Posted by Barry Silverstein on May 2, 2012 05:04 PM
When we profiled the Kashi brand in 2010, it was a company emerging as a leader in the natural and organic food category. While it started out making cereals, after being acquired in 2000 by the cereal giant Kellogg, Kashi embarked on an aggressive expansion plan to expand its brand to snack bars, crackers, cookies, waffles, pizza, and frozen entrees.
Kashi has continued to bask in the positive light of natural and organic goodness, fueled by the 9.5 percent growth of the U.S. organic industry in 2011 to a cool $31.5 billion in sales, according to the Organic Trade Association. Arguably, Kashi has been a natural and organic foods darling — an example of a brand that stayed true to its core — and certainly not one expected to be connected with controversy. Until recently.Continue reading...
Posted by Shirley Brady on April 7, 2011 10:00 AM
As reported by Mumbrella, Greenpeace Australia is accusing ANZ bank of so-called greenwashing. The charge: "ANZ spends millions of dollars creating a green image. Yet it's the biggest financer of polluting coal power in Australia. We're calling on the big bank to rule out financing new coal power stations - which, if built, will lock us into decades of pollution. Instead, ANZ should lead the way to a clean energy future.TAKE ACTION!"
Posted by Sheila Shayon on October 27, 2010 12:45 PM
According to the latest study by TerraChoice, the vast majority of brands — 95% of consumer products surveyed by the environmental marketing firm — commit some form of “greenwashing.”
Defined as unproven environmental claims, the firm's 2010 Sins of Greenwashing report cited unsubstantiated claims of being BPA- and phthalates-free, critical factors to consumers choosing baby and toy products. Overall, the most common examples of ‘outright fibbing’ are bogus claims of compliance with the U.S. federal government's Energy Star program.
The third such study by TerraChoice assessed 5,000 consumer products from 34 stores in the U.S. and Canada. Of the resulting 12,061 "green" claims, in addition to the Energy Star fudging, the survey found (per the Wall Street Journal's report on the study), “vague or poorly defined marketing language, such as 'all-natural,' and the use of fake labels designed to imply a product has third-party certification or endorsement of its claims.”Continue reading...
Posted by Sara Zucker on December 4, 2009 08:21 AM
As December temperatures hit the '60s in the eastern US this week, consumers got a global warming reminder. Automakers working to make the planet greener are now joined by Lexus, the latest to jump on the hybrid bandwagon.
All sorts of ironic? The company recently revamped their classic RX SUV and is setting its sights high with the new HS 250h fuel-efficient gas-electric hybrid luxury car: its main competition is a Benz.Continue reading...
Posted by Dale Buss on November 17, 2009 06:43 PM
It’s hard to argue with Hyundai’s recent track record. It defied a depressed U.S. auto market to advertise in a Super Bowl last February that most auto makers had abandoned. And then its ground-breaking “Assurance” program – picking up car payments for buyers who subsequently lost their jobs – launched Hyundai on a spectacular arc through 2009 that saw it actually increase sales by 4% for the year-to-date through October.
But now comes the hard part: leveraging these accomplishments for the Hyundai brand into longer-term success in the U.S. Hyundai has always aspired to be the Korean version of Toyota, and now is its best opportunity to kick that can down the road a bit.
In this pursuit, Hyundai has decided to do one very expensive, but probably very smart thing: up its presence in the Super Bowl. While U.S. auto sales are expected to be anemic for months to come, Hyundai has committed to purchasing five spots in the next Super Bowl, February 7 – as well as an Academy Awards presence that used to be the strict purview of only the biggest automakers.
Unfortunately, there might be a problem with what Hyundai actually wants to do with its Super Bowl advertising time. Instead of coming up with the next iconoclastic big wrinkle that consumers might actually care about, such as “Assurance,” Hyundai apparently plans to waste its $10-to-$15-million investment in Super Bowl TV advertising on “greenwashing” itself – yes, like every other auto maker.Continue reading...
Posted by Stephanie Startz on November 9, 2009 09:53 AM
Tiptoe through the tulips with Toyota?
The automaker is increasing the “green” profile of its Prius operations (which, as you read here last week, is slated for possible spinoff into a sub-branded "family of vehicles") through environmentally conscious production plants, setting in place a slew of carbon offsets in an effort to disquiet critics over the Prius’ allegedly limited fuel standards.
Toyota has even created two flower species, derived from the cherry sage plant and the gardenia, planted outside the company’s Toyota City, Japan plant in an effort to absorb harmful gases, create water vapor, reduce surface temperature and lower the plant's energy usage, offsetting its overall CO2 emissions.Continue reading...
Posted by Anthony Zumpano on October 2, 2009 05:07 PM
The hue of Tiffany's signature blue boxes may verge slightly toward green. But who would have expected the jewelry giant to lead a green revolt against one of its own potential suppliers?
Four luxury companies, including a pair of class-ring manufacturers, have joined some of America’s top jewelry brands in boycotting the use of any gold extracted from Pebble Mine, a mineral exploration project in Alaska that critics say will disrupt the world's most productive salmon fishery. Tiffany & Co. is leading the list of brands representing nearly $4 billion in annual sales.Continue reading...
Posted by Stephanie Startz on September 30, 2009 06:18 PM
Using the Clinton Global Initiative as their platform, Procter & Gamble unveiled its new "Future Friendly" campaign, a multi-brand initiative to educate and encourage consumers to make sustainable choices. P&G marked the occasion with the introduction of a new, "green" Pampers brand diaper, and pledged to provide four billion liters of clean drinking water throughout the developing world through the Children's Safe Drinking Water program. (P&G won a 2005 "green" award for their water purification system.)
Modeled after successful efforts in the UK and Canada, the P&G campaign contends for market share against recent "green" products from Arm & Hammer, SC Johnson, Kimberly-Clark and Clorox. Procter & Gamble differentiates itself by claiming their existing products use less waste, energy and packaging, and by directing the campaign towards mainstream consumers who prefer to remain with trusted brands, yet desire a sustainable product.Continue reading...