Branding for Good NEWS Issue 28

20 Apr 2011|Added Value

Welcome to Issue 28 of Branding for Good News, Added Value’s newsletter focused exclusively on sustainable marketing; the challenges, opportunities, our solutions and points of view.

The world’s sympathies are with Japan following the earthquake and tsunami. The ensuing Fukushima nuclear accident has re-ignited about its viability as an alternative energy source. Anti-nuclear protests have lined the streets of Germany, Italy, and Chicago, whilst a blog war continues to rage among most influential energy and sustainability writers.

The US Dept of Agriculture has approved a new label for bio-based products. BioPreferred label shows consumers if the product or its packaging is made from renewable materials. Hoover, DuPont and Seventh Generation are among the first brands to win the right to use the label. Walmart are one step closer to achieving their zero-waste goal by rolling out a new reduced waste program that hopes to cut landfill waste by 80% in 4,400 stores and distribution centers across the US. And Valvoline’s new brand NextGen contains 50% recycled oil. Using the same refining process used for crude oil refining, NextGen retains the same quality and performance as base oils made from virgin crude.

We could be one step closer to measuring the full economic impact of a brand on the ecosystem. Fitness apparel giant Puma have promised a new method of accounting, the Environmental Profit and Loss (EP&L) statement, which will take into account the brand’s economic impact on the environment, including water and air pollution. Puma’s parent company PPR Group, whose other brands include Gucci, Yves Saint Laurent and Stella McCartney, are also launching a “creative sustainability lab” to foster a new approach to product and business development. These two initiatives will cost 10 million Euros per annum, PPR said.  Unilever’s revamped laundry detergent Persil Small & Mighty promises ‘excellent’ results using 30 minute 30C wash; Marks and Spencer has launched the British high street’s first carbon-neutral bra; and the Co-operative Group is converting corridors of land called “Bee Roads” across the English countryside as part of its Plan Bee campaign.

The six “S’s” of Anti-Waste

96% of CEO’s surveyed by the United Nations* agree that sustainable development issues should be fully embedded into the strategy and operations of the company. And a plethora of sustainable commitments by brand owners like Unilever, Proctor & Gamble, SAB Miller, and Sky support this shift. But are consumers following ‘hand in hand’? A raft of statistics suggest that there is disparity between what consumers say versus what they do when it comes to being more sustainable. So how can brands help? By creating products and services that make it easy for consumers to change behaviour. Enter Added Value’s six “S’s” of anti-waste. Find out more…

Eco Innovations

How eco-fashion can still be designer; turning advertising into practical tableware; plant growing shoes; Best of Green Awards; and schools being made from plastic bottles. We bring you our pick of sustainable innovation making an impact around the world. Take a look…

Join Added Value’s webinar on Monday 23rd May 2011 at 16:00 (UK).


‘The Keys to Sustainable Innovation’ – Waste less, spare more.


Click here to reserve your place now



The webinar is complimentary and will be concluded with a live Q&A.


Presented by Leslie Pascaud, Director of Sustainable Marketing Practice.


 For more Branding for Good inspiration drop us a line at

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