Defending a Market Under attack

A post on the carbon offset market and some communications tactics to address the recent barrage on it:

http://blog.bitepr.com/2007/11/defending-a-mar.html

Swimming in Oil Spills

The recent disgorging of 58,000 gallons of bunker fuel into SF bay was unfortunate, if not unforeseen. Dozens of large container ships plow through the Bay's treacherous waters daily. But the perceived bungle in cleanup efforts will have the US Coast Guard smarting for many months.

As a surfer who lives on Ocean Beach in SF, this hit home particularly strong. I found dead birds next to oil blobs a couple days after the spill, and couldn't get into the water or even on the beach for most of the past week. Thankfully, I was back in the water at Sloat on Sunday enjoying clean, head-high waves.

The SF Chapter of Surfrider Foundation sprung into action quickly and helped direct folks that wanted to lend a hand in the cleanup. And now we have a brigade of volunteers trained in hazmat cleanup so there will be no delays next time.

Let's hope the NTSB and the Coast Guard hold accountable those that caused the spill and those that didn't quickly contain the spilln which led to its spread across hundreds of square miles of bay, ocean and beach.

Chevy Hybrid on the Radar

The Detroit News reported on Nov. 14 about Chevy's sustainable marketing strategy, led by its new Chevy Silverado Hybrid, a world's first.

Props to Larry Burns for being honest that Chevy hasn't told the "green" story well in the past (honesty). But has Chevy had anything to talk about? The new marketing campaign touting green seems very well thought out and digestible for media and consumers alike -- and shows a vision for the future -- which is great.

But he notes that Toyota has an image "to die for." Toyota's image is built on credibility and proof points that back up claims -- that have been years (if not decades) in the making. Toyota's brand has always had an element of efficiency in it; not so for Chevy (thus the skeptics).

When making "green" a part of a brand, it exposes you to more scrutiny, esp. if there's a legacy actively resisting CAFE (though even Toyota is guilty here). When making a claim, it can't be just to build an image, it has to be authentic -- or you'll get raked over the coals. The "green" bunny is out of the bag now for Chevy; it'll be hard to put it back even if oil drops back to $60 bbl.

Clean Feelings

Here's a post I made to my company's (Bite) blog back in July 2007 on consumer feelings toward a brand based on perceived leadership in sustainability:

http://blog.bitepr.com/2007/07/clean-feelings.html

Carbon Leakage - Sounds Messy

Carbon leakage was a new term for me -- and its kinda catchy. To me it generally refers to the offshoring of carbon emissions. So, while I may be pissy with China based on my perception that it's not checking carbon spewing industry, I recognize that my purchase of products made in China are contributing to the problem.

I've posted a blog on the topic here: http://blog.bitepr.com/2007/11/paying-to-stop-.html

Here's a more technical definition: The term carbon leakage refers to the effect that a part of the CO2 reduction that is achieved by countries that abate CO2 emissions is offset by an increase in CO2 emissions in non-abating countries. http://www.rivm.nl/bibliotheek/rapporten/500036002.pdf