Who's in Charge of Green?
Sustainability Officers Must Work With Marketing Side to Communicate Their Companies' Commitments to the Environment
There's an evolving dance between sustainability and marketing, as chief sustainability officers become as prevalent as chief marketing officers in Fortune 500 companies. Although more marketers are striving to act and look green, their sustainability officers seldom come up from the marketing side. That gap between technical and marketing experts is nothing new, says sustainability consultant Peter Knight, but it must be bridged for companies to effectively communicate their green commitments.
How Agencies Are Helping Their Clients Help the Environment
From Measuring a Campaign's Carbon Footprint to Preserving the Honeybee Population
As marketers recognize the best business practices of sustainability, they more frequently turn to their marketing partners for guidance. These are some agencies coast to coast that are helping fuel the green machine.
Retail: Whole Foods
Grocery Chain Encourages Patrons to Shell Out for Sustainable Eating
Whole Foods, with its commitment to organic products and sustainability, is no simple supermarket where shoppers fill their carts and run.
Automotive: Honda
Carmaker Has Head Start in Green Field With Upcoming Emission-Free Sedan
Unlike many automakers dabbling in greener product, Honda is already moving on to phase two, with cars such as its FCX Clarity hydrogen-fuel-cell, emission-free sedan.
Travel/Tourism: Fairmont
Pioneering Hotel Company Encourages Locations to Compete for Environmental Innovation
Finding value in leftover food and recycling hotel wastewater are some of the dozens of conservation and environmentally sustainable practices embedded in the Fairmont business model
Financial Services: Portfolio 21
To Investment Company, Environmental Risks Just as Bad as Economic Risks
Portfolio 21 Investments is one of the leaders in a field that includes more than 170 U.S. mutual funds that base investments on companies demonstrating environmental responsibility.
Package Goods: Green Mountain Coffee
Java Purveyor Is Greenhouse-Gas-Neutral, but Don't Call It 'Green Marketing'
Some of the best green marketers, it turns out, don't believe in the concept at all. Green Mountain has been 100% greenhouse-gas-neutral since 2004 and claims it's the industry's largest purveyor of fair-trade coffee.
Tech: Hewlett-Packard
Eco-Friendly PC Maker Builds on Successes and Expands Recycling Goal
Green-technology leader Hewlett-Packard Co. beat its deadline to recycle 1 billion pounds of electronics by six months in July, so it ramped up its own challenge by immediately setting a new goal to reach 2 billion pounds in just three more years, by 2010.
Transportation: Enterprise
Car Rental Company Plants Trees, Encourages Customers to Offset Their Own Carbon Emissions
Enterprise's first green step was a whopper: a 2006 promise to spend $1 million a year to plant a million trees annually for the next 50 years in tandem with the U.S. Forest Service and the Arbor Day Foundation.
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