In Marketing Green, Jacquelyn A. Ottman discusses ways in which socially conscious companies can help consumers share responsibility for living more sustainably. She recommends more targeted communication and engagement geared toward educating the public and making it easier to take even small steps toward a greener lifestyle. Her recommendations for marketers:
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American culture pervades the world—music, movies, cars, consumption—with mixed results. What if sustainability could be added to the list of major exports? After all, while many cultures are ahead of the United States on the sustainability curve, not all are.
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Last fall, we wrote about London’s Unpackaged grocery store. Now the packaging-free concept has come to the United States, courtesy of a group of entrepreneurs in Austin, Texas. They’ve created the country’s first ever “package-free, zero waste grocery store.” Specializing in local and organic ingredients, In.gredients will replace unhealthy, overpackaged products with local, organic, and natural foods; the new store also hopes to foster a sense of community with cooking classes, gardening workshops, and art shows.
Check out the video below and read the full story on GOOD.
| Tags: conscious consumption, food, GOOD, In.gredients, mindful consumption, New Consumer, organic, packaging, simplicity movement, Sustainability, waste 
Post a Comment | 3 Comments | in Corporate/Brand Leadership, Eco-Consciousness, Growing Up, New Consumer, Shopping, Sustainability, Uncategorized, Values
In Good for Business: The Rise of the Conscious Corporation, we wrote:
Devising a new blueprint for the successful corporation of the future is not just about corporate responsibility or paying attention to the triple bottom line of “people, planet, and profit.” Nor is it simply about finding new ways to engage consumers and become a more integral part of their lives. It is about all those things—and a lot more.
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An interesting piece by Terry Slavin in The Guardian, reporting on last month’s Guardian Sustainable Business Quarterly event. In it he discusses how leading companies such as Marks & Spencer in the U.K. are committed to pushing consumers toward a more sustainable lifestyle. An excerpt:
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| Tags: conscious consumption, CSR, green, Guardian Sustainable Business Quarterly, Marks & Spencer, Mike Barry, mindful consumption, New Consumer, packaging, provenance, recycling, reputation, Retail, Sustainability, waste Post a Comment | 2 Comments | in Corporate Social Responsibility, Corporate/Brand Leadership, Eco-Consciousness, Growing Up, New Consumer, Purposeful Pleasure, Shopping, Sustainability, Uncategorized, Values
All indicators point to yes!
Wedding ring made with repurposed Welsh gold? Check.
A call for charitable contributions rather than gifts? Check.
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| Tags: conscious consumption, green, Kate Middleton, mindful consumption, New Consumer, Prince William, provenance, recycling, royal wedding, sourcing, Sustainability Post a Comment | in Consumerism, Eco-Consciousness, New Consumer, Purposeful Pleasure, Responsibility, Rightsizing, Sustainability, Uncategorized, Values, Youth
Are you ready for April 12?
Get out your spade and seeds, it’s Home Farming Day!
Since 2010, Kraft’s Triscuit brand has been on a mission to get Americans to discover “the simple joy of growing and sharing their own herbs and vegetables.” It’s healthier for people and the planet–and it’s a great way to save money in tough economic times.
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| Tags: conscious consumption, CSR, Euro RSCG, food, green, Kraft, mindful consumption, New Consumer, Sustainability, thrift, Triscuit Home Farming, Triscuits Post a Comment | 1 Comment | in Branding, Community, Corporate Social Responsibility, Corporate/Brand Leadership, Eco-Consciousness, Marketing, New Consumer, Purposeful Pleasure, Recession, Rightsizing, Social Media, Sustainability, Uncategorized, Value, Values
Respondents to Euro RSCG’s New Consumer survey are tired of living in a culture of “throwawayism.” Just more than half (54 percent–ranging from a low of 48 percent in the U.S. and Japan to a high of 75 percent in China) are making an effort to buy fewer disposable goods, and around three-quarters (72 percent) said reducing the amount of waste they create makes them “feel good.”
Assisting in the cause is a young British designer named Samuel Davies, who hopes to spark what he calls a “repair-ware” craze that will inspire other designers to build products consumers can actually fix themselves.
Click here to read more about the repair-ware revolution on AlterNet.
Image credit: Creative Commons/postbear@flickr.com
We’ve written before about Walmart’s role in introducing consumers to the principles–and purpose–of sustainability. Now Advertising Age explores how the retail giant is throwing its weight around with suppliers, using a carrot-and-stick approach to induce them to reach a slew of environmental and health goals:
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| Tags: Advertising Age, conscious consumption, CSR, food, green, mindful consumption, packaging, recycling, regulation, sourcing, Sustainability, Sustainable Product Index, Walmart, waste Post a Comment | in Corporate Social Responsibility, Corporate/Brand Leadership, Eco-Consciousness, Growing Up, New Consumer, Prosumers, Responsibility, Rightsizing, Sustainability, Uncategorized, Values
Across the globe, environmentally friendly fashion is becoming ever more fashionable
Eco fashion got a high-powered boost with the announcement that Harry Potter star Emma Watson is teaming with Alberta Ferretti on an eco-friendly line. Perhaps the popular British actress will help turn her countrymen’s perceptions of green style around (recent research indicates that European consumers view eco-fashion negatively, while North American buyers perceive it as young and trendy). Serendipitously, the Museum at FIT in Manhattan recently housed an exhibit called “Eco-Fashion: Going Green,” while the New York duo Costello Tagliapietra landed a first-place spot in the latest Eco Challenge. Efforts also are being made to bring sustainable fashion practices to India and Singapore, even for luxury goods.
Whoever said it’s not easy being green?
A version of this piece originally ran on Euro RSCG Worldwide’s social media blog.
