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News & Views From the Front Line
Wednesday, 2 December 2009
No place for tree-huggers
Running a green business is tough. I have seen many people get bitten by the green bug and then just get bitten. I have seen green product manufacturers use self (badly) printed labels on their products and not understand why they break into the mainstream. I've seen a recycling technology developer wonder why local authorities wouldn't buy his hugely expensive sorting machine. I've seen a recycling company try to jump ahead of the pack with a new processing line then lose money when the Government delayed a piece of legislation.US green marketing guru Jacquelyn Ottman talks about the 'Green Graveyard' where poorly thought out products go to die. It is a repository for all ideas that aren't rooted in the real world. In the real world:
- Mainstream consumers want smart looking products in smart looking packaging.
- Local authorities want cheap, reliable technologies.
- Political pressures can lead to unexpected changes.
Labels: green business, green marketing, green products
# posted by Gareth Kane : 09:49
0 Comments
Thursday, 2 April 2009
More green shoots?
I commented a few weeks ago on the car industry going green to beat the recession. Well last week I saw some evidence that retail, another sector said to be on the brink, is trying the same tactic. John Lewis had given two windows over to green products, clearly believing that this sets them apart from their competitors.
Labels: green products, recession, retail
# posted by Gareth Kane : 07:05
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Wednesday, 11 March 2009
Car manufacturers go green for survival
Of all the industries in trouble, the car industry seems closer to the edge of the cliff than any other. Yet the Geneva Car Show had almost every major motor manufacturer showing off their latest green options. From the new Prius hybrid to Peugeot's diesel hybrid to GM's new electric vehicle (oh, the irony) to VW's Eco-motion options, it is very clear that they see green as a route to survival.There are a number of image benefits for the car companies:
- to be seen to be part of the solution rather than part of the problem
- to be seen to be part of the future rather than a relic of the past
- to try and corner new and future markets however small they are at present
- to tap into the 'new frugality' public feeling that has come with the recession
- to sweeten the pill of Government intervention by demonstrating 'societal' benefits
But whatever the motives, there is a clear message that 'green' won't only survive the economic crisis, but it may even be a lifeboat for this and, by extension, many other business sectors.
Labels: cars, green marketing, green products
# posted by Gareth Kane : 07:00
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Wednesday, 3 December 2008
The myth of the environment and recession...
...is that the environment and sustainability can only be addressed when there is plenty of money about.Let's be blunt - the current economic situation is good for the environment - we are driving less, insulating our houses more, and are likely to buy less tat with which to disappoint our loved ones on Christmas Day. But saving the world shouldn't be about living in poverty.
On a business level, there are two proven ways of surviving an economic downturn. One is to cut unnecessary costs, the other is to innovate.
It constantly staggers me that companies immediately try to cut staff costs. OK, if you have far too many people standing about doing nothing, then you should have already got rid of them. But if you cut your workforce, you cut your ability to respond to the inevitable upturn when the recession ends. The same people see waste and utility costs as a fixed cost of doing business which is complete nonsense. And with the true cost of waste being about 10 times the cost of disposal, there are massive cost savings to be made which will make your business more productive, not less. We found an average of £175k pa savings in 26 businesses in a raft of industries - and you don't have to make redundancy payments for waste.
Turning to innovation - it is well known that markets for green products are expanding fast and, in some - say white goods or baby food - the eco- end of the market dominates the 'conventional' by a factor of 3-4:1. Other sectors will follow, if they get the quality and labelling issues right more than anything else. Is it a surprise that the new electric Mini has just been launched when the big 3 US car companies are staring the grim reaper in the face?
The sustainability agenda does have the scope to help a business through the economic downturn. It's a pity the myth makers don't understand that!
Labels: green products, rant, sustainability, waste minimisation
# posted by Gareth Kane : 16:54
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Friday, 31 October 2008
New Product Carbon Footprinting Standard
The BSi, along with the Carbon Trust and DEFRA, have just released the PAS2050 carbon footprinting standard for goods and services along with a guide to its use. You can download it for free from the BSi website.Labels: carbon footprint, green products, news
# posted by Gareth Kane : 06:07
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Wednesday, 21 November 2007
Green Dragons?
It was great to see Max McMurdo get some cash backing for his Reestore eco-design business on last week's Dragons' Den. The funny bit was Peter Jones, he of the towering ego, slating the Bin the Bin product for using plastic carrier bags and thus being 'un-green'. This is coming from a man whose hi-carbon lifestyle, and that of his moneyed buddies, is displayed in all its glory in the opening credits. Plastic bags are thought to contribute 0.1% of the average person's carbon footprint - and probably 0.01% of Mr Jones'.I'm being a little hard on Peter Jones (revenge on behalf of all the hapless entrepreneurs he's toasted over the years) as this sort of misconception is pervasive. Survey after survey suggests that the general public think that recycling more will stop climate change - few understand that the food they eat and heating their homes are their biggest direct contribution.
Reestore isn't the first attempt at green investment from the Dragons. Last season, all five dragons invested in the Standby Saver which allowed TVs and other household goods to be switched on and off at the mains, avoiding the temptation to leave them on standby. However the deal floundered after the show on the security of the patent on the device, but another investor stepped in and the inventors apparently never need to work again. Just goes to show there is money in green entrepreneurship after all.
Labels: climate change, dragons' den, green products
# posted by Gareth Kane : 09:07
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Wednesday, 10 October 2007
What makes a product green?
One of my pet subjects is making products greener (don't forget about my free workshops at Dott this month), and the key question is "What makes a product green?".The short answer is one that, across its life cycle:
1. Uses less stuff
and/or
2. Uses 'better' stuff
"Stuff" is a highly technical term covering materials, water and energy.
"Less stuff" appears straightforward, but can be compromised by the rebound effect. Techniques include lightweighting, reducing friction, reducing leaks, reducing electrical resistance and miniaturisation.
"Better stuff" is harder to conceptualise, but materials should be non-toxic and of low embodied energy (eg recycled or natural), energy should be from renewable sources. The main problem with this approach is finding a sustainable supply of material, water or energy, for example the biodiesel/rainforest controversy.
Of course there's a bit more to it than this, but these two principles underpin all the more complicated techniques and technologies.
Labels: eco-design, green products
# posted by Gareth Kane : 07:29
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A highly accessible, practical guide to those who want to introduce sustainability into their business or organization quickly and effectively.
