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The Green Marketing Manifesto with John Grant

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Conversations with Green Gurus puts green marketing into a new perspective. Looking differently...creates new ideas for the new reality facing us.


Green marketing is a matter of prioritization for both companies and consumers. It's time to think of green marketing differently. It's not about whether people with "pay more" for green.

It's about a tipping point in our civilization. Green motivations include such strategies as...

  • Avoid risk
  • Save money
  • Improve health
  • Disclosure of key metrics
  • Survive!
Do something!  Try something better! 

"Green marketing is about solutions and making progress!" says Grant.
Excerpts from an article in McKinseyQuarterly.com:

It might not be "socialism", but what we are seeing not only in the US, but across the globe could be somewhat similar in concept:

State capitalism is an economic system in which governments manipulate market outcomes for political purposes. Governments embrace state capitalism because it serves political as well as economic purposes--not because it's the most efficient means of generating prosperity. It puts vast financial resources within the control of state officials, allowing them access to cash that helps safeguard their domestic political capital and, in many cases, increases their leverage on the international stage. But state capitalism also stems the rise of globalization, because to varying degrees it hampers the flow of ideas, information, people, money, goods, and services within countries and across international borders.
The rise of state capitalism

As the Cold War stumbled to a close, the belief that governments could micromanage national economies and generate prosperity seemed dead. The dynamism and market power of Japan, the United States, and Western Europe--fueled by private wealth, private investment, and private enterprise--appeared to have fully and finally established the dominance of the liberal economic model. As these countries' governments privatized businesses and pensions, companies such as Exxon Mobil, Microsoft, Toyota Motor, and Wal-Mart Stores feverishly sketched out global expansion plans. Globalization became a household word.

But even before the still-developing global financial crisis had shaken the foundations of faith in free markets, the determination of a new generation of emerging-market heavyweights (many of them politically authoritarian) to chart their own courses toward prosperity and power ensured that public wealth, public investment, and public enterprise would make a stunning comeback.

The engines of state capitalism

Yet, despite the massive state interventions in economies across both the developed and developing worlds, many corporate leaders and investors act as though globalization remains the dominant paradigm. That is a mistake. In fact, the new importance of the state had become obvious well before the onset of the current crisis. Energy markets provide a good example.

The story extends well beyond energy. Across a broad range of economic sectors, China and Russia are leading the way in the strategic deployment of state-owned enterprises, and other governments have begun to follow their lead. In defense, a growing number of emerging-market governments--power generation, telecom, metals, minerals, and aviation--not content with simply regulating markets, are moving to dominate them.

Such state-corporate activity is fueled in part by the emergence of a new class of sovereign wealth funds. States with large holdings in the currencies of other countries are establishing ever larger risk-taking funds meant to maximize their return on investment--and their political influence. With the global credit squeeze making funds harder to come by, sovereign wealth funds have become even more important for the financing of state capitalism.

The global recession has accelerated the trend of state involvement in markets as governments around the world spend billions to stimulate growth and bail out vulnerable domestic industries and companies.

Winners and losers As the landscape shifts around them, international companies and investors will discover that the large-scale injection of politics into market processes will produce its own set of winners and losers. Because political factors unique to each state will determine the response to each domestic economic slowdown, countries with relatively strong political fundamentals will have a better shot at a quick recovery.

Given the vast sums its government can spend on fiscal stimulus, China will likely emerge from the global recession before most of the developed world.

In Brazil, President Luiz Inácio Lula da Silva has over the past several years forged a durable consensus in favor of disciplined macroeconomic policy.

Second-order effects

There are other implications of these trends worth considering.

We're likely to see new restrictions on the access to certain foreign markets for some companies.

  • Tit-for-tat protectionism will remain a serious threat until the global recession comes to an end.
  • Social upheaval will pressure politicians to turn increasingly toward a familiar and reliable tool: subsidies.
  • Some of the regulatory changes will favor domestic firms... and SOME domestic firms.
About the Author

Ian Bremmer is the founder and president of Eurasia Group, a political-risk consultancy.

Read more at McKinseyQuarterly.com


AOL is figuring out the future of magazine web publishing on the web. And it's doing so without Time Warner's content assets.

The web magazine publishing model goes something like this:

Find a vertical with an audience attractive to advertisers, brand it (Daily Finance, Asylum, Lemondrop, Politics Daily), hire five to seven people to run it and plug in AOL's traffic fire hose. Repeat.

The notion of thin-staffed online publications is sweeping the industry. MySpace launched celebrity site DailyFill earlier this year. Last year MSN launched Wonderwall, created by the same team that earlier launched the Yahoo version, OMG. Break Media, owner and operator of guy-centric video site Break.com, hired a few Maxim refugees for its own online lifestyle title, MadeMan. Sugar Inc. has launched a dozen titles off its PopSugar brand. Then there's Nick Denton, godfather of the model, whose Gawker Media has been making inroads in brand advertising after slogging away in this space since 2002.


Intelligent Nutrients (IN), includes an authentication component in its packaging. This Minneapolis-based start-up markets a certified-organic line of personal care products such as pure-seed face serum.

