Comments on: What Does it Mean to Have a Sustainable Brand?

By: Mark Schroeder

Mark Schroeder — Thu, 20 Jan 2011 22:42:04 +0000

I think you’re on the money. I also blog about sustainability and marketing ethics at marketingheart.wordpress.com

Hope you enjoy

By: Mario Vellandi

Mario Vellandi — Fri, 01 Aug 2008 21:32:17 +0000

By: Jay.el
“So much effort is being put into appearing green – resources are wasted in the end…”

Reply:
”
@jay.el – yes, many efforts are being wasted. Primarily it’s inappropriate image-based advertising and half-ass efforts like carbon offsetting. Cause-related marketing is a much better solution in absence of substantive internal improvement. The effort of appearing green can be good, IF there is substance behind the product’s attributes and the company’s operations. Investors should know how a company is performing on the CSR front, and from a financial perspective (where benefits may be attained). Secondly, consumers should be able to identify and vote with their dollars, what products provide the value proposition they’re looking for AND happen to have green attributes.”

By: Mario Vellandi

Mario Vellandi — Fri, 01 Aug 2008 21:31:31 +0000

Here are some comments from another cross-posting I’d like to share:
———-
By Solarlife:
“mvellandi, thanks for encouraging us “What do YOU think? Well first what is a not sustainable or green product: A laptop computer with good energy rating, but no end of life 95% recycling rate, have a look to the LI-ION battery, recycling? Not green, people who sell you a Eco light bulb, but don’t take it back for mercury recycling ( and if they throw it just in the garbidge)”

Reply:
“@solarlife – The ‘sustainable-ness’ of a product has to be scored. Because we’re talking about a systems design with multiple parties though, a manufacturer’s product can only be graded so far. For disposal of CFLs, there’s either the local hazmat disposal facility, or there’s IKEA and Home Depot (insert other retailer in case they have a program). Because of this situation, Paul Hawken and other environmentalists have called greater emphasis on products as services to be rented/leased, instead of owned, so that the burden of disposal isn’t placed on the user.”

By: Mario Vellandi

Mario Vellandi — Mon, 28 Jul 2008 02:33:58 +0000

Thanks Lewis.

I hope to champion this emerging arena through solid business and ethical thinking.

By: Lewis Green

Lewis Green — Sun, 27 Jul 2008 18:02:11 +0000

It means to be both environmentally conscious and be economically minded, through extreme efficiency and a goal of zero waste in operations, manufacturing, marketing, and product development.

Couldn’t have said it better, Mario. Your communications in this important area are inspirational. Thanks!