Archive for Conscious consumer
Betty Crocker’s Win One Give One CSR Initiative Benefits Kids in Africa
Posted by: | CommentsA tenant of having a successful corporate social responsibility (CSR) initiative is to somehow link your product with a cause that is associated with your field. Education and children’s snacks have proven to be a link that many companies have used when designing such campaigns. There are many examples of this working such as Box Tops For Education or Campbell’s Labels for Education campaign. These initiatives have created a joint fundraising promotion between the company involved and its consumers, which uses either special labels or UPC codes that makes the donations possible. Betty Crocker® understands the success of this style of CSR campaign and is building upon it with their Win One Give One initiative.
Win One Give One is a two fold initiative where by consumers enter the UPC codes from various Betty Crocker® Fruit Flavored Snacks to their site winonegiveone.com . For every 100 UPC codes entered Betty Crocker® will donate an XO laptop™ to a child in need in Africa. They will donate up to 1,725 laptops until July 31, 2012. The campaign was launched on November 15, 2011. There is further incentive for consumers to enter their UPC codes other than altruism, every day that they receive 100 UPC codes, they will give away a laptop to someone participating in the program. The raffle will go until March 18, 2012.
(Image Credit: winonegiveone.com)
Obviously Betty Crocker® understands that their target demographic is parents and education is something that most parents value greatly. They have found a means to allow parents to become conscious consumers. Conscious consumerism is an ever-growing retail trend and people want to support companies that are doing their part to make the world a better place. They are allowing parents to feel that they are doing something productive with their shopping choices. A CSR initiative like this one can even help bring in new consumers as they will try the product out just to participate in the campaign.
The other aspect of this CSR initiative that will draw people in is the chance for their own child to win a laptop. However the XO laptop™ they are giving away is not just any laptop, it’s durable and has a plastic exterior, the screen flips around, it’s loaded with educational software and has built-in wireless so that it can connect to the internet from anywhere in the world. It is a perfect learning tool for children anywhere.
A CSR initiative that gives back to those in need while keeping the bottom line in mind just makes good business sense. Betty Crocker® has obviously put a lot of thought into their campaign as it appeals to both new and repeat customers on many levels. By using education as their focus, it appeals to their target demographic: parents.
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Oakville Mall Flexing Some Ecofriendly Living Muscle
Posted by: | CommentsGreen Food Court Key in Ecofriendly Living Goals
Since May 2009, Oakville Place Food Court has been providing food court customers with the choice of washable plastic or disposable plates. It’s a new program to the Greater Toronto Area (and possibly Canada but correct me if I’m wrong) and it appears to be a hit with customers who appreciate having an ecofriendly living choice.
According to an article in the Toronto Star, Jason Miller spent an hour observing customers dining at any of the food court’s 10 eateries and not a single disposable plate was chosen. There were take-out containers requested by customers opting to eat elsewhere but for in-court diners, reusable was the way to go. