CSR as value creation

Strategic positioning for triple bottom line: agency for sustainability marcom, design & creation of eco responsible marketing tools, MBDC cradle to cradle certification

Going green: not a charitable endeavour

Forget about the fringe movement; green marketing is here to stay. It's not about projecting a warm and fuzzy image: companies that are seen as truly supporting sustainability are getting noticed, and getting sales, from a growing segment of informed consumers. Even those companies that are making an effort to grow in the direction of ecologically sound policies are getting attention. For example, wineries in Italy that are reclaiming vineyards that were sprayed with pesticides 20- 30 years ago, and transitioning them to biological farming lands again, are being awarded a special “transition” label to reward them for a hard, and long-term, effort to go green.

Change from the inside

Don't forget about your internal stakeholders, either. Those same informed consumers making purchase decisions based on green policies are your actual or potential employees. By creating honest, achievable and transparent action plans to "go green", and by challenging your employees to deliver creative ideas and help to achieve those goals, you increase employee morale and make every single one of them a positive spokesperson for your green messages.

Get noticed for being an innovator, not a polluter

Green is IN. Consumers are not your only stakeholders that care about this issue. The press is covering companies' green initiative success stories every day. Governmental officials are embracing (or being forced to embrace) legislation and policies that reward companies for driving strong sustainability policies and innovation, and punish those who pollute. NGOs and third-party watchdog organizations are watching and reporting on those companies that claim to be green, but aren't, or are not even bothering to adapt to new-world practices. How do you want to be known as a company? As part of the problem? Or as a cutting-edge leader that is part of the solution?

We walk our talk

Creative and marketing agencies generate a surprising amount of waste. ELCAMEDIA make sure to consider the environmental impacts of our green marketing practices themselves. So we look for opportunities to be environmentally efficient with marketing materials, and capitalize on opportunities where internet or electronic media could work to reduce the use of paper. We use recycled paper from sustainably harvested trees and soy-based inks for printed marketing communications. In one case, we created a piece of marketing collateral which was able to be planted, and produced flowers when watered. In another case, we produced a marketing tool that was fully recyclable into the very product it was promoting: silver certified Cradle to Cradle carpet backing (circular economy, triple bottom line).

I have trained expert consultants at ELCAMEDIA personally and know they have the knowledge, skills and commitment to integrate Cradle to Cradle seamlessly into the communications strategy of the companies we work with.

— Prof. Dr. Michael Braungart, co-founder Cradle to Cradle