br />They even provide a service called Plastic Surgery - you can take your old plastic bags to them and they will recycle them!<br /><br />This is a super idea in looking at the value chain, and asking "how do we give consumers responsibility and get them to contribute?"<br /><br />Your typical value chain consists of:<br /><br />- Inbound logistics<br />- Operations<br />- Outbound logistics<br />- Marketing and sales<br />- Service<br /><br />How about empowering and involving consumers in other areas, too? For example:<br /><br />- Marketing and sales: An Online website and word of mouth are the most carbon efficient form of comms. How do we empower consumers and make them the nucleus of our green advertising plans? <a href="http://www.amazon.com/Connected-Marketing-Viral-Mouth-Revolution/dp/075066634X/ref=sr_1_1?ie=UTF8&s=books&qid=1195205036&sr=1-1">Check this book out for starters</a>.<br /><br />Do you have any ideas for other areas of the value chain?Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com0tag:blogger.com,1999:blog-1125344421380250973.post-9887349524393846862007-11-15T10:43:00.000+00:002008-12-11T16:56:19.676+00:00Slowing down = greening up<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjwPMjINproidgGgTEPtXhlJob3aCkhcpc5wugZA4wuezMcIf_yr0hJDp4qDQD4AvCafgDxSSk9omxgyWawTYKkPH_JWvGO5AFSquyxKwQZ-MGljqxr8TvNy3X-XPBP_0WMQ1R2mTk3P2DR/s1600-h/downshifting.jpg"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjwPMjINproidgGgTEPtXhlJob3aCkhcpc5wugZA4wuezMcIf_yr0hJDp4qDQD4AvCafgDxSSk9omxgyWawTYKkPH_JWvGO5AFSquyxKwQZ-MGljqxr8TvNy3X-XPBP_0WMQ1R2mTk3P2DR/s320/downshifting.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5133041405489654770" /></a><br />There is a cool article in this week’s <a href="http://www.theecologist.org/">Ecologist magazine</a> about <a href="http://www.downshiftingweek.com/">‘downshifting’</a>.<br /><br />Put simply, it’s about living more simply, slowing down; about making life less frantic and fraught. It values time over money and possessions – which means more time and reducing the amount of stuff you buy.<br /><br />Why is slowing down, green? By slowing down a gear you’re racing around less, you live with less and are more resourceful. It’s about gradual, action by action, rather than any radical shift. <br /><br />Check out <a href="http://www.greeningup.blogspot.com/">Natalie’s blog, who calls herself a ‘bog-standard, Jo Bloggs downshifter’</a>. Since living the downshifting dream, she says that “downshifting makes you happier, improves your quality of life, gets you more involved in your community, and helps the environment”.<br /><br />According to Datamonitor, there are 12 million Natalies across Europe! So how do we downshift?<br /><br />- Analyse your finances – 86% of women have bought clothes that have remained on the hanger ever since!<br />- Cut up your credit card<br />- Freecycle stuff you don’t want any more – the more stuff you have, the more there is to tidy!<br />- Cook a meal, using seasonal ingredients<br />- Take all of your holiday<br /><br />Do you have any other ideas? Wow. Downshifting makes me relax just writing about it. Time to get a white tea :-)Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com0tag:blogger.com,1999:blog-1125344421380250973.post-37738728071357414992007-11-14T18:26:00.000+00:002007-11-14T18:36:45.414+00:00Hilary gets caught bathing in greenHilary Clinton personifies the opposite of brand transparency, and a consequence of greenwashing.<br /><br /><object width="425" height="350"><param name="movie" value="http://www.youtube.com/v/9Fr1dm2Qdls"></param><param name="wmode" value="transparent"></param><embed src="http://www.youtube.com/v/9Fr1dm2Qdls" type="application/x-shockwave-flash" wmode="transparent" width="425" height="350"></embed></object>Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com1tag:blogger.com,1999:blog-1125344421380250973.post-14825290338445030322007-11-14T15:41:00.000+00:002008-12-11T16:56:19.854+00:00Living on earth may be expensive, but it does include an annual free trip around the sun<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg_ynADTQnUtZfC8kwc0kS_6JhmIV5sQKv1lKK2DbeROUZCXBNDT4f49Vd1PSu84_KaiLR3e4cFWl8kwOpaqSvVCIXe78qCb8nydpAuE5jYDeJxBmR1Xd2jA254lzny2atkosmvOa-GIx51/s1600-h/22250800.jpg"><img style="float:right; margin:0 0 10px 10px;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg_ynADTQnUtZfC8kwc0kS_6JhmIV5sQKv1lKK2DbeROUZCXBNDT4f49Vd1PSu84_KaiLR3e4cFWl8kwOpaqSvVCIXe78qCb8nydpAuE5jYDeJxBmR1Xd2jA254lzny2atkosmvOa-GIx51/s200/22250800.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5132722518824082946" /></a><br />Actually, green isn’t expensive. Which is why the guys at <a href="http://www.thegoodhuman.com/">The Good Human</a> (great name) have come up with ten ways to convince a non-green that going green, saves money.<br /><br />1. By installing a low flow shower head, you reduce your water bill.<br />2. With a programmable thermostat, your electric bill could be cut in half.<br />3. Next time you need a car, check out some smaller, more fuel efficient vehicles. (Check our <a href="http://www.dft.gov.uk/ActOnCO2/index.php?q=best_on_co2_rankings">Act On CO2 Best On CO2 Car Rankings</a> if you're thinking about buying a car anytime soon)<br />4. Pick up a faucet water filter for $25 and stop buying bottled water. A one time cost of $25 lasts for about 3 months…how much does bottled water cost?