ftc green guides - is this your opportunity?
As the FTC works through their final revisions to the Green Guides, there is a great opportunity for your company to not only stand out from the competition, but to form a more solid and loyal relationship with your customers.
The FTC Green Guides are intended to help marketers avoid making misleading environmental claims, and at the same time help the consumer have a clear understanding of what a claim means. Environmental claims such as “green”, “eco-friendly” or “environmentally-friendly” are just too general. They lack clarity, and in the past have not been substantiated. Enter the knowledgeable and savvy consumer who actually wants to know what commonly used terms such as “green” and “sustainable” really mean. And enter the era of company transparency–the opportunity for you to connect with your customers in a new way, building a relationship of authenticity, trust and loyalty.
In October 2010, the FTC proposed to revise their Green Guides for the first time in 10 years. Initially issued in 1992, the Green Guides were revised again in 1996 and last revised in 1998. With the proliferation of sustainable initiatives and environmental claims, the revisions are badly needed.
Currently the FTC is in the process of reviewing public comments and making final revisions to the guides. These updates are designed to make it easier for companies to understand and utilize them. Included in these updates are guidance on the use of certifications and seals of approval, “renewable energy” claims, “renewable materials” claims, and “carbon offset” claims. Other proposed changes will give guidance on how to qualify claims such as “green” or “eco-friendly” and how “recyclable” and “compostable” can be utilized. Even with these updates, there are still areas that are not included and will need to be addressed in the future such as guidance on claims regarding a product’s life cycle or hidden trade offs.
What does all this really mean to you? It means more clarity in how to make accurate environmental claims on your packaging and your collateral as you comply with the new rules. It also translates into new opportunities. This is an ideal time to amp up your package design efforts. It is also an incredible opportunity for your company to form closer ties with your customers by communicating what you are doing to help the planet. Not just on your packaging, but also through your website and social media efforts. How can you take advantage of these opportunities?
- Utilize the FTC guides to help the consumer understand your message
- Consider cost-saving sustainable options for your packaging
- Ensure that your brand message is conveyed on your package to the consumer
- Utilize “Creative + results”–a successful approach to differentiating your package in the marketplace
- Utilize your website and social media efforts to reinforce your sustainability message
“Opportunities are never lost; someone will take the one you miss.” ~Author Unknown
the saving of henry
This morning while getting into the working groove after a holiday, Jeff one of the lead designers, was sitting at his desk when he looked out of our front windows to notice that there was a cat stuck high up on one of the connector pillars! We were all mortified because it looked like it was so scared and there was no way off of the pillar for the little guy, without plunging down or leaping into freeway traffic.
We notified the fire department across the street but they didn’t seem too concerned and was going to just see if it made it off on its own. Needless to say, we weren’t okay with that response. We notified animal control and were waiting a call back to see how to proceed, when Linda, another senior designer, just grabbed her car keys and decided that we had to take action now and we would go rescue it! Linda, Janet, and Laura piled into the car, cat treats in-hand!
They drove up onto the connector and put on the hazard lights on the shoulder of the freeway. Janet reached through the crack with some cat treats, and the helpless cat seemed all-to-ready to be rescued. Janet grabbed the little guy by the scruff, while Laura reached over the wall and scooped him up, Linda waiting to grab Laura by the belt-loops if needed! The little cat was safe!
We brought him back to the office and gave him food, water, and lots of loving. The whole office was relieved and participated in the celebration! Marie had an idea to look on Craigslist to see if anyone had reported a cat fitting the description of the one we just rescued. It was a miracle! There was a posting for a lost cat that perfectly fit the description of our little rescue, his name was Henry and he was wearing a hemp collar with a shell clasp. We called the owner, Jody, who proceeded to tell us that Henry had been missing since February 15th and she had been so upset, crying at night when she would look at pictures of him. Jody was so thrilled that it barely took her 10 minutes to come get Henry to take him home!
We were so happy and made for the best “feel good” story to start out the week!
