Melodies in Marketing

Authentic Green Marketing & Sustainable Product Development

John Edson Interviews Sustainable Designers August 12, 2008

Filed under: Design, New Product Development, Sustainability, Video — Mario Vellandi @ 3:14 pm

[Video Link for Email/Other Subscribers - 22min]

John from Lunar Design interviews individuals involved in sustainable design at the Digging Deeper seminar on July 22nd, hosted by the San Francisco chapter of the Industrial Design Society of America.

You’ll see perspectives from designers, researchers, innovation consultants, and materials vendors in this 22min video.

Helpful Resources:

 

Wal-Mart and Green Product Marketing for 2009

Filed under: Marketing, New Product Development, Sustainability — Mario Vellandi @ 4:36 am

I really love Wal-Mart’s leadership on this. My only concern is how those products are communicated and marketed. With the top 250 suppliers having until August 18th to submit proposals for Spring 09, I’m sure we’ll see an nice mixture of offerings. Some will use certifications of sorts, some will use house-designed labels and graphics. Particularly interesting is the retailer push for “stories” in the marcom. At least I hope they make ‘green’ an element of every product category, not just a larger category to be managed on its own.

This article from Arkansas Morning News explains it all

What do YOU think?

 

Green News Wrapup - 7/20/08 July 20, 2008

green supply design articles

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Sustainability Officers Working with Marketing Leaders - Sometimes sustainability leadership comes as an additional role for a marketing leader. But increasingly this position is being filled with qualified individuals from a technical background. This AdAge article discusses how these two roles can work together to properly communicate green objectives & accomplishments as part of a firm’s corporate social responsibility programs within a public relations & advertising context.
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Vehicle Eco-Calculator - Todd And and his team from Leopardo construction created this tool for management to use for considering the petrol efficiency and ecological impact of proposed vehicle purchases.
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Webinar for Sustainability Reporting 101 - Presented by Addison Communications, this free webinar on sustainability reporting may be worth your while. It’s on Wednesday 23 July, between 1-2pm U.S. EST (GMT+5).
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The Green Bottom Line for Consumers is First Personal - This article by the Hartman Group, a research firm, confirms similar findings about consumer interests as does Clorox and other firms: The personal realms are where people care about the most. Skip through the first 1/3 of this article and also see their great Body-World Continuum Graphic.
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Michael Pollen and What’s Wrong with Environmentalism - In this excellent interview with Yale University, Michael discusses sustainable agriculture, world commodity prices, a 3 prong solution, and some terrific insights that tie into the ’sustainability is personal’ topic within healthier living. Money quote: “your health is inseparable from the health of whole food chain that you’re a part of…there’s a direct connection between the health of the soil, the health of the plants, the health of the animals, and you as eater.”
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Nanotech & The Unknown Risks - This is a very promising field, which can help us design lighter and stronger materials among MANY other uses. But with all new technologies, we must be aware of social, economic, and environmental risks. This article also by Yale University sums up the concerns quite well. As paraphrased by writer Carole Bass, the raw materials of nanotech are most commonly carbon and metals like silver, iron, and titanium which at the nanoscale, take on new and unpredictable properties. This makes them versatile and valuable, but it also makes them potentially dangerous in ways that their larger-scale counterparts are not. Case studies, research, and the current state of affairs are given.
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Sustainable Print Marketing - The choice of paper is a great first step. Until I find or write further on this unique subject, I’ll just point you to New Leaf Paper as the best sheet supplier in North America. But these articles by ‘Notes on Design’ about Ink Considerations and Working with Printers, provide excellent introductions.
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Japanese Packaging Reduction Design - Very clever PingMag article with great pictures and stories. Features include Nissin’s Cup Noodles transition from polystyrene to paper, ‘Nobori’ shop banners turned into tote bags, and aluminum drink cans with concave-convex patterns that reduce material and improve grip (based on research by NASA).
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The State of LEED - While many are familiar with LEED building certification by the U.S. Green Building Council, this article by GOOD Magazine discusses the current state of affairs with LEED certification, some valid concerns, and how the guidelines will be revised in the Fall.
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Nanopaper and its Potential - This article by MIT Technology Review, discusses current R&D into making super strong paper fibers and weaving that results in a material stronger than cast iron and tougher than bone.

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Au Revoir !

 

Guidelines for Sustainable Building July 16, 2008

Filed under: Design, New Product Development, Sustainability — Mario Vellandi @ 4:50 pm

Since a building is also a product - it comes to stand as an additionally important topic to discuss. These guidelines are adapted from the great book: Materials, Structures, and Standards by Julia McMorrough. Chapter 16, pgs.132-133.

1. Purchase and use materials that are produced as close to the building site as possible, to reduce emissions and energy from shipping, while maximizing a good acquisition cost. Additionally, have materials transported to sites in a just-in-time manner, to reduce potential damage/wear from weather or other circumstances.

2. Avoid using any materials that contain CFCs (Chloro fluoro carbon compounds), which are chemical compounds for refrigeration and often used in aerosols. HCFCs are better, but also best avoided. As an alternative to CFCs, they have a shorter atmospheric lifespan delivering therefore less reactive chlorine to the ozone layer.

3. Use materials that have a low embodied energy, which is the sum of all energy consumed to produce a product through its early life cycle. Here’s some materials background information:

- LOW: Lumber, concrete, fiberglass, and bricks.
- MEDIUM/HIGH: Ceramics, timber and steel.
- VERY HIGH: Glass, aluminum, and plastic.

Julia advises that “often a higher embodied energy level can be justified if it contributes to lower operating energy, such as when large amounts of thermal mass can significantly reduce heating and cooling needs in well-insulated passive solar buildings.”