<br />5. Replace incandescent light bulbs with CFL’s. You can reduce your light bill by 1/3 if you replace every bulb in your house. Plus, they last up to 10 years!<br />6. Next time you are in the market for furniture, see if you can buy it used. Could save you a ton of money!<br />7. Baking soda and vinegar can create a cleaning agent for almost anything. Cost? $2.00 or so. <br />8. Check books out of your local library instead of buying something you will only read once. A book a month adds up to a lot over the course of a lifetime!<br />9. Buy products in bulk. Saves money, saves waste. Come on, you know your Uncle loves Costco anyway!<br />10. Encourage the use of manual tools rather than gas powered ones. A main culprit? The lawnmower. A reel mower is cheaper, cleaner, and provides free exercise. <br /><br />There’s a lot of debate about whether fuel economy messages are right for green. Like any innovation, green innovations need to have a genuine utility and use that exist beyond ‘green’. <br /><br />The big Q is “what extent is the new product better than the one it is replacing?” The more better, the better. Which is why within a hierarchy of messages (I’m not suggesting that fuel economy should be higher up than green), it’s important to think about the other relative advantages of green innovations.Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com0tag:blogger.com,1999:blog-1125344421380250973.post-84298303507526213722007-11-13T08:46:00.000+00:002008-12-11T16:56:20.037+00:00This Xmas - If I am what I have, and I lose what I have, who am I?In his brilliant books, Erich Fromm talks about how ‘Having’ modes of living (acquiring, owning and making profit) and how it provides little happiness in comparison to that of ‘Being’ - based on giving, sharing meaningful, creative, and productive experiences.<br /><br />What’s interesting about this Christmas is that the ‘Being’ mode is really coming to the fore. Yes, Christmas has always been about giving. Yet this year, there’s substance! <br /><br />This is the Christmas Oxfam ad, which encourages people to buy gifts for others (rather than my 'having' Xmas list) that really make a difference to the lives of people less fortunate than themselves.<br /><br /><object width="425" height="355"><param name="movie" value="http://www.youtube.com/v/Xq5YlE0iiTw&rel=1"></param><param name="wmode" value="transparent"></param><embed src="http://www.youtube.com/v/Xq5YlE0iiTw&rel=1" type="application/x-shockwave-flash" wmode="transparent" width="425" height="355"></embed></object><br /><br />The folk at <a href="http://www.goodgifts.org/">Good Gifts</a> also offer a variety of gifts such as beehives (in developing countries, honey is a popular source of nutrition) and a flock of ducks in rural India that eat venomous serpent, and snails that destroy crops.<br /><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhbrhfMpHkUGmg7MEcb3UfdHJeJZXw4lwJP3V9js-2WZ3_0a4i76gPtxiTkxmUGJU5w0K3JzHpfIXGxKt1anC62FQiiCi3anWuhdZAWBmhCSt75dXWEqIqT3EeHRW3NlJqGZ3uVocHKm3qK/s1600-h/homepage_logo.gif"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhbrhfMpHkUGmg7MEcb3UfdHJeJZXw4lwJP3V9js-2WZ3_0a4i76gPtxiTkxmUGJU5w0K3JzHpfIXGxKt1anC62FQiiCi3anWuhdZAWBmhCSt75dXWEqIqT3EeHRW3NlJqGZ3uVocHKm3qK/s320/homepage_logo.gif" border="0" alt=""id="BLOGGER_PHOTO_ID_5132245031458755346" /></a><br />They have proof that this shift is gradually coming to the fore too… <br /><br />- 30,000 people benefited from your gift of beehives.<br />- Over 150 villages now have fresh water where there was none before.<br />- Over 4,000 children in developing countries have been given the gift of sight.<br />- More than 50,000 goats have passed through our goat bank.<br />- An estimated 150,000 orphans have been helped through orphans' dowries.<br /><br />Erich Fromm also says that “Not he who has much is rich, but he who gives much”. His ideas may have been slightly utopian back then, but if you have any other Xmas examples, throw them into Santa's sack! :-)Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com0tag:blogger.com,1999:blog-1125344421380250973.post-37708846143933691602007-11-11T13:51:00.000+00:002008-12-11T16:56:20.456+00:00'After the fire' in Hollywood - a moment of change?<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi6sqArJiCIJdZpvJ4YWtNFVup1LXsce9LW-IUW_8FlYtLeoRcUcggTMHwWNBsm6kggM7sUrP85uryvsBsrmcHbALYp_RJwUtcdI7fyKdVM333QmnCMJnopwPSKRQTmeKQWM3E6cS5Kj84l/s1600-h/new_banner.gif"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi6sqArJiCIJdZpvJ4YWtNFVup1LXsce9LW-IUW_8FlYtLeoRcUcggTMHwWNBsm6kggM7sUrP85uryvsBsrmcHbALYp_RJwUtcdI7fyKdVM333QmnCMJnopwPSKRQTmeKQWM3E6cS5Kj84l/s400/new_banner.gif" border="0" alt=""id="BLOGGER_PHOTO_ID_5131582627242627842" /></a><br />Further to the last post, <a href="http://www.hollywoodgoesgreen.com/">Hollywood </a>is holding a conference in December to discuss environmental issues in entertainment and related industries. Topics include:<br /><br />- Why Green is good for the entertainment business <br />- Reducing carbon footprints and understanding credit options <br />- Financing and pitching environmentally themed films <br />- Delivering green messages on cable and television <br />- Incorporating green initiatives in advertising campaigns <br />- Saving fuel and energy efficient vehicles <br />- Evaluating impact of Live Earth concert series and music business <br /><br />There are some great speakers too such as Howard Gorden (Exec Producer of 24). I won't