2014 Brandcameo Product Placement Awards

sustainability

Uniqlo Signs Greenpeace Detox Pledge

Posted by Shirley Brady on January 9, 2013 12:09 PM

Greenpeace has added Uniqlo to its list of global fashion brands and retailers signing its Detox pledge, making "a public commitment to eliminate all releases of hazardous chemicals throughout its entire global supply chain and products by 2020."

The commitment covers all Fast Retailing-owned brands — Uniqlo, Comptoir des Cotonniers, Princesse TamTam, GU and Theory — which together operate more than 2,000 stores. "Uniqlo recognises clean water as a critical global issue, and is proud to join Greenpeace in its campaign to eliminate hazardous chemical use," stated Yukihiro Nitta, Fast Retailing's executive in charge of social responsibility. The company also vowed to disclose discharge data from at least 80% of its global suppliers (including all their facilities) by the end of this year.  

As the environmental group blogged, the Uniqlo deal "comes just a month after Zara, Mango, Esprit and Levi's announced similar individual commitments, responding to waves of pressure from activists and consumers around the world. Competitors in the fashion world including GAP, G-Star Raw and Calvin Klein are looking increasingly out of touch now that 12 of the world's top high street fashion brands have committed to Detox." Other Detox signatories include Adidas, C&A, H&M, Nike, Puma and M&S.

chew on this

Fresh Food for Thought as Major GMO Foe Changes Thinking

Posted by Sheila Shayon on January 4, 2013 03:06 PM

Public apologies by high-profile experts are rare, making this week's anti-GMO reversal — call it a GMea Culpa — by British environmentalist, author and Oxford University visiting research associate Mark Lynas particularly stunning.

Lynas spurred the anti-GMO movement in the mid-‘90s, continuing to argue as recently as 2008 that corporate greed was threatening Mother Earth and her inhabitants; but at this week's Oxford Farming Conference, he recanted his position in a very public way.

“I want to start with some apologies," he stated. "For the record, here and upfront, I apologise for having spent several years ripping up GM crops. I am also sorry that I helped to start the anti-GM movement back in the mid 1990s, and that I thereby assisted in demonising an important technological option which can be used to benefit the environment.”

“As an environmentalist, and someone who believes that everyone in this world has a right to a healthy and nutritious diet of their choosing, I could not have chosen a more counter-productive path. I now regret it completely. So I guess you’ll be wondering—what happened between 1995 and now that made me not only change my mind but come here and admit it?"Continue reading...

what girls want

Hasbro Agrees to Easy-Bake Oven for Boys; Score One for Kid Activism

Posted by Mark J. Miller on December 18, 2012 10:30 AM

What do girls want? For one big sister this holiday season, the right for her brother to have the same toys in a non-stereotypical design. Almost 45,000 signatures and a slew of international headlines later, McKenna Pope, the 13-year-old who started the online petition at Change.org to convince Hasbro to consider boys in their marketing and design scope for the Easy-Bake Oven, has scored a big win for gender equality.

McKenna and her family met with execs at Hasbro on Monday and came out all smiles. Execs at the Pawtucket, R.I., HQ of the toy manufacturer, as AP reports, were deighted to show her design prototypes for Easy-Bake ovens colored black, silver, or blue — ready for her brother and other boys eager to get Easy-Baking.

Pope’s quest had started when she wanted to get her four-year-old brother, Gavyn Boscio, an Easy-Bake Oven for Christmas. After all, he had shown a love for food prep by attempting to “cook on top of a lamp's light bulb” at their New Jersey home. Pope only found ovens in pink or purple and the boxes only featured girls in its marketing images.

So Pope went out and scored more than 40,000 signatures on a Change.org petition, the support of a slew of male celebrity chefs such as Bobby Flay, and a meeting with Hasbro, which now says it is going to unveil the new oven at the annual Toy Fair in New York this coming February. Consumers who are looking to purchase Easy-Bake ovens that aren’t pink and purple will be able to snag them next summer. Plus, the new ovens will come with a boy or two pictured on the box as well.Continue reading...

sustainability

Greenpeace on Getting Levi's to Detox: "We're Not Your Grandfather's Greenpeace"

Posted by Sheila Shayon on December 13, 2012 02:01 PM

Following in the wake of Zara's capitulation, Levi’s is now the 11th brand to bow to pressure from Greenpeace's global Detox campaign. The denim giant has committed to eliminate releases of all hazardous chemicals throughout its supply chains and products. Still being pressured: Calvin Klein, Gap, and Victoria’s Secret as part of the green campaigner's goal “to expose brands until the use - and abuse - of hazardous substances is totally eliminated.” 

The world’s largest denim brand, has agreed to eliminate all releases of hazardous chemicals throughout its entire supply chain and products by 2020. The commitment comes eight days after Greenpeace launched its “Toxic Threads: Under Wraps” report targeting global fashion brands releasing toxins in Mexico's rivers, resulting in a digital groundswell with more than 210,000 people calling on Levi’s to Detox, tens of thousands taking action on Facebook and Twitter, and over 700 people protesting outside Levi’s shop fronts in over 80 cities worldwide.

