P3 Communicating People, Profits & Planet

Carbon labels

You might have heard that Tesco supermarket is launching a pilot scheme putting ‘carbon labels’ on its own-brand products in a move designed to enable consumers to choose products which are less damaging to the environment.

The retailer will put ‘carbon-count’ labels on varieties of orange juice, potatoes, energy-efficient light bulbs and washing detergents, stating how many grams of CO2 (or equivalent greenhouse gases) were emitted as a result of growing, manufacturing, transporting and storing the product.

For some products, the label will also tell how its carbon footprint compares with other similar products while some labels will give tips about how to reduce a product’s footprint when you cook it, use it or dispose o f it.

I wonder if consumers are ready to fully digest this kind of information. Would I be able to understand what 50 grames of CO2 means and to put this figure into the wider schemes of things? Maybe but I am not sure....

On the same topic, the European Commission is currently finalising and Action Plan on "sustainable consumption and production" and it seems that it will cover energy using products and non energy using products such as footwear, furniture, cleaning products, windows, doors, etc... While not all products will be required to physically bear a label, they will nonetheless by scrutinised on the basis of a life-cycle assessment of their 'eco performance', including energy and resource use.  Products that do not meet the minimum criteria set out in the EU text would be kept off the EU market.  'Best performing' products, on the other hand, would be encouraged, including through preferential public procurement rules that are established based on a common benchmark for a given product group.

The ecolabels will keep our attention and interest for the coming months I am sure!

Alicia Silverstone on sustainability (or at least influencing the conversation)

In one of the defining films of July 1995, the coming-of-age comedy Clueless, this conversation takes places between Tai, played by Brittany Murphy and Cher Horowitz, played by Alicia Silverstone:

Tai: Do you think she's pretty?
Cher: No, she's a full-on Monet.
Tai: What's a Monet?
Cher: It's like a painting, see? From far away, it's OK, but up close, it's a big old mess.

Growing up in Southern California in the 80s and 90s, I could actually use an egg timer to measure how quickly slang went from the big screen to the school hallway. But this expression stuck with me, if for no other reason than to inspire this blog posting a scant 13 years later. So let me pose this question: Is sustainability a full-on Monet?

The truth is, many people like to talk about sustainability because it’s very attractive from a distance – clean power, reduced footprint, a happier planet, compostable cutlery. But when one gets close up and takes a close look, does sustainability become a whole lot less attractive?

Does the sustainability movement (which is what I see it as, in truth) benefit from being viewed “in extreme close-up,” to quote another great 90s film? Does the average consumer benefit from understanding each brushstroke? After all, Monet’s genius, and the brilliance of Impressionism, was its application of science to art (as a rejection of romantic art), painting every fleck of light as the painter’s eye saw it, not as what it was “supposed” to look like.

Sustainability is, after all, a bunch of brushstrokes contributing to a much grander vision. Energy efficiency, recycling , clean energy, new consumer habits and behaviors, buying products with an understanding of what went into them and how they got to your plate or closet—these are all the splashes of color that make up the painting. But the difference is, we will need everyone to pick up a brush, and getting people to change their behavior is hard enough without having to show how an individual’s actions can have an affect on the planet (see Michael Pollan’s article, “Why Bother?” in this past Sunday’s New York Times Magazine).

But that’s just my interpretation; what’s yours?

Earth Day - Passe or Pertinent?

Today is Earth Day - an observance that is now almost 40 years old. In past years, we had clients that would ask us to develop ideas for Earth Day-timed events. And in many cases, we conducted interesting, timely, relevant events or announcements that helped influence the conversation on environmental issues. 

With the virtual explosion of interest in all things “green” in the past year or so has come a literal explosion of interest in Earth Day as a marketing opportunity. This year represented perhaps the height of that trend with everyone from Macy’s to the local neighborhood grocery store promoting earth day tips for their customers.

To some, it’s too much. And the intense interest has led many observers to conclude that Earth Day is now just another opportunity to sell items or promote corporate reputation. For them, it’s passé.

But for others, the intense interest and action is a sign that we’ve turned a corner and concern and engagement with environmental issues is now so mainstream that companies not engaged in the space risk being left behind.

I suppose I’d put myself in the latter category, but I’m also always on the lookout for the reality of a corporate/organizational message or outreach attempt. Does it seem credible? Is the group making claims that stand up to scrutiny? Is the outreach relevant to what the company or organization does/makes/advocates? As Cheryl Lynn might say, it’s got to be real.

What do you think? Is Earth Day passé or pertinent?

Photo Credit: My partner Mark, via Flickr. 

