Melodies in Marketing

Authentic Green Marketing & Sustainable Product Development

Creative Citizen - Scott Badenoch August 18, 2008

Filed under: Sustainability — Mario Vellandi @ 2:24 pm

[Video Link for Email/Other Subscribers - 8min]

CreativeCitizen.com is a community for sharing tips and best practices on lighter living, that translate into quantified savings in electricity, water usage, and additional metrics. In this interview, Co-Founder and CEO Scott Badenoch discusses the mission of the community in promoting actionable means of improving people’s lives (health, productivity, pocketbook) and the environment, in addition to pointing out vendors that can best fulfill a specific need or area.

Scott also discusses the importance of promoting positivity and hope in today’s society. Only this line of thinking will inspire and motivate people to action. Whether it be small steps or big ones, everyone can do their part to not only improve our collective living impact on the environment, but also in leading healthier and happier lives for ourselves and our families.

 

Green Printing with Mary Loyer August 14, 2008

Filed under: Marketing, Sustainability, Video — Mario Vellandi @ 7:54 pm

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[Video Link for Email/Other Subscribers - 8min]

Natural Source Printing is a green printing company in Orange County, California. In this interview, I ask President Mary Loyer how she helps clients both be more eco-friendly in their marketing communications, in addition to her thoughts on what green printing is all about.

Additional Resources:

 

Greenbottle - Sustainable Milk Packaging August 13, 2008

Filed under: Design, Innovation, Sustainability — Mario Vellandi @ 4:50 pm

greenbottle milk packaging from UK

This milk product packaging produced by GreenBottle Ltd., has been introduced into an ASDA supermarket this week in Suffolk, United Kingdom. The outer packaging is made from white office waste paper, which can be recycled alongside magazines and newspapers. The inner bag is made from corn starch, and is biodegradable.

ASDA hopes to further distribute these milk bottles over coming six months should customer demand prove viable. The UK Telegraph newspaper reports:

“Britons drink around 180 million pints of milk every week, of which around two-thirds is bought in plastic bottles. More than 100,000 tons end up in landfill each year - equal to 260 jumbo jets. They take 500 years to decompose…An independent analysis calculated that its overall carbon footprint, including delivery, was 48 per cent lower than the standard plastic bottle.”

NOTE: ASDA is owned by Wal-Mart. It should be interesting to note if they take special interest in its American milk producers to produce alternative packaging solutions.

 

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?

 

The Real Issues on Bottled Water & Sustainability August 10, 2008

Filed under: Sustainability — Mario Vellandi @ 4:21 pm

A few months ago, I saw a gentleman at an outdoor function who was standing alone and decided to pick up a conversation. Turns out he was the U.S. Brand Manager for Aquafina, the bottled water division of Pepsi. Being that this was a conference about sustainability, he mentioned his feeling of not particularly wanting to be noticed and chastised. I understood his plight but had to laugh a little. After all, this is a touchy subject nowadays with everyone having their own story.

Our discussion came down to the following agreed upon points:

  • Bottled water is convenient and great, but it does need to consumed responsibly. While it is better than soda, drinking it in large numbers is bad for the environment because of the large volume of plastic being produced, often not being recycled at end-of-life.
  • Imported bottled water is now completely unsustainable. It doesn’t matter if Fiji, Evian, or other companies use carbon offsets or not.
  • Private label bottlers and retail incentives like free cases with $20 purchases, or selling it at a loss to drive additional cross-category sales, is what’s driving a large portion of the problem.
  • Larger bottles like one liter, are better than smaller ones because the value is better and the likelihood of being shared and reused is greater.

What do YOU think?

P.S. - Aquafina will be using 50% less plastic in their bottles by next year

 

Green Packaging News Wrapup August 8, 2008

Filed under: Design, Innovation, Sustainability — Mario Vellandi @ 9:35 pm

packaging images including cardboard, glass, metal, and plastic

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Green Packaging Noise - The diva JoAnn Hines, an expert in packaging with over 20 years experience in the field, gives a great sobering thought piece on the real value of sustainable packaging.
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Shades of Green - Another excellent thought piece on green packaging by Jackie DeLise. She describes the current state of affairs, gives some terminology, consumer perceptions, and some paths forward.
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Dennis Salazar on Green Secondary Packaging - It appears that greenwashing and vague statements also pervade in the packaging world. Dennis shares some stories and adds these key points: Higher percentages of recycled content are better; packaging manufacturers should state guaranteed minimum percentages (not statements like “up to 50%”); and post consumer waste is the best form because it’s already been through the life cycle once.

See also:
What is Secondary Packaging? - A concise and easy to grasp explanation.
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The Importance of Secondary Packaging - A list of points Dennis gave to some eCommerce professionals.
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Secondary Packaging, the Silent Killer of the Environment - A must read primer on the subject; includes discussion on stretch film and corrugated cardboard.
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Ecoblivious Packaging, Polystyrene Loose Fill - Peanuts as filler are really a waste. From a user design perspective, they’re more of a hassle than air pillows or simply scrunched up newspaper.

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PLA and Meat Packing - An Italian company is finding much success in its trays for meat, poultry, and seafood packaging; a 100% biodegradable solution (if one also uses PLA stretch film).
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Biodegradable Coffee Bags for Larry’s Beans - Maverick Enterprises and their proprietary plastic additives (”Green Film” - lame name, I know) were used to help make Larry’s Beans coffee bags that are certified landfill degradable or compostable (claimed to break down between 9mo. to 5yrs.)  They also claim they’re certified by the US EPA to not leave dangerous heavy metals in soil or water.
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McDonald’s uses Polystyrene Cup for Sweet Tea - This isn’t good news, as the article goes into some of the details and questions why so, if it doesn’t degrade as nicely as paper. But what’s even better is in the comments. Look for Mike’s response; he’s from the cup’s manufacturer, Dart. Also notice one commentator’s assertion that the paper cups are really a mix of paper & plastic, and it’s not such a clear cut issue. The point is that we do need to consider a systems design approach AND the performance requirements of the packaging. But when we consider the massive size of McDonald’s US retail network, wouldn’t it be best to fix the system? Let’s see if a PLA style ’styrofoam’ (Dow Chemical trade name by the way), cup would be a viable option in coming years.
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PWP Packaging Introduces AgroResin Line - AgroResin was developed by a Singaporean materials firm as a 100% biodegradable and 100% certified compostable fiber, made from non-GMO agricultural byproducts that would normally be discarded. After coming to the US through a few exclusive marketing agents in 2006, it appears that the PWP company has likely licensed AgroResin for a variety of food packaging solutions. It can be microwaved and is gas permeable, but water resistant.
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Method Switches Lines to 100% Post Consumer Recycled Packaging - After having used virgin PET for some time in the US, Method tested bottling using recycled sources in the UK. The challenge was finding a supplier that could go for the full 100% shabang back in the states.
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100% Recycled LDPE Air Pillows - GlobeGuard is a line of inflatable air pillows made by Automated Packaging Systems; Dennis is happy to distribute them to his clients, as he reports.
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11th Hour DVD Packaging gets Complete Eco-Design - Very interesting article on the materials and design into this media for Warner Brothers. Everything, apart from the disc itself, is recyclable.
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Au Revoir!