Once Trash, Now Treasure

Trash—it’s inevitably everywhere and there always seems to be more being generated. Here in the United States, the trash concept is simple: we take our trash and recyclables to the curb on our given garbage pickup day and it disappears via the garbage to truck to a landfill or recycling center. However, in Indonesia, trash is a huge issue—lining the street and rivers since the country is too economically impaired to fund municipal projects like trash pickup.

One artist, Ann Wizer, has helped create a special project aimed at not only helping clean Jakarta, Indonesia streets, but also establish well paying jobs, and create some really cool new items out of plastic consumer packaging. XSProject, Wizer’s foundation, keeps trash out of landfills—she hires local trash pickers to collect (usually colorful) branded packages, and repurposes them into usable bags, binders, pillows, and a variety of other products and literally turning one man’s trash into another’s treasure.



While this article isn’t exactly advertising centric, I think that XSProject and other similar groups are creating a solution and spreading awareness about the global trash issue to create functional and trendy items to be sold in the marketplace. While branding is so important to creating awareness among consumers, I think that advertisers have an obligation to be socially and environmentally conscious in regards to product packaging. According to XSProjectGroup.com, “only 1 in 10,000 products are created with the environment in mind,” and “98% of all products are throw out within 6 months of purchase.

I think that what XSProject is doing is a wonderful service to the people of Jakarta—creating new goods, establishing viable business opportunities, and cleaning up the streets.

To see some examples of their work and to learn more about the project, please visit: http://www.xsprojectgroup.com.

Mainstream Green

Tomorrow, April 22, is Earth Day—a day promoting awareness and change for environmental issues including global warming, pollution, wildlife, alternative energy, going green, etc. With the arrival of Earth Day, I am inspired to discuss the consumer movement (and reactions of advertisers) towards going green.

So why are consumers going green?

About 35 million Americans are going green and willing to pay 5 to 10% higher prices for eco-friendly products, and thus defying recessionary trends – meaning potential profits for those companies who are willing to and can meet consumer demand. Labels and ads are focus on words like ‘all natural,’ ‘eco-friendly,’ and ‘organic’ – buzz words meant to attract consumers’ desire for environmentally friendly products.

Havas CEO Fernando Rodes Vila says that “Companies who are committed and respect the environment will be favored by consumers…And in most markets, consumers are ready to reward companies who do right by the environment”

Several companies have already taken steps towards becoming green. FedEx, UPS, and Coca-Cola are all converting their delivery fleets to hybrid vehicles. Cargill and SC Johnson are using trash/waste to power factories to make environmentally friendly products. Car makers are turning towards production of hybrid and alternative energy vehicles. In my own office, employees are asked to power off computers and lights at the end of the day, recycle paper, and conserve water. Here are a few examples of some other companies exploiting their own green initiatives:

General Electric – Ecomagination
http://ge.ecomagination.com/site/index.html#ads

Chevron – Power of Human Energy
http://www.chevron.com/about/advertising/

Apple MacBook



While companies are capitalizing on inflated prices of green products, they should also note that their point of differentiation will fade as consumers demand more and more environmentally friendly products at a lesser price. However (at least time being), companies and advertisers should exploit this consumer trend, which will most likely prove profitable for companies, consumers, and especially the environment.

References:

http://en.wikipedia.org/wiki/Earth_Day
http://adage.com/article?article_id=136091
http://www.usatoday.com/money/advertising/2007-06-22-cannes-green-usat_N.htm
http://adage.com/mediaworks/article?article_id=136116
http://www.csrwire.com/News/1782.html
http://www.fastcompany.com/blog/fast-company-staff/fast-company-blog/sustainability-green-age-advertising
http://www.etftrends.com/2009/01/are-consumers-serious-about-going-green-etfs.html
http://www.msnbc.msn.com/id/12040418/
Weather Channel (TV Show)