4. Whenever possible, design buildings with renewable energy sources. These may include passive solar heating, daylighting, and natural cooling.

5. Maximize energy efficiency by using high insultation levels and high performance windows.

6. Minimize material waste by using standard sizes, and sufficient but not overprotective/superfluous materials use.

7. Use recycled or salvaged materials such as heavy timbers, millwork, and electrical & plumbing fixtures whenever possible. If it doesn’t need to be produced, the better.

8. Minimize energy & water consumption through daylighting first, LED lighting second, and fluorescent third; Install toilets that use less water and include half-flush buttons.

9. Design the landscape to be angled, use well-positioned and appropriate sprinklers, employ tubing for disparately placed plants, and irrigate through:

- Treated gray water water (baths, showers, washers, lavatories)
- Rain water from collection paths on the building and surrounding area.

10. Avoid PVC and other offgassing materials and processes with high levels of VOCs (Volatile Organic Compounds), which are highly evaporative carbon-based chemical substances, which contribute to air, soil, and possibly groundwater pollution. They can be found in many paints, stains, caulks, and adhesives.

11. Use hydronic heating, which can be used in wall units or through an in-floor heating system that pumps hot water through a thermal mass floor, which absorbs the heat and evenly radiates it over time.

 

The Designers Accord - Sustainability Pushing Design July 14, 2008

Filed under: Design, New Product Development, Sustainability — Mario Vellandi @ 9:33 am

Date: June 3, 2008
Location: Sustainable Brands 08 - Monterey, California
Organizer: Sustainable Life Media, Business & Industry News for Sustainability

Speakers:
Valerie Casey
- Global Practice Head, IDEO
Lucas Daniel - Lead, Strategy, Gravitytank
Eric Park - Creative Director, Ziba
Lynelle Cameron - Director of Sustainability, Autodesk
John Creson - Executive Creative Director, Addis Creson
Peter Falt - Director of Strategic Planning, BMW DesignWorks USA

Introduction:

An Afternoon of Open Discussion with members of The Designers Accord and Business & Marketing Leaders.

Their official description is as follows: “A global coalition of designers, educators, researchers, engineers, and corporate leaders, working together to create positive environmental and social impact.”

They use the words “Environmental and Social Impact” because it is more meaningful to their mission, than using the word “sustainability”, which can be interpreted in various ways. There are 3 ways to join the Designers Accord, and 5 guidelines for each constituent category to follow.

(more…)

 

The Sustainable Video Series July 10, 2008

[Video Link for Email/Other Subscribers]

{UPDATE 7/15: Due to some recent concerns on a few of these videos, unfortunately every one except #2 and #32 will be temporarily removed. We live in the social media age and for a topic this important, I hope all these videos can be made publicly available for the educational community. Please leave a comment if you’d like to know when they’re available again. Merci mes belle Amis…}

A 10-Minute Highlight video of some sessions I filmed at a great conference I attended in early June: Sustainable Brands 08. All of these videos cover topics in marketing communications, product development, operations, human resources, and management. The camera may not be always perfect, but I tried my best to get the best audio and sharpest resolution. Rollover a link for a quick abstract. On each individual page, there is descriptive information below the video about the speaker(s), the presentation’s summary and analysis, and additionally related articles and resources for further learning.

If someone you know may benefit from the incredible educational value of these sessions, please send them a link to this page or one of the videos below. They are under a Creative Commons Attribution Non-Commercial license, and may be downloaded and redistributed as appropriate. If you’d like to learn more about the process involved in producing & distributing video through online social media, please send me an email at: mvellandi [at] yahoo.com . ~ Adieu

{UPDATE: Thanks to the Universities that have taken interest in these video case studies. I hope they serve essential value to educators and students interested in responsible & ethical approaches to sustainability}

  1. SMaRT Sustainable Product Standard (Special Event)
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  2. Environmental Defense Fund - Beth Trask
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  3. California EPA - Leonard Robinson
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  4. Clean Tech Investment - Bob O’Connor, Wilson Sonsini, Goodrich and Rosati
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  5. CleanFish - Tim O’Shea
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  6. Brown-Forman (Alcohol) - Rob Kaplan
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  7. Green Marketing - Jacquelyn Ottoman
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  8. Dow Chemical - Julie Fasone Holder
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  9. Clorox Co - Bill Morrissey
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  10. PANEL: Consumer Green Brand Perceptions for 2008
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  11. Keen Footwear - Bobbie Parisi
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  12. Seventh Generation - Jeffrey Hollender
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  13. PANEL: Designers Accord (summarized for conciseness)
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  14. World of Good / Ebay - Robert Chatwani and Priya Haji
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  15. PANEL: Environmental Labeling
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  16. Big Green Purse - Diane MacEachern
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  17. PANEL: The New Social Ethic, Making Sustainability Personal
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  18. Climate Change Film Producer - Patrick Gregston
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  19. Method Products - Eric Ryan
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  20. Yahoo for Good - Erin Carlson
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  21. New Belgium Brewery - Greg Owsley
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  22. PANEL: On the Path to Carbon Neutrality
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  23. PANEL: Establishing Credibility, Avoiding Greenwash
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  24. Blogosphere Green Consumer Insights - Janet Eden-Harris and Averill Doering, Umbria
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  25. PANEL: The Greening of Traditional Media
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  26. Design for the Other 90%
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  27. Fabien Cousteau - Undersea Adventures & State of the Ocean
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  28. The Future of Sustainability - Mark Lee, SustainAbility
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  29. PANEL: Building a Sustainable Brand at Gap Inc
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  30. Hewlett-Packard, Printing & Imaging Division - Michelle Price
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  31. PANEL: Innovations in Sustainable Packaging
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  32. John Edson - Sustainable Product Design
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