Index
Page numbers in italic figures refer to illustrations
1% for the Planet 206
cause-related marketing 124
7-Eleven 67
18Seconds.org 116
A&P 179
ACCC see Australian Competition and Consumer Commission
Ace Hardware Helpful Earth Choices 170
ACEEE see American Council for an Energy Efficient Economy
ACLCA see American Center for Life Cycle Assessment
Advertising claims overstatement 141–3
Advertising Standards Authority (ASA) 109, 141, 207
Advertising Standards Canada 109, 207
AFM Safecoat 113
AIGA Center for Sustainable Design 199
Air purification 104–5
AISE see International Association for Soaps, Detergents and Maintenance Products
Aladdin hand generator 98
Alcoa “Month of Service” 166
Allegra Strategies 196
Alliance for Climate Protection 126
Alliance to Save Energy 128, 207
Alternative energy 97–8
Alto II fluorescent lamps 84–5
Altria 180
Amazon 66
Amazon Green 203
Kindle 93
American Apparel 113–14
American Center for Life Cycle Assessment (ACLCA) 207
American Council for an Energy Efficient Economy (ACEEE) 207
American Express 124
American Forest and Paper Association 146
American Hiking Society 207
American Marketing Association Green Effie awards 118
American Museum of Natural History 180
American National Standards Institute (ANSI) 153
American Rivers 207
AmeriCorps 9
Ammonia 73
Anderson Windows 148
Animal Fair 203
Animal lovers segmenting consumers by green interest 32
ANSI see American National Standards Institute
“Greenest Laptops” 13
iPad 93
iPod/iTunes 103
taken to task by Greenpeace 135–6
Aquaculture Certification Council 217
Aquafina Pepsi 160
AQUS Greywater Recycling System 92
Arm & Hammer Essentials laundry products 11
Armstrong, Lance 121
Armani 124
Arrowhead 161
Arrowhead Mills 68
ASA see Advertising Standards Authority
ASTM International 217
Australian Competition and Consumer Commission (ACCC) 109, 207
Aveda 16
Estée Lauder 12
Uruku 2
Awards and recognition coveted green awards 19–20
Method’s success story 54–5
Awareness see Public concern
B Corporation B Corps’ B Lab certification 138, 208
B Impact Rating System 138
Method’s B Impact Report 50–1
B Lab Corporation see B Corporation
Baby Boomers environmental activism 4–5
Baby Bust generation environmental activism 5–6
Bank of America empowering employees 136
strategic philanthropy 180
Barnes & Noble Nook 93
BASF PremAir ozone catalyst 104–5
Begley, Ed, Jr. 13
Behavior green, a daily phenomenon 7–13, 8
Ben & Jerry’s 12
Fair Trade Certified Chunks and Swirls 70
One World One Heart music festival 126
Reporting 138
Benefits see Product benefits
Greener Together program 168, 170
Better Place recharging stations 94–5
Beyond Pesticides 208
Bicycle sharing 102–3
BIFMA (Business and Institutional Furniture Manufacturers Association) 153
Big Green Help Public Education Grants program, The 163
Biodegradable Products Institute (BPI) 208
from Kettle Foods’ waste vegetable oil 75
Biomimicry Institute 208
Bioplastics compostable in industrial composters 95–6
Bioplastics Recycling Consortium 96
BioPreferred programme USDA’s support for biobased products 151
BIOTA modifying its claims 142
Bissell consumer information website 19
BLC Leather Technology Centre 186
Blogging by companies 53–4, 73, 127, 135, 136, 187
by consumers 6, 14, 127, 132, 133, 139, 203, 207
Blue Angel 217
Bluesign 217
BMW 105
Body Shop, The 12
Boeing 174
Bono 124
Bosch EcoSense Wash Management System 76
ENERGY STAR recognition 76
Nexxt clothing washers 76
quieter products 114
Bottled water
Internet campaign to reduce usage 116
measures against 15
reputation and credibility difficulties 160
Boys & Girls Clubs of America 163
BP 138
Beyond Petroleum campaign 18, 132
BP Solar 164
oil spill in Gulf of Mexico 4, 6, 9
BPA (bisphenol A) 4, 41, 139, 159
BPI see Biodegradable Products Institute
Branding communications challenge 108–9
Brita water filters 11, 12, 80, 117, 160
British Standards Institute 153
British Telecom 132
Brown, Michael City Year 188
BSR see Business for Social Responsibility
Building standards Timberland’s retail stores 186–7
“Bundling” integrating primary and sustainability benefits 114–15
Burt’s Bees 11, 12, 16, 23, 136
Beautify Your World tour 126
Business Ethics Magazine 196
Business models development five strategies for eco-innovation 101–4
Business opportunities for greener products and services 15–20
Business for Social Responsibility (BSR) Clean Cargo initiative 184
Butyl 71
Buzzwords green purchasing 33, 35
C2C label 147
Cabinet Mountains Wilderness 64
Cadmium 84
CamelBak 139
Cameron, Rob FLO 70
Capri Sun 163
Carbon dioxide (CO2) 75, 76, 94, 116, 133, 141, 166
measuring 149
Carbon Disclosure Project 78, 208
Carbon footprint as an alternative to LCA 62
Pepsico reducing 62–3
Walkers Crisps reducing 62
Carbon management program HSBC’s four steps to carbon neutrality 137
Carbon Neutral Digest 199
Carbon offset inconsistent guidelines 140
Carbon Reduction label 62–3, 147, 148–9, 149, 208, 218
Carbon reduction strategies Timberland’s 183, 186
Carbon Trust 146, 147, 149, 208, 218
Cargill financial support of environmental groups 180
Caroma dual-flush toilets for water efficiency 78–9
Carter, Jimmy 118
CARWINGS GPS system 100
Cascade Engineering wind turbines 98
Cascadian Farm cereals 12
Cash for Clunkers program 14
Cause Marketing Forum 189
Cause-related marketing 123–6
some rules of the road 125–6
Timberland’s strategy 187
Celebrities promoting green lifestyle 13
Celestial Seasonings Tea 68
Cengage Learning 103
Center for a New American Dream 208
Center for Resource Solutions 218
Centre for Sustainable Design 209
CEOs see Chief executive officers
Certification see Green certification
C.F. Martin see Martin, C.F.
