Incite Kitchen

Whole Foods focuses on third "R" and forces behavior change

Changing behavior is never easy.  Just ask anyone still trying to keep their New Year's resolutions.  Willpower works for some.  Guilt motivates others.  But for most of us, the best way to stop doing something is to eliminate the temptation altogether.

Whole Foods is taking that tact, eliminating free plastic bags in their stores by Earth Day.  Some stores may run out before then and will not be replacing them.  Instead, customers are encouraged to bring their own bags from home or purchase reusable bags made of recyclable materials at the store.

This effort really focuses on the third 'R" of the environmentally-responsible behavior equation--Reuse.  For years we've heard about recycling.  We've even heard a fair amount about reducing, especially from energy companies giving us tips about lowering our thermostat, changing out light bulbs, etc.  Of course nothing helps us reduce more than the random power outage.  Talk about a forced behavior change!  Many predict this will be the year where the call to reuse comes into its own.  We're already hearing a great deal about this in the debate over bottled water. 

There's a lesson here for us marketers.  We can study all the attitudinal aspects of our brand and celebrate the shifts in perception and purchase intent; but until we isolate the causes behind behavior change, and who acts on what we say vs. just talks about how it we won't see the change (read: sales gains) we truly seek.

Cheers to Whole Foods for continuing their quest to not only talk the talk about sustainability; but also     walk it and in so doing help others do likewise.

Scenes From an Aveda School

While in Indianapolis over the weekend I had the opportunity to explore several stores that I typically wouldn't have the chance to experience.  Perhaps the most interesting was Aveda Fredric's Institute... a beauty school disguised as an upscale salon.  For $15.00 guests are treated to a five-minute back/neck/shoulder massage, shampoo/deep conditioning, mini facial, and of course, a hair cut.  Tips aren't allowed.
As with just about everything Aveda, a green theme ran through-out the building.  Plastic bins were made of recycled Tide bottles (and other plastics I presume), the floor was cork, counter tops were stainless steel and fixtures were bamboo.  Aveda's commitment to the environment is real.  Unlike the large crop of corporations jumping on the green bandwagon, the sense of purpose exhibited by Aveda is nothing shy of remarkable.  With efforts ranging from their packaging to the floors of their schools, you can't help but be curious as to what other ways they are seeking to better, or at least minimize their impact on the environment.  This is, quite frankly, the greatest proof that they are sold out to their belief and not just trying to sell us on it.
Furthermore, I had a chance to talk with several of the students, many of which already had college degrees.  The lady who cut my hair was making a career switch after ten years of working for Sony Music in Los Angeles and MTVU in New York.  The students completely shatter the image of the average "beautician."  According to Aveda's website, these are their beliefs.  I believe them.

Brands With A Conscience

I just saw where The Medinge Group recently announced their 2008 Brands with a Conscience.  There were a  few expected brands, a few I'd never heard of, and one that while I'd heard of it, took me by surprise.  The list is below and the actual press release can be found by clicking here.

Aveda
Chocolonely
Hennes & Mauritz
Happy Computers
International Watch Co.
Pret a Manger
Dame Anita Roddick

Aveda, H&M, and Dame Anita Roddick are solid picks.  I've never heard of Chocolonely, Happy Computers, or Pret a Manger.  International Watch Company, however, really took me by surprise.  By now the strong trend of luxury brands going green is well documented.  But super-luxe brands (for lack of a better term) such as IWC going green, especially to the point of such recognition, is not only unique but probably a sign of things to come.

Not long ago, "the world's finest" and "the world's cleanest" were almost contradictory terms.  As the greening of the world continues, I'll be fascinated to see how many/what other super-luxe companies follow suit.  Even more, I'll be fascinated to see how such operational/marketing ploys play-out among the world's most discerning shoppers. 

Green Marketing Manifesto

Like a lot of things green, what it means to be a green marketer has been something that has eluded many agencies for a long time.  The truth is, being green isn't a positioning, it's a purpose.  Most agencies simply don't (and won't) live it and are therefore ill-prepared to provide sound advice to clients regarding the subject.  John Grant, a former St. Luke's planner has recently released his book, "The Green Marketing Manifesto."  And, since the first 50 bloggers to write about it are apparently promised a copy, I'm giving it a go here.  This is, I might add, a very interesting (and green) marketing strategy.  I'm fascinated to see what the book reveals and if anyone else has read it, or was at the book's introduction in London, I'd love to know more.

Reinventing the Bottle

I completely missed the pomegranate craze a few years ago.  Not that I didn't give it a try... seemed every other aisle in Trader Joe's had a pomegranate concoction of some sort and pomegranate samples were a daily shopping occurrence.  But the flavor was just too tart for me and I haven't paid much attention to anything at all resembling a pomegranate since determining that blueberries work for me.

Last weekend, I came across the magic that is POM Tea.  Truthfully, I haven't tasted the stuff yet, but my wife had purchased two, and the empty bottles (or shall I call them glasses) were cleaned and in our cupboard when I reached for a cup for my water.  I love the POM Tea packaging for a variety of reasons.

1) It's unexpected - functionally and visually
2) I can only imagine that drinking cold tea out of a glass, as opposed to a bottle, would naturally make the product experience feel more homemade and less manufactured
3) Reduce, Reuse, Recycle - I don't even want to recycle my POM glasses... I like them enough that I want a complete set to reuse for several years.  Hats off to POM for permanently placing ads for their product in my house.

Despite my natural inclination to avoid pomegranates, I think I'll have a POM Tea with my lunch today.  Funny what good design can do for a product.