Kodak Turns Over a New Leaf

Picture this… Kodak is going sustainable. A new logo will now be attached to packaging, marketing and advertising materials to signify environmental products unique to the brand. The logo, featuring a green and yellow leaf, supports its new tagline of “Kodak Cares.”

Further proof of the company's commitment to an environmental corporate conscience is Kodak's new sustainability focus, leveraging a growing movement of consumers willing to pay for and support environmentally friendly companies and products.

Research from market intelligence firm Mintel shows that 35% of American consumers will pay more for green products; the green market grew 41% between 2005 and 2009.

But Kodak "won't be putting this logo just anywhere,” according to Charles Ruffing, Kodak's director of Health, Safety, Environment and Sustainability.

“First and foremost, we want our products to carry the recognition of objective and respected third parties like the Energy Star program, whenever possible," he noted. "Only for those products that aren't covered by one of these programs will we consider applying our new leaf design.”

The company's goal is to help customers “manage their own environmental footprint,” including reuse and recycling. The KODAK Printer’s EnviroServices Program is a prime example. According to Kodak, last year the program averted some 20 million pounds of waste from being dumped into landfills.

And the KODAK Adaptive Picture Exchange (a suite of retail photofinishing tools) consumes 70-90% less energy than “traditional mini-labs,” and doesn’t use any water.

Ruffing added, “Kodak recognizes that being a successful company and a company that contributes to the advancement of society should be viewed as not just compatible, but complementary goals… we are eager to have conversations with our customers and others about how we can become partners in better stewardship of the world’s resources.”

The greening isn't (yet) extending to Kodak's consumer marketing, which is focused on reinvigorating the classic "Kodak moment." Missed opportunity? Let us know what you think with a comment below.