Comments on: How Green Is Your Company? Consumers Want To Know!

By: Wyatt

Wyatt — Thu, 02 Oct 2008 20:15:33 +0000

Check out http://www.climatecounts.org for a “report card” of some popular companies.

By: Miguel

Miguel — Fri, 12 Sep 2008 21:08:03 +0000

It is great that consumers are becoming more interested in learning about companies’ efforts to operate more sustainably. Consumers’ interests are placing pressure on businesses to improve their operations and produce eco-friendly products. It was great to see the recent development made by HP to successfully deliver sustainable packaging that remains true to the brand and product. At Schawk, a big part of our business is packaging, and we’re working with several top brands to make sure they are developing the kind of sustainable packaging that goes hand-in-hand with their sustainable products.

Schawk has found that package design is an increasingly critical factor in delivering a successful brand — with more than 70% of purchase decisions made today being made in-store. Package design influences the relationship a consumer has with a brand — but it’s just one aspect of it. Unless a brand can deliver a compelling and consistent brand experience across all touchpoints — not just the packaging — for a consumer, there is a good chance the brand will be less successful. If a company can integrate strategic, creative and operational excellence to deliver consistent and compelling brand experiences across mediums and geographic locations, it has achieved integrated brand point management.

Schawk has created a new online community to facilitate discussion around the issues and ideas that lead to having quality brands that resonate with consumers. The community is free for anyone to join, but registration is required. To check it out, please visit http://www.brandsquare.com.

Anyone have any thoughts about other brands — besides HP — that are particularly interesting in how they think about sustainability?

By: Jennifer Kaplan

Jennifer Kaplan — Fri, 12 Sep 2008 18:44:47 +0000

Adrian, I totally agree. Accurate, transparent and detailed information is completely necessary in a company’s communications strategy. To do otherwise will lead to consumer doubt and erode their confidence. Thanks for weighing in.

By: Adrian Desbarats

Adrian Desbarats — Fri, 12 Sep 2008 17:57:50 +0000

As a consumer, there is nothing I find more suspect then a one paragraph blurb from a corporation’s web site stating that we “do everything we can to be good stewards of the earth.” What exactly does that mean? What exactly are they doing? There needs to be much greater clarity and far more detail and eventually, individuals will demand it.

As a new business owener, our environmental came first, company development second and we have gone even further by submitting ourselves to a GHG audit (green house gas) by a third party to determine where we stand right now as compared to our industry peers. After all, any company that strives to minimze their environmental impact must have a baseline to go by as a means of gauging their progress.

Feel free to check us out at http://www.fashionandearth.com