be there. But I've been in touch about sustainable green building design and renovation ('After The Fire'), and they've assured me that they will send a video of the conference, and a de-brief of outputs. Watch this space Mid-December! :-)Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com0tag:blogger.com,1999:blog-1125344421380250973.post-10126025452371227042007-11-11T10:46:00.000+00:002007-11-11T11:01:40.802+00:00MTV cribs goes green<object width="425" height="355"><param name="movie" value="http://www.youtube.com/v/4yoH6raSZWM&rel=1"></param><param name="wmode" value="transparent"></param><embed src="http://www.youtube.com/v/4yoH6raSZWM&rel=1" type="application/x-shockwave-flash" wmode="transparent" width="425" height="355"></embed></object><br /><br />As a brand, 'green' still doesn't perform terribly well against' cool' and 'aspirational' attributes, amongst the masses. This 'cool' piece of content by Wired (not MTV) helps change that. <br /><br />Whilst the house is a bit conspicuous (an issue in itself), content like this is is great for:<br /><br />- Giving 'Green' a relative advantage: secondary and tertiary benefits beyond it just being sustainable - it can be cool, too!<br />- Educating consumers: in a similar way that the Energy Performance Certificate aims to do, yet in a more entertaining way<br />- Using role models - whilst there is some debate about green as entertainment, I'm all for it. Check Jamie Oliver etc. Wrap a boring issue such as nutrition in entertainment, and it immediately becomes more accessible<br />- Driving momentum - innovation does this, and even if the idea is rubbish, 'new' creates debate and a sense of pace<br /><br />Next step? Now that all of the houses in Hollywood have burnt down, how about Fat Joe and Ja Rule drop their 'beef' and drive the demand for sustainable housing in Hollywood? ;-)Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com4tag:blogger.com,1999:blog-1125344421380250973.post-49482907272817587082007-11-09T11:49:00.000+00:002007-11-09T12:28:35.742+00:00The world's best selling fuel cell car!<object width="425" height="355"><param name="movie" value="http://www.youtube.com/v/iYl__K3YJ_w&rel=1"></param><param name="wmode" value="transparent"></param><embed src="http://www.youtube.com/v/iYl__K3YJ_w&rel=1" type="application/x-shockwave-flash" wmode="transparent" width="425" height="355"></embed></object><br />It’s a toy. But, The H-racer is a micro-version of what engineers and scientists have been dreaming about for real cars: combining hydrogen with oxygen to generate a DC current to power an electric motor.<br /><br />This is a cool invention. Why? Toy’s are an excellent way of bridging the awareness – action gap and getting people to actually have a go. Toys can present green behaviours in a more exciting manner and stimulate consumer imagination. The reach of the green behavior ultimately becomes more accessible because people understand toys, too. <br /><br />This particular toy is about putting hydrogen cars together. But how about a toy that’s all about low co2 driving? Or a UK Scalextric competition where the car that drives in the most efficient way (low rev’s, less clutter, pumped up tyres) wins?<br /><br /><script src="http://www.google-analytics.com/urchin.js"type="text/javascript"></script><script type="text/javascript">_uacct = "UA-2704017-1";urchinTracker();</script>Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com335tag:blogger.com,1999:blog-1125344421380250973.post-74394095695649988462007-11-09T09:15:00.000+00:002008-12-11T16:56:20.862+00:00If you don't create change, change will create you<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhG16ZgEYbvdPOdzKEEErxhclqWWhLaCXR7xhkjOTYnfyDF741ka8WMc3YtaZLUsFixmadyM89EMYGCV4lWgB66PrU8dIcqA5dVFrQ8lzDdmD5ayW_hF0SAO7jyKJs07dJh75tZBJNV1Cet/s1600-h/good_strapline.jpg"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhG16ZgEYbvdPOdzKEEErxhclqWWhLaCXR7xhkjOTYnfyDF741ka8WMc3YtaZLUsFixmadyM89EMYGCV4lWgB66PrU8dIcqA5dVFrQ8lzDdmD5ayW_hF0SAO7jyKJs07dJh75tZBJNV1Cet/s400/good_strapline.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5130767412385075938" /></a><br />The folk at <a href="http://www.goodtravelcompany.com/hotels">Good Travel Co.</a> love travel that is fair, responsible and sustainable. That’s why they’ve launched they’re sustainable hotels service which markets hotels that support:<br /><br />- environmental sustainability<br />- cultural sensitivity <br />- community development<br />- architectural conservation<br /><br />This got me thinking about moments of change. When you go to a sustainable hotel, away from the norms of everyday living, you become open to new ways of green living/attitudes/behaviours. And hopefully you’ll adopt these, and take them on, beyond your stay. <br /><br />Times/Places/Moods where people are receptive to change are a great way to break behavioral inertia and create an imbalance between doing nothing and doing something. Can you think of any relevant moments of change for green? Here are a few:<br /><br />- New Car – message about low co2 driving<br />- New Home – message about low co2 living (the rationale behind the EPC)<br />- New Baby...<br />- New girlfriend/boyfriend...<br />- New job/school...<br /><br />‘New’ seems to be a good platform to heighten propensity to change (a bit like an incentive). Can you think of others?Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com10tag:blogger.com,1999:blog-1125344421380250973.post-13213095315191353822007-11-07T18:21:00.000+00:002008-12-11T16:56:21.010+00:00Naked people have little or no influence in society<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhyT5YuuBrH_BSIiCR_tb-eXt3dIYu8-o0D4O4Xz3pg_sJB1W2Zhv7CB5fFodPl83o2bSziYCrWPteLAPir_Ity4Ij7Tua9IwuuM1aWX5cK4Zf5X84Io_Fo3sxk8ipqkDzlCwLwJq0Pav3J/s1600-h/flowers_big.jpg"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhyT5YuuBrH_BSIiCR_tb-eXt3dIYu8-o0D4O4Xz3pg_sJB1W2Zhv7CB5fFodPl83o2bSziYCrWPteLAPir_Ity4Ij7Tua9IwuuM1aWX5cK4Zf5X84Io_Fo3sxk8ipqkDzlCwLwJq0Pav3J/s400/flowers_big.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5130167537910771474" /></a><br />This Shell ad, part of Shell's ‘Throw away’ campaign, features the tagline "Don't throw anything away, there is no away", accompanying statements that it "uses waste CO2 to grow flowers" and "waste sulphur to make super-strong concrete".<br /><br />Really? Friends of the Earth didn’t think so. Today The ASA has upheld two complaints, and you can check them out <a href="http://www.foeeurope.org/corporates/pdf/FoE_complaint_Shell_May07.pdf">here</a>.<br /><br />I was at a conference today with Paul Marsden (author of Connected Marketing), who talked about the power of Influencers in driving advocacy. He profiled Influencers as:<br /><br /><strong>A</strong>dopters<br /><strong>C</strong>onnected<br /><strong>T</strong>ravellers<br /><strong>I</strong>nformation hungry<br /><strong>V</strong>ocal<br /><strong>E</strong>xposed to media<br /><br />Given that green messages are usually screened amongst Influencers before hitting a broader target audience, I’m surprised at the lack of information in green comms, and dedicated Online information hubs that we know Influencers such as Friends Of The Earth et al. love. <br /><br />Can you think of any nice pieces of comms aimed specifically at green Influencers? <br /><br />One of the ways to drive advocacy amongst Influencers is to involve them in developing company policy, principles and initiatives, and developing feedback channels which mean they can get involved. Partnership strategies with credible partners are also integral to gaining acceptance amongst early adopters in the diffusion of a green message.Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com1tag:blogger.com,1999:blog-1125344421380250973.post-86875285835235929352007-11-06T09:45:00.000+00:002008-12-11T16:56:21.163+00:00Green as policy<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh0OGV1f1CeHgSDPuhfeF2L1voqv2aw_z_-38Ty1_S1REUCDDhqeTUkbd5F3PY3dUXzO21rqcz3i_COsEydfPH4ItzuTuGMWATD8IktW7B9yfHs10QjUGv6jRqkVBizgi9HtEX6QGGF1FUm/s1600-h/brandmodel.jpg"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh0OGV1f1CeHgSDPuhfeF2L1voqv2aw_z_-38Ty1_S1REUCDDhqeTUkbd5F3PY3dUXzO21rqcz3i_COsEydfPH4ItzuTuGMWATD8IktW7B9yfHs10QjUGv6jRqkVBizgi9HtEX6QGGF1FUm/s320/brandmodel.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5129661612238139010" /></a><br />Further to the work of Goodyear etc. I’ve put this up as a discussion piece. If green is policy, rather than positioning, is this the new brand model for sustainability?<br /><br />Being sustainable means innovating and setting an example rather than selling your ‘green-ness’. Products also make policy more objective, and accountable, which is why I’ve moved them up the hierarchy, and personality and image, down.Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com1tag:blogger.com,1999:blog-1125344421380250973.post-63381545641994607172007-11-05T11:10:00.000+00:002008-12-11T16:56:21.368+00:00The diffusion of green innovation<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg761FPQyCbyf2vmxs0htXl2XIKPXDFdKZJGNo9nfTPLy17L5V7vjbibYzKt-yc6Yu7xn1Ppk8ZsLepB3qxTLuDnnnMSW2nA_ZEq5mxmD-Q-KEZngh40A0ZsPz-4PRngODifZhBE4i9mt1k/s1600-h/amyb.gif"><img style="float:right; margin:0 0 10px 10px;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg761FPQyCbyf2vmxs0htXl2XIKPXDFdKZJGNo9nfTPLy17L5V7vjbibYzKt-yc6Yu7xn1Ppk8ZsLepB3qxTLuDnnnMSW2nA_ZEq5mxmD-Q-KEZngh40A0ZsPz-4PRngODifZhBE4i9mt1k/s200/amyb.gif" border="0" alt=""id="BLOGGER_PHOTO_ID_5129312611785600610" /></a><br />John Grant (quite rightfully) suggests that the challenge for sustainability marketing is not making normal ‘stuff’ seem green, yet making green ‘stuff’ seem normal. Why? Because innovation is the ultimate driver behind emissions reduction. <br /><br />So what affects the rate of adoption of an innovation? <br /><br />Relative Advantage: To what extent is the new product better than the one it is replacing? Green innovations need to have a genuine utility and use that exist beyond ‘green’.<br /><br />Compatibility: It must take into consideration local values and customs of the adopters. Appealing to existing value systems such as love, honesty and respect.<br /><br />Complexity: It can’t be too difficult for a consumer to use, or understand. This is why terms such as ‘eco’ just don’t work. Simplicity is key.<br /><br />Divisibility: This refers to the ability of the consumer to give the innovation a test run before deciding whether to adopt it or not. Trying is also a great way to bridge the ‘awareness – action’ gap.<br /><br />Communicability: This refers to the innovation’s propensity of being a solution to a consumer’s problem. So by all means, in the quest for credibility, forge the link between your innovation and the Climate Change problem. Yet real cut-through comes from becoming a part of the solution.