CFCs (chlorofluorocarbons) 112
CFLs see Compact fluorescents
Chappell, Kate 135
Chappell, Tom 135
Charney, Dov American Apparel 113–14
Cheadle, Don 187
Chevron Human Energy campaign 18
Chief executive officers (CEOs) maintaining high profiles 135
Children as new stakeholders 161–5
China Syndrome, The 5
Chlorine 52, 67, 73, 80, 125, 142, 143, 160, 179, 180
Choice 209
Chouinard, Yvon Patagonia 124
Church & Dwight Arm & Hammer Essentials 11
Circle of Blue Waternews 199
Citizens and green voters 9
City Year nonprofit supported by Timberland 185, 188–9
Clarins Beauty Products alternative to fair trade certification 71
Clean Edge 199
Climate change implications for the environment 17–18
Climate Change U.S. EPA 199
Clorox Brita water filters 11, 12, 80, 117, 160
Green Works products 11, 39, 148
misguided campaign 125
bottled water (Dasani) 160, 161
Odwalla 126
PlantBottle 95
Coffee Starbucks’ ethically sourced 192
Coffee and Farmer Equity (C.A.F.E.) Practices Starbucks’ stringent guidelines 192–3
College textbook rentals 103
Columbia University 82
Commitment of a CEO 135
Common Threads recycling program 81
Communicating sustainability challenges of 108–9
fundamentals of green marketing 109–11
of processes, products and services 107–8
Starbucks’ interactive website 195
Timberland’s Earthkeeper campaign 187
Community engagement communicating sustainability 121–9
Compact fluorescents (CFLs) 9, 41, 84–5, 116
Compass Community Services 97
Competitive advantage from eco-innovation 91
Compostable 37, 82–4, 95, 96, 139, 142, 151, 155
Composting issues with bioplastics 96
Concern see Public concern
Cone 141
Cause Evolution Study 123, 125
Conservation International 178, 180, 192, 209
Starbucks working with 195–6
Consumer belief sustainability claims backed by data 110
Consumer benefits from eco-innovation 90–1
Consumer demand creating business opportunities 15–20
Consumer education and engagement
educating the general public 161
empowering educators to inform children 162–5
initiatives for students, faculty and staff 164–5
Method targeting users 52–3, 53–4
part of marketing 112
retailers as key ally to enlighten shoppers 168
Consumer information consumer trust in 122
green consumers’ search for 36
transparency in 137–9
Consumer motivations addressing underlying 119–20, 121
primary reasons for purchase 112–15
success of “Don’t mess with Texas” campaign 121
Consumer Product Safety Improvement Act 71–2
Consumer relations new green marketing paradigm 45
Consumer support for responsible consumption 155
Consumers general public as stakeholders 159–61
a new view of 45
see also Green consumers
Consumption promoting responsible 154–6
Continental Airlines 174
Control green consumer motive to take 33, 34, 36
Conventionals segmenting green consumers 28
Converse 124
Corporate environmental policy
adhering to ISO 14001 136
voluntary framework 136
Corporate philanthropy leveraging, on behalf of the environment 180–1
Corporate positioning optimistic 118–19
Corporate social responsibility (CSR) Starbucks partnering CARE 190–1, 195
Corporate/stakeholder interdependence new green marketing paradigm 45–7, 46
Corporate trust repercussions of perception of greenwashing 134
Corrugated Packaging Alliance 173
Cost barriers to green purchasing 40
Cotton Council International 143
Cotton products from organic cotton 68–9
Cottonelle 176
CPC Mueller’s pasta 57
Cradle to Cradle Certification 218
Creative, publicity-generating efforts 126–9
Credibility communications challenge 109
enlisting third party support 143–51
hurdles 133
repercussions of perception of greenwashing 134
for sustainable branding, five strategies 134–56
Crest 127
CSR see Corporate social responsibility
Customer profile know your customer 111–12
Method’s “progressive domestics” 49
Cutlery compostable 83–4
TheDailyGreen.com 204
Dallas Cowboys 82
Dansko 51
Dawn dishwashing liquid 115, 121
forced to defend policies 125
Deer Park Nestlé 161
Defenders ofWildlife 209
Defra see Department for Environment, Food and Rural Affairs
DeLaVergne, Ann 80
Dematerializing reconceiving a product 93–4
Denson, Charles Nike 72
Department of Energy see United States Department of Energy
Department for Environment, Food and Rural Affairs, UK (Defra) 209
Design 56–82
“added plus” to focus on sustainability 52
see also Sustainable product design
alternative to disposable 92–3
Digital media at the command of Generation Y 6
Dinnerware compostable 82, 83–4
Discovery Channel Planet Green 13, 164, 206
Disposable products see “Safe for disposal”
Distribution of today’s sustainable products 2
Divine Chocolate 69–70
Do Something inspiring and empowering teenagers 164, 204
“Don’t mess with Texas” campaign 121
Dow Chemical Company The Human Element campaign 18
Dreyfus, Julia Louis 13
Drifters segmenting green consumers 26, 28
Dropps dissolve laundry capsules source reduction strategy 66–7
Dunkin’ Donuts 195
Duracell batteries 12
Dwell 204
Dwork, Michael VerTerra 82
Dyna-E International 142
E-readers 93–4
E – The Environmental Magazine 204
Earth Day Network 209
Earth Force 162–3
Earthbound Farm 151
Earthjustice 209
Earthkeepers Timberland’s product line 186, 187
Earth’s Best organic baby food 68
Earthtweet 199
Earthwatch Starbucks partnering with 196
Earthworks call for responsible mining 64
easyJet spotlighted by Greenwashing Index 133
Eco Mark 218
Eco Products NEC 152
Eco Voice 200
Eco-branded products
retail chains creating own lines of 168
see also Green products
Eco-cable channels 13
Eco-innovation beyond eco-design 89–91
defined 89–91
five strategies for 91–105
Eco-innovative products 45
Starbucks’ sustainably innovative products 193–4
Eco-innovative technologies 96–101
Eco-labeling scrutinized by green consumers 33
some trusted, some misleading 36–7
steps to influence the U.S. consumer economy 15
Timberland’s Green Index label 152, 187–8, 188
Eco-labels
adding value to sustainable branding 145–54
Biodegradable Products Institute 83–4
criteria for selecting 145–7, 146
environmental product declaration 153–4
EU Ecolabel 218
independent claim verification 153
multi-attribute 147–9
proliferation of 144–5
self-certification programs 152–4
single-attribute 147
voluntary government labels 150
worldwide 145
Eco-Pedal System 100
Eco-seal endorsements 153–4
EcoEnvelopes reusable mail solution 80
Ecolabel Index 210
Ecolect 200
EcoLogo 218
Economics of Ecosystems and Biodiversity, The (TEEB) 210
EcoSmart LED light bulbs 97
Ecotainer 96
EcoWorld 200
Educating employees 136
Education see Consumer education
Educational messages boosting purchase intent 115
Effies awards for campaign effectiveness 20, 118
Eileen West 115
see also Recharging Stations
Electricity generation largest source of air pollution 76
Electronic Product Environment Assessment Tool (EPEAT) 147, 218
“Gold” rating, awarded to Zonbu 104
Electronic services replacing material products 103
Electronics TakeBack Coalition 210
EMA see Environmental Media Association
Employee development Timberland’s programs 185
Employee education 136
Employee morale benefitting from environmental responsibility programs 166
Employee volunteering green behavior 9
Method’s environmental consciousness 50
Timberland’s “service sabbaticals” 185
Employees as stakeholders 165–7
Employees’ stock option Starbucks’ “Bean Stock” 193
Empowering consumers at the heart of green marketing 110
to make informed purchasing decisions 115
Empowering employees Starbucks’ policy 193
to address green issues 136
to make a positive impact 166–7
ENDS Europe 200
Energy product energy usage 60, 60
Energy crisis of 1973–75 5
Energy efficiency sustainable product design 76
Energy Independence and Security Act, 2007 176
Energy, renewable Timberland’s commitment to 184
ENERGY STAR 15, 28, 36, 60, 144, 146
partnering with ENERGY STAR 19, 154, 169–71
voluntary labeling program 150, 150
Energy Trust Oregon 75
Engaging users Method’s popular outreach activities 53–4
Envelopes ecoEnvelopes reusable mail solution 80
Environment for Europeans 200
Environmental activism from Baby Boomers to Generation Z 4–7
Environmental behaviors a daily phenomenon 7–13, 8
Environmental benefits dramatizing 16
linking products with sustainable lifestyle 168
segmenting green consumers by their 29–32, 29, 30
shortcomings of LCAs 62
Environmental Defense Fund 173, 210
Environmental design see Sustainable product design
Environmental efficiency with marketing materials 137
Environmental groups leveraging the special expertise of 178–9
as stakeholders 177–81
Environmental impact minimizing 104
product checklist 56
Timberland minimizing 183, 186
Environmental initiatives Timberland’s programs 185
Environmental issues addressing consumer awareness 112
empowering educators to inform students 162–5
public awareness 3
Environmental Leader 200
Environmental marketing see Green marketing
Environmental Media Association (EMA) 13, 210
Environmental policies walking your talk 135
Environmental practices big brands targeted for deficient 8
Environmental Product Declarations (EPDs) 153
Environmental Protection Agency see United States Environmental Protection Agency
Environmental Protection UK 210
Environmental responsibility Starbucks’ Green Team initiatives 191
Starbucks’ Shared Planet platform 191, 195
Environmental terms consumer awareness of 37–8, 37
Environmental values Kettle Foods’ energy and wetlands projects 75
translated into Method’s processes 49–51, 50
Environmental Working Group 206, 210
EPA see United States Environmental Protection Agency
EPDs see Environmental Product Declarations
EPEAT see Electronic Product Environment Assessment Tool
Epson 119
Estée Lauder 12
Ethically sourced coffee Starbucks’ 192, 193
Ethos Water 125
EU Ecolabel 218
European Advertising Standards Alliance 210
European Environmental Bureau 211
European Union Restriction of Hazardous Substances (ROHS) directive 84
Evelyn Hill Inc. 82
Exxon Valdez oil spill 4, 6, 132
Facebook 53, 117, 125, 127, 187, 197
Fair Trade sustainable product design 69–71
Fairtrade Labelling Organizations International (FLO) 147, 193, 218
see also TransFair USA
Fairway 69
Famine in Ethiopia 6
Farmer Support Centers Starbucks 193
Farmers’ markets consumer demand for local produce 74
FDA see Food and Drug Administration
Federal Trade Commission (FTC) xiv, 109, 140, 142, 211
Green Guides 133, 140, 147, 153, 156, 157
Feinstein, Dianne California Senator 15
Fiji bottled water spotlighted by Greenwashing Index 133–4
filterforgood.com 116
Financial Times 196
First Magazine 196
Flame retardants 84
Flickr 53
FLO see Fairtrade Labelling Organizations
Food and Drug Administration (FDA) 193
Footprints see Carbon footprint; Water footprint
Forbes.com Boost Your Business 66
