As a Province that has just spent millions to convince tourists to visit her pristine vistas, Alberta can’t be too happy with the new campaign from Corporate Ethics.  “Rethink Alberta” billboards are going up in Seattle, Portland, Denver and Minneapolis that compare the tar sands to the BP Blowout oil spill in the Gulf of Mexico. The ads lead to to rethinkalberta.com, a website featuring a hard-hitting 96-second YouTube video that shows some choice stats and shots that make a pretty damning case against tar sands development.

In one particularly frightening quote, James Hansen, an eminent climatologist from NASA, has said they if the tar sands are exploited fully, it’s essentially game over for global warming.

For those who agree with this conclusion, it stands to reason that the ends justify almost any means in a campaign to stop this disaster.

But a strategy designed to punish one sector to effect change in another has implications for all businesses. Think about your supply chain, your government and any local issues that may be the target of some future anti-advertising campaign. Are there areas where your business could be affected by a boycott? How would you respond? Especially if you agreed with the proponents of the campaign? (Should the owner of an eco-tourism operation in Alberta be punished for the policies of his government?)

The Green Briefs Two Bits:

As business becomes globalized, so does protest. More groups will link broad leveraged action with their causes, so know your supply chain, keep your own corporate policies transparent and be ready to respond if you get caught in the middle. Then be ready to make hay from any publicity opportunity. Our fictional Alberta Eco Tour operator could probably get airtime by offering a Tar Sands Tour complete with a protest stop at the Alberta Legislature. Then again, by doing that they might become the target of roving gangs of pickup-driving Alberta tar-lovers. Oops, was that my outside voice?

You can link to a fairly balanced Alberta newspaper article about the campaign here, and form your own no doubt equally balanced opinion.

Take a look here for the Calgary Herald newspaper’s tit-for-tat retort.

The 5th Annual ImagePower® Green Brands Survey is out, with some encouraging and surprising results. First, the environment is not going away, despite our best attempts to kill it. With over 9000 people polled in eight countries (Australia, Brazil, China, France, Germany, India and the United Kingdom) this study concludes that overall, concern for the environment is up 3.5%. And the growth is coming from some very interesting places.

Emerging economies are the new eco marketing goldmines.

While cost remains the biggest hurdle to buying green in mature markets like Australia, France, Germany, and the United Kingdom, the environment still trumps the economy as the issue of greatest concern in the emerging economies of India and Brazil. While 30 percent of all survey respondents plan to spend more on green products next year, in Brazil, China, and India that number rises to more than 70 percent. In China and India, this is a 9 and 3 percent increase, respectively, over 2009. HELLO makers of green products!! Massive Market ALERT!! In China, confusing labeling makes purchases a struggle; shoppers can’t figure out which products are truly more ecofriendly. I guess their packaging communications problems aren’t limited to bad English translations. Seriously though, China could really benefit from a well-managed certification system. Green certification agencies like Canada’s Terrachoice (managers of Canada’s successful ECO-LOGO program) have their work cut out for them.

Message from the world to corporations: Stop poisoning us.

Across the board, consumers want to buy from environmentally responsible companies. And their #1 concern: reducing toxics. It has become the cost of entry for brands in most markets, the survey says. As Google becomes a global verb, the transparency of toxic ingredients, manufacturing processes and disposal issues will only increase. Water conservation takes second place in Australia, Brazil, China, and India, while consumers in France, Germany, and the United States focus on the use of recycled materials. British consumers show the most interest in reducing the amount of packaging used, ranking it second behind toxin removal.

The Green Briefs Two Bits:

While this survey focuses on global brands and attitudes, there is learning for local green brands as well.  The good news is that consumers generally trust green advertising, especially in developing markets. But people decide for themselves what ‘green’ means, so it’s up to you to find out what your customers value most. Clear communication and transparency will always be in style. And best of all, we’re on the side that’s winning. So stay the course. The world will beat a path to our door.

Maury McCausland and Dennis Dong from London Drugs, feeling the green display love.

Trade shows and networking events are a great way for sustainability-focused companies to spread their message. But if the display itself doesn’t share those green values, what’s the point?  When creating a display for London Drugs’ What’s the Green Deal program at the 2010 EPIC Sustainable Living Show, we set the objective of our booth to be 100% recycled, recyclable or reusable.

We had four main communication objectives: 1) Introduce the ‘What’s the Green Deal’ program, 2) Make people aware of our Bring Back the Pack styrofoam recycling, 3) Profile some of our green products and 4) Showcase our responsible electronics recycling.

Using a combination of custom-built displays and commercially-available ‘green’ booth components we were able to do all that and come pretty close to achieving ‘3-R’ status.

Sourcing ‘green’ stand-up displays.