 

Baby Bottle Blues

In what would be a first in the world in consumer safety, Health Canada is expected to classify bisphenol A (BPA) a dangerous substance ahead of a May 17, 2008 deadline; making the regulatory body the first  to take steps to control this substance.  The safety of the chemical used to make polycarbonate plastic has been seriously questioned by scientists. BPA is used in many hard plastic toys, bottles (including baby bottles) and food containers and is thought to mimic the hormone estrogen. Recent independent studies link the chemical to breast cancer, obesity, infertility and insulin-resistance in rodents.

In December 2007, outdoor retailer Mountain Equipment Coop took the bold step to stop selling all polycarbonate water bottles and food containers pending the federal government's review.  Following this move Wal-Mart Canada, Forzani Group Ltd. and Hudson's Bay Co. recently announced that BPA-containing products would no longer be available on their shelves. These retailers are some of the biggest in the country.

This action in the marketplace marks a significant shift in thinking regarding products and the chemicals contained in them.  Even lobbyists who have been asking the government to take action against the chemical seem to be surprised by the retail response. 

The Globe and Mail quoted Rick Smith, executive director of Environmental Defence, a pollution watchdog group that has been urging the government to ban all uses of BPA in food and beverage products as a public health measure, who said, "We are seeing a tide of change; when only a year ago bisphenol A was a nameless toxin found in consumer products, today it is finally getting the attention it deserves as a dangerous chemical."

The tide is turning here in Canada and it means sustainability in all aspects of our lives is a value that is appearing to become the status quo.  Companies appear to be responding to consumers’ wishes that products with potentially unsafe chemical components not be sold.  We will watch with interest as the debate and decision unfolds.

Photo credit: Flickr FillyFolly Bottle

A Smart Looking Home

For those of you not fortunate enough to visit the groundbreaking exhibit The Green House at the National building Museum in Washington, D.C., last year, architect Michelle Kauffman has once again teamed with a prominent museum to promote modern green living through an exhibit titled The Smart Home: Green and Wired at the Museum of Science and Industry in Chicago.

Scheduled to open to the public on May 8, Kauffman’s mkSolaire prefab home will showcase sustainable design, building and energy consumption features as well as tips and designing a healthy home in an urban setting. Kauffman designed the mkSolaire specifically for city dwellers who must maximize space and light in dense urban environments.

See her catalog of sustainable homes here.

For more about the project, and Michelle’s unique take on integrating style and sustainability, visit her blog at http://blog.michellekaufmann.com/?cat=23

*photo courtesy of Michelle Kauffman designs

FH Hispania Plaza: Green Is In With Latinos

Our friends and colleagues at FH Hispania Plaza, Fleishman-Hillard's Hispanic communications blog, are turning out interesting, relevant posts on a number of topics. Today, blogger Ray Fohr of Houston added his thoughts in a post entitled "Green Is In With Latinos."  We're pleased to post Ray's entry here in its entirety.  We encourage you to visit the Plaza to check out Ray's post and all of the other great content they're producing.  Here's Ray's post:

The environment is a top concern for U.S. Latinos. According to a 2006 Zogby poll, global warming was an issue high on Hispanic voters’ minds with more than 60 percent of Latino voters saying global warming was important—more than any other group.

Several studies have also shown that Latinos, particularly Hispanic women, are more concerned about the environment and health-related issues than their non-Hispanic counterparts. Latinos are particularly sensitive to environmental concerns because the majority live in urban areas that are at times close to hazardous sites or industrial pollutants. Non-urban Hispanics such as migrant workers and their families have equally alarming environmental concerns, and pay close attention to pesticides and the overall quality of the fields where they live and work.

In Houston’s predominantly-Hispanic East End neighborhood, high levels of chemicals in the air are reported regularly and have become a rallying cry for its residents, who are increasingly concerned about its effects. And California’s Latinos share the same concerns; registered Latino voters there constantly rank “preserving the environment” as a top issue and a state poll by the William and Flora Hewlett Foundation found that Latinos and whites ranked the highest (60%) among groups considering buying a hybrid or electric car as their next automobile.

Caring for the environment is essential and Latinos want to be a part of the solution. Last year, Discovery Networks U.S. Hispanic Group launched “Se Viste de Verde,” a campaign to create environmental awareness and educate viewers. This month Siempre Mujer magazine released its Green Issue—a first ever for the Hispanic market—with environmentally-friendly advice for families to incorporate into their daily living. And Univision Miami has been producing Planeta Verde, Emmy-nominated Paola Elorza’s series on environmental education, for close to four years. The PSA series is now being aired in other markets such as Dallas, and Univision.com has an environmentally-friendly content channel. NBC-Telemundo is also doing its part with its Green Week and Green is Universal initiatives. NBC Universal's networks are making eco-friendly changes all over; from providing eco-friendly cups and bottles at their facilities, to San Jose’s KNTV, the first U.S. TV station to be exclusively powered by wind. 