Unique Product Identification Numbers

From the day Intelligent Nutrients's product was made available to consumers, the bottles, cartons, cases, and pallets have all carried unique identification numbers tied into the Digital Authentication, Track and Trace (DATT) system from Verify Brand LLC.

"DATT emerged from the pharmaceutical industry, where certain drugs have to be tracked every step of the way. It's an extremely effective defense against diverters and counterfeiters," says Rick Goldberg, IN Directing Manager.

A Verify Brand solution will help detect and deter counterfeiting and diversion, isolate other unauthorized activities and support improved forward and reverse logistics management, e.g. recalls, returns and warranty claims. A Web-based brand protection solution for product authentication and improved product tracking can identify and isolate the location of counterfeit, adulterated or diverted products, isolate an issue and support real time responses to these events. This dramatically increases barriers to entry for both current and potential counterfeiters and diverters. In fact, the mere presence of this system can deter would-be counterfeiters or drive current offenders away.

Item level unique identification of products, grouped through parent-child relationships for distribution efficiency and easy access to Web-based authentication will provide a currently unavailable level of visibility into the movement of products throughout the supply chain, up to and including the point of use and when returned to the manufacturer for whatever reason.

All system are constantly monitored, logged, analyzed and viewed or reported dynamically. This enables Verify Brand and the brand owner to dynamically and in real time:

  • Identify and locate counterfeit or diverted product
  • Identify less than trustworthy supply chain partners
  • Verify returned product authenticity
  • Manage contract manufacturing
  • Track product movement
  • Initiate or manage product recalls
  • Measure system usage patterns and frequency
  • Determine who is using the system (or not) and where
  • Measure and monitor customer buying activity and patterns
  • Adjust or increase system usage where needed
  • Pinpoint system usage abuse or problems
  • Obtain valuable data and feedback from the supply chain and customers
  • Improve non-security related supply chain management activities, e.g. inventory management
  • Disseminate targeted brand and marketing messages
  • Provide data for a regular and quantifiable Return on Investment

More info:  Verify Brand and Intelligent Nutrients

Read Those Agreements!

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I an an active affiliate marketer for select companies and I have made it a habit of glancing over the Associates Agreements before I commit to adding the company's products to my websites, but I hadn't worried too much about them... until this came up in an affiliate agreement:

You acknowledge that, by participating in the Associates Program and placing any of the above links within your site, we may receive information from or about visitors to your site or communications between your site and those visitors. Your participation in the Program constitutes your specific and unconditional consent to and authorization for our access to, receipt, storage, use, and disclosure of any and all such information, consistent with the policies and procedures set forth in the Privacy Notice on the Amazon Site.
This says to me that Amazon can spy on ALL my visitors, ALL my communications, and they can use ANY information "unconditionally" for receipt, storage, use and disclosure of any and all such information.  OUCH!

I treat my readers with respect and don't disclose personal contact information.  Why would I give someone like Amazon permission to use my readers' information without any disclosure to ME that they are doing it...and carte blanche!????

So,  just a word of warning.  Read those agreement carefully.  They hold hidden "gotchas" that you might not be aware of.

So...you will not be seeing links to Amazon-marketed books or goods on my websites.  I'll work with companies that have caring, responsible people involved.

It is important for responsible marketers to protect their constituents from predatory or unfair practices.  Communications matter.  Information matters... that's why we are in the marketing business.  Our integrity is part of what we offer to our readers and customers, so we must make sure that our "supply chains" also have business practices that match our own integrity.

The heart of sustainable business is that we act with responsibility and integrity.  And we keep honing those skills and actions to build a more perfect union.  I believe our individual actions have an impact on our communities and our nation...and our globe.  Don't you?



The Environmental Paper Network is a diverse group of environmental organizations joined together to support socially and environmentally sustainable transformations within the pulp and paper industry.  The Network developed the Common Vision as a framework to guide necessary shifts in production and consumption.

The following tools and resources are provided in an effort to increase the knowledge base regarding paper and its impacts and solutions for advancing innovation.
    

1.  Paper Purchaser's Guide

2.  The Paper Calculator 

3.  Paper Related Statistics

4.  Educational Materials

5.  Reports

6.  Organizational Links

7.  Maps

8.  Pulp Tracking Forms

9.  Glossary of Terms


Green Products Under Scrutiny

Many manufacturers claim their products are environmentally-friendly, but how green are they? Priya David reports.

Green is the catchword for natural resources conservation in today's marketplace. The short is short and sweet, almost genetic in its core understanding. We love green...the trees and grass and food sources.

But green products and services require a healthy dose of realism and conscience beyond those universal understandings. By one count, manufacturers launched 328 supposedly environmentally friendly products last year, up from just 5 in 2002.

"Environmental" claims such as rcycled content, non-toxic ingredients, lower emissions, etc. must pass Federal Trade Commission standards on packaging and in advertising.

Certifications such as USDA organic, EnergyStar, LEED, and Canadian EcoLogo auditing and verification programs help consumers sort "marketing slime" from verifiable, measurable, specific claims.

