2Sustain

Which brands do consumers think are the most sustainable?

For the second year in a row, Havas Media and MPG have tracked down the answer to that question, and their newly released report gives us intriguing insights into the challenges brands are facing in the current economic landscape.

For example, results from the 2010 “Brand Sustainable Futures” survey show a strong correlation between a brand’s ”meaningfulness” and its perceived sustainable performance. Does that mean, as the report suggests, that the more sustainable the brand is perceived to be, the more meaningful it becomes to consumers? Or is it the other way around –the more meaningful a brand, the greater the perception of sustainability?

Like so many other dimensions of consumer behavior, perceptions of sustainability are notoriously complex and often foggy. Complicating the issue even more, the survey also found that only a measly one third of brands are considered “meaningful” by consumers.

Here are a few additional findings that caught my eye: (more…)

Last week, The Home Depot announced new targets for lowering energy use in U.S. stores and reducing GHG emissions in its domestic supply chain.

Since 2004, The Home Depot has reduced its U.S. stores’ energy per square foot consumption by 16 percent, and now –after a series of rather straightforward operational programs including the upgrading of store HVAC systems, aligning of stocking hours more closely with store operating hours, use of CFL bulbs and a switch to T5 lighting –the company’s U.S. store energy usage stands at 21 kWh per square foot.

Remarkably, The Home Depot estimates that over the past six years it has saved 2.6 billion kWh of energy —which is enough energy to power 203,000 homes for one year.

But, the company doesn’t want to stop there. The Home Depot believes it can reach 20 kWh per square foot of energy usage by 2015. How? According to a press release, the stores will continue to gain operational and energy efficiencies through: (more…)

Last month, The Home Depot Foundation announced the launch of the Sustainable Cities Institute, a program designed to provide tools and resources to city leaders so that they can integrate sustainability principles into policies and practices.

Essentially, it’s a two-part initiative. (more…)