Comment by Peter Truesdale for August/September CCB 119
“Congress shall make no law …abridging the freedom of speech…” just as well as Kenneth Cole seems pretty well intent to use freedom of speech for marketing purposes.
Kenneth Cole has launched http://www.wheredoyoustand.com/ . Am I alone in finding this site corny? (Ooops! No imputation of the quality of Mr Cole’s shoes intended).
On one side of the home page is What you stand in, where one can purchase Mountain Bike boots at $198. Here http://twitter.com/#!/heequeenTing asks the profound question: “How can you look so good just with white shirt & black pants?”
On the other side is What you stand for covering Guns, Pro-Choice, Gay Rights and War. Polling the average Wal-Mart shopper in Little Rock would presumably yield the result Yes, No, No, Yes. The correct answer is, of course, No, Yes, Yes, No.
Having viewed the content Chad Wilsted of Norfolk, Virginia tells us: “This site is so beyond liberally biased its amazing”. Wake up and smell the latte, Chad! Mr Cole is not marketing to hicksville-types like you but to cool, laid-back metrosexuals.
Whether that is an elevating use of the constitutional right to free speech is debatable.
On this side of the Atlantic, EDF rocks us with the news that Britain has slipped to eighth equal in the annual pan-European Low Energy Alternative Future Index. The what?
On closer examination it turns out that we share this ranking with the eco-conscious Swiss. New top of the league is Turkey. (Not hitherto recognised as the Man United of eco-anything.) Apparently Turkey’s leap to first place is “due to a rise in awareness of climate change, with the proportion of those concerned about it rising from half (48%) to three-quarters (75%) and only 8% doubting its existence”.
One is reminded of what the sailors said to the whale when they threw Jonah into the sea: “Swallow that and you’ll swallow anything”.
‘Best Global Green Brands’ ranking released
Toyota, 3M and Siemens top Interbrand’s new report which assesses brands by consumer perception of green activities and demonstration of environmental performance. Consumers in the ten largest markets including, US, Japan, China and the UK, were asked how green considerations impact their purchasing decisions and their overall understanding of the brand’s green activities. The report found that the automotive and electronics industry are doing better at communicating their sustainable practices to the consumer. Brands such as Nokia, L’Oreal and HSBC scored lower on public perception, suggesting they need to improve their efforts to communicate their sustainable initiatives with their consumers. McDonald’s, GE, and Coca-Cola, however, all scored significantly higher in perception than performance. This suggests that these brands enjoy the positive impact of being well known, with green perception matching general perception overall.
Nestlé has launched the world’s first free, mobile application for iPhone and Android devices to help people recycle waste packaging correctly. The 123Recycle application – currently only available in Singapore – scans a product’s barcode to provide information on how to sort and dispose of the different parts of its packaging. When used with a Nestlé product, the app gives exact instructions on how to sort and dispose of each part of its packaging. For non-Nestlé products, it offers generic recycling instructions about specific packaging materials. The app currently covers 99% of Nestlé products sold in Singapore and discussions are underway regarding the launch of a second version of 123Recycle that will include an interactive map of recycling points. 123Recycle could potentially be launched in any other country or large city around the world with a strong waste management policy and colour-coded recycling bins.
UK less concerned about climate change says survey
Britain has dropped from sixth to joint eighth place in second annual Low Energy Alternative Future (LEAF) Index. The study, commissioned by EDF Energy, the first sustainability partner of London 2012, asked 5,511 respondents across Europe for their views on sustainability and low energy living. The data was analysed and countries were ranked on their positive attitudes to sustainability issues. Turkey has climbed from third place to head the index with 75% of those surveyed expressing concern about climate change. All countries showed improvements from last year and Britons have shown a willingness to take action against climate change. 89% of UK survey respondents said they are willing to make changes to save energy in their daily lives if given the right incentives.
Sainsbury’s has sold 46 extra tonnes of alternative fish varieties such as coley, pouting, rainbow trout, hake and megrim following the launch of its Switch the Fish campaign. On June 17, in a UK first, Sainsbury shoppers asking for one of the ‘Big 5’ species were offered a free alternative from its fish counters. As part of the campaign, the Switch the Fish van which visited cities and stores up and down the country encouraging thousands of members of the public to sample alternative species and learn more about sustainable fish sourcing. Justin King, Sainsbury’s CEO said: “When customers are offered choice on the issue of sustainability, they are willing to try alternatives. Retailers play a vital role in helping consumers make sustainable choices and I am proud that Sainsbury’s continues to lead the industry in this way.”
Nissan Motor Co., Ltd has launched a game-style promotion website, ‘The Planet Zero’, as part of its approach for realizing a zero-emissions society. The website is focused around high school and college students and set in a future zero-emissions world. It features characters that look like solar and wind power generation systems and is designed to make users enjoy learning about the zero-emissions society Nissan aims to bring about. Nissan will provide these websites to its zero-emissions partner cities and organisations to help promote its zero-emissions vision.
Electric vehicles meet our needs according to new trial
Europe’s largest trial of low carbon vehicles undertaken by the Technology Strategy Board has found that the switch to low carbon vehicles is less challenging than previously thought. 340 low carbon vehicles from various ranges were trialled across the UK by real users making everyday journeys. The results found that most participants had adapted to the vehicles after only one week, 83% of participants said they met their daily needs and 95% reported that the electric vehicles were no more difficult to use than ordinary cars. It is hoped the findings from this report will help inform research and development in the low carbon vehicle market.
In September, Kenneth Cole will launch a new, interactive digital platform “WHERE DO YOU STAND?” sparking a dialogue about important social issues, and encouraging individuals to get involved. The platform, which is the start of a larger ongoing initiative, will function as a virtual community hub for discussion and debate, and will launch with four of today’s important social issues: marriage equality, gun control, a woman’s right to choose, and war.
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