Eco-Mania
Six Marketers Top Ad Age's List of Green Winners
During a time of $3.70-a-gallon gas, what would possess a carmaker to roll out a new $100,000-plus V-8? Call it eco-savvy, a trait that's turning into sound eco-nomics. And that creates the need to put the Advertising Age microscope on eco-marketers.
A World Gone Green
Environmental Awareness Has Not Only Tipped in the Media -- It's Hit Corporate Boardrooms as Well
NEW YORK (AdAge.com) -- Years from now, 2006 will be remembered as the year environmentalism -- and all things green -- pushed into the mainstream. The aftermath of Hurricane Katrina brought the perils of climate change home; the scientific consensus on global warming grew more definite; President Bush warned of our harrowing addiction to fossil fuels; and his former foil, Al Gore, hauled in an Oscar for his environmental exposé, "An Inconvenient Truth." The media, of course, took note.
Green Past Doesn't Satisfy HP
Tech Giant Has Had Recycling Program Since '80s but Strengthens Its 'Healthy Planet' Vision
YORK, Pa. (AdAge.com) -- Before the end of the year, Hewlett-Packard Co. will have recycled more than 1 billion pounds of electronic waste. In 2006 alone, the company recycled enough computer and printer equipment to equal 600 jumbo jets. But it's still not enough for the tech giant.
Toyota Turns a Niche Into Anti-Waste Zealotry
Automaker Extends Approach to Energy Use, Recycling, Event Marketing (Including Tree Planting)
DETROIT (AdAge.com) -- Toyota Motor Sales USA wasn't the first automaker in the U.S. with a hybrid car, but the automaker has driven the farthest in building its eco-friendly equity since introducing the Prius in 2000. Now, when Americans think of hybrids, they think of Toyota; the company has a 75% share of the segment.
Aspen Offers Stark Look at Snowless Slopes
Campaign Hits Tony Skiing Types Hard as Resort Operator Pushes Renewable Energy
NEW YORK (AdAge.com) -- Aspen Skiing Co. kicked off its ski season last year with an alarming print campaign depicting the Colorado snow paradise melting into a blood-red desert if global warming continues unchecked. It was a scare tactic intended to jolt the skiers who make 1.4 million annual visits to the Aspen resort into taking action. And it galvanized a mostly wealthy market segment.
Ben & Jerry's: A Green Pioneer
Ice-Cream Maker Has Made the Environment a Priority; Now It's Looking to Up Ante With 'Lick Global Warming'
NEW YORK (AdAge.com) -- When Ben & Jerry's launched its "Lick Global Warming" campaign in 2002, it was not out of the blue sky. The social-mission motivated ice-cream purveyor made the environment a priority 15 years ago when it named Andrea Asch its first manager of natural resources, a position she still holds.
Timberland 'Walks the Walk'
Shoemaker Revamps Manufacturing Process, Increases Use of Sustainable Materials and Promotes Global Servapalooza Volunteering
COLUMBUS, Ohio (AdAge.com) -- "What kind of footprint will you leave?" is the way Timberland has been getting the dialogue going with consumers. On every shoebox of footwear the marketer sells in 30,000 retail stores worldwide, it discloses via a label modeled after the ubiquitous nutrition label on food the ecological footprint created by the manufacture and distribution of its products.
Frugal Urban Drivers Buy Into Flexcar Formula
Young Adults Have Better Ways to Spend as They Heed Ad Message of 'Saving Green in More Ways Than One'
NEW YORK (AdAge.com) -- Price the cost of car ownership lately? Even before you get to the guilt of adding carbon emissions to the atmosphere, car-sharing is proving to be an economical alternative for young drivers who have better ways to spend their money. Flexcar ads urge drivers to "join the transportation revolution."
British Marketers Grapple With Green
In Sync With the Kyoto Accord and the Carbon Trust, Advertisers and Government Try to Make Sense of the New Order
As the North Pole melts, doing nothing is not an option in Europe. With climate change a sacred cow, European politicians are decorating it with red tape. Each country has its own plan to meet EU targets, but joining the European Union Emissions Trading Scheme is mandatory. The ETS is Europe's most important effort to force companies to cap their greenhouse-gas emissions in line with their nations' Kyoto commitments. Britain has gone even further.
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