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Green Marketing

meow meow meow meow

Katie Koss

on 26 April 2010

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Transcript of Green Marketing

Burt's Bees One way the market their product is through a newsletter they offer on their website. It provides information about the products, and about events and other things that may interest people that support the green movement. This helps the company to specifically target people interested in what they have to offer.
All of the packaging of their products say right on them that they are natural and exactly what percent of the ingredients are natural. They also remind the consumer to recycle.
On the Burt's Bees website consumers can sign up to recieve emails regarding news about the company and it's products.
They are involved in community projects all over and support causes such as Planet Earth Celebration, Respect Your Mother. They also fund and support research of Colony Collapse Disorder which is greatly reducing honey bee populations.
Burt's Bees works closely with the Habitat for Humanity in an effort to build more green homes.
http://www.burtsbees.com/natural-products/toothpaste/ The actual Burt's Bees brand has never been accuased of greenwashing but they have been bashed for being owned by Clorox. People are weary of Clorox because it is a bleach company and some percieve it as being not-so-environmentally friendly. Some that are great supporters of the green movement don't like the idea of a parent company that doesn't share the same values of a division of the company. The way Burt's Bees markets their products is perfect for the company. Not everyone cares about what their chap stick is made out of or where the scent of their shampoo came from, but some people do. Burt's Bees markets to this group that cares about what makes their product special. Rather than marketing to the masses they use permission marketing via their website. Those who care enough to visit their website can find endless information about the products, the ingredients, production processes, and anything else they may be interested in. In order to be green Burt's Bees uses the as many natural ingredients as they can when making their products, which is usually 95% or more. All of their products are paraben free, sulfate free, petrochemical free, and Phthalate free. Their production includes the least amount of processing possible through processes like distillation/condensation, extraction/steamed distillation/pressure cooking and hydrolysis. The goal of Burt's Bees is to maximize purity with the least amount of negative effects on the ingredients. They hold hteir packaging under the highest possible standards of sustainability. The company uses the highest approved levels of Post Consumer Recycled (PCR) or Post Industrial Recycled (PIR) and recyclable materials whenever possible. Burt's Bees new lip balm and lip shimmer packaging labels are now shrink wrap free. In just one year this has eliminated 1800 miles of shrink wrap film that would have been sent to the landfill — enough to wrap the Statue of Liberty 100 times!

They have trimmed the excess packaging from many of their products — some by 50 percent.

The company has also pioneered the introduction of TerraSkin™ Wraps, an environmentally friendly, treeless and bleach-free paper alternative they use to package most of their bar soaps. It has a lower absorption rate so they can use 20-30 percent less ink when printing. And because it’s stronger and water resistant, it makes for less waste. H & M The clothing company marketed a line of certified-organic cotton clothing to consumers. It was later found that the clothes were contaminated with genetically modified cotton seed from India. A third party "Green" certification group found that the company had data that was inaccurate. They claimed to have bought their organic cotton from a company in Germany which caused confusion about the link to the contamination in India. The company is a member of Organic Exchange, a group that promotes the use of organic cotton. The company was caught in the act of "slash-and-dump". When products didn't sell, employees would thoroughly destroy the clothing before throwing them into the dumpster to stop anyone from scoring free clothing out of their trash. This caused trouble for the company and gave consumers a different outlook on H & M. In an effort to heal their image after the bad publicity they prohibited "slash-and-dump" in all of their stores. The director of organic exchange also came to their aid and released a statement defending the company by explaining that the cotton can be contamined at a gin or delinting company. She also explained that Genetically Modified Organisms are almost impossible to contain and H & M may very well have been completely unaware of the contamination.
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