Most off-the-rack booth systems we researched were more concerned with traditional variables of cost, weight and performance than the use of sustainable materials. One exception was the Panda Banner stand we discovered at Go Green Displays. The unit is made from 90% renewable resources (bamboo) and  the image is printed on cotton fabric utilizing low VOC inks. We ordered two – one for our introductory message (mostly type on white) and one for our responsible recycling info (type reversed from a darker photo). For both, we provided PDF files from InDesign and were very pleased with the crispness of the type and the rich colour of the images. The stands come in handy carrying bags and set up easily. My only complaint was that one of the two stands we ordered seemed to lean forward a bit more than the other.

To build a recycling display, start at the recycling bin.

Visiting London Drugs’ recycling partner, Genesis Recycling, is a fascinating experience. Their technicians can break a laptop down to its component parts in a matter of minutes and their styrofoam compressor turns a mountain of white blocks into polystyrene pucks with equal ease. To bring some of this directly to the booth, I had them give me one disassembled laptop and a minivan full of styrofoam blocks. It was then a simple matter of combining clean design with science-fair-project engineering to display what basically was a pile of junk without it looking like… well, a pile of junk. For the ‘exploded laptop’ display I spent an evening with zap straps and some pegboard, designing the panels to fold inward for easy portability. The Bring Back the Pack display was a cardboard box built around a tall table which held the TV/DVD unit which played some of our Green Deal YouTube videos. I surrounded this with an explosion of styro blocks held together with bamboo shishkebab sticks. All graphics were printed out on 100% PCW paper.

For the retail part of the display, we sourced some Green Deal products from the store and displayed them on a shelf that our client, Dennis, brought from his garage. The finishing touch was an area rug from the same source.

All in all, the EPIC show was successful for London Drugs. We spoke to a lot of people about What’s the Green Deal, and got TV interviews from Global and CBC. The client is setting up the display at their head offices and will use it for other community events in the future. And when it’s message becomes outdated, almost every component will be able to be kept out of landfill. And that’s a good feeling that lasts long after the tradeshow lights have dimmed.

This year I attended the EPIC Vancouver Sustainable Living Show as an exhibitor (with two clients) as well as a blogger, shopper and beer sampler. There were brand and product concepts aplenty, offering a creative marketing boost as well as a feeling of genuine entrepreneurial optimism. Sure, the usual flock of ‘green’ graphics were on display, with their obligatory sans-serif typefaces and bamboo-wood backgrounds. And there were likely more overpriced niche products than rich hippies to buy them. But overall, the mainstreaming of sustainablity was evident, from the decidedly non-green-and-fuzzy crowd demographic to the inclusion of retailers like London Drugs in the exhibitor mix. I only had so much time to focus on a few interesting brands in my video highlight reel, but you can learn more on the EPIC Vancouver web site. Maybe we’ll see you there next year. Enjoy.

There is something inherently sad in the idea of waste. So when London Drugs set up a partnership with FreeGeek Vancouver to help collect usable older computers and keep them out of landfill, I saw an opportunity to have a little fun and tug on the heartstrings at the same time. As part of a series of videos I host for LD’s What’s the Green Deal initiatives, I hit some of Vancouver’s lonely alleyways looking to rescue some down-and-out machines. Director/Videographer Don Barnard shot and edited the spot, giving it a slightly desaturated look that fit perfectly with the melodramatic tone. And while we were definitely spoofing the maudlin NGO plea formula, there is a very real issue at the heart of reducing e-waste. Much of what is carelessly discarded or irresponsibly recycled ends up in poorer countries creating toxic dumps. So have a look and pass the video around if you can. The more people we can have dropping off workable machines at London Drugs, the better for all of us. (Cue schmaltzy violin music….)

Protesters at the Olympic Village Open House show their disappointment at the reduced amount of social housing in the neighbourhood. The giant bird shows his disappointment at being made of plastic.

As @GreenBriefs on Twitter, I follow a number of sustainability and green marketing feeds. One of these is Granville Online – a Vancouver-based green lifestyle publication. On April 21st, I was checking my Twitter feed when this post caught my eye:
Because I know and like Granville Magazine, like music and am into recycling, I clicked the link. This led me to the Granville blog article and online video. From there I linked to the ScrapArtsMusic Facebook page where I watched a few more video samples of their work. There I found out they were performing two Vancouver shows, on the 22nd and 23rd. I was so impressed I bought two tickets for the very next night.

From Twitter to blog to Facebook to a $60 sale in less than 20 minutes. All for a group I had never even heard of until that day.

And the show was so good, I wrote my own blog review of it, including a review and critique of their marketing and brand. My GreenBriefs blog article was then re-tweeted and mentioned on Facebook by Granville and ScrapArts. I got two new subscribers to my blog and ScrapArtsMusic even contacted me to ask about my marketing services.
And I swear I didn’t do this just as an example. It wasn’t until afterward that I thought about just how revolutionary a purchase process this was.

So don’t dismiss Twitter as 140 characters of mindless drivel times 100 Million just yet. Get the right followers and the right network and you could be making real sales to new fans.

