Acknowledging that since 1971, it has committed crimes in the name of environmental conservation, Greenpeace has unleashed its latest ad campaign. Some of the guilty are pictured in mug shots heralding their accomplishments. Via Adrants, see more images here.
Spotted this on ThreeMinds, Denver-based ad agency Sukle Advertising +Design created this campaign for water conservation in Denver. Clever, simple, mindful.
Brandchannel has an article featuring Dame Anita Roddick, 
the founder of The Body Shop, the now ubiquitous natural body products chain found in airports and on high streets around the world. Roddick speaks to the power of business, moreso than politics or religion to change the way people act.
According to the article, one of Roddick's biggest accomplishments is establishing 36 purchasing programs with impoverished farmers in 23 countries, including Brazil, Nicaragua, Zambia, Pakistan and India. Through them, the Body Shop buys herbs, nuts, almond oil, sesame seed oil and other ingredients for its moisturizers, creams and shampoos. In total, the company has business relationships with more than 5,000 families, but the economic spin-offs are felt by thousands more with schooling, training, HIV/AIDS awareness, health clinics and fresh water.
Within their own scale, Roddick calls upon businesses to use their power as activism, and to take creativity to the next level. At 64, still an activist, and in command of her choices, Roddick is an inspiration, who with her wealth and power as a creative social tool, continues to manifest real change in the world.
Consumer Perception is that Healthy Ingredients Equal Eco-Friendly; Green Logo Increases Environmental Feel
According to their website, a new study conducted by branding firm Landor Associates, shows that fifty-eight percent of the general population surveyed considers itself "Not Green Interested." These self-proclaimed "non-green" individuals do not care about environmentally friendly practices, including recycling, corporate social responsibility, or natural and/or organic ingredients.
The study, which was conducted among 510 males and females ages 18 and over, identifies that twenty-five percent of the respondents consider themselves "Green Interested," meaning that while this group is concerned about the environment, it is not active in its defense. The remaining seventeen percent surveyed are, in fact, "Green Motivated," meaning that they feel it's very important for a company to be Green. The Green Motivated individuals do base purchase decisions on whether or not a brand reflects Green behavior in its packaging, ingredients and corporate actions.
"While we clearly still have a ways to go on building awareness for Green issues among consumers, any company that embraces Green as part of its brand needs to do it holistically," said Allen Adamson, Managing Director, Landor, New York. "Green-friendly practices are becoming a priority; in order to truly differentiate your brand or company from the masses, not only must you be 'green,' it's important to offer innovative products and prove why your efforts at 'green' are more significant than your competitors."
The Landor study also revealed that while 2 out of 3 consumers can not name a brand they consider to be Green, there are differences between perception and reality on what companies are Green. To consumers, a Green brand uses technology that is environmentally friendly and uses natural and organic ingredients in its products. Brands placing emphasis on supporting environmentally responsible organizations or donating money to environmental causes, however, did not receive recognition as being "Green."
The results of the survey indicate that Whole Foods is the brand considered to be the "Greenest of the Green" among consumers. Fast food chain Subway, which place a strong emphasis on healthy and natural ingredients, made the top 10 list coming in as 9th as a "Green" brand winner. The study also found that brands with green logos and/or natural packaging, such as Origins, The Body Shop and Kiehls's, rose to the top in the green rankings.
In categories not typically synonymous with Green, such as Automotive and Petroleum, consumers did identify companies they consider more positively aligned with the environment. Toyota was favored over both BMW and GM as a more Green car brand, and BP was identified as more Green than Exxon.
Among the results, a few key trends stand out:
Consumers don't understand "Green" when it comes to companies & brands – Consumer may be interested in Green, but can't identify it. Sixty-six percent of the American population can not identify the steps a company can take to make itself more Green.
Does the packaging make the brand Green? Only fourteen percent of "Green Motivated" say producing environmentally safe products is what best describes a Green brand. The study also found brands with green logos and/or natural packaging (i.e. Origins, The Body Shop and Kiehl's) rose to the top in the green rankings.
Green Consumers will buy brands they do not consider Green – In the Fast Food category, the perception of not being Green does not prevent even the "Green Motivated" individuals from purchasing the products. Consumers will also buy in Automotive & Petroleum / Energy industries regardless of brands' "Non-Green" image.
With such a response to a major brander's survey, Root takes this as a tremendous opportunity for companies with a proven commitment to sustainability to capitalize on green brand identity. The moment is now, as less than half of the population understands what green can mean. When Subway becomes identified as a "green brand", there is a long way to go to creating an accurate identity of truly sustainable business. And when 58% of consumer just don't care, there is an extraordinary opportunity for brands to educate about more than themselves, truly creating opportunities for values to be spread, and brand love to be generated from the "right place".
Root Concepts is in production on a series of eight video segments for Traditional Medicinals. The segments will highlight TM's source stories, introducing their consumers and retail customers to the connections for their herbs around the world. The first of these stories will feature the breadnut of Guatemala.