<br /><br />Are there any green innovations that tick all of the above? For instance, does a fuel economy message give a green innovation more relative advantage? Does experiential give green behaviour more divisibility? Can you think of any succesful green innovations that don't entertain the five variables above?Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com0tag:blogger.com,1999:blog-1125344421380250973.post-84808707817745795662007-10-23T08:45:00.000+01:002008-12-11T16:56:22.032+00:00The green hook<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhPamFgTwxabpKES5osMSlYTnl5uwQCDVWcoZdiJfNLG7rMof9Y0drJseO6gQ77s7EwMhzLlFO3mi1QHXwN6FzFWxSgzhDXHJ1ymtPRwzptt2kRYLX-PNcjWZl3z5seUQCbBJDjoiDLn43H/s1600-h/we-can-do-it.gif"><img style="float:right; margin:0 0 10px 10px;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhPamFgTwxabpKES5osMSlYTnl5uwQCDVWcoZdiJfNLG7rMof9Y0drJseO6gQ77s7EwMhzLlFO3mi1QHXwN6FzFWxSgzhDXHJ1ymtPRwzptt2kRYLX-PNcjWZl3z5seUQCbBJDjoiDLn43H/s200/we-can-do-it.gif" border="0" alt=""id="BLOGGER_PHOTO_ID_5124444666881073570" /></a><br />In encouraging green behaviour, the fear of higher authority doesn't (currently) apply due to lack of legislation, in comparison to drink driving, anti-smoking etc.<br /><br />So what is the 'green' hook? As we have seen, many other motives beyond the fear of punishment can lead to consumer cooperation; the desire for reputation and approval and, to varying extent, the sense of fairness. This is why behaviours of nagging/counting/showing are steadily emerging.<br /><br />Can you think of any brands already doing this well? An obvious example outside of sustainability would be that of anti-bullying with 'show' collateral such as wristbands. <br /><br />Within the world of sustainability? <a href="http://www.thenag.net/">The Nag</a> is a great example. The act of ‘showing’ and then ‘nagging’ itself, lends itself to an innate biological need to seek acceptance amongst peers. Sainsbury’s jute bags are a good example of ‘showing’ but with purpose and utility.<br /><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiNgOZNGba_ywMHgcE4-lsKcCRmMfZgN5JSybL0f2bjwSLczY7_rVCp7T6OGIORdgXaJ-KhAtVZCCZS-_RM6_jLeE1xoZKVm2kitgiQh3fPAK-qstGdhjcS2sFr9t2n626VLqZ0vfQU5o6E/s1600-h/Sainsburys%25201%2520large.jpg"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiNgOZNGba_ywMHgcE4-lsKcCRmMfZgN5JSybL0f2bjwSLczY7_rVCp7T6OGIORdgXaJ-KhAtVZCCZS-_RM6_jLeE1xoZKVm2kitgiQh3fPAK-qstGdhjcS2sFr9t2n626VLqZ0vfQU5o6E/s320/Sainsburys%25201%2520large.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5124442635361542546" /></a><br />Do you have any other examples or ideas? Low co2 car stickers for those who have passed low co2 driving schools? Low co2 awards at work e.g. carbon calculator’s for employees and awards for those with the lowest co2 consumption? <br />An Online league table for energy performance housing?Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com0tag:blogger.com,1999:blog-1125344421380250973.post-13650408768225838802007-10-11T09:30:00.000+01:002008-12-11T16:56:22.366+00:00Sustainable after-sales<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQG5uW6Whp08dIxlMscxruSFmfrPZWH4uQ1K-hHunU5aOllPW_cGUtu8fp-PZ1bQFhQM9akaiDuvwjw7j88SO7ZqPCk0pomVqqrIIEgxtn4AHdRA00TFRrLnezNJ_l5wBiUy_4eHAeb5OF/s1600-h/innocenttree.jpg"><img style="float:right; margin:0 0 10px 10px;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQG5uW6Whp08dIxlMscxruSFmfrPZWH4uQ1K-hHunU5aOllPW_cGUtu8fp-PZ1bQFhQM9akaiDuvwjw7j88SO7ZqPCk0pomVqqrIIEgxtn4AHdRA00TFRrLnezNJ_l5wBiUy_4eHAeb5OF/s200/innocenttree.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5119995368525226354" /></a><br />Innocent are running a ‘Buy One, Plant One Tree’ promotion at the moment, which has got me thinking about sustainability and the purchase cycle. Well, very primitively; pre-purchase, and post-purchase.<br /><br />Pre-purchase, we know that Innocent is a brand built upon nothing but fruit (and sustainability, amongst other things). So, at POP, overt logos on packaging such as ‘Rainforest Alliance Certified’ act as short-cut in an increasingly confused and cluttered green decision making process. Innocent do pre-purchase brilliantly.<br /><br />Also, their ‘Buy One, Plant One Tree’ promotion is maybe a leaf that other brands can learn from in the form of sustainable after-sales. What is the importance of cognitive dissonance, when it comes to sustainability? Consumers often feel cognitive dissonance after a big purchase that they maybe can’t afford, or after a purchase that causes uncomfortable tension with existing value systems e.g. ‘green’. Now – is sustainable cognitive dissonance something to think about?<br /><br />For example, post car, TV or holiday purchase, can brands offer an after-sales service that guides consumers through use and offer useful tips on how to enjoy their new purchase in a sustainable way? Can car brands offer a service post-purchase that offers consumers handy tips to drive their car in smarter ways e.g. pump up your tyres, de-clutter your car and don’t rev, rev, rev?<br /><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjL1RwRR4I3pXqzC9RCJYD7vcL8FhgVU-b74fS_dIqdYJtN6Ofa-fpHxlzc8QoFF6b9p4rd0PrRjS0D1mmw6NQEMqmT9A6mKzHRTgyAM8zQy3bgUM87D-BN7HZlfzQThLj1y8AgaItXK3WP/s1600-h/epc_img1.jpg"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjL1RwRR4I3pXqzC9RCJYD7vcL8FhgVU-b74fS_dIqdYJtN6Ofa-fpHxlzc8QoFF6b9p4rd0PrRjS0D1mmw6NQEMqmT9A6mKzHRTgyAM8zQy3bgUM87D-BN7HZlfzQThLj1y8AgaItXK3WP/s320/epc_img1.