Eco marketing


Note: First published in Behind the Green Scene

At first glance, Fujitsu’s paperless party video seems like a pretty hokey attempt at positioning their ScanSnap scanner as a tool for greening the office. Employees celebrate by creating everything from cut-outs to paper mache. One guy even creates a piñata in his own likeness.

I don’t know Fujitsu’s intention, but it piqued my curiosity — not about the scanner, but about their sustainability record. Greenwashing, avoiding greenwashing, and covering up greenwashing are big business these days, so…

I checked out the company’s sustainability report, which they’ve been publishing as far back as 2000. It appears to be pretty forthcoming and thoughtful in process and approach — detailing their internal set of regulations — Green Product Evaluation Standards and product environmental assessment.

While I’m not endorsing Fujitsu products, am not (and have never been) paid by them, I thought would share information that I pulled from the section on eco-friendly products.

The Fujitsu Group has adopted a unified Group-wide approach to eco-design for newly designed products and works to improve environmental performance throughout the product life cycle.

We have been implementing our own environmental assessments for products since 1993, and we strive to develop eco-friendly products that reflect environmental considerations in such areas as energy saving, 3R design, non-use of hazardous chemical substances, packaging materials, and information disclosure.

If you’re still curious about the video, here it is…

Everyone is jumping on the eco bandwagon, and understandably so.  It’s hawt, it’s cool, it’s financially lucrative and it’s the new brand accessory. 

But, when Pepsi sent, unsolicited, a 5 lb overnight shipment of three half-liter bottles of Aquafina water to TechCrunch to promote their reduced-plastic, plastic bottles, the stunt went slightly awry.

Lesson learned: When marketing eco-friendly products, remember, it’s not just about the product. It’s about the process, as well.

Michael so astutely notes,  “I’m concerned that Pepsi decided to promote its new “eco-friendly” product by proactively shipping, via Fedex overnight, 5 lb boxes of the water to press around the country. And then sending a second batch either in error or to reinforce the message. That’s not very eco-friendly (if anyone knows the carbon cost of sending these boxes, let me know, then multiply it by hundreds or thousands of press). It all seems a little wasteful.”

Here is the full TechCrunch article. 

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