Wear your green on your sleeve (label) // 02.05.2009 at 6:02 PM
by Tim Sanders
Categories: Business Innovations in Sustainability, Greenwashing
Even during these tough economic times, big brands are still investing in green.
They need to. This is the future, long after this recession is gone. As more and more reports about the impact of global warming roll in (such as the recent one predicting flooding in DC when ice caps melt), the panic will increase -- along with a feeling of personal responsibility to be more conscious in how we buy, etc.
Pepsi just announced a carbon labeling program (How Green Is My Orange) that will calculate the carbon emissions of the product and list it along with nutritional ingredients. This type of labeling, pioneered by Carbon Trust, is growing in Europe. It makes a big difference too. As time goes on, this type of labeling will only increase consumer consciousness and be a point of differentiation.
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