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5119995471604441474" /></a><br />Despite the controversy, another good example of sustainable after-sales is the Energy Performance Certificate for commercial and residential dwellings. Upon moving in, you get your efficiency rating from A – G, and then offered tips to make your dwelling more CO2 efficient. Can you think of any other examples of sustainable after-sales?Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com1tag:blogger.com,1999:blog-1125344421380250973.post-210402138907890702007-10-10T18:06:00.000+01:002008-12-11T16:56:22.577+00:00Confusing control with order<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiRYeAkTfu5F6Bi0YJlh5Ly81AN0pfsbpptoWn1sMhwOfwFfdT3EpZGmzWZtjDrXRvG_FvbT0acdEEJRou12GZdwe7Y1KYNuHHKn5q9kYfEFVMft_CFkHiTFFpj_BAntotY_fNjyzPWWoX1/s1600-h/logos.png"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiRYeAkTfu5F6Bi0YJlh5Ly81AN0pfsbpptoWn1sMhwOfwFfdT3EpZGmzWZtjDrXRvG_FvbT0acdEEJRou12GZdwe7Y1KYNuHHKn5q9kYfEFVMft_CFkHiTFFpj_BAntotY_fNjyzPWWoX1/s320/logos.png" border="0" alt=""id="BLOGGER_PHOTO_ID_5119759209748455778" /></a><br />With the proliferation of 'green' symbols, who do you think should be taking control and developing a 'one point of reference' c02 measurement system for all brands and products? Is it possible? At what level should it be enforced? Government? Trade bodies? Category by category?<br /><br />A popular view of Integrated Marketing Communications is that messages should be harmonised so that audiences perceive consistent meanings. Is this utopian when it comes to sustainability, or realistic?Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com1tag:blogger.com,1999:blog-1125344421380250973.post-50859530768707250292007-10-10T09:32:00.000+01:002008-12-11T16:56:23.094+00:00Warning: Some cars may contain traces of nuts<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjtLfc2OZ8eVVOCD1gStwbt-uj0b8Q548uGrtIRd-MirpvCyQgCBmwmwizkfWONjvqfN-iYu95_WFcoS9Keq1pT8xCA-lKxl4HDxoojHNYluyxmRHLcxj_eqRR8osa2uKMrbUSDYktVOe4i/s1600-h/Picture1.png"><img style="float:right; margin:0 0 10px 10px;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjtLfc2OZ8eVVOCD1gStwbt-uj0b8Q548uGrtIRd-MirpvCyQgCBmwmwizkfWONjvqfN-iYu95_WFcoS9Keq1pT8xCA-lKxl4HDxoojHNYluyxmRHLcxj_eqRR8osa2uKMrbUSDYktVOe4i/s200/Picture1.png" border="0" alt=""id="BLOGGER_PHOTO_ID_5119680732106023202" /></a><br />An interesting article in last week's Marketing highlights that the European Parliament's Environment Committee has just voted in favour of a report that calls for tobacco-style CO2 warning messages on car communications. 'Warning' certainly sounds negative, and understandably, car brands in the UK are resisting the idea.<br /><br />Although, in light of new research from GlobeScan (2007) which suggests that 60% of consumers want more POS information on Climate Change, and FMCG brands such as Walkers are collaborating with the Carbon Trust and embracing consumer demand, I wonder whether consumers are crying out for more positive help from brands?<br /><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiW9JNF38knd4CZgfGXghFFol1HQZgMemxi9n3fB03l6SICdwVIn3DzxflA7D3yNo81oHpmAJIqZOHRjPqyrbV1z_9v9EX5srs_GS547xGKTmMCPddZWawktKBB4ZdW6FOetebabXNxDxz7/s1600-h/walkersco2.jpg"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiW9JNF38knd4CZgfGXghFFol1HQZgMemxi9n3fB03l6SICdwVIn3DzxflA7D3yNo81oHpmAJIqZOHRjPqyrbV1z_9v9EX5srs_GS547xGKTmMCPddZWawktKBB4ZdW6FOetebabXNxDxz7/s200/walkersco2.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5119681462250463538" /></a><br />As more brands continue to talk 'sustainability', increasingly confused consumers are looking to authoritative entities such as government and brands to give them short-cuts in the sustainable decision making process. It will be interesting to see if any car brands decide to take leadership in this arena, and look to work collaboratively with the Carbon Trust, or wait for legislation to force them to do so.<br /><br /><script src="http://www.google-analytics.com/urchin.js" type="text/javascript"><br /></script><br /><script type="text/javascript"><br />_uacct = "UA-2704017-1";<br />urchinTracker();<br /></script>Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com2tag:blogger.com,1999:blog-1125344421380250973.post-63924360300997649132007-10-02T16:22:00.001+01:002008-12-11T16:56:23.899+00:00Green-washing now on the consumer radar<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWAmx1CTNluA-t4F-nIYPMLQG4UKb93FJrid6Rshlxyg24e7mMY7WmhL1F6SWdh_pu9WOWSCu8Pq4D3H2iQIDAfqRN9ANnoecGsSE6MMEusvLvnz4AHqp6umdo0mWXiGGPIOAtPiadpBWJ/s1600-h/scam%255B5%255D1.jpg"><img style="float:right; margin:0 0 10px 10px;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWAmx1CTNluA-t4F-nIYPMLQG4UKb93FJrid6Rshlxyg24e7mMY7WmhL1F6SWdh_pu9WOWSCu8Pq4D3H2iQIDAfqRN9ANnoecGsSE6MMEusvLvnz4AHqp6umdo0mWXiGGPIOAtPiadpBWJ/s320/scam%255B5%255D1.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5116778678538690754" /></a><br />As ‘green washing’ continues, consumer radars are becoming more advanced in seeing it. <br /><br />Last month, the Advertising Standards Authority received 93 complaints about 40 ads making green claims, when for the same month last year, it received 10 complaints about eight ads. New research from IPSOS MORI also highlights that consumers are becoming increasingly skeptical about 'green' claims, and four in five Britons now believe that many brands pretend to be ethical just to sell more products. <br /><br />Why? Advertisements such as Citroen's, which reference being 'a low co2 producer' without any substantiation, or information on the website, don’t help.