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Green Is the New Black: Levi’s, Nike Among Marketers Pushing Sustainability

Posted on by abrahamwien18

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Responding to a consumer behavior shift By Joan Voight

Levi’s boasts of designer jeans made out of used plastic bottles. Nike tempts runners with knitted sneakers that it claims cut manufacturing waste by 88 percent. These products may be the tip of a marketing iceberg, as new research shows a growing pool of global consumers are demanding that mainstream brands be sustainable.

“It’s not about offering a niche green product,” said Jonathan Kirby, vp of global men’s design for Levi Strauss. “We’re working to build sustainability into everything—from the cotton fields to our supply chain, to our stores, to our designs across product lines.”

Case in point: Each pair of Levi’s Waste<Less collection of jeans, launched in Spring 2012, is made from about eight recycled plastic bottles, Kirby said.

Nike takes a similar approach with the FlyKnit shoes it debuted last year, which are marketed as a high-tech advancement using yarn instead of leather uppers for a better fit and a reduction in waste. “FlyKnit is a great example of our innovation and commitment to products and services that are better for athletes, our planet and our investors,” said a company rep. “We’ve seen a strong response from runners and it’s safe to say it’s going to be a big [sales] year for FlyKnit.”

Numbers confirm that shoppers are increasingly seeing green. More than a third of global consumers, including 40 percent of millennials, view style, status and environmentalism as intertwined, per a 2013 survey by brand consultancy BBMG. These consumers love shopping and overwhelmingly desire responsible consumption. “For them, sustainability has changed from being ‘the right thing to do’ to being ‘the cool thing to do,’” said Raphael Bemporad, BBMG’s chief strategy officer.

Target is tapping into the trend with its “Sustainable Product Standard,” unveiled earlier this month. Household cleaners, beauty and baby products that pass the standard will be advertised with the “Choose Well” designation and get unique product placement, said a company rep. “This new standard is a first step toward sustainable innovation in our full product assortment,” she said.

In contrast, consumer goods companies like Unilever, Johnson & Johnson and Procter & Gamble are playing catch-up, with green initiatives focused mainly on the supply chain, said Bemporad.

J&J, for instance, recognizes 34 of its consumer items as sustainable through an in-house “Earthwards” evaluation, which includes R&D, marketing and the supply chain. The plan is for “marketing to leverage Earthwards’ claims for brands, such as Neutrogena and Johnson’s, in ways that relate to the products’ core benefits,” said Paulette Frank, vp of sustainability for Johnson & Johnson Consumer Companies. “We’re still learning how to communicate and engage with consumers on our product sustainability improvements,” she added.

But the CPG giants risk becoming outdated as green design and marketing become the new normal in their categories. “It’s the ratchet effect,” said Nigel Hollis, chief global analyst at brand consultancy Millward Brown. “Look at the way Method spurred Clorox to launch the Green Works products. Once one brand in a category incorporates sustainability in a way that benefits the consumer at a fair price, it is tough for competitors not to respond in kind.”

 

Improving Indoor Air Quality the Easy Way

Posted on by abrahamwien18

Environmental Leader, 5/2/2014
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The natural first step most building managers take when they suspect that their building is causing health problems is to find the root cause and remove, replace or fix the problem. However, there are often more direct and less costly ways to attack poor indoor air quality, LEED trade magazine EDC reports.

Among these ways:

  • Use fewer chemicals. Cleaning chemicals, whether green or not, impact the indoor environment and using less will, naturally, lessen the impact. Janitors and other cleaning staff are wont to mix more chemical with water than necessary, according to EDC. This can be eliminated by installing an automatic dilution system.
  • Using greener chemicals can help, too. Look for products that have been independently tested and bear ecolabels such as UL’s Ecologo or the EPA’s Design for the Environment program. These are a better bet for those wanting to buy VOC-free or low environmental-impact chemicals.
  • Check vacuum cleaners. Vacuum filters are the one piece of equipment that can most contribute to indoor air quality improvement. By selecting advanced filtration filters and changing them regularly — twice a year is usually adequate — you can make drastic improvements.
  • Train workers on green cleaning. Many custodial workers don’t use environmentally friendly products in the right way. Implementing a training plan or sending workers to a green cleaning training program can overcome this problem.
  • Educate building users. Educating all those who use the building on the best ways to improve indoor air quality is the best way of making sure all building users are playing their part.

The global revenue for the indoor air quality monitoring and management market, driven by new building standards and regulations as well as a rebounding economy, will grow 80 percent to $5.6 billion by 2020, according to a forecast from Navigant Research released earlier this week.

The developed markets for indoor air quality-related HVAC markets remain sluggish — a holdover from the 2009 global recession. However, the North American market will become more robust this year. Europe will follow a similar trend but will not begin to recover until late 2014, the report says.