Forbo Marmoleum flooring 72–3, 115
Ford, Bill, Jr 132
Ford Motor Company 78
Heroes of the Planet campaign 132
Hummer 132
Forest Products Association Canada 146
Forest Stewardship Council (FSC) FSC label 80, 146, 146–7, 148, 178–9, 186, 219
Fred Meyer 2
Fresh Energy 80
Friends of the Earth 211
Frito-Lay SunChips 20, 83, 154, 155
FSC see Forest Stewardship Council
FTC see Federal Trade Commission
Fuel efficiency sustainable product design 76
“Future Friendly” P&G 12
Gaiam 204
Galaxy Granola 124
gDiapers 92–3
GEDnet see Global Environmental Declaration Network
Geldof, Bob 6
General Electric (GE) 20, 77, 174, 176
Ecomagination campaign 18, 91, 143, 152, 154
environmentally sustainable products 11
General Motors (GM) 127, 132, 138
General public as new stakeholders 159–61
Generation X environmental activism 5–6
Generation Y environmental activism 6
Generation Z environmental activism 7
Genetically modified organisms (GMOs) 133, 151
GenPak Harvest Collection 83–4
Giorgio Armani 124
Girl Scouts of America 163
Global Environmental Declaration Network (GEDnet) 211
Global Footprint Network 211
Global Fund to Fight AIDS, Tuberculosis and Malaria (the Global Fund) 124
Global Green USA 204
Global Oneness Project 200
Global Organic Textile Standard 147, 219
Global Reporting Initiative (GRI) 19, 138, 195, 211
Global warming consumer trust in information on 34
Global Warming Social Footprint (GWSF) 138
GMOs see Genetically modified organisms
Goals measurable and worthy 135
Gold No Dirty Gold campaign 64–5
Good Environmental Choice – Australia 219
Goodwill partnering with Levi Strauss 156
Google 77
Government as stakeholder 174–7
Government action changing America’s national agenda 14
Great Pacific Garbage Patch 6, 160
Green awards 19–20
Green building benchmarking government buildings 15
Green Building Council 15, 49, 133, 164, 196, 221
Green certification DfE assessment of Method product formulas 53
enlisting support of third parties 143–51
proliferation of systems 144–5
Green consumer communications 107–29
Green consumers five shades of 23, 25
forerunners and today’s counterparts 1–2
know your customer 111–12
motives and buying strategies 32–41, 33
segmentation, to assist in targeting 115
segmented psychographically 22–3, 23, 24
see also Green purchasing
Green credentials establishing a company’s 18
Green Design Institute, Carnegie Mellon University 211
“Green Done Right” 13
Green Effie awards see Effies Green Energy TV 200
“Green fatigue” communications challenge 108
consumers inundated by buzzwords 134
Green Gap Survey 141
Green generations from Baby Boomers to Generation Z 4–7
Green Good Housekeeping Seal 13, 219
Green Guide, The 205
Green Guides see Federal Trade Commission
Green Index rating system for select shoeware 152, 187–8, 188
Green jobs U.S. national initiative 14
Green marketing communications 45
fundamentals of good 109–11
LCA as tool for addressing new rules 61
Method’s marketing platform 52–4
segmenting consumers by green interest 29–32, 29, 30
seven strategies for success 47
six communications strategies 111–15
Green marketing myopia avoiding 112–15
Green Maven 200
Green Mountain Coffee Roasters 96
“Green My Apple” campaign 135
Green Net 185
Green Power Network, The 201
Green product development
for eco-conscious consumers 43–4
LCA of environmental issues 58–63
Green purchasing barriers to 40–1, 40
behavior 10
steps to influence the U.S. consumer economy 15
see also Green consumers
Green Rubber 186
Green Seal 221
Green Toys 173
Green-E 146
GreenBiz 200
Greener products launches 12
offering mainstream benefits 16
see also Eco-branded products; and under Products
“Greenest Laptops” Apple 13
GreenGuard seal 145
Greenhouse Gas Protocol Initiative 212
Greening reaching deep into corporate culture 125
“Green My Apple” campaign 135–6
Kleercut campaign 178
Greenwashing 131–4
five strategies for avoiding 134–56
origin of term 132
and resultant backlash of skepticism 44
Greenwashing Index, The 133, 201
Greywater recycling system 92
GRI see Global Reporting Initiative
GSD&M advertising agency 121
Guilt consumers’ need to alleviate 38
GWSF see Global Warming Social Footprint
Hain Celestial Group natural food products 68
Hallmark 124
Harvesting practices for sustainable product design 64–5
HDPE see High-density polyethylene
Health products to protect/enhance 113
Health fanatics segmenting consumers by green interest 31
Health Valley 68
Health-related issues public concerns 4
Herman Miller
Eames chair and ottoman 64
Leaf lamp 19
Mirra work chair 81
Hershey 67
Hewlett-Packard see HP
Hexavalent chromium 84
High-density polyethylene (HDPE) 176
Hilton 148
Hirshberg, Gary Stonyfield Farm 119, 126
Holland Middle School Pennsylvania 163
Hollender, Jeffrey Seventh Generation CEO 73, 135
EcoOptions program 168, 170, 180–1
employees building playgrounds 167
Honda Accord 78
Civic and Insight 11
FCX Clarity 99
Horizon Organic 151
Household cleaning products Method case study 48–55
Seventh Generation’s eco-design strategy 73
HP 172
inkjet cartridges with recycled content 65
Power to Change campaign 155
HSBC
four steps to carbon neutrality 137
“There’s No Small Change” campaign 20, 117–18, 137, 155
Huggies 96
Human Resources Magazine 196
Human-powered products Human Power Trainer 98
Hurricane Katrina 4, 6, 9, 193
Hydrogen filling stations lack of 99
