What’s Trending for “Goin’ Green in 2015”?

What’s the best news about Green Trends in 2015?

Nearly every industry seems to be trending toward environmental responsibility, more companies than ever are setting up or adding to their in-house “greenprints” and most consumers are demanding green products and services at home and in their communities.

Here’s the “Top 6″ of what’s most trending for “Goin’ Green” in 2015:

DSC_00351.  Urban farming. In response to the swelling demand for fresh, local food, expect to see integrated gardening projects becoming commonplace. People are beginning to reject the idea that farming is necessarily a rural pursuit. Community gardens are cropping up in the ever-increasing vacant city lots from abandoned home teardowns. Backyard chickens and goats are taking up residence as a result of eased-up city ordinances. Food forests are taking root from increased funding and resources from community foundations and non-profits.

In Akron, look for increased use of vacant lots in Summit Lake, West Hill and North Hill and around the Zoo for accelerated urban farming practices.

ms-julies-kitchen-9109562.  Increased sustainability in dining. The National Restaurant Association has identified sustainability measures as one of 2015’s hottest industry trends. Watch for more sustainable fish and seafood options, more responsibly-raised and free range meat and poultry served and more locally-grown ingredients added to major entrees. More restaurateurs will be partnering with local food advocacy groups to decrease food waste through composting, and conserving energy, water and other resources.

In Akron, look for increase in food waste partnerships between locally-owned restaurants and coffeehouses and composters.  

alpaca sweaters3.  Demand for natural and non-toxic materials. Already trendy, especially when locally- sourced and increasingly health-conscious.  Think zero-VOC paints, low-VOC carpeting and natural fiber insulation. Materials such as limestone, alpaca wool and local pine lumber are increasing in demand. More and more options for sustainably produced, socially responsible clothing and furnishings are all around us. We’ll see green lines from both high-end designers as well as moderate retailers like Target’s Tom’s collection and BeGood.

In Akron, look for alpaca insulation available for home energy retrofits and increased consignment stores identifying natural materials and locally-made  goods in their mix.

filtrexx living wall4.  Living roofs and walls. These “lively” roofs and walls are becoming increasingly popular not only as green home features, but also cropping up as strip mall/commercial office building adornments. Besides conveying energy efficiency benefits and helping regulate surface water runoff, they protect a building’s interior from electromagnetic radiation. Green walls and roofs not only improve aesthetics, but also moderate temperatures around buildings.

In Akron, look for a new terracing systems on hillside community gardens and living walls and green roofs on new and renovated commercial buildings.

passive haus5.  Investment in greener homes. Smaller footprints and greener features ranked at the top of the trends list among NAHB survey respondents with 74 percent saying their next homes are smaller; and 68 percent saying their homes will get greener in 2015—far surpassing the other trends on the survey. According to Green Home Builder magazine, homeowners are ready and willing to live in greener homes even for extra money. Builders are rising to the occasion with more energy-efficient new construction and water-conserving plumbing without premium pricing. Net zero, water smart and passive houses are increasing in demand.  With the increasing affordability of solar power (and even geothermal and wind) for individual consumers, this type of home is likely to explode in popularity over the next year.

In Akron, look for a new Passive House to be built by new home developer and more efforts in solar panel and wind (in the form of windpod) installations.  

Bike blog : cycle freight : Outspoken delivery6.  Cargo and e-bikes. There’s a revolution rolling down our city’s streets, and its symbol is cargo bicycles and e-bicycles (aka electric bicycle using batteries–many solar-powered). E-bikes utilize electric–even solar– batteries to offer a boost when needed for pedaling up hills. These two new-wave bicycle types are the #1 health trend identified for families in ParentMap.  Okay, the cargo bike is slow and heavy, but it transports several bodies on one vehicle and over-sized goods that once was the sole transport option belonging to the automobile. More than any development in the past few decades, these two bicycle transformations fulfill the promise of integrating bicycling into our daily lives.

In Akron, look for bicycle grocery delivery service to be offered by non-traditional grocer and more bicycle commuters mounting e-motors on their rear racks.

Sources:

Recyclebank: The List: Green Trends to Watch For in 2015

ParentMap: #1 health trend for families  

National Association of Homebuilders

Green Homebuilder magazine

National Restaurant Association

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Green marketing or greenwashing? Handle it with care.

SUV plant a tree cartoonI was extremely honored to be the featured speaker at this month’s meeting of the Stark County Green Business Roundtable held at the North Canton Chamber of Commerce. My topic was all about the effectiveness of green marketing. The Roundtable is in its second year with its overall membership and current players’ enthusiasm growing. I was impressed with all the efforts that each member of the group is putting forward in the name of increased sustainability measures for their representative companies and organizations.

To begin my presentation, I couldn’t help but share the findings of Joel Makower. A San Franciso-based entrepreneur, writer (about a dozen books on the green economy and online news with GreenBiz) and strategist on sustainable business, clean technology, and green marketing, Malkower is an overall skeptic when it comes to green marketing, but he also offers silver lining solutions to his “downer” points.

Here is the true-to-form “Bad News” that Malkower has to offer the green marketer: (1) Sales of green products represent well under 1% of any given category and (2) Consumers don’t want to change in the name of Mother Earth or the greater good.

But, Malkower does offer a couple bits of good news about green marketing: (1) Green services (reduce, re-use, co-op, sharing) is the only category working fairly okay as opposed to green products; and B2B (as opposed to B2C) green marketing is effective.

Here are the B2B benefits that companies tend to recognize:

  • Enhanced brand & increase competitive advantage
  • Increased productivity & reduced costs
  • Improved financial& investment opportunity
  • Minimized carbon risk & improve energy efficiency
  • Increased employee retention and recruitment

And finally, here are a few of  the most effective green marketing tactics used today:

1) Be genuine Do what you claim to be doing in your green marketing campaign and
 business policies; NEVER, EVER GREENWASH –as tempting as it may be; (2) Educate your customers: Let them know why it matters to support green products and services. Tell them what the benefit are beyond “saving the planet” (also known as ROE—Return on Environment); and finally, (3) Give your customers an opportunity to participate by personalizing the benefits of positive environmental action for themselves.

 Greenwashing cartoon