<br /><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmcxLbdfI4KgOLEOeyDaCEDk9I8n02DGT6O82oJ-8ahAZ8Yp_ttC2OV41a8z2Z1Q9PlB-oyDZINyBjooWLyn2lRjcKT-rMk_Ojn81d0L0r06GhO6Kpr1PGHEHufn-BlMfVfFJnB_v0CSYn/s1600-h/citroen.png"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmcxLbdfI4KgOLEOeyDaCEDk9I8n02DGT6O82oJ-8ahAZ8Yp_ttC2OV41a8z2Z1Q9PlB-oyDZINyBjooWLyn2lRjcKT-rMk_Ojn81d0L0r06GhO6Kpr1PGHEHufn-BlMfVfFJnB_v0CSYn/s320/citroen.png" border="0" alt=""id="BLOGGER_PHOTO_ID_5116769272560312466" /></a><br /><br />Paul McCartney once said that "if slaughterhouses had glass walls, everyone would be vegetarian", and as discussed <a href="http://www.treehugger.com/files/2007/07/the_planet_market_well.php">here</a>, the same principle can be applied to good and bad ‘green’ communications. <br /><br />The success of sustainability marketing depends on its ability to communicate green initiatives or business processes that are not necessarily visible. By transparently telling the story behind our products and services, we can overcome skepticism and distance ourselves from other brands, and create almost an entirely new sub-segment of ‘green-washers’. <br /><br />A good example of ‘transparent sustainability’ is Ben and Jerry’s Climate Change college TV and Cinema ad. Maybe it doesn’t overtly talk about processes or sustainable ways that Ben and Jerry’s makes ice-cream, yet its classic activation of something that mass audiences wouldn’t be ordinarily aware of. <br /><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhAzIGBwnStcdGKBeOagikVaoj5s04X2wzuC1m1vJbF8arU-ipq7kCcVV4jblEdX1uJHZR1cAWHhrmdorC0l5eiWRyltFR8p4bioZskgvogpmHbO5Kuq6IKTvxhJs1UK94QiAM-VmzHtUVK/s1600-h/benandjerrys1.jpg"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhAzIGBwnStcdGKBeOagikVaoj5s04X2wzuC1m1vJbF8arU-ipq7kCcVV4jblEdX1uJHZR1cAWHhrmdorC0l5eiWRyltFR8p4bioZskgvogpmHbO5Kuq6IKTvxhJs1UK94QiAM-VmzHtUVK/s320/benandjerrys1.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5116769457243906210" /></a><br /><br />Another non-‘green’ example could be Skoda. Albeit a mythical factory, by allowing us in to see the factory workers etc. we explicitly get that workers love the brand so much that they put the same care into making cars as they do a cake. <br /><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj9dn0X8DFmtcrM05bJpcPl3fd1dvE1hkVzyYjJS1BD1ezPZzXO6hzPTq2RA5TyUQI_Cf1VCMYjAauza9ng_s6Fp9sy8JwAuPGjI4n4jmB8UncdogKII1wWZDJzsK67TZjpHtxKVtpb7_v9/s1600-h/skoda-car-cake.jpg"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj9dn0X8DFmtcrM05bJpcPl3fd1dvE1hkVzyYjJS1BD1ezPZzXO6hzPTq2RA5TyUQI_Cf1VCMYjAauza9ng_s6Fp9sy8JwAuPGjI4n4jmB8UncdogKII1wWZDJzsK67TZjpHtxKVtpb7_v9/s320/skoda-car-cake.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5116769822316126386" /></a><br />Of course for ‘green’, the cake probably needs to be mixed with a little more realism and substance :-)Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com1tag:blogger.com,1999:blog-1125344421380250973.post-24096523567366586712007-09-30T16:49:00.000+01:002008-12-11T16:56:24.076+00:00Learning from cartoons<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgkA4RGOBDFy2Ag3peJGYLOfvGgk2dm6EwaMHjBETduHoC-b04Ivf8GC2rVoNwBi1iz04YoM3lpHTMzcArK30u6ZzNxRNGVpc2_vNq-555Wtth0glV603edwykI1x01rtrx7Lrck0RzRfzZ/s1600-h/tommyzoom.jpg"><img style="float:right; margin:0 0 10px 10px;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgkA4RGOBDFy2Ag3peJGYLOfvGgk2dm6EwaMHjBETduHoC-b04Ivf8GC2rVoNwBi1iz04YoM3lpHTMzcArK30u6ZzNxRNGVpc2_vNq-555Wtth0glV603edwykI1x01rtrx7Lrck0RzRfzZ/s320/tommyzoom.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5116030151638343794" /></a><br />Hazy-eyed this morning, I switched on the TV and soothingly stumbled across CBeebies and Tommy Zoom’s environmental battle against evil Polluto, and his Pollutank. It’s brilliant. A simple, entertaining cartoon for kids, teaching ecological principles. Green = good. Polluting = bad.<br /><br />Cartoons are by no means a new platform for educating children (Sesame Street, Captain Planet, Pigeon Street, to name a few). But can we complex, convoluted advertisers learn a lesson here?<br /><br />New research from the Disney Channel and NOP highlights that 89% of a 2,000 adult sample want their kids to grow up caring about the environment. Which is probably why Disney, The Early Learning Centre and CBeebies are at the cutting edge of ‘green’ children’s programming. <br /><br />Watch them? As others talk about, <a href="http://www.treehugger.com/files/2007/07/just_because_it_saves_the_world.php">here</a>, <a href="http://greenonthecommon.blogspot.com/2007/09/make-love-not-eco.html">here </a>and <a href="http://greenormal.blogspot.com">here</a>, when communicating ‘green’, appealing to simple value systems that consumers already hold such as love, respect, good and bad, is a great way to talk to a set of consumers turned off by terms such as 'eco'. CBeebies is great for nursing a hangover too ;-)Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com2tag:blogger.com,1999:blog-1125344421380250973.post-82892714247028248022007-09-28T23:09:00.000+01:002008-12-11T16:56:24.466+00:00Music to our ears<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjO3UcDuNBuNtYggHdBzlEgZSa1B-VnEiAYcEB0Isy-Gf1HtZN_gN5JeA93I6GhHHvrB6N7ujkOWEXDvRU8vgzNiNsmwgwnvKIA6tsJ5KjuPudFhkyrBBvNnVvCmT7DeDwupIokaJgHdmfE/s1600-h/applestore.jpg"><img style="float:right; margin:0 0 10px 10px;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjO3UcDuNBuNtYggHdBzlEgZSa1B-VnEiAYcEB0Isy-Gf1HtZN_gN5JeA93I6GhHHvrB6N7ujkOWEXDvRU8vgzNiNsmwgwnvKIA6tsJ5KjuPudFhkyrBBvNnVvCmT7DeDwupIokaJgHdmfE/s200/applestore.