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November 2007

November 30, 2007

Eco-Education

Basic framework that I use in my Eco-Workshops:

  • Evaluate your footprint.
  • Decide where you are going to focus your time and energy-look at low hanging fruit as the place to start.
  • Make the business case- look to your waste stream for quick wins-share success stories
  • Mindset shift-integrate into the core business strategies.
  • Collaborate with industry experts, NGO’s, Academics. Collaborate with competition, form a sustainability working group/network.
  • Traceability and certification of products is key; Supply Chain Transparency.
  • Measure for success- Eco Metrics, and  Scorecards hold  people and organization's accountable.
  • Educate, Educate, Educate internally and externally(consumers.)
  • Assess your key learnings and re-start the process.

Other Framework Options:
Catalystcr1_3

November 29, 2007

The Green Claim Game........Part III of III

 

The Federal Trade Commission is planning to host a public workshop on January 8, 2008 to examine the emerging market for carbon offsets (i.e., greenhouse gas emission reduction products) and renewable energy certificates, and related advertising claims. The workshop will focus on consumer protection issues in these markets, such as consumer perception of carbon offset and REC advertising claims and substantiation for such claims.

Excerpts from the current FTC Guidelines for the use of Recycled Content and Recyclable:


FTC
Ftclogo-GUIDES FOR THE USE OF ENVIRONMENTAL MARKETING CLAIMS


Recycled content: A recycled content claim may be made only for materials that have been recovered or otherwise diverted from the solid waste stream, either during the manufacturing process (pre-consumer), or after consumer use (post-consumer). To the extent the source of recycled content includes pre-consumer material, the manufacturer or advertiser must have substantiation for concluding that the pre-consumer material would otherwise have entered the solid waste stream. In asserting a recycled content claim, distinctions may be made between pre-consumer and post-consumer materials. Where such distinctions are asserted, any express or implied claim about the specific pre-consumer or post-consumer content of a product or package must be substantiated.

It is deceptive to misrepresent, directly or by implication, that a product or package is made of recycled material, which includes recycled raw material, as well as used, reconditioned and remanufactured components. Unqualified claims of recycled content may be made if the entire product or package, excluding minor, incidental components, is made from recycled material. For products or packages that are only partially made of recycled material, a recycled claim should be adequately qualified to avoid consumer deception about the amount, by weight, of recycled content in the finished product or package.

Additionally, for products that contain used, reconditioned or remanufactured components, a recycled claim should be adequately qualified to avoid consumer deception about the nature of such components. No such qualification would be necessary in cases where it would be clear to consumers from the context that a product's recycled content consists of used, reconditioned or remanufactured components.

Recyclable: It is deceptive to misrepresent, directly or by implication, that a product or package is recyclable. A product or package should not be marketed as recyclable unless it can be collected, separated or otherwise recovered from the solid waste stream for reuse, or in the manufacture or assembly of another package or product, through an established recycling program.  Claims of recyclability should be qualified to the extent necessary to avoid consumer deception about any limited availability of recycling programs and collection sites. If an incidental component significantly limits the ability to recycle a product or package, a claim of recyclability would be deceptive. A product or package that is made from recyclable material, but, because of its shape, size or some other attribute, is not accepted in recycling programs for such material, should not be marketed as recyclable.


GUIDES FOR THE USE OF ENVIRONMENTAL MARKETING CLAIMS

 

November 28, 2007

The Green Claim Game........Part II of III

While the USDA/NOP is the federal agengy in charge of regulating organic claims, claims appearing on the labeling and or advertising of organic and or any products claiming environmental benefits are also regulated by the Federal Trade Commission (FTC) Here is an excerpt from the FTC guides, drafted in 1992, but still in use today, until they are updated sometime next year, check out the guidelines for such terms as Biodegradable and Compostable---which by the way have been showing up in droves in the apparel industry.........and now at your local mall.................a link to the Guides is provided at the end of this post. Post III will look at Recycled/Recycled Content.