Hydrogen fuel cells see Fuel cells
Hyundai 105
IBWA see International Bottled Water Association
Iceland using geothermal energy to produce hydrogen 99
IDEA see Industrial Design Excellence Award
Ideal Bite 205
IGive.com 205
IKEA Canada consumer information website 19
partnered with UNICEF 124
Image greening a company’s 18
Impact see Environmental impact; Social impact
Impact Reporting and Investment Standards 212
Industrial Design Excellence Award (IDEA) 212
IDEA Award Winners for Design Excellence 19, 19
Nike’s Considered shoe line earning Gold IDEA award 72
Tricycle’s Gold IDEA award for SIM, replacement for carpet swatches 93
Industrial Designers Society of America 212
Information see Consumer information
Information/Inspiration 201
Ingeo bioplastics 17, 83, 96, 173
Ingredients Method’s “clean list” and “dirty list” 52
Method’s commitment to transparency 53
Innovation at the system level 91–5
eco-innovative products 45
eco-opportunities for 17
prompted by new rules for green marketing 85
for sustainability 88–9
Innovative materials working with suppliers 173
Innovative solutions to energy and carbon challenges 173
“Inspired Protagonist, The” blog 135
Institute for Sustainable Communication 201
Integrated pest management (IPM) 104
Interface 135
International Association for Soaps, Detergents and Maintenance Products (AISE) 156, 212
International Bird Rescue Research Center 125
International Bottled Water Association (IBWA) 161
International Organization for Standardization (ISO) 219
eco-labeling standards 153–4
ISO 14001 136
International Paper 96
Internet consumer information 36, 116
efficient means of reaching customers 127
interactive medium for consumers 13–14
Internet resources 199–221
Investment in new technology 16
venture capital in cleantech industry 13
IPM see Integrated pest management
Islesboro Central School Maine 163
ISO see International Organization for Standardization
James River Corp 173
Japan Environment Association 213
Japan Environmental Management Association for Industry 213
Jardins du Monde 71
JCPenney Simply Green 170
Jeffers, Alan Exxon 133
Jeffrey, Kim Nestlé Waters 161
Jobs, Steve Apple 136
J. Ottman Consulting, Inc. 29, 117, 150, 151, 213
Justmeans 201
JWT 118
Kaplan Test Prep and Admissions 164
Kashi cereals “Seven Whole Grains on a Mission” 13, 119
Kenmore 114
Kettle Foods solar panels and wind power 75
vehicles using biodiesel from waste vegetable oil 75
Kimberly-Clark 148
Cottonelle 176
Kleenex 176
relationship with activist groups 8, 178–9
Scott Naturals 2, 11, 143 “Green Done Right” 13
Kinetic energy 98
Kleenex 176
KLM new Bio-cups for on-board coffee/tea 173
Kmart 142
Kohn, Pam Wal-Mart 74
Kool-Aid 163
Kowalski, Michael J. Tiffany 65
Kuapa Kokoo 69
L’Oréal 12
Labeling see Eco-labeling
Land Stewardship Foundation 80
Language for green marketeers specific and prominent 140–1
LCA see Life-cycle assessment
LCA Information Hub 201
Leadership in Energy and Environmental Design (LEED) see United States Green Building Council
Learning About Renewable Energy 201
Leather Working Group (LWG) for environmental performance of tanneries 186
LEDs see Light-emitting diodes
LEED see United States Green Building Council
Lenzing 114
Levi Strauss. A Care Tag for the Planet 156
Lewi, Linda JWT 118
Lexus 141
Life Cycle Initiative 213
Life-cycle assessment (LCA) addressing consumers’ sustainability concerns 57–63
addressing new rules of green marketing 61
not recommended as a marketing tool 61
preparatory steps 59
quantifying use of energy, resources and emissions 59–60, 60
Lifestyle influencing consumer choices 39–40
Light-emitting diodes (LEDs) 19, 97
Lighting high-efficiency 97
LinkedIn 127
Linoleum ecological alternative to vinyl 72–3, 115
Live Aid concert 6
Live Earth concerts 126
Lobbying for stricter government regulations 175–6
Local sourcing materials locally 45, 74
LOHAS (Lifestyles of Health and Sustainability) segment Green Consumer Segmentation Model 23–8, 23, 24, 27, 49
increasing market share among 108
LOHAS Online 201
Love Hewitt, Jennifer 121
Lowe’s 48
Lunds & Byerly’s 179
Magazines turning green 13–14
Marcal Small Steps campaign 114
Marine Mammal Center 125
Marine Stewardship Council (MSC) 146, 219
Chain of Custody certification 179
Marketing see Green marketing
Markets creating new, for sustainable products 179
Marmoleum flooring reinventing image of linoleum 73
Mars Inc. 70
Martin, C.F. & Company 64
Material Connexion 213
Materials sourcing locally 45
Materials development five strategies for eco-innovation 95–6
Mathews, Craig 124
Maytag 79
McDonald’s 8, 66, 173, 178, 195
Media turning green 13–14
Media campaigns Method’s approach to 53
Starbucks’ high-profile 195
Mercedes 105
in compact fluorescents 84–5
Message tailoring the message to the consumer 112–15
Metabolix 176
Mirel 95–6
case study 48–55
Squeaky Green: The Method Guide to Detoxing Your Home 54
Microsoft 77
Middle East oil embargo 5
Midler, Bette 13
Millennials environmental activism 6
Mining practices for sustainable product design 64–5
Mirel bioplastics 95–6
Mirra work chair 81
Mitsubishi 105
Modal brand fiber Lenzing 114
Modo 124
Monsanto spotlighted by Greenwashing Index 133
Moonen Packaging 173
Motivations see Consumer motivations
Motorola 124
MSC see Marine Stewardship Council
Mueller’s pasta 57
Munro, Alice 179
Music Wood Coalition 64
MySpace 127
