Trend Exploration: Going Green ... In Print?

Replenish, whose CEO Jason Foster encouraged us to
"Just Wash The Spoon," is now available nationwide.
I came away from Fuse 2012 (and I'm probably not alone here) basically obsessed with our new unofficial mantra "just wash the spoon." It's been great in the subsequent months to look at some of the amazing work different brands are doing to be more sustainable. For example, the video below explores a campaign for Volkswagen: The Bluemotion Label.



Volkswagen was able to encourage South African consumers to recycle a whole magazine by including a mailing label within the pages. AdWeek reports:
"Following the edible print ad and the test-drive print ad, here's a magazine insert from VW South Africa that embodies its green message—for the automaker's eco-friendly BlueMotion technology—by including a pre-paid mailing label you can use to send the magazine to a recycling plant."


With so many automakers struggling to reach the millennial marketplace, perhaps messaging like this could be the differentiator.
'DryDye' Adidas shirts via Treehugger.com
Volkswagen isn't alone in trying new strategies, many brands are trying to creatively reach eco-conscious consumers. Adidas is another example, launching a program to use ‘DryDye’ technology in its production to dye 50,000 T-shirts and save the equivalent of a full-sized swimming pool of water. Is your brand doing anything to go green this year? What inspiring campaigns have you seen lately?

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com

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