Tag Archives: marketing

Can I Claim Biodegradable or Compostable?

There has been a bit of lingering confusion by some regarding the recent updates to the FTC Green Guidelines about marketing products with the terms “biodegradable” and/or “compostable”. We hope to clear up any remaining confusion that might be out there in this blog.

We feel that the recently updated FTC Green Guidelines have really cleared up the past confusing and often ambiguous guidelines regarding marketing claims of biodegradable and compostable. The FTC in their updated green guidelines have provided clear explanations and examples of appropriate marketing claims that would eliminate confusion among “green” type of claims being made in the market today. Claims such as ‘biodegradable’, ‘compostable’ and even ‘recyclable’ have been addressed in the updated FTC Green Guidelines and should eliminate any and all confusion that lingered from earlier guidelines.

So can a company make the claim of “biodegradable?”

The answer is yes! There are two ways to do so:

A company can claim biodegradable if that material biodegrades with a one year timeframe within the customary disposal environment. The company making that claim should have reliable scientific data to back up the one year timeframe for biodegradation within the customary disposal environment.

Or, for products that are biodegradable but take longer than one year to biodegrade, (After all, even food waste takes longer than a year to biodegrade in a landfill environment) the claim must be fully qualified.

What does “fully qualified” mean?

It means that a company must include additional information along with the claim of biodegradable. That additional information includes the environment and timeframe.

This approach also applies to claims of compostable. Products that use the general claim of compostable must compost in a backyard compost environment and compost very rapidly. For products that will not readily compost in typical backyard compost environments, the claims would need to be fully qualified to include the type of compost environment and if needed the timeframe.

There is a caveat to this, and that is that many compostable plastics require an Industrial or Commercial Compost Facility in order to properly compost. These facilities are not readily available to most of the world and so the availability of placing the compostable product into the proper disposal environment should be included in with the marketing claims.

And what about the claim “recyclable”?

Most polymers are technically but unfortunately are not. With recyclability claims be sure to use a qualified claim if less than 60% of consumers have access to facilities that recycle your product.

The general idea behind the updated FTC green Guidelines is to minimize or prevent confusion about environmental claims being made about a product and/or the products packaging. ENSO fully supports this approach and we believe it is crucial that green marketing claims are as accurate and complete as possible so not to result in confusing or misleading claims.

If you would like additional information on this subject please feel free to contact us.

Community for Biodegradable Plastics

The “Green” movement is growing at a breakneck speed. Brands are positioning themselves around their environmental initiatives in many ways, but whatever they do, addressing their use of plastic seems to be the most prevalent step in having a greener footprint on the environment. Unfortunately, there is a lot of misinformation and confusion in the marketplace about this subject. It seems like every time you turn around there is a new ban or an extreme move to address the use of plastic and it’s as if nobody really knows what to do at this point. But it’s my understanding that the advancements in new technologies are what we should really be focusing on embracing and bringing to market. I appreciate groups like the Community for Biodegradable Plastics that allow an open forum to discuss this matter. If you find yourself looking for answers to questions about biodegradable plastics and technology then this is the place where you can find them.

Hot & Easy Tips to Marketing a Green Product

Marketing Green

There are many ways to market a “green” product, like ENSO plastics. Whether you are an established brand just now going green or a new company developing a brand, there are different routes you can go. Budget is a huge factor in the marketing process. If your company is trying to keep the cost down, the internet is a great way to create a green presence and an exciting hype among consumers without breaking the bank. My recommendation to new brands is to invest in your packaging, and creating that unique image that will draw consumers to your product in any store. Developing your brand is key because it is how consumers perceive your product. Think about it, why should consumers buy your product over some other brand? If your product is very similar to theirs, how can you differentiate yours? As a consumer I can honestly say that in a first time purchase, the design and packaging of a product can make the sale. If the product does not live up to its packaging, 99% of the time I will try a different brand. Pricing is another key factor, this varies depending on the product but consumers are willing to pay if the product is outstanding…however we all have are limits and consumers need to feel that we are getting our money’s worth. When asked 62% of shoppers say that green product options can impact unplanned purchases, 50% of all shoppers are willing to pay a premium for green products and 79% of shoppers are more likely to pay a premium for green in Grocery Stores. Regardless of income, age or gender the influence of GREEN marketing on actual purchases and upsells was largely consistent. Let me give you an example. A beverage product that has come to a competitive marketplace recently has differentiated themselves greatly by their packaging, the quality of the beverages, the emotional benefit you receive from each product and a slightly lifted price or $2.49 in most stores. While they are not the cheapest beverages on the market, they have branded and differentiated themselves outstandingly. Regardless of the fact that they are not necessarily a “green” brand…the concept of creating your brand and the perception consumers take in is relevant. Once you have your green product, your general plan, and your website and are ready to launch there are a couple of recommendations I have.