As part of its Zero Discharge Commitment, Levi’s (as outlined in a blog post) will start requiring 15 of its largest suppliers in China, Mexico and elsewhere in the Global South to disclose pollution data as early as June 2013, followed by compliance from 25 additional major suppliers by the end of 2013.Continue reading...

sustainability

Greenpeace Turns #Detox Protests From Zara to Levi's

Posted by Sheila Shayon on December 7, 2012 12:25 PM

Having taken Zara to task as part of its Detox/Toxic Threads campaign, Greenpeace is now turning the spotlight on the Levi’s brand.

This week, the eco-activists rolled out a multimedia campaign that included bringing 16 living mannequins to stage a protest outside the brand’s flagship store in San Francisco. Their demand: that the world’s largest maker of jeans (with sales of $4.8 billion in 2011) eliminate hazardous chemicals from their supply chain. The tactics: turning the denim giant's global Go Forth "marketing platform"— which was inspired by Walt Whitman's "O Pioneers" poem — against the brand.

Campaigners are using the language of "Go Forth" against the brand. Greenpeace is mimicking its graphic style and hashtag (#goforth) with its own #detox tag for a "#GoForth and #Detox!" message. The platform's "This is our time" tagline has turned into "Now is Your Time," in addition to co-opting other Levi's brand attributes (see the Pinterest/Facebook-ready "501 reasons to detox" infographic, below) to encourage the company to live up to its high-minded, noble mesaging.

Levi's is listening.Continue reading...

in the spotlight

Tim Cook Polishes Legacy and Apple With US Jobs (and Steve Jobs) Promise

Posted by Mark J. Miller on December 6, 2012 04:22 PM

Outsourcing jobs has been a topic that kept coming up over and over again during the battle for the US presidency this year. And for good reason. American companies have been moving their manufacturing jobs elsewhere for eons, ia fact that wasn’t exactly helping the nation’s economy recover from a bruising recession.

Apple, which has manufactured most of its products in Asia for years, is doing an about-face following its bruising over labor rights at its Foxconn manufacturing plant in China. Now CEO Tim Cook tells NBC's Brian Williams (in an interview that will air Thursday night) that Apple will manufacture an entire Mac line in the US starting next year. 

“I don’t think we have a responsibility to create a certain kind of job,” Cook told Bloomberg Businessweek in its new cover story on his first year helming the brand. “But I think we do have a responsibility to create jobs.” Cook estimates that the company has created more than 600,000 jobs in America since 1980 (WSJ.com does a nice job summarizing Apple's US manufacturing history.)

Perhaps this is a way for Cook and Apple to give a little back to America. The New York Times reports that Apple is planning to shell out $100 million for American manufacturing next year. It currently manufactures some parts of the iPhone in the US. It's also, of course, a way for Cook to carve his own brand and legacy apart from his predecessor and old boss, Steve Jobs.

“My own personal philosophy on giving is best stated in a [John F.] Kennedy quote, 'To whom much is given, much is expected,’” Cook told Businessweek. “I have always believed this. Always. I think that Apple and Apple’s employees have done enormous good and can do even more.”Continue reading...

corporate responsibility

Greenpeace Claims Success as Zara Bows to Detox Campaign

Posted by Mark J. Miller on November 29, 2012 10:56 AM

Greenpeace is doing battle against the fashion world. In the past week, it organized more than 700 volunteers in more than 80 cities in 20 countries to dress up like mannequins and stage “walkouts” of Zara stores as a protest against the company for using any hazardous chemicals in its supply chain.

The “Detox Zara” campaign has spread to include all of fashion; the eco-campaigner's latest video, above, is a manga style trailer called "Detox Fashion" (tagline: "Toxic is so last season.")

The campaign has worked, according to Greenpeace's Tristan Tremschnig: "Zara — the world’s largest retailer — has now committed to clean up their supply chain and Detox following 9 days of intensive pressure from people around the world. This included over 320,000 people joining the campaign online, over 44,000 mentions of Zara and the Detox campaign on Twitter alone, and a reach of over 7.1 million people across Twitter and Weibo. Not forgetting our activities on Facebook, Pinterest and outside the brand’s stores."Continue reading...

cause marketing

US Budget Crisis Pressures Bono's ONE and (RED) World AIDS Day Push

Posted by Barry Silverstein on November 28, 2012 01:09 PM

There's good news and bad news when it comes to AIDS, and ONE wants to make sure the world's population is aware of both this December 1, the 24th annual World AIDS Day.

The ONE Campaign, the global advocacy organization co-founded by U2's Bono, just released a new report on the global fight against HIV/AIDS. The good news: Scientists now have the tools to "turn the tide" on AIDS, and the world should be heartened that the UN set targets for the "beginning of the end of AIDS" to be met in 2015. The bad news: Unless "sufficient funding, coordination and political will" are brought to bear in the fight against AIDS, it will be 2022 before the "beginning of the end of AIDS" can be reached.

With America mired in a heated national debate over how to fix the debt and the looming fiscal cliff, Bono has been personally lobbying U.S. lawmakers to urge them not to cut U.S. foreign assistance and aid funding. ONE is stoking up the urgency through a variety of actions in conjunction with World AIDS Day 2012.Continue reading...

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