Jennifer Rice

Why Green Product Brands Fail

The Guardian recently published an excellent article on Why Green Brands are Failing to Capture Public Attention

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The power of brands to change the world, part 3

This is the last in a series of three posts exploring the role of brands in creating positive change. The previous post explored the first two Ps of creating world-changing brands, power and permission, and we’ll focus this post on the 2 remaining Ps, perception and portfolio. To start at the beginning, part 1 can be found here.

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Coherence: making the shift from silos to systems. The power of brands to change the world, part 2

Continuing from our previous post, let’s look at two P’s of world-changing brands: power and permission.


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The Power of Brands to Change the World, Part 1

While many of us live out our sheltered lives, the rest of our country and world remains trapped in destructive cycles: poverty, climate change, poor health, declining education, habitat destruction, toxic waste… the list goes on. Companies play a huge role in both the problems and the solutions; they’ve been making progress in CSR and sustainability, but it’s been largely through behind-the-scenes efforts to mitigate risk or reduce costs.

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Activating Sustainability at the Brand Level

What is sustainability at your company? A laundry list of generic social and environmental initiatives, or a powerful driver of brand goals?

Corporate sustainability can be much more than reducing carbon or water footprint. More than LEED and ISO-14001 certification. More than philanthropy and cause marketing… or reduced packaging… or a greener and more accountable supply chain.

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10 Strategies for Building a Credible Sustainable Brand

I recently conducted a webinar on 10 Strategies for Building a Credible Sustainable Brand in conjunction with Sustainable Life Media. While I'll never again agree to develop an hour's worth of new content with 1 week's notice (!), I appreciated the opportunity to pull together a fairly comprehensive set of strategies that help brands build credibility from the ground up and minimize the risk of greenwashing. The 10 strategies include:

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Sustainability: What Matters Most?

I’m a big fan of analogies; one of my favorites is equating customer relationships with personal, romantic relationships. If you ask a woman about the kind of guy she wants to marry, she might say, “handsome, rich, successful and exciting.” Fast-forward a few years and we see whom she actually marries: maybe a nice, average, middle-class bald guy who happens to be the best listener and makes her feel special. Perhaps these attributes that tipped the scale were ones that she didn’t anticipate or know how to value until she experienced them.

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Building the Business Case

Your company has been progressing nicely up the sustainability curve from compliance to cost savings. The next logical step is reputation and revenue generation, and it’s here that many sustainability pros hit a roadblock.

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Role of Retail in Sustainability

Recently I was in the market for a new laptop, so I headed over to Best Buy and a few other places to check out their selections. And of course since I’m in the business of sustainability, I was looking for a bit of education on “green” electronics: which manufacturers were leading and lagging in this area, and which PCs I should be considering for energy savings, recycled materials and recycling programs, and reduced or eliminated toxic material like PCBs?

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Creating Competitive Advantage through Sustainability

I just published a post on Triple Pundit that fleshes out the market-facing aspects of a model I’ve been working on with The FairRidge Group. Called the Sustainability Management Maturity Model (SM3), it’s a tool to help businesses assess their readiness to address business sustainability challenges and opportunities. The internal management components were outlined last month on Triple Pundit – Strategy, Organization, Process, Measurement and People – which all relate to an inside-out perspective of the business.

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