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Green trends + sources

As most of us are now only too aware, environmentalism and the broader issue of sustainability are becoming more important trends impacting the very nature of how businesses operate. IBM's latest Global CEO study finds that of the main issues creating change, environmental issues have gained prominence over the past two years, but they still rank well below market factors, globalisation, people skills and technological challenges.

Whilst many companies develop standalone green policies or use green elements in their marketing, moving forward the real challenge is to put environmental concerns at the heart of all business processes and decisions, to create a sustainable framework right across the value chain. Consumers are demanding this from their brands. Research by Havas Media, finds that consumers expect brands to help solve climate change. To quote from this article

"Consumers are becoming increasingly aware of who is credibly making changes and who is not, despite green stereotypes associated with different sectors. The result: green marketing strategies and good environmental practices are no longer a “nice to have” for brands, but increasingly a “must have” in terms of not only maintaining brand image but also in maintaining market share."

Global brands across multiple industries have been making considerable noise of late about their commitment to sustainable causes of late. Coca-Cola rolled out a series of films featuring ‘green’ Olympians at the Beijing games, as part of a series of changes it is making - including its own US recycling plant for all cans and PET bottles. Microsoft’s ‘Get Green, Stay Green marketing’ program was launched back in May 2008, although with mixed reviews. Sony Electronics has been focusing on sustainability with an e-recycling program, working with Waste Management Recycle America. It has 155 electronic recycling points in the US and is to hold an event in Boston that will invite consumers to recycle their unwanted electronic products, with the first 2,000 people receiving a gift in return. The initiative is to be supported with recycled ads used back in the 1970s.

Meanwhile, the range of ‘green’ brands is expanding, offline and online. Trendwatching does a great wrap on some of the latest brands to hit the shelves. The new search engine Forestle caught our eye, with its pledge to save rainforests with each search, but it now appears to have lost its relationship with Google.   

Digging deeper into ‘green marketing’, we found a wealth of thought leaders, blogs and media, which may prove useful to some marketers out there. This list is by no means exhaustive, just some interesting links we found:

The Green Biz Blog at Businessweek is a good starting point

La Maguerite – an environment blog with a section on green marketing

Future lab has a good article around green marketing, with some useful examples from the auto and energy sector.

Environmental leader looks at the green initiatives from US corporations

ecoAmerica reviews a lot of the major and regional press on this subject

Promo Magazine has a pretty good green section looking at all elements from branding, advertising through to implications in terms of direct mail and fulfilment.

We shall endeavour to build on this over time.

Eco-friendly fashion

Oxfam has recently opened its first fashion boutique in London, capitalising on the trend toward vintage clothing and sustainable fashion in one fail swoop. With the support of former Top Shop director Jane Shepherdson and students from the London School of Fashion, the collection spans ‘Loved for Longer’ donated fashion, Fair Trade, organic, recycled and restyled clothes and accessories.

Sustainable fashion is now very much in vogue (excuse the pun) with all the main magazines leading articles on the subject. Larger retailers are becoming more keen to bring in new product lines that offer organic, fair trade, or other eco-innovative elements. According to Drapers, the first masters degree in ethical fashion has just landed on British shores.

'Make your mark in fashion' recently challenged 14-30 year olds to form a team and create a new range, to complement and enhance an established sustainable fashion label. The three finalists will be showcasing their collections in an exclusive catwalk show during London Fashion Week in September 2008.

If you want to read up on the issue of sustainability in product development, Trendwatching looks at the influence of the green mega trend in their latest briefing 'eco-iconic', with some great brand examples. Or try PSFK or the 'make your mark in fashion' link above.

A bit about travel

The British government recently announced it will be injecting some much needed capital into our local seasides. As part of its Seaside Change Initiative, some £45 million will be ploughed into so-called "faded" English seaside resorts over the next three years. From an environmental standpoint this is good news. There is definitely a need to encourage people to stay in the UK and reduce their airline carbon footprint. Research by VisitBritain, shows that consumers are increasingly choosing to take more short breaks, but going abroad remains a far popular choice.

In 2007, domestic trips taken purely for holiday purposes grew by 1% in volume and +5% in value, according to Visit Britain, but outbound tourism is outpacing this. In Europe, British consumers continue to be drawn by no-frills arlines giving them access to more routes at low prices, while the $ is currently a major pull to US shores.

New research by Halifax Travel Insurance found that short breaks to far-flung destinations are actually on the rise. A total of one-in-ten Brits are planning a so-called 'breakneck break' this year, flying at least seven hours for a holiday lasting less than a week. The number of such trips to the US increased 35% in 2007 according to the survey.

As the green movement evolves and sustainable tourism becomes more important, it will be interesting to see how many consumers will be willing to forfeit their overseas holidays to stay in the UK. Holidays are now much more of necessity for many consumers and with time a precious commodity, consumers what to make the most of their leisure time. The ever increasing range of cheap overseas options is bound to remain a major pull.

Some qualitative research by England Marketing in Spring 2007 revealed that sustainable tourism in the UK was still in its infancy. It found that being "responsible" is perceived by consumers as somewhat of an effort and luxury, although consumers believe it will become more a necessity over time.

Sources: Travelmole, VisitBritain, International Passenger Survey