FTC-GUIDES FOR THE USE OF ENVIRONMENTAL MARKETING CLAIMS

General eFtclogonvironmental benefit claims: It is deceptive to misrepresent, directly or by implication, that a product, package or service offers a general environmental benefit. Unqualified general claims of environmental benefit are difficult to interpret, and depending on their context, may convey a wide range of meanings to consumers. In many cases, such claims may convey that the product, package or service has specific and far-reaching environmental benefits. Example:

A brand name like "Eco-Safe" would be deceptive if, in the context of the product so named, it leads consumers to believe that the product has environmental benefits which cannot be substantiated by the manufacturer. The claim would not be deceptive if "Eco-Safe" were followed by clear and prominent qualifying language limiting the safety representation to a particular product attribute for which it could be substantiated, and provided that no other deceptive implications were created by the context.

Degradable/biodegradable/photodegradable: It is deceptive to misrepresent, directly or by implication, that a product or package is degradable, biodegradable or photodegradable. An unqualified claim that a product or package is degradable, biodegradable or photodegradable should be substantiated by competent and reliable scientific evidence that the entire product or package will completely break down and return to nature, i.e., decompose into elements found in nature within a reasonably short period of time after customary disposal.Claims of degradability, biodegradability or photodegradability should be qualified to the extent necessary to avoid consumer deception about: (1) the product or package's ability to degrade in the environment where it is customarily disposed; and (2) the rate and extent of degradation.

Compostable: It is deceptive to misrepresent, directly or by implication, that a product or package is compostable. A claim that a product or package is compostable should be substantiated by competent and reliable scientific evidence that all the materials in the product or package will break down into, or otherwise become part of, usable compost (e.g., soil-conditioning material, mulch) in a safe and timely manner in an appropriate composting program or facility, or in a home compost pile or device. Claims of compostability should be qualified to the extent necessary to avoid consumer deception. An unqualified claim may be deceptive if: (1) the package cannot be safely composted in a home compost pile or device; or (2) the claim misleads consumers about the environmental benefit provided when the product is disposed of in a landfill. A claim that a product is compostable in a municipal or institutional composting facility may need to be qualified to the extent necessary to avoid deception about the limited availability of such composting facilities.

GUIDES FOR THE USE OF ENVIRONMENTAL MARKETING CLAIMS

 

November 26, 2007

The Green Claim Game........Part I of III

With the current eco-opportunistic GREEN rush to market by fabric suppliers, it is not surprising that recently retailer Lululemon Athletica made headlines about the validity/credibility of a new so-called eco/sustainable fabric.

This is NOT business as usual, nor is this a trend, this is an entirely new  business model, one where you need to know your supply chain clear back to the farm or fiber production facility, where does your fiber come from? What is the country of origin???? that is just for starters.

Since the market currently lacks standards and third party certification of sustainable/eco-fibers, the fabric market has become the “Wild West”….where anything goes…..the only problem is there is something called….”Truth in Labeling.”

I urge participants of my Eco-Textiles Workshops to consult the FTC guidelines for clarity, bottom line....
Your label claims CANNOT be deceptive.

The terms “eco, green, sustainable and organic” are being used openly and interchangeably in the market with the term ‘certified organic.’

To be sold in the US as certified organic, all fiber must be certified organic in accordance with the USDA NOP program (or) for Europe the EU organic certifications EU 2092/91.

Of enormous concern, much more than Lululemons “Sea Cell”... is what people are touting as “Bamboo” I  was concerned as I shopped in  L.A. recently, at the number of  garments on shelves that contained  fiber  declarations of "Bamboo?"  

Read on………………………

Viscose Moso_detail_3 or Rayon from Bamboo    

Bamboo is not, in and of itself, recognized as a fiber in the US or EU.  What is referred to as bamboo fiber in the market is actually viscose/rayon.

