NewsBytes: Nau and GE’s “Ecoimagination” – Green Is Good Business
1) The June issue of Fast Company includes a great article by Polly LaBarre (reg. required) on Nau – a new enviro-friendly, outdoor/lifestyle apparel company that is choosing to do business in a very socially responsible way. A few of the many things that struck me: a) their pledge to give back a whopping 5% of sales to charitable organizations (and to let the customers choose those!), and b) the company’s leaders realize that storytelling is key to their attempt at whatever "sustainable marketing" might look like. LaBarre quotes Ian Yolles, their marketing VP: "We haven’t completely figured it out yet, but at the core is storytelling. There are all kinds of interesting, authentic storied embedded in our people, their passions, the ideas behind the company, and a wider, emerging community of people who reflect the same ethos."
2) General Electric’s successful "ecoimagination" effort got notice in the Financial Times this week (article by Francesco Guerrera – reg. required) for doubling sales "from environmentally friendly products to $12bn over the
past two years, in the strongest sign yet that corporate America’s
drive to respond to climate change is beginning to pay off." GE’s chief executive, Jeffrey Immelt is convinced the green approach benefits the bottomline: “I think the idea has traction now. As a business, you have got to be
willing to have your own strategy [on the climate change].” So…who is buying all those energy efficient appliances, lightbulbs and such? Hmmm.