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5115381615871615058" /></a><br />After making a purchase at the Apple Store this weekend, the helpful girl on the desk asked if I would be happy to have my receipt emailed, rather than printed.<br /><br />Wow! When even my grandma (she really does) has an email address, and most purchases are made with plastic, paper receipts are an anachronism in a sustainable society.<br /><br />Thing is, why aren't supermarkets who print larger volumes of receipts than any other retailer, doing this? Sustainable bags made from jute are great, but what about the rest of the buying process? Receipts? Even baskets and trolleys? <br /><br />Consumers might like a more tangible piece of paper for high involvement purchases, but no receipt = C02 emissions down, toxic inks eliminated and forests preserved. Lets not forget a reduction in costs and an incentive for e-mail data capture. <br /><br />A super example of making something everyday, sustainable. The helpful girl still insisted on giving me a plastic bag though :-)Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com5tag:blogger.com,1999:blog-1125344421380250973.post-9214163986708679802007-09-28T15:29:00.000+01:002008-12-11T16:56:24.859+00:00Make love, not 'eco'<A href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjnttdPi-mdHN2ivmsyViTNgU8J8akJ5box6UW1Xkv5u-vmz-rHJ9x7Jx4CbcqrIbnPF3SQotPqX_UXtNt3gUWp0d_2oA9DPC3DDHigHlklooDIdA6hQMD9dMij51Ys5Fac6_m-5tXeY0v8/s1600-h/loveheart.png"><IMG id=BLOGGER_PHOTO_ID_5115264324609728514 style="FLOAT: right; MARGIN: 0px 0px 10px 10px; CURSOR: hand" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjnttdPi-mdHN2ivmsyViTNgU8J8akJ5box6UW1Xkv5u-vmz-rHJ9x7Jx4CbcqrIbnPF3SQotPqX_UXtNt3gUWp0d_2oA9DPC3DDHigHlklooDIdA6hQMD9dMij51Ys5Fac6_m-5tXeY0v8/s200/loveheart.png" border=0></A> Yesterday, I was at a C4 Climate Change seminar, where John Grant talked a lot about 'Mythologise The New'. I think he's referring to an idea similar to the one <A href="http://www.treehugger.com/files/2007/07/just_because_it_saves_the_world.php">here</A>. <br /><br />He suggests that key to marketing sustainability is making it relevant to values consumers already hold. So instead of talking about 'eco' or even 'sustainability', why not talk about caring, integrity and love? <br /><br />A 'lovely' example of this idea is Act On CO2's car ads. In the UK, cars are our castle, and we all think we're great drivers, so the ads here talk about tyres and engines - something we understand and won't take offence at if a brand gives us advice. <br /><br /><A href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg5_DEAjX2RyZ8u3ih8P3k2ztEABbG-XGHPt-7Vhzzy48j7T4Ujz3h8bACzFpua52lz9ka6JkxQXU2dLqQOvONBVtATvplETpMAZokwKHH2VuHbNPfVGUvmE1xfVkC2jqQHv9QGwXfV0WhD/s1600-h/campaign_ad2.jpg"><IMG id=BLOGGER_PHOTO_ID_5115264565127897106 style="DISPLAY: block; MARGIN: 0px auto 10px; CURSOR: hand; TEXT-ALIGN: center" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg5_DEAjX2RyZ8u3ih8P3k2ztEABbG-XGHPt-7Vhzzy48j7T4Ujz3h8bACzFpua52lz9ka6JkxQXU2dLqQOvONBVtATvplETpMAZokwKHH2VuHbNPfVGUvmE1xfVkC2jqQHv9QGwXfV0WhD/s200/campaign_ad2.jpg" border=0></A> <br />Another ad that gets talked about a lot is Ariel. This ad is great for many reasons, yet the constant thematic of family love throughout is also what makes it so effective. <br /><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjEmYXiJ9Psy6HoV-0Hkv0vNnYqIWRilIPOODLBmd9VstDxk0nft34XgEJgYwKLL6FHwOINVzRKnzmRKXfBdDfY2fWrqxnFWJxj7-WsS6kjlJNrqwUQsDRDes5L5D7zP_NGEEstkezsLVvu/s1600-h/ariel1.jpg"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjEmYXiJ9Psy6HoV-0Hkv0vNnYqIWRilIPOODLBmd9VstDxk0nft34XgEJgYwKLL6FHwOINVzRKnzmRKXfBdDfY2fWrqxnFWJxj7-WsS6kjlJNrqwUQsDRDes5L5D7zP_NGEEstkezsLVvu/s320/ariel1.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5115273009033601074" /></a><br />Great stuff when so many brands adopt 'swampy' terms in the quest for credibility.Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com1tag:blogger.com,1999:blog-1125344421380250973.post-1738553394689279102007-09-28T13:25:00.000+01:002008-12-11T16:56:25.397+00:009 – 5, what a way to (change the world, and) make a livin’<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiUBa54p2ol2lIhFBpOSTbzFPfcP1yniK5wOS2MZfCnvtvSxyCh_MWURGVN_J5tlV_zgVUCpZe0wnqgwPgxgROfIG9x7syiiEGOUzOym2GQskEIJivbpWTfRy2lz-4d7NJwLBq0eqbk5R_m/s1600-h/harbor1.jpg"><img style="float:right; margin:0 0 10px 10px;cursor:pointer; cursor:hand;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiUBa54p2ol2lIhFBpOSTbzFPfcP1yniK5wOS2MZfCnvtvSxyCh_MWURGVN_J5tlV_zgVUCpZe0wnqgwPgxgROfIG9x7syiiEGOUzOym2GQskEIJivbpWTfRy2lz-4d7NJwLBq0eqbk5R_m/s200/harbor1.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5115232683585658818" /></a><br /><br />Hello<br /><br />This is my new blog about ways that brands can make 'green' shared, and common, and things we in advertising can do during our working day to make a difference to the world and those around us.<br /><br />Luke :-)Luke Tippinghttp://www.blogger.com/profile/11562030936536236351noreply@blogger.com