Nalge Nunc International 159
National Advertising Division, Council of Better Business Bureaus 213
National Audubon Society 213
National Football League 163
National Geographic Society 213
National Grid Foundation 165
National Institute for Environmental Studies 214
National Recycling Coalition 115
National Standard for Sustainable Forest Management (Canadian Standards Association) 219
National Wildlife Federation (NWF) 144, 163, 214
Chill Out program 164
Natural Awakenings 205
Natural Health Group 205
Natural Life Magazine 205
Natural Marketing Institute (NMI) 23–5, 214
Consumer behavior by NMI segment 27
Demographic composition of five NMI consumer segments 24
Green consumer segmentation model 23
The LOHAS Report 23–8
Natural resources concern over depletion of 4
Natural Resources Defense Council 163, 214
Natural Step, The 214
Natural Technology 124
Naturalites segmenting green consumers 26
Nature Conservancy, The 180–1, 214
NBC 13
NEA Foundation National Education Association 163
NEC Eco Products 152
Nelson, Gaylord 5
Nelson, Willie 121
Arrowhead 161
Deer Park 161
Netflix 103
dramatizing benefits of its service 116
New Leaf Paper 179–80
New Seasons Market 74
Newell Rubbermaid 96
Newman’s Own Foundation 125
Newspapers turning green 12–14
Nickelodeon “The Big Green Help” 163
Nicolas, Jean-Pierre Jardins du Monde 71
Air Jordan XX3 shoes 72
clothing from organic cotton 68–9
commitment to sustainability 72
Considered shoe line 72
Infiniti Hybrid 100
Nitrogen oxides (NOx) 76
NMI see Natural Marketing Institute
No Dirty Gold campaign 64–5
No Sweat Apparel 127
Noble Juices 96
Nokia energy-saving modifications to mobile phones 77
Novartis 138
NPE (nonylphenol ethoxylate) 67
NSF International 219
Nuclear power concerns
Chernobyl 6
Three Mile Island 5
Numi Tea 51
NWF see National Wildlife Federation
O2 Global Network 214
Oatso Simple 63
Obama, Barack green policies and initiatives 14
Obama, Michelle “slow food” garden 14
Odwalla 126
Office Depot 65
OfficeMax 65
Open Media and Information Companies (Open MIC) 13, 214
Oreos 163
Organic Authority 206
Organic Consumers Association 214
Organic Exchange 215
Organically grown products sustainable product design 67–9
Outdoor enthusiasts segmenting consumers by green interest 32
Outreach activities Method engaging with users 53–4
Ozone PremAir ozone catalyst 104–5
P&G see Procter & Gamble
Packaging 57
challenges and solutions 173
Frito-Lay SunChips 83
Method’s sleek and trendy 51
Packard, Ben 190
Palm leaves material for VerTerra Dinnerware 82
pure + clear 54
Paper Mate biodegradable pen 96
Paperboard Packaging Alliance 173
Parabens 73
Paris Vélib pay-as-you-go bicycle rental 102
Particulate emissions 76
Partnerships Best Buy’s Greener together with ENERGY STAR 170
BPSolar with US Green Building Council and Department of Energy 164
Canopy with New Leaf Paper company 179–80
critical to HSBC’s campaign 118
with government agencies 176–7
Home Depot with KaBOOM 167
Home Depot with Nature Conservancy 180–1
IKEA with UNICEF 124
Kimberley-Clark with Greenpeace 178–9
Levi Strauss and Co with Goodwill 156
McDonald’s with Conservation International (CI) 178
McDonald’s with James River Corp. 173
Nissan, with community groups and government agencies 101
partnering with ENERGY STAR 19, 154, 169–71
partnering with environmental groups 178
partnering with government 175–7
partnering with suppliers 172–4
with stakeholders 195–6
Staples Foundation for Learning with Earth Force 162–3
Tide Coldwater with Alliance to Save Energy 128
Unilever with WWF to create MSC 179
Wal-Mart with Sam’s Club 166
Patagonia 135
Common Threads recycling program 81
Footprint Chronicles microsite 19, 138–9
Paul, Scott Greenpeace 179
PBB see Polybrominated biphenyl
PBDE see Polybrominated diphenyl ether
PCBs (polychlorinated biphenyls) 4
Peace Corps 9
Penney, JC see JCPenney
People Against Dirty xii, 53
People for the Ethical Treatment of Animals (PETA) 32, 54, 215
PepsiCo 208
bottled water (Aquafina) 160, 161
Have We Met Before? recycling campaign 115
product carbon footprint 62–3
Oatso Simple 63
Quaker Oats 63
Perchloroethylene 4
Perrier 160
Personal-care products Method case study 48–55
Personal satisfaction at work integrating value and vision 20
Pest control integrated pest management 104
PET (polyethylene terephthalate) 51, 60, 95, 96, 161, 186, 194
PETA see People for the Ethical Treatment of Animals
Philips 138
A Simple Switch campaign 126
Alto II fluorescent lamps 84–5
lobbying to increase light bulb efficiency standards 175–6
Pitt, Brad 13
PLA see Polylactic acid
Planetsave 202
PlantBottle 95
Polybrominated biphenyl (PBB) 84
Polybrominated diphenyl ether (PBDE) 84
Polycarbonates 159
Portland General Electric 75
Power purchase agreements (PPAs) 103
PremAir ozone catalyst 104–5
Pricing barriers to green purchasing 40
justified 110
Prius see Toyota
Proactive approach to environmental performance 136–7
Procter & Gamble (P&G) award 19
Ariel “Turn to 30” campaign 156
detractors 125
Duracell 12
“Future Friendly” 12
life-cycle assessments 59–60, 60
PUR brand water purifier 12, 105
Tide Coldwater’s engaging website 128
Tide HE 12
Product accessibility to mainstream consumers 110
Product benefits
adding in desirable benefits 114
environment as desirable extra benefit 113
Product design in age of sustainability 45
strategies for sustainable 63–85
