TRENDS 2007

Greening Your Brand

Value generation stems from shared values. The demands of investors and, increasingly, consumers are informed by the availability of information on your products, services, and operations and how you communicate your values to the market. Green brands inspire devotion because they stand for something. Known and respected for their values, choices, and actions, companies such as Aveda, The Body Shop, Toyota, Whole Foods, Patagonia, and Starbucks represent authenticity, commitment, and alternatives to business as usual. Consumers make choices based on the decisions you make as a marketer. The environmentally conscious brand comes to life in your packaging, ingredients, events, programs, paper choices, use of technology, messaging, and vision, just to name a few. All of these business decisions should include consideration of the fully costed environmental impact of those decisions. Sustainability brand attributes should be positive, fun, and engaging but based on a convenient truth. In other words, you can't fake it. Word of mouth travels fast in these times.
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—James Hanusa, Manager, Business Development