All viscose or rayon fiber from Bamboo (as a source) that is imported into the US must carry a legal fiber content label declaration of viscose or rayon. All bamboo imported into the EU must use of the legal content declaration viscose; the EU does not permit the use of the word rayon.

As one of the fastest growing plants in the world, bamboo grows to its maximum height in about 3 months and reaches maturity in 3-4 years.  Because of relatively quick growing time and the ability to be grown without fertilizers or pesticides, the fiber is currently being marketed as an ‘eco-green-sustainable fiber.’

There are also claims that viscose or rayon from bamboo is biodegradable and anti-microbial. Here is the definition of antimicrobal; "Capable of destroying or inhibiting the growth of microorganisms" 

Currently there is a lack of transparency in the supply chain. It is not always clear which type of bamboo is used for fiber, where it is grown, how it is cultivated, harvested etc. To date there are no known organic certification of bamboo.

The process to make viscose or rayon fiber from bamboo is the same process used to produce viscose/ rayon from any other plant source. This process can be very polluting unless it is carefully controlled, which can be influenced by the age and condition of the equipment as well as whether there is any by-product recycling or effluent treatment.

Tencel® Lyocell 

There is only one case of manufacturing a regenerated cellulose fiber-where the chemicals used in the process are completely recycled (closed loop) with a recovery rate of 99.5%. Lenzings TENCEL ® Lyocell, is a solvent spun fiber in which the cellulose is directly dissolved keeping the cellulose much closer to that found in nature. TENCEL® Lyocell,  also carries the Oeko Tex 100 certification and FSC certification Currently organic standards are not in place for certifying regenerated fibers using trees as a source e.g. Eucalyptus, or Beechwood.  FSC certification for TENCEL® Lyocell is for the forest and for the pulp, they also have been awarded the European-Eco flower label.

Part II.......is it really biodegradable, compostable and or recyclable???

November 24, 2007

I'm Dreaming of a Green Christmas......Part III of III

P36_green_elephant The Big “Green Consumerism” Elephant in the Room;

Paul Hawken, author and longtime environmental activist, said the current boom in earth-friendly products offers a false promise. “Green consumerism is an oxymoronic phrase,” he said. He blamed the news media and marketers for turning environmentalism into fashion and distracting from serious issues.

"Indeed, “green consumption” makes Wikipedia’s List of Genuine Oxymora”. The reason: consumption by its very nature has an impact on the environment – to some degree or another – and therefore, is hard to call truly green."

Tips on Greening your holidays; If...... you shop, support local merchants; carpool, use public transportation, walk or ride a bike.

1. Find great gifts in vintage shops, or in flea markets, don't forget to support local artisans. If you are going to wrap gifts, choose wrapping that can be reused; baskets, tins or vintage fabric napkins and tablecloths. 

2. Give a gift that keeps on giving, like Heifer International. Kids love WWF's adopt an animal.

3.  Create memories and make or bake your gifts this year, people do appreciate gifts from the heart!!

4.  Buy Certified Fair Trade or Certified Organic Products

5.. Send holiday e-cards.

6. If you celebrate the holidays with plants and trees, buy "living" potted varieties that are native to your area and replant after the holidays.

November 23, 2007

I'm Dreaming of a Green Christmas......Part II of III

Goat

Dear Santa,

What I want for Christmas this year is for US Consumers, if they are going to shop….. to do so in a sustainably smart  manner.

I just watched a commercial on TV, where a beautiful 4 year old proclaims all she wants for Christmas is “Cashmere.”  I am pretty sure this little one, is not aware of the difference between a cashmere sweater and any other kind of sweater. I am also sure that in 25 years when she looks back on that commercial, she will realize that the general population at the time, including the retailer who was touting “Cashmere” was unaware of the unintended consequences of offering the luxury fiber sweaters at a discount price.

Cashmere unlike cotton is a very limited natural resource. In the last five years, this luxury fiber has moved from pricey pedigree to big box beautiful.

