(GREEN)
Wherefore art thou Green Bono?
 There’s a great article in the NY Times about the (red) campaign. Here’s an excerpt:
According to a 2006 poll by Cone Inc., a marketing agency in Boston, 89 percent of Americans between 13 and 25 would switch from one brand to another associated with a “good cause,” if products and prices were comparable.
Over all, more than $59 million has been contributed by Red and its corporate partners to the Global Fund. Red-financed projects have helped put more than 30,000 people on antiretroviral treatment and provided more than 300,000 H.I.V.-positive pregnant women with counseling and treatment, according to data from Red and the fund.
Although (red) is a small portion of all funds that go to the global fund, it has certainly raised awareness about the possibility of cause based marketing and has also made a positive impact.
(red) may not be an ecolabel, but it is certainly an example of caused based labelling done well.
Tags: standards
Posted by Jacob on Wednesday, February 6th, 2008 | Permalink |
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ecolabelling.org blog » A Fortune in Ecolabels says:
[…] from NGOs and other advocacy groups. This contradicts market research like that highlighted in our (GREEN) post yesterday. That research suggests that what we are seeing is a consumer demand driven […]
Posted by ecolabelling.org blog » A Fortune in Ecolabels on Thursday, February 7th, 2008 at 12:31 | Permalink
Carolyn Allen says:
Social justice is certainly part of “green” and sustainability. Labels are just a tool to make the significant changes we face a bit easier and faster for consumers. First we need a caring heart…and then the labels help us do more with less time. Thanks to Bono for his personal actions to care for our civilization. Carolyn
Posted by Carolyn Allen on Monday, February 11th, 2008 at 14:35 | Permalink