14 Jun '11, 9am

Why Sustainability Needs a Makeover

Why Sustainability Needs a Makeover

Half of Americans think green products are targeted to rich elitist snobs or crunchy hippies. These are not particularly appealing archetypes, especially for something that needs a critical mass. If we want sustainability to reach the mainstream, we need to stop with the niche marketing. As OgilvyEarth’s Freya Williams says, we need to be Bud Light, not Stella Artois. A return to Marketing 101, with a goal of mass appeal, would rely on the fact that humans have a herd mentality and the majority of us just want to fit in. OPower embraces this and influences people to reduce their energy use by comparing them to their neighbors.

Full article: http://www.triplepundit.com/2011/06/sustainability-makeover/

Tweets

6 Types of Sustainability Software that Meet Any Company's Needs

6 Types of Sustainability Software that Meet An...

greenbiz.com 15 Jun '11, 12pm

It's been clear for some time that sustainability is moving from the periphery toward the center of many companies' strate...

The World Needs New Sustainability Leaders

The World Needs New Sustainability Leaders

greenbiz.com 08 Jun '11, 4pm

In light of the major changes needed in business and society to create a more sustainable world, Business for Social Respo...

How to Move From “Bolt-On” to Embedded Sustainability

How to Move From “Bolt-On” to Embedded Sustaina...

triplepundit.com 13 Jun '11, 9am

Embedded Sustainability: The Next Big Competitive Advantage (along with Nadya Zhexembayeva), shared a few examples of comp...

Executing Your Sustainability Strategy: Three C...

environmentalleader.com 15 Jun '11, 3pm

Of course one might argue that this phenomenon is unique to UPS. “Not so,” says Cathy Edens, VP of Client Services with Pa...

Framing the Food Sustainability Challenge

environmentalleader.com 14 Jun '11, 2pm

The consumption-side efficiencies involve finding ways to meet nutritional, taste and aesthetic needs at the lowest possib...

New Definitions of Value via @SustAbility @Mark...

sustainability.com 12 Jun '11, 3am

First, less will be more . It is certain that more and more sustainable value will come from doing or using less. You’ve h...

7 Sustainability Trends Every CFO Needs to Know

7 Sustainability Trends Every CFO Needs to Know

greenbiz.com 08 Jun '11, 5pm

Chief Financial Officers are already involved in many aspects of sustainability. Numerous functional teams that work on pa...

Sustainability Leader Timberland Acquired for $...

sustainablebusiness.com 14 Jun '11, 3pm

VF Corporation (NYSE: VFC), parent company of the Wrangler brand, is buying outdoor apparel company Timberland (NYSE: TBL)...

Global Initiative Aims for Standardized Sustain...

sustainablebusiness.com 13 Jun '11, 4pm

For more than a decade, sustainability ratings have measured the social equity and environmental stewardship of companies ...

What Does Timberland's $2B Sale Mean for Apparel's Sustainability?

What Does Timberland's $2B Sale Mean for Appare...

greenbiz.com 13 Jun '11, 11pm

VF Corporation's $2 billion purchase of Timberland has the potential to put the resources of a major conglomerate behind T...

New Standards To Verify Sustainability of Comme...

sustainablebusiness.com 15 Jun '11, 1pm

A new set of standards aims to improve the sustainability of fabrics used to make commercial furnishings in the US. Develo...

Wink: More on Sustainability in Marketing

environmentalleader.com 27 Jun '11, 2pm

But think of this as a thought-exercise in hyper-progressive branding. If the trend of “authenticity” in branding is to be...

Kimberly-Clark and sustainability

Kimberly-Clark and sustainability

mnn.com 22 Jun '11, 6pm

It's definitely not easy for a multi-billion-dollar paper company to go green. Kimberly-Clark and sustainability may seem ...

Which part of Detroit really needs to be ‘right-sized’?

Which part of Detroit really needs to be ‘right...

grist.org 09 Jun '11, 8pm

Photo: Trey Campbell Cross-posted from the Natural Resources Defense Council . At the bottom of this post are two short vi...

Green Builder Media partners with @BoralRoofing...

greenbuildermag.com 17 Jun '11, 8pm

Some people are born knowing what they want to be. Ron Jones is definitely one of them. It takes a certain confidence to p...