The enormous demand for Cashmere has helped graze Chinese grasslands down to a moonscape (see photo of Cashmere goat grazing on dirt) unleashing some of the worst dust storms on record. This in turn fuels a plume of pollution heavy enough to reach the skies over North America.

Yes, dust storms in the US, because of our appetite for cashmere at any cost.

Every product--every T-shirt, every SUV, and every child's toy--has a global footprint defined by the resources and energy used to make it. (See the authors latest GreenBiz article CO2 Comes Out of the Closet.)

“In the case of cashmere, America snapped up a record-smashing 10.5 million Chinese sweaters last year (2005), 15 times as many as a decade ago, and far more than every cashmere sweater imported last year from Italy and the United Kingdom combined.” Evan Osnos "Your  cheap  sweater's  real  cost"  12/06.

What does this mean? Cashmere is an un-sustainable fiber, goats are overgrazing, their health and natural habitats and ecosystems are in decline.

Watch this video on the impact of China see how China’s appetite for natural resources is re-shaping the world.

What can retailers do?

They can be part of the solution and demand their own sourcing departments or their suppliers source only Sustainable Cashmere.  I urge them all to take on Sustainable Leadership and initiate standards and practices, where they currently do not exist!!!!


November 22, 2007

I'm Dreaming of a Green Christmas......Part I of III

Bestbuy

I opened my Thanksgiving day newspaper this morning, 2 pounds of holiday gifting circular newspaper inserts fell to the floor, all pitching stores opening as early as, can you believe 4a.m. advertising lots of stuff like plasma TV™s,Toys,Jewelry and Apparel.

We are headed into the most unsustainable time of year, a time of year whereby people buy more stuff, throw more stuff away, all in the name of glad tidings and good cheer?

Time to wake up everyone......The latest report from the Intergovernmental Panel on Climate Change (IPCC)  warns us that time is running out.... To avoid the worst disasters, "the world must stabilize emissions of greenhouse gases by 2015." Rajendra Pachauri, a scientist and economist who leads the I.P.C.C., noted: "œWhat we do in the next two or three years will define our future."

So, how does 2 pounds of holiday inserts in every US newspaper effect our future? I decided to consult the Environmental Defense Paper Calculator for the answer.

US  newspaper circulation has been in a steady 3% decline the last few years, while web based news is on the upswing. It is estimated that the daily circulation of newspapers in the US is 44 million newspapers, most of the circulars in todays paper were printed on non-sustainable paper, so taking into account 5% to total post consumer waste averaged by Sams Club 30% Post-Consumer Paper Holiday insert....”Bravo Sam™s Club!!!  Wal-Mart™s hard to figure out 80% Managed forests and or PCW ”(this was unclear and a bit confusing) and Target™s 10% Post Consumer Fiber. Here are the stunning results:

Today, just one day in the US, Thursday November 22, 2007 Holiday insert circulars are equivalent to cutting down 646,000 trees; these inserts would fill 3,500 garbage trucks, heat 15,000 homes for a year, and the GHG equivalent of 26,000 cars per year spewing out 288 million pounds of CO2.

Sustainability is optional now, but soon.....perhaps in a few years, it will become a necessary part of every business strategy. So how will retailers do business in the 21st Century where the consumer-becomes a conservative-conscious-consumer and actually practices the art of buying and spending less? Yes, all this shopping for more stuff is just not part of the solution.

While I have to admit many major corporations are making great strides in becoming more sustainable, there are still many opportunities to be better.....

Many retailers, such as Wal-Mart advertised their own websites as an option to newspaper advertised specials, with extra incentives of online specials and sneek peaks at in-store specials.

In addition to buying less stuff, not buying the newspaper is also an option that I will exercise next year. "BlackFriday.Info"   Advertises Black Friday specials together in one format, almost all the inserts today in my paper can be found on this website.

Maybe next year retailers should think about a œNo holiday insert Thursday on Thanksgiving?

 

November 08, 2007

Sustainable Action Leadership