Quick – what’s the worst oil tanker disaster in recent memory? What company was responsible? Exxon Mobil and Valdez are irrevocably linked, and the stain of that event will rightly stick to that company for as long as the oil fouls Alaska’s once-pristine coastline.

But because BP (perhaps wisely) did not attach their corporate name to the rig that exploded in the Gulf of Mexico, they simply aren’t as front and center in this calamity. A scan of recent articles reveals just how weakly this major catastrophe has been branded. It has been called Gulf of Mexico oil spill (Washington Post), Deep Water Horizon oil spill (Wikipedia), Massive gulf spill (MSNBC), Louisiana oil spill (Huffington Post) and… well, you get the idea. Nothing that even sticks in the public mind, let alone attaches itself to the corporations responsible.  A decade from now, the culpable parties will have paid some penance and faded into obscurity, opening the door to more of the kind of lobbying that industry seemingly always undertakes to loosen regulations and increase profits.

If environmentalists, fishermen, heck, anyone living in the gulf region, wants this disaster to have any lasting positive effect, we had better give it a much more effective brand.

So, as your humble Green Briefs branding expert, may I suggest ‘BP Blowout’. This nicely frames the discussion both in terms of corporate ownership, as well as providing some nice visual cues for the explosive nature of the original event. All with, I would suggest, at least partially-accurate overtones of lax safety.

Join the Facebook Group!

I think I’ll start a Facebook Group for this idea. If you agree, please join ‘ReBrand the oil spill – BP Blowout – Tell the World’. Lets’ get some media attention.

Because who or whatever was ultimately responsible, we need to make the memory of this spill’s origins as sticky as the oil fouling the coast.

The irony was obvious. I was stopping for petrol at the Esso station in Hope BC as I glanced over to the parking area and saw a young couple self-fueling their Toyota Delica with a hose leading from a trailer fill of waste vegetable oil. I soon learned Tyson Jerry and Cloe Whittaker were on a journey called Drive to Sustain – breaking a world record for sustainable vehicle travel. (38,137 km, by Rainer Zietlow, Florian Hilpert, Falk Gunold, Franz Janusiewicz, all Germany, with a Volkswagen Caddy EcoFuel using natural gas – October 2006)

Coordinating their trip with fast-food franchises for fuel (New York Fries was mentioned as a mainline supplier) they have now broken that record and are driving to reach 45,000km. When I returned home, I looked them up on their website, driventosustain.ca. Turns out they are well into their trip, having criss-crossed the continent, from New York to LA to Edmonton to New Mexico. They broke the record in New York, to the cheers of some school kids they were visiting. Congratulations!

It looks like a great time. I am completely jealous of this eco road trip, and impressed with Tyson and Cloe’s drive.

Of course I can’t resist offering just a few ideas. Not that they even need them, having traveled somewhere over 38.000km quite successfully. But if anyone wants to challenge their record, or take a trip like this to the next level, here are a few Green Briefs Marketing Thoughts:

Brand the Vehicle: According to their home page, “The van (is) nicknamed ”The Green Machine” by some and “Veggie Mobile / Veggie Van” by others…” Creating a consistent brand (better yet, a media spectacle) out of the van itself would have made it easier to get more traction with the media. (How about “The Fry Baby” or “Frier Truck”? The “VeggiePod “? )

Bring in Sponsors: Tyson mentioned that New York Fries offered them a lot of support… why not feature the restaurants who contributed fuel? There’s a big white trailer just looking for some more graphics. What about talking to Whole Foods to fuel the people?

Put some more facts on your card: I can understand wanting to minimize waste in handout form, but a few more stats on the trip would have made it easier to get my head around the idea.

Add intro and closing graphics to the YouTube videos - Make them more of a series with a little simple production. Maybe note the approximate mileage at which the video occurred.

As I said though, hats are off. Check out their YouTube videos, blog and website.

Looks like almost enough fun to try it myself…!

Hemlock Printers is one of North America’s most advanced print shops, having won numerous awards and being named The most Environmentally Progressive Printer in Canada. Yet when they launched  NameTag™ Print Response Marketing, we decided to make the message as simple as a whiteboard sketch.

Nametag™ combines the power of customized direct-mail with the sophistication and tracking of online response, working with mailing lists, customizing messaging and printing digital direct-mail with variable data almost anywhere on the material. A Nametag URL and password is then personalized for each recipient. When customers enter these online, they are welcomed with their own web page, branded with custom graphics. They can RSVP, order on-line, answer a survey… the possibilities are endless. (See what we mean about complex? Just watch the video…!)

If you use direct-mail, you should have a look at this service. Better response means less waste, and that’s always a good thing. Find out more at Hemlock.com.

Unicycle Creative came up with the NameTag™ handle and branding, and the video concept. Then shot the piece in-house with Lorne Craig’s steady marker hand at the controls. Sound design was provided by GGRP.