Latinos and non-Latinos alike are concerned about the environment—what’s important is that all communities are educated and can take part in making a difference. This upcoming Tuesday April 22, people from all backgrounds will participate in Earth Day or el Dia de la Tierra. To find out more on what you can do visit EPA’s bilingual site.   

Surveys seem to give an optimistic picture about sustainability

You might have read the results of a survey that CFO Research and commercial real estate and money management firm Jones Lang LaSalle did on 175 top finance on "The Role of Finance in Environmental Sustainability Efforts."

Main findings are that more than half of CFOs and finance executives believe their companies will boost revenue, investor returns and employee retention through sustainability. CFOs seem to believe that sustainability can lead to cost savings, increased revenues, greater customer retention and a competitive advantage

You might have also read the McKinsey global survey on how companies think about climate change. 60% of global executives see climate change as strategically important and the majority consider it critical to product development, investment planning and brand management.

All of this seems very promising but then, under the surface, you realize that 1/3 of the executives say that their companies almost never consider climate change when developing the company overall strategy.

So, what I take out of these researches if that in some cases top executives endorse sustainability not because it's a buzz word but because there is a commercial interest behind: CFOs have made their own financial analysis before committing to sustainable plans! Also, some CEOs should act on the opinions and make sustainability part of their own strategy. Maybe a deeper conversation with their CFOs can help!

Yes We Can?

Al Gore’s Alliance for Climate Protection is today launching it’s “we” campaign to mobilize 100 million people to “demand that leaders” make action on climate change “a priority.” As you’ve probably read in multiple places, the campaign is backed by a $300 million advertising campaign that will blanket the country with creative, inspiring broadcast and print outreach (I saw the TV commercial on Good Morning America this morning).

It’s an ambitious effort and I really hope it works. As much as I think they’re doing a lot of things right, I also think they have their work cut out for them. It’s one thing to talk about these issues, it’s quite another to motivate large numbers of people to take concrete action. Success will require commitment, consistency and creativity in communications. I think Mr. Gore and his colleagues in the Alliance have all three and I hope they’ll continue to think of new ways to enlighten, engage and ensure action by all Americans. Yes, we can, but the question is, will we? Here’s hoping.

Frog Power

Recently our household decided we would up the ante in our efforts to live a green and environmentally conscious life by switching to 100 per cent green electricity with Bullfrog Power.

Bullfrog sources power exclusively from generators who meet or exceed the federal government's Environmental Choice Program EcoLogo standard for renewable electricity. Bullfrog’s power comes from clean, emissions-free sources like wind power and low-impact water power instead of carbon-intensive sources like coal and oil.

The choice was not one without compromise.  The cost of green electricity is higher than our previous mostly coal and nuclear based supplier Toronto Hydro Corporation.  The increased cost amounts to just over $300 a year or about one dollar a day.

The statement we are making is important to us – it sends a message to regulators and most importantly means our electricity dollars are supporting 100 per cent clean, renewable power production instead of nuclear, gas, oil and coal. Bullfrog Power is actively supporting the development of new renewable power in Ontario the province we live in. New turbines on Manitoulin Island and the Bruce Peninsula have been commissioned to serve the needs of bullfrog-powered customers in Ontario. 

That makes us feel good and know that when the smog hits Toronto this summer, we will have contributed just a little less CO2 which is a major greenhouse gas contributing to global warming, and NO and SO2 which are major causes of smog.

Bullfrog is only available to homes and businesses in the provinces of Ontario and Alberta, and hopefully that will change.  We are happy to know that we are in good company with many friends and businesses having signed up too. Some bullfrogpowered subscribers that might surprise you include: Walmart Canada Corp., Cadbury Adams and Virgin Mobile.

Photo credit: Flickr Ned Lyttleton's Wind Turbine on the Lakeshore, Toronto

Aviation's Green Challenge

You may all have noticed that aviation is the “climate change whipping boy” in Europe at the moment. Everyday we hear calls for our air travel to be limited, for the industry to be taxed beyond recognition and for “binge-flying” to be targeted directly by laws and policies. In short, aviation is quickly becoming a “Big Carbon” sector.

How can the air travel industry be in this situation given the huge social and economic contribution it makes to our lives? From a Sustainability Communications perspective, this seems rather odd, especially given the fact that aviation actually makes a relatively small contribution to climate change.

The aviation industry seems to have lacked a collective voice around this issue (traditionally, it has seemed far more comfortable fighting each other!). Rather ironically then an industry which prides itself on being on time was late into the climate change debate.