2Sustain

Consumers are increasingly concerned about the environmental impact and fair trade credentials of the jewelry they buy. But, how are jewelers responding to these concerns? Are they stepping up their sustainability efforts and renewing their commitment to responsible, ethical sourcing? Or, are they simply “suggesting” that they’re doing so in their ad campaigns?

According to an article published yesterday at National Jeweler, much of what we’re now seeing in jewelry ads is nothing more than greenwashing –and it could be illegal.

In “Are your ‘green,’’fair-trade’ jewelry ads legal?” Suzan Flamm, Esq., assistant general counsel of the Jewelers Vigilance Committee, points out that sustainability claims are illegal unless advertisers have a reasonable basis for making them.

From the article: (more…)

Results of a new study confirm findings I reported to you last summer: There’s a disconnect between a brand’s actual sustainability performance and consumers’ perceptions of its sustainability performance.

The new research –conducted by Change, a Vancouver consultancy focusing on green brand innovation, Angus Reid Public Opinion and the nonprofit Climate Counts –is reported in MapChange 2010, a brand investigation of nearly 100 top North American  companies, spanning 10 product and service sectors. (Note: Change is being acquired by Maddock Douglas, a Chicago innovation agency.)

Here’s an example of the kind of disconnect I’m talking about. In the report, commercial shippers UPS and DHL score about equally well in green performance, based on Climate Counts criteria. However, when it comes to consumer perception of the two brands, UPS is the clear winner, scoring almost five times higher than DHL. (more…)

I’m finding it increasingly difficult to sort fact from fiction when it comes to sustainable seafood.

For years now, researchers have been warning about the collapse of our marine ecosystems, and we’ve all seen the reports about the fisheries practices and failed management systems that have significantly depleted global fish populations. By some estimates, we’ve already pushed as much as 75% of the world’s fisheries beyond the limits of sustainability.

So, now a variety of ecolabels and sustainability certification programs have cropped up to help both consumers and seafood companies make purchasing decisions based on ‘green’ criteria. But, what exactly makes a credible and practical seafood ecolabel? Since there is no universally accepted label or certification program, how can buyers be confident in their choices? (more…)

“Green” is becoming increasingly mainstream among marketers, but is that merely a passing fad in response to customer demands?

The answer may surprise you.  A new market study from Environmental Leader and MediaBuyerPlanner suggests that companies are engaging in green marketing because it’s valuable and often more effective than traditional marketing strategies.

The study, “Green Marketing: What Works; What Doesn’t,” includes several intriguing key findings, including: (more…)

Corporate sustainability leaders realize that sustainability initiatives have significant strategic value, but most also feel that measurement for these initiatives are lacking, according to new research co-sponsored by Crowe Horwath LLP, one of the largest public accounting and consulting firms in the U.S., and the Center for Business Excellence (CBE) at Miami University’s Farmer School of Business.

The survey polled 178 sustainability leaders and found that: (more…)