Moving targets

I plod along trying to market RE:tie.

Every so often something resonates.

Forget the Treehuggers: Five Ways to Attract the Less Stereotypical Green Consumer | Fast Company

Especially this bit:

'they’re just as concerned with practical values like price, quality and convenience as they are with do-gooder values like local, organic and fair trade'

Plus, quite a lot else, frankly...

'Making a product that’s good for our planet is nice, but it’s not enough'

'More and more, New Consumers are asking, "What’s in it for we?"

'The DIY mindset has become a way of life for many New Consumers'

'The psychological shift from all-out consumerism to a simpler, more self-sufficient life also presents an opportunity to tap into the exploding "access economy."

I have chipped in:

"More and more, New Consumers are asking, "What’s in it for we?" '

And why not? Too much in green is predicated on rather nebulous notions of what's 'good', and losing sight of for whom.

Reduction is probably best, planetary speaking, but kind of tricky to make a profit from in consumables. Recycling is OK, but many tend to forget who is being asked to do what and for whose benefit.

Inbetween lies reuse, somewhat of a lonely place too often, especially in marketing innovation.

It needn't be.

It is possible to do the job, add value, and save the planet. You may not even need to get rid of stuff or make new things... just need to think laterally.

http://www.retie.co.uk

Blimey, who does a guy have to sleep with these days to cop a break?

Many will know of our RE:tie concept.

Some may be aware that not only does it confer some advantages eco-wise to the packaging diaspora, the public is on board and we can prove it. Big time.

Many in the industry are aware of this.

Many public bodies, quangos and professional bodies, often flush with green funds to throw about, are aware of it.

Even a few media are, though I do need to get my act together on more PR pronto.

But the old eyebrow does crank when such as this comes out:

http://www.packagingnews.co.uk/news/wrap-report-calls-for-lighter-tint-caps-to-boost-milk-bottle-recycling

Just how much more, more quickly, could I get a genuine, public-pleasing, actual green concept to market, if blessed with new Wrap-sponsored research? Like some others, more blessed.

http://www.wrap.org.uk/downloads/Milk_Bottle_R_D_Final_Report1.26ade849.10344.pdf

According to Plan?

Suitably 'inspired', I go off message...

Hey, what's the worst that could happen? They've ignored all my efforts at trying to engage thus far.

Marks & Spencer describes its journey from corporate social responsibility to sustainability

I'd like to think many brands/retailers are committing to environmentally sound initiatives and practices for more than pure bottom line as opposed to more laudable triple bottom line reasons. But the realities are few and far between.

Sadly, from personal experience, I have found too many managers (at least at mid, gatekeeper level) exist solely on what makes a margin. The talk from on high may be there, but the walkers lower down ain't hearing... or, frankly, being encouraged much.

And the retail world especially seems to make the Russian military look like a Woodstock reunion: the climate of fear at every level is palpable, from worrying about what might not make money to wondering if they guy above will get miffed at not having had a good idea.

The odd thing is that it IS possible to make green not just for the planet, but also your consumers AND yourselves.

Just stop thinking like buzz-word marketers and start empathising as human beings with shared values.

Marks & Spencer creates 'virtual patchwork quilt' for Copenhagen Climate Summit drive - Looking for tangibles... finding few. I imagine the presentation of the patch will attract a fair bit of PR come the day, mind.

Tricky question, I know

Can 400 Green Labels Do Anything But Confuse The World's Consumers?

Anyone would think these things were there to help informed choice, lead to better enviROI behaviours, etc.

And were nothing to do with box-ticking, target-meeting, jobsworth-creating, greenwashing, ace-tasting, motivating, lip-smacking...

One can but hope...

Will We Be Green in 2009?

Some interesting, and encouraging (I was about to shut up shop) signs for genuine green initiatives as far as the consumer is concerned.

Quite a lot bears out what we've been banging on about anyway.

Or... we could end up with a multimillion £ recycling campaign when they have nowhere to put what they've got already, and a bunch more 'our CEO drives a 7litre hydrogen-powered limo', like that has any end-benefit value or relevance to the poor consumer trudging the aisles.

What do you reckon?

There is a free report available.

Good start...

... but, very little, if anything, that represents an end-benefit to the consumer.

Supermarkets come in from cold as part of low carbon revolution

OK, this is no longer funny...

... well, of course it is, really. Hilarious frankly. But I still have this sneaking suspicion that Dilbert is using this blog for ideas.

Rewind, review and really enjoy.

ps: some of my best friends are... will be Directors of Green, I hope:)

What the guys who sell you stuff think...

Will consumers pay more to buy green?

So... who can think of a way to go green without asking anyoen to pay more?

Anyone?

Thrift usurps green at top of the new consumer agenda

Basking in a green glow

I was going to let it wash over me, but seeing a global PR campaign at work can be a scary thing.

IKEA to Sell Solar Panels, "Smart" Meters

This has to be the nth article on the topic I have seen today, from Sydney to Seattle.

Now, on balance, fair enough. However this also comes on the day I am reminded about the last home eco outing that has proven 'interesting', namely wind turbines.

So my envIROI meter is twitching again.

I just hope the company, and those who will buy from it, have and/or will do their homework very carefully before leaping.

I have but scratched the surface on the solar industry and its potential to me as a consumer, but one thing I already know is the first few 'toys' I bought were a variety of panel that are good for a few yeast tops. Not so good for pocket of planet.

Worth bearing in mind as you wheel your trolley down the aisle and see a tantalising display that might not work out as well as you bargained. It has happened before, and I was one who almost made a rash decision in a B&Q with a windmill that looked so shiny and worthy.

Not saying it might not bring affordable options to the masses and be done right, but just be aware.

ps: Smart meters are OK, I guess, but I haven't looked at ours in an age. What I do use, a lot, is the wireless standby remote.

We are not alone

The Junkk notion on the causes and hence value of surveys gets expressed a lot.

As we can't think of a better way to express our views than these guys, we won't:

Greenbang - Survey: environment is simply a marketing tool

Nice to be in good company, mind