“Product Footprint” Timberland’s specific environmental information 188
Product information complete 141
Product life extension 79
Product life-cycle assessment (LCA) 57–63
Product performance
green marketing 110
overcoming negative perceptions 121
Consumer Product Safety Improvement Act 71–2
Profits value-added benefits of superior performance 16–17
Programme for the Endorsement of Forest Certification 220
cause-related marketing 124
Protected Harvest 220
Public see General public
Public concern about environmental issues 3–4, 3
Publix 67
primary reasons for purchase 112–15
PVC (polyvinyl chloride) 4, 41, 72, 81, 189
Quaker Oats 63
Rainforest Network students supporting 163
Raw materials protecting supplies 179
Raymond Communications 202
RealClimate 202
REC Solar 103
RECs see Renewable Energy Certificates
Recharging stations for hybrid vehicles 94–5
Recognition see Awards and recognition
Recovery rate Nissan focussing on three Rs 100
Recyclability sustainable product design 81
Recycled content in range of products 2
sustainable product design 65–6
Recycline Inc products from recycled feedstocks 66
Recycling encouraging kids to recycle 163
for Gen Zs 7
Starbucks’ initiatives 194
Refillable packaging 79–80
Refrigerators 112
Renewable Choice Energy 80
Renewable devices wind turbines 98
Renewable energy Timberland’s commitment to 184
Renewable Energy Certificates (RECs) 49, 140
Reputation for environmental and social responsibility 34
Resource conservers segmenting consumers by green interest 31
Resource management saving money through 17
Responsible manufacturing practices sustainable product design 75
Restoring the environment five strategies for eco-innovation 104–5
Retailers as new stakeholders 168–71
Reusable materials 79–80
Reware 98
Robinson Elementary School Tampa, FL 162
Rocky Mountain Institute 215
ROHS (Restriction of Hazardous Substances) directive 84
Rowling, J.K. 179
Royal Dutch Shell rulings against misleading ads 142–3
Rubber 186
Sacramento Municipal Utility District 156
“Safe for disposal” eco-design strategy 84–5
O organics line 67–8
Sainsbury’s 179
Sam’s Club Personal Sustainability Project (PSP) with Wal-Mart 166–7
SC Johnson see Johnson, SC
Schultz, Howard Starbucks 193
Scientific Certification Systems 153, 170, 220
Scituate High School, Massachusetts 165
Scott, Lee Wal-Mart 169
Scott Naturals see Kimberly Clark
Self-interest appealing to consumers 112–15
Service Master Cleaning 148
Service organizations volunteers applying to 9
Service-based business models 101
“Seven Whole Grains on a Mission” Kashi cereals 13, 119
Seventh Generation
creative publicity 121, 127, 135
disclosing product ingredients 138
household cleaning products 11, 73, 121
“Inspired Protagonist” blog 135
loyal following 49
SFI see Sustainable Forest Initiative
ShareGreen 203
Shell see Royal Dutch Shell
Shriver, Bobby 124
Sierra Club Compass 202
SIGG losing consumer trust 139
Silicon Valley Toxics Coalition 215
SIM replacing carpet swatches with print images 93
SIRAN see Sustainable Investment Research Analyst Network
Skin Deep Cosmetic Safety Database 206
Slow Food 215
Small Farmer Sustainability Initiative 192–3
Smart-Grid network 76
“smart appliances” 76
Social benefits of solving environmental problems 18
Social concerns shortcomings of LCAs 62
Social Enterprise Coalition 70
Social impact product checklist 56–7
Social initiatives Timberland’s programs 185
Social Investment Forum SIRAN working group 19
Social issues addressing consumer awareness 112
Social networking sites linking green consumers 38
reaching consumers through 127
Timberland’s presence 187
Social practices big brands targeted for deficient 8
Social responsibility Clarins’ projects in Madagascar and Vietnam 71
Timberland’s Code of Conduct 184–5
Social values translated into Method’s processes 50–1, 50
Sodium hydroxide 125
Soladey toothbrush 92
Solar panels atop Kettle Foods’ manufacturing plant 75
Sony Ericsson GreenHeart 152
Playstation 84
Reader 93
Source reduction alternative to recycling 66
Sourcing materials 45
Sponsorship of TV shows eco-oriented programming 163
Sprint 127
Squeaky Green: The Method Guide to Detoxing Your Home 54
Stakeholder/corporate interdependence new green marketing paradigm 45–7, 46
Stakeholders communicating sustainability to 107–80
consistent data reporting for 138
Starbucks’ partnerships with 195–6
traditional and new 158–9, 159
Standards B Corps’ sustainable business standard 138
Global Warming Social Footprint 138
ISO standards for eco-labeling 153
ISO 14001 on organizational environmental policy 136
Standby power cutting down on 76
Staples EcoEasy office paper 2, 170
Foundation for Learning 162
Café Estima fair trade coffee 69
profile 190–6
Steelcase Think Chair 153
Stokke Tripp Trapp chair 79
Stonyfield Farm 12, 16, 163, 164
and Recycline 66
unconventional marketing 126
upbeat messages 119
Students green commitment 6
as new stakeholders 161–5
Style-conscious consumers
targeting 113–14
Sulfur dioxide (SO2) 76
Sun Products “All small & mighty” 67, 169
Sundance 13
SunEdison LLC 103
SunPower 103
Suppliers as new stakeholders 172–4
Suppliers’ solutions to energy and carbon challenges 173
to packaging and waste challenges 173
Surfrider Foundation 216
Sustainability present production and consumption unsustainable 88
projecting commitment to 18