When you sign up with ENSO, we share the cost of a joint Press Release. You can spend a lot of money on these because they get great coverage and give the opportunity to educate consumers and the media about your product and your packaging. With ENSO, get two for the price of one to really launch your new, green brand.
Second, make sure you know and understand the habits of your target market. It is important to find the right person to handle your social media accounts because they need to know how to connect with your consumers and potential customers. Giving consumers incentives to return to your social media pages is vital if you want to build your brand recognition. To build your presence online try designing and selling branded apparel or conduct unique giveaways that will get consumers involved.
Identify a cause your brand can get behind. For instance “Earth Friendly Plastics”. Integrating a cause to your marketing strategy could potentially be huge for your company’s success. In a survey, 88% of those asked say it is acceptable for companies to involve a cause or issue in their marketing, 85% have a more positive image of a product or company when it supports a cause they care about and 80% are likely to switch brands, similar in price and quality, to one that supports a cause. Not only are consumers willing to switch among similar brands, they are also willing to step outside their comfort zones. When a brand supports a cause: 61% of Americans say they would be willing to try it (even if it is unfamiliar to them), 46% would try a generic or private-label brand and nearly one-in-five consumers (19%) would be willing to purchase a more expensive brand.
Like it or not, your customers live in a digital world where people are plugged in. Finding popular “youtubers” and bloggers that fit your target demographic and contacting them to review your product can be as effective as pay some high dollar “celebrity”. Utilizing Google ad-words and facebook ads can be a great way to experiment in driving traffic to your site and to your facebook page but be warned: they can be expensive…hiring a professional consultant is advisable.

The final important tip that I am going to give you is vital to marketing a green product: You must always think of your consumers and potential customers because after all, they are buying your product. Educate consumers about the “greenness” of your product as clearly as you possibly can, let them know that this is a premium feature of your product. Consult with the manufacturer you’re working with about proper terms and ways to educate your consumers without boring them. Establishing a portion on your site and your social media pages that is dedicated to educating consumers on your green technology not only builds trust with your consumers but makes them feel like they are doing some good by purchasing your product.

Plastic Bags get Recovered

I think that it is wonderful that stores will be reclaiming plastic bags from consumers. In this particular case I wonder if the bags will be recycled or what action will be taken. If single use bags must be biodegradable, depending on whether they can biodegrade in a landfill or biodegrade in a industrial compost consumers must be informed so the proper disposal method will be taken. Too often do consumers see the word biodegradable on a label and assume that if the product is thrown in the trash it will biodegrade. Products made with ENSO will definitely biodegrade in a landfill however PLA products must be taken to an industrial composting facility, if not they will just sit in a landfill like traditional plastic. As a consumer do you desire for more accurate labeling/claims on products? Have you ever been misinformed about a green product because of their marketing claims/labeling? If you have any examples please share them with me! If a store offered a program where you could return your bags would you take advantage of it? Check out the article, and let me know what you think in the comment box below!

Measure boosts plastic bag ban

By CHARISSA M. LUCI
August 27, 2011, 3:31pm

MANILA, Philippines — The campaign to ban non-biodegradable plastic bags got a big boost after the House of Representatives approved on third and final reading a bill requiring the store owners to provide biodegradable plastic bags to customers.

To be known as the Plastic Bag Regulation Act of 2011, House Bill 4840 is an initiative to address the impact of climate change.

Under the bill, stores are mandated to implement an in-store recovery program in which the customers can return the plastic bags they had used.

“The recovery system will lead citizens to exert effort and give their due share in protecting the environment by bringing used plastic bags to stores and commercial establishments which in turn shall provide the logistics for recovery of these plastic shopping bags,” Caloocan City Rep. Oscar Malapitan, the bill’s principal author, said

HB 4840 also provides that the bags must have a logo showing that they are biodegradable, with a printed note saying “lease return to any store for recycling.”

Under the measure, all business establishments shall have their own plastic bag recovery bins, which shall be visible and accessible to the customers.

For their part, the local government units (LGUs) shall be tasked to collect, recycle and dispose of all plastic bags recovered by the stores.

“The State must ensure that contaminants to the environment, such as plastic and plastic bags, be prevented from being introduced into the ecosystem,” Cagayan de Oro Rep. Rufus Rodriguez, who co-authored the bill, said.

It is expected that after the implementation of the HB 4840, there will be a phase out of non-biodegradable plastic bags within three years.

How to Market & Sell a Green Product

Its about that time for our Free Monthly Webinar

Sept 7th, 9-10am PDT

Sign up here

In the competitive industry of earth friendly plastics the available information can become overwhelming. Our ENSO sales & marketing webinar will bring you back down to earth. We will explain the alternatives to traditional plastics, analyzing the pros and cons of the leading products on the market.

Ever wonder just how your supposed to market a green product? We have got that covered too! Don’t hesitate, you don’t want to miss out on this one of a kind webinar!

If you have not attended a previous ENSO webinar, you are in for a exciting experience. Not only will you be learning from the leading experts in the industry, but you will know that the information you are receiving is accurate & applicable. As you absorb the information throughout the webinar, you will probably experience a feeling of enlightenment and a urge to know more. This is natural and we have planned for this! At the end of every webinar you are encouraged to ask any questions on your mind!