The FTC is cracking down on green marketing. They are accelerating review of  aging FTC "environmental claims" requirements ahead of their normal scheduled review. Watch for increased scrutiny...and labeling specifics. Get ready to have your products tested, reviewed, certified and audited if you want to tap into the green marketplace.

Reference: CBS Interactive. May 18, 2008

"Transition" in business models is nothing new to green companies.  Traditional methods don't work.  New technologies must be bought, paid for and learned on the fly. New marketing methods adopted that emphasize transparency, reporting, FTC regulations about environmental messages...plus all the struggles to find qualified people with some green and sustainable business knowledge...and maybe a bit of experience?

Transition is also being faced by print media, and maybe there are lessons we can learn from these highly public companies that are having to make significant changes in full light of their communities:

Print-Online Transition Is Possible
The New York Times

Among the big questions currently hovering over the media industry is can print media survive the transition to the Internet? The question has taken on new urgency, as the tanking economy places even more pressure on newspapers and magazines (whose customers and advertisers were already heading to the Internet in droves even before the recession).

The experience of International Data Group, a technology publisher, suggests that it can be done. The privately held company claims to have successfully migrated its publications to the Internet, where online ad revenue now surpasses that of print. However, the transition was not seamless: It took years of investment, upheaval and changes in its journalism practices.

"The excellent thing, and good news, for publishers is that there is life after print - in fact, a better life after print," said Patrick J. McGovern, the founder and chairman of I.D.G. InfoWorld, the company's flagship publication, completely moved its operations to the Web a year ago. In April 2007 it generated ad revenue of $1.5 million on a slight operating loss. Today, the Web site makes $1.6 million a month with an operating profit margin of 37%. Overall, 52% of the company's revenue is from online ads, while 48% comes from print.  SOURCE:  NYTimes.com

It can take months of waiting nervously to see if significant changes take root and survive infancy to flourish:

The biggest single step in I.D.G.’s online shift came in 2007, when the last print edition of InfoWorld appeared and it became a Web-only publication.  The technology publisher has not just stabilized its business, but is also  growing at about 10 percent a year.

One strategy that transitioned over time is adopting an “online first” business model. Three years ago, the editorial staff was divided into three people who worked on the Web site only and the rest only on print. Today, there are no print and Web barriers. The total staff size, at 23, is one fewer than in 2005, but now most of them spend 80 percent of their time on the Web, while a handful of writers spend 80 percent of their time on the long centerpiece articles in the print magazine.
That same strategy can work for traditional companies that are transitioning into the green space.  By building an inside team who work through the transition one step at a time, they build the infrastructure, the corporate intelligence, and prepare the new managers for the new world. 

Larger, traditional companies have the luxury of this kind of transition, notwithstanding a corresponding problem that arises out of a fast transition to climate change regulations that necessitate a speedy response.

Smaller companies that are "totally green" don't have that traditional revenue behind them...nor do they have the legacy staff, the legacy shareholder expectations, or the legacy management to convince every step along the way.

But what is clear in the board rooms around the world, is that the green transition is of as great, or greater seachange than the Internet.  The survival of entire cities and corporate land holdings are just one of the dangers that are driving this transition. 








Wal-Mart Sustainability Scorecard

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Wal-Mart sustainability scorecard standards

15% will be based on Greenhouse Gas (GHG)/CO2 per ton of Production
15% will be based on Material Value
15% will be based on Product/Package Ratio
15% will be based on Cube Utilization
10% will be based on Transportation
10% will be based on Recycled Content
10% will be based on Recovery Value
5% will be based on Renewable Energy
5% will be based on Innovation


Sustainability Planning Resources:

Design Guidelines Available Online

THE WAL-MART SUSTAINABILITY SCORECARD

It’s likely that you’ll soon have to comply with your customers’ sustainability initiatives as well as your own. That's the case if you provide products for the Wal-Mart chain of retail outlets.

Wal-Mart has taken a "lifecycle approach" to packaging with objectives covering reduction in waste and renewable energy. Nine weighted parameters of Wal-Mart's sustainability scorecard are measured for their prospective and current vendors.

Wal-Mart has told its buyers that, starting in 2008, they should consider the packaging scores when choosing among various products for its Wal-Mart and Sam's Club stores. Matt Kistler, Vice President - Package and Product Innovations, Sam's Club Wal-Mart

Part of the challenge in rolling out greener products is informing customers about changes that affect their perception of savings. Wal-Mart's April 2008 "Earth Month" promotion is highlighting its greener products and informing customers how making better choices, especially on a large scale, can cause a difference. Wal-Mart is featuring more than 50 products in stores and 500 online, from transitional cotton shirts to mulch made from rubber to Clorox Green Works products.

The majority of Wal-Mart's environmental footprint comes from suppliers. The company has direct control on about 8 percent of its footprint, with the remaining 92 percent coming from its supply chain.

To green its supply chain the company launched a it's "Wal-Mart Packaging Scorecard" in 2007 . By filling in information about products' packaging, suppliers are rated and find out their rank in relation to peers. Kistler said Wal-Mart works with suppliers, telling them what they can do to improve and let them know what other suppliers have done to reduce packaging.

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