representing psychological and sociological shifts 44
Starbucks’ proactive approach to 190
Sustainability communications see Communicating sustainability
Sustainability Consortium see Wal-Mart
Sustainable Forestry Initiative (SFI) 146
ecoEnvelopes 80
Sustainable Investment Research Analyst Network (SIRAN) 216
Sustainable Life Media 202
Sustainable marketing see Green marketing
Sustainable Materials 202
Sustainable Packaging Coalition 173, 216
Sustainable product design strategies for 63–85
SustainableBusiness.com 202
Sustainablog.org 202
Swartz, Jeffrey Timberland 183–5, 187, 189
Swift wind turbine 98
System innovation five strategies for eco-innovation 91–5
Szaky, Tom 163
Tag lines green-related 12
Target 48, 67, 72, 73, 97, 179
Tasho, Philip Aston/TAMO Small Cap Fund 68
Technologies development five strategies for eco-innovation 96–101
TEEB see Economics of Ecosystems and Biodiversity
Television see under TV
Telles bioplastics 96
Tender Corp 142
Terminology “don’t mislead” 139–40
Terra Chips 68
TerraCycle 163
Tesco supporting Carbon Reduction label 149, 168, 208
Tesla 19
Texas Department of Transportation 121
Textbook sharing 103
Third-party support to bolster credibility 143–51
Three Mile Island nuclear-generating station 5
Tide HE 12
Tiffany & Company calling for mining reforms 64–5
Timberland Company, The 19, 32, 135
Design for Disassembly footwear 186
Earthkeeping agenda 185
Green Index label 152, 187–8, 188
profile 183–9
TNS Media Intelligence 216
TOMS One for One cause-related marketing 125
Toothbrush design 92
Toxic pollution public concerns 4
Toyota We See Beyond Cars campaign 18
Prius 11, 13, 14, 16, 17, 77–8, 120
Toys R Us 72
Fair Trade Certified label 146, 147, 148
Transparency in consumer information 137–9
Seventh Generation’s ingredients lists for every product 73
Starbucks’ marketing and communications 194–5
Timberland’s Green Index rating system 187–8, 188
valued by Method 50–1
Transportation minimizing to reduce carbon consumption 74
Trash disposal in America 88
Trust levels of, among consumers 34, 34
in sources of consumer information 122
TV advertising 13, 119, 128, 142
TV shows eco-oriented programming 38, 163, 201
Tweeters see Twitter
ULEnvironment 220
Unconventionals segmenting green consumers 28
UNICEF “Children’s Right To Play” program 124
Union Carbide 5–6
Unisource 173
United Nations Environment Programme 78, 138, 213, 216
United States changing national agenda 14
Consumer Product Safety Improvement Act 71–2
environmental legislation 5
green initiatives by civic leaders 15
United States Department of Agriculture (USDA) 15
National Organic Program 151, 151, 220
USDA’s Organic label 36, 67, 68, 69, 144–5, 146, 151, 175
United States Department of Energy 112, 117, 150, 164, 201, 220
United States Environmental Protection Agency (EPA) 5, 117, 136, 220
awards 19
Climate Change 199
Climate Protection Award 117
Cradle to Cradle (C2C) certification 53
Design for the Environment (DfE) label 53, 150, 150, 176
Toxicity Characteristic Leaching Procedure (TCLP) test 85
WasteWise, WaterWise and ClimateWise programs 175
WaterSense label 78, 79, 150, 150
see also ENERGY STAR
United States Green Building Council 164, 196, 221
Leadership in Energy and Environmental Design (LEED) 15, 49, 133, 186, 192, 196
Upbeat corporate positioning communicating sustainability 118–19
Ure, Midge 6
Uruku Aveda 2
USDA see United States Department of Agriculture
Ventura digital watch 98
Venture capital investments in cleantech industry 13
VerTerra Dinnerware from palm leaves 82
Vinyl flooring environmental drawbacks of 72–3
Vision required of a CEO 135
VOCs (volatile organic compounds) 9, 113
Vohr, Jill ENERGY STAR 169, 171
Voltaic systems 98
Voluntary programs strategy for partnering with government 175
Volunteering see Employee volunteering
Voters swayed by environmental concerns 9
Wal-Mart 8, 9, 20, 66, 67, 208
greenwashing 131
local sourcing 74
Personal Sustainability Project (PSP) with Sam’s Club 166–7
pledge to reduce packaging 66–7
ShareGreen 203
Sustainability Consortium 12, 147, 168–9, 170, 216
eco-labeling 12
Sustainable Product Index 147
Wal-Mart Canada 203
working with suppliers 72, 172
Walkers Crisps reducing carbon footprint 62
Walton, Sam Wal-Mart 131
Washington Nationals 133
Wasik, Steve SIGG 139
Waste disposal in America 88
Waste reduction Starbucks’ initiatives 194
Water bottles, reusable 80
Water efficiency sustainable product design 78–9
Water footprint 79
WaterSaver Technologies 92
WaterSense label see United States Environmental Protection Agency
Wausau Paper 148
Web resources 199–221
Webby Awards 139
Websites consumer focused 13–14
Westerveld, Jay 132
Wheaties 140–1
Whole Foods 2, 48, 66, 69, 73, 80, 82, 126, 168, 179
local sourcing a priority 74
use of Facebook and Twitter 127
Wildlife Conservation Society 180, 216
Windstream Power LLC 98
Wisk 48
Wolf, Martin Seventh Generation 62
Women in forefront of green purchasing 22
Women’s Voices for the Earth 216
Wood sustainable, for guitar makers 64
World Business Council for Sustainable Development 212, 216–17
World Environment Center annual Gold Medal Award 19
World Resources Institute 212, 217
World Wildlife Fund 179, 180, 185
Worldwatch Institute 217
WWF see World Wildlife Fund
Yahoo! 127
Yahoo! Green 206
18Seconds.org 116
Zipcar time-sharing scheme for cars 17, 102, 119
Zippo 79
Zonbu computer service 104