David Wigder

Offsetting Carbon in a Voluntary Market

by: David Wigder

An Interview with Adam Stein, VP of Marketing at TerraPass

 

Founded in 2003, the Chicago Climate Exchange (CCX) is the world’s first voluntary exchange for registering and trading emission allowances for gases that cause climate change.

 

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Climate Change in the UK Market - Part II: Consumer Tipping Point

by: David Wigder

Carbon Trust (CT) predicts that by 2010, the UK consumer market will have reached a tipping point: Purchase decisions will take into account climate change impact and how companies are actively addressing it. 

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Climate Change in the UK Market - Part I: “Brand Value at Risk”

by: David Wigder

The Carbon Trust, a UK government-funded think tank, makes the case that many companies’ brand value – a key component of the market value measuring intangible assets - is at risk from climate change.

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Turning Advertising Publishers Green

by: David Wigder

An Interview with Rachael Ostrom, Director, Consumer Marketing and Advertising, Aveda 

Since its founding in 1978, Aveda (an Estée Lauder Company) has been leading the personal care product industry toward a more sustainable future.

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Sustainable by Design

by: David Wigder

An Interview with Ian Yolles, VP of Marketing, Nau

What if you could build a company from the ground up, where every decision was based on the principles of sustainability? Nau is an emerging outdoor apparel company that is trying to do just that. In fact, even its corporate bylaws state that fiduciary responsibility to shareholders must be balanced by the needs of the environment.

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Carbon Neutral Leisure

by: David Wigder

Events such as the 2006 World Cup and Super Bowl XL, as well as leisure destinations such as ski resorts, are beginning to market themselves as “carbon neutral”. This implies that the equivalent carbon released is offset through planting trees, investing in renewable energy sources or similar.

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Green Brand Learnings

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Beliefs Influence Green Behavior: Lessons from Guatemala

by: David Wigder

It is well established that consumer beliefs influence purchasing behavior. For consumer products that support or reinforce underlying consumer beliefs, marketers should focus on activating favorable behavior.

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Eco-Destination Brands

by: David Wigder

"Your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors.” — from Small Business Encyclopedia, Entrepreneur.com

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Back to School at Wal-Mart

by: David Wigder

Wal-Mart is sending its employees back to school – all 1.3MM of them – to teach them “how to better take care of themselves and the environment”.

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