You're honoring the Earth today. This just in: her reply:
You're honoring the Earth today. This just in: her reply:
Pour some tap water into a plastic bottle, slap a label on it, and what do you have?
Nonetheless, Americans buy around 9 billion gallons of bottled water every year, sold by a brand promise of purity, health, beauty and personal style.
Although critics haven’t put much of a dent in the demand, there are signs that’s about to change. More than 90 colleges and universities, including Brown and Harvard, have banned or are restricting the use of plastic water bottles, Bloomberg has reported.
“The product just doesn’t make common sense,” Sarah Alexander, 20, an environmental-studies major at Dartmouth, told Bloomberg. “Companies are taking something that is freely accessible to everyone on the Dartmouth campus, packaging it in a non-reusable container and then selling it under the pretense that it is somehow better than tap water.”
Unlike the tap water you pour into a glass, the water in bottles is trucked around the country, consuming energy, producing carbon and leaving an unwanted plastic container. After the consumer’s refreshing drink, the container is: trucked around some more and buried; recycled (more energy and carbon); tossed in the water (maybe even becoming part of the world-famous Pacific garbage patch); or buffeted about the side of the road.
To serve parched students, Harvard and Dartmouth will be installing hydration stations in new buildings. These will enable students to refill their own bottles with filtered water. They’ll also be saving money: according to Ban the Bottle, it costs 50 cents a year to drink tap water and $1,400 to buy that equivalent in bottles.
Let’s raise a glass of tap water to the money back in our pockets. And let’s celebrate World Water Day by being grateful for even having choices about drinking water while so many people go dry.
Karina Quintans tipped the trash can toward her and looked inside: paper coffee cups, tin foil, fast food sacks and, curiously, the pruned leaves of somebody’s indoor plant. At least 80 percent of the trash in this can – clearly labeled “landfill” – was suitable for a second can a few inches to its left, the one labeled “recycling.”
We may not get our waste in the right hole, but at least now, thanks to Quintans and her friends, if you stroll the downtown area of Portsmouth, New Hampshire, you have a 50-50 chance. Until Sept. 27, you had only one option: landfill.
In a civic climate where most of us wait for the government to act, or deride it for failing to, Quintans and her grassroots group “Zero Waste Portsmouth” planned, financed, created and installed five sturdy recycling bins here in downtown Portsmouth, home of the CleanSpeak blog. Each bin has a recycling hole and a landfill hole, the latter label chosen because it describes the ugly reality of waste disposal.
Before the forklifts set those bins in place, when you visited the Port City you either stuffed your recyclables in your pockets until you got home, pirated one of the cafes’ recycling buckets, or most likely, dropped them in the trash can, sending them on a one-way trip to the landfill.
The remarkable thing is that Zero Waste Portsmouth didn’t wait for the city. Although we have curbside residential recycling, downtown street-level recycling wasn’t going into the municipal budget anytime soon. So ZWP drove the project themselves, rounding up volunteers, corporate patrons, some grant money, and some student artistic talent to make these bins a reality. The city will take over from here. Hopefully, collection costs will be offset by avoided landfill costs together with the hard-to-quantify environmental benefit.
Before the bins came, 44 percent of the city’s waste was still going to the landfill, according to Quintans, director of Zero Waste Portsmouth. Twenty-two percent was being recycled. (The rest was yard waste, concrete, bulky, etc.). The downtown area alone was sending 20 tons of trash to the landfill every year.
Zero Waste Portsmouth has an ambitious goal: living up to its name and making the landfill obsolete. As communications professionals, we love this name because what it lacks in immediate viability it makes up for in inspiration.
Admittedly, zero waste is ZWP’s long-term goal. Cutting the landfill-bound portion in half is a shorter-term one. A great first step? Just getting stuff in the right hole.Meet Quintans and learn more about the project:
The cure for the runaway use of plastic water bottles has been right in front of my face every Tuesday night. It’s the beer tap in my local bar. With a few tweaks and some creative marketing, the tap could be the end of the perpetual stream of plastic bottles clogging landfills and waterways. (Which, in the interest of full disclosure, I squawked about back in 2009.)
Bottled water sales were supposed to have peaked – or “tapped out” in the words of the Washington Post – in 2009. That was good news for us crunchoid types who think bottled water is an over-used indulgence that consumes too much plastic and landfill space. The good times lasted a year. Despite public awareness campaigns by groups like banthebottle.com, bottled water sales rebounded in 2010. The spring (no pun intended) 2011 edition of the bottled water industry’s trade magazine, the Bottled Water Reporter, announced that the industry was on the rebound and poised for growth in the U.S. and worldwide. And remember, the backdrop to this resurgence is that we didn’t make much of a dent in our 167-bottle-per-person-per-year habit when sales slowed in 2009, we just temporarily curbed its growth.
I’m on record in this space a few years back as having no particular quarrel with plastic. I just think we use too much plastic in the U.S., where clean tap water is the rule rather than the exception. Why burn energy to pump crude out of the ground, burn more to refine it into petrochemicals, then more to turn it into single-serve plastic water bottles? There are better ways, and I’m offering one to the bottled water and convenience store industries royalty-free:
Step One – Convenience stores, remove the cooler space currently devoted to bottled water.
Step Two – In its place, install a cold tap system with at least three or four spigots. One of them should always be local tap water.
Step Three – Invite water companies to rent a tap, install a branded handle, and hook it up to their own brand of water.
Step Four – Sell refills of branded water for a quarter a whack and give the local tap water away for free. Customers have to fill reusable water bottles. If they don’t bring them in, they can get one for a deposit – a hefty enough sum to encourage them to hold onto the bottle or bring it back, but not enough to scare them away.
There’s something in this for the stores and the water companies. The stores can devote less space to water sales and don’t have to re-stock single-serve bottles. They can brand their water bottles with their own logos and colors as promotional items. The water companies can bulk-package their product, which is cheaper and more environmentally sound. That should reduce the amount of static they get from the anti-bottle lobby.
I will admit there are a few holes in the plan that I haven’t yet figured out. How much does it cost to maintain a steady supply of clean water bottles, for example? Truth be told, I’d rather we all just drank local tap water and forgot about water that has to be pumped out of the ground (with electricity) packaged (in plastic) and transported (burning diesel fuel). But designer water has caught on, so why not use free market economic principles to accomplish something for the environment?
The vessel was years in the making. Sometimes it takes that kind of effort to make people care. Keep that in mind when you’re fighting the good fight for clean technology.
Sadly, bad news can be easier to care about. Although the plankton decline isn’t so scary, when Louisiana’s seafood restaurants become pasta joints, that will certainly get people’s attention.
I’ll keep this wind energy post as short as my last one was long. I’m speechless and inspired by the story I just read of a self-educated African boy from Malawi who in 2002 cobbled together bike parts, gum tree wood, an old shock absorber and other junk to bring the first sparks of electric power to his village. Fourteen-year-old William Kamkwamba of Masitala had spent so much time tinkering and dump-picking in preparing his wind turbine that his neighbors thought he was smoking pot. But when he scaled the rickety 16-foot tower and sparked up a car light bulb, he became a village sensation. He has since created the village’s first water supply and irrigation system. Read the BBC article. There’s a video, too. And a book.
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Plus lessons from Coca-Cola, Dell and Timberland
Retailers go green for two reasons. One, consumers favor products they believe are green. Two, it’s the right thing to do.
One in three American consumers are more likely to choose environmentally responsible products, and 70 percent of Americans are paying attention to what companies are doing about the environment, according to an Opinion Research poll. Across the water, two out of three UK adults say environmental concerns influence their purchasing decisions.
Does the time and expense of green retailing to these consumers pay off? The jury is still out on that one, so the smart retailer at least considers going green. Fortunately, good green retail marketing is by definition good for the planet. It’s not greenwashing. To be effective, green retailing actions must be able to withstand reasonable scrutiny. They’re changes that matter, in ways however small, to the planet and your business.
Step one: the inventory
If you want to go green, the first thing to do is conduct a thoughtful inventory of how your business affects the environment. Consider both the obvious and less obvious impacts. Let’s say you sell cars. Obvious impacts include the gas they burn, the emissions they spew and the pile of tangled metal that eventually goes to the landfill. The less obvious effects include the production of electricity to illuminate your lot; the trees that die for your paperwork; and the impact of trucking new cars to your showroom. Less obvious still are the natural resources that go into the vehicles’ parts, the energy produced in refining those materials, and all the subsequent consequences of manufacturing.
With this inventory, you learn pretty quickly the infinite breadth of your environmental footprint. The good news is you don’t have to fix everything at once. The inventory simply introduces you to accountability and defines the scope of areas where you can become more sustainable. (This step also tells you how critics might attack you should you be so foolish as to make overly aggressive green claims.)
With your environmental impact inventory complete, here are some options for going green and some examples of companies that employ them:
Green your product
Any product can be greened up. Downsize the vehicles you sell, for example, and make room for some hybrids. Or use greener materials. Payless Shoes now offers a full line of eco-friendly footwear, purses and accessories that use natural fibers like organic cotton, hemp, jute (plant), recycled rubber and plastic, water-based glue and (for packaging) 100-percent recycled boxes printed by soy-based ink. No metal or pesticides in the sourcing chain and no excess raw material extraction. (Sorry, ladies, no pumps either, but you can still get some elevation, see right.) The marketing benefits are immediately clear: Why else would this post mention Payless? How else would Payless have caught our eye on Reuters?
Green your most visible operations
Whole Foods Market banned the use of plastic grocery bags at its 280-plus stores starting on Earth Day 2008. In the ensuing year, it says it has kept an estimated 150 million plastic bags out of landfills. The campaign helped energize customers to triple their use of reusable bags – themselves made of recycled materials. The company also sells a special reusable bag for $29.99, each sale of which feeds 100 kids in Rwanda. That’s good marketing, and it’s hard to be cynical about feeding the hungry.
Green the building
Timberland opened a “carbon neutral” store in New York City last week with reclaimed wood, salvaged brick, efficient lighting and non-VOC paint. These green features hit the consumer between the eyes. Although less visceral, Timberland’s LEED certifications for its mall stores are also important for green credibility.
Green your energy consumption
Dell, for example, announced last week it gets 26 percent of its global electricity needs from renewable energy sources, up from 20 percent in 2008, and powers nine of its facilities with 100 percent renewable energy. Twenty-six percent doesn’t sound like a whole lot, but the company wisely uses credible third parties to compare itself favorably with competitors in technology and in big business. Dell also uses another tactic…
Buy renewable energy certificates
Renewable energy certificates, or RECs, are commodities that an organization can purchase from a renewable energy producer (solar, wind, biofuels) to conceptually offset the harm the first company’s power sources are causing. Purchasing a REC subsidizes renewable energy production and effectively increases the cost of emitting carbon. It’s of limited green retailing value except in bolstering a claim of progress toward carbon neutrality.
All of these measures can be effective, but they have the potential of doing more harm than good. Few media stories are more withering than a point-by-point analysis (of how a company took its green claims a little too far. So just be careful what you say and how you say it:
These examples should give you some direction in planning your next step in green retailing. Remember, if it’s good for the planet, it’s good for business. Because it’s hard to profit without a planet.