Califoregonian

Month: January, 2013

Life cycle of a jean

A professor turned me on to this site: The Life Cycle of a Jean

Brands are becoming more transparent with their production and manufacturing process, and here we have Levi’s version of that. They are telling you what each step of their process looks like in order to educate and increase awareness about environmental issues. There are seven steps- check them out.

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25 to inspire

Stumbled upon this article, 25 Advertising Campaigns That Inspire Social Good.

Nike‘s Bottle T-shirt. The jerseys were woven from yarn made from melting 13 million plastic water bottles. This was effort done was done by Nike to reduce pollution worldwide and to market themselves as a “clean” brand. The collection of water bottles gathered from Taiwan and Japan weighed close to 560,000 pounds.

– Ben & Jerry’s Hubby Hubby. In efforts to show their support for marriage equality, Ben & Jerry’s changed the name of their Chubby Hubby ice cream to Hubby Hubby for one month. This campaign featured copy saying, “Vermont is for lovers… & for lovers of marriage equality” for Vermont’s recently-passed same-sex marriage law.

– McDonald’s Fresh Salads billboards. The campaign features billboards with a garden constructed on the top in the greater Chicago area featuring 15 different types of lettuce that grew over a three week period to spell “Fresh Salads.” Great job Leo Burnett.

Many of these campaigns were not as light & cheery as the ones above. Some causes featured were falling asleep behind the wheel, date rape, the negative side effects of cigarette smoking, and more. They are all great campaigns, I highly suggest you check them out.

Green Brands in 60s + 70s

A History of Green Brands 1960s and 1970s- Doing the Groundwork. Fast Company. 

Today you can find an eco-friendly alternative in every category, but in the 1960s & 70s, you couldn’t. Today more and more products aimed at being more “environmentally friendly” are introduced every year.

An article written by Russ Meyer featured on Fast Company describes the 1960s as “The Awakening” for green brands and sustainability practices. The pesticide DDT was still on vegetables and lead was still in paint. Two books, Silent Spring and Unsafe at Any Speed, were said to be two books that ignited social and political change that was seen in the 1970s.

The 1970s, in the article, was referred to as “The Response” due  to the passing of three important acts: Safe Water Drinking Act, National Environmental Policy Act, Endangered Species Act. Natural products flourished and brands like Tom’s of Maine did exceptionally well due to their marketing of their phosphate-free laundry detergent. Brands like General Mills, Kellogg’s, Quaker Oats, and Grape Nuts were endorsing their products as healthy alternatives.

These two decades were said to be when the “seeds of consumer interest in sustainability was first sown.”

More on green brands: Best Global Green Brands, Interbrand. (Top 50)

Social media marketing

A professor of mine says that, “Social media marketing only sells itself.” It’s a thought I’ve been playing with inside my mind.

An interesting blog post related to this: Social Media Marketing- NORTH.com

The Greenwashing Index

The Greenwashing Index is a place online where you can view and rate ads carrying messages about the environment based on how offensive or authentic their messaging is. Greenwashing means the ad is misleading in regards to its environmental messaging. Greenwashing exaggerates the benefits or unsupported claims in support of the environment, in advertising and other persuasive communications. The term ‘greenwashing’ was coined by environmentalist Jay Westervelt. Put together by EnviroMedia + collaborators, The Greenwashing Index is an online conversation, not simply just a place to come and say this is ‘good’ and this is ‘bad.’