We look forward to your virtual attendance at our free webinar!

The Influence of Packaging on your Purchase

Recently I have become extremely aware of the packaging of different products. Water bottles, flavored water, protein powder, gum, candy, food, soda, gum, shampoo, lotions, feminine products, toothpaste etc. all wrapped up in packaging to be sold and quickly thrown away never to be seen by the consumer again.

Whether a brand chooses to use earth friendly packaging materials (ex. ENSO plastics) standard plastic, or other materials, the way the product is packaged is carefully engineered in a way to grab potential customers attention.

Does Deceiving packaging really work?

Have you ever experienced a moment in a store where the packaging of a product looks so good that you purchase it and the product well, just ends up being disappointing? I know that I have. One time I purchased a flavored water that had juicy fruits, water splashes, and a vibrant name on the packaging. When I opened the drink and took a sip, I was so disappointed. There was no fruity flavor, vibrancy, or juiciness…it wasn’t even as quenching as plain water. Since then I have not purchased the drink again.

If the product does not live up to its packaging chances are people will eventually switch to a different product or brand. But if brands can convince customers to make that one purchase, is that successful to them? If two competing brands are exactly the same but one has better packaging, does that brand win?

Another thought, can packaging ever be so good that it gains loyal customers just because of its packaging?

These are just some things to think about. Next time you’re in a store try to be aware of what you’re thinking when choosing a product(s). Let me know how much you let packaging influence your decision! I am interested to hear everyone’s thoughts on this topic.

Brands Say Bye to Excess Plastic to Save a few Bucks.

In recent news the rumor is that a few major stores are making “significant” changes to reduce packaging. Saying Goodbye to Excess Packaging seems to be related more to high oil prices rather than true environmental concern. If companies were truly concerned about environmental factors wouldn’t they just switch to more earth friendly plastics, say ENSO? What may initially seem like a movement to lessen plastic waste has turned out to be companies just trying to save a few bucks. Target is removing plastic lids from its Archer Farms yogurts, redesigned some light bulb packages to eliminate plastic and is selling socks that are packaged with paper rather than bags. Wal-Mart has made a gallant effort to reduce their packaging by 5% between 2008-2013 by concentrating detergent to reduce size of packaging as well as making peroxide bottles from round to square and Home Depots Husky tools are switching to paper packaging. These aren’t the only companies cutting down on plastic, Seventh Generation (sustainable cleaning and personal products) has been mentioned as well. Minimizing plastic & making plastic earth friendly like ENSO is awesome but be sure to not be confused by the motive of these companies.
–Megan Bentley

Take a Read at the Article I am referring to below!

Major Brands Say Goodbye to Excess Packaging
by Rachel Cernansky, Boulder, Colorado on 06. 2.11

BUSINESS & POLITICS Good news, according to the New York Times: excess packaging, plastic in particular, is on the decline. Apparently more because of high oil prices than any environmental concern, but we’ll take it. The Times has examples of a few major stores making significant changes:
Target has removed the plastic lids from its Archer Farms yogurts, has redesigned packages for some light bulbs to eliminate plastic, and is selling socks held together by paper bands rather than in plastic bags.
Wal-Mart Stores, which has pledged to reduce its packaging by 5 percent between 2008 and 2013, has pushed suppliers to concentrate laundry detergent so it can be sold in smaller containers, and has made round hydrogen peroxide bottles into square ones to cut down on plastic use.
At Home Depot, Husky tools are going from clamshell to paperboard packaging, and EcoSmart LED bulbs are about to be sold in a corrugated box, rather than a larger plastic case.

And a follow-up blog post expands on a couple others:
Seventh Generation, a maker of sustainable cleaning and personal care products, began using a pressed-cardboard detergent bottle that is recyclable; an inner pouch contains the liquid detergent.
“The category potential for this is huge, from vitamin companies to pet food, juice, milk, ” said Julie Corbett, the founder of Ecologic, which makes the cartons.
Recently Wal-Mart began replacing the metal twist ties that keep dolls and other toys in their boxes with paper ties.

Now, reducing packaging is a huge step forward, but it’s not the end goal. Buying in bulk—everything from rice and coffee to shampoo using refillable containers—is always going to be the environmentally superior option.
As Planet Green has written before, “Nearly 80 million tons of waste is generated from packaging and containers annually,” and from TreeHugger: “a 10 kilogram bag of rice has 20 less bags than the equivalent in 500 gram packages. And it that one bulk bag is probably a compostable cotton sack anyhow, instead of plastic. Wasted transport fuel is reduced because much more product per container is delivered to the store.”
So yes, look for products with minimal packaging and support companies making the effort to eliminate excess, but whenever there’s a bulk aisle, shop there first.
http://www.treehugger.com/files/2011/06/major-brands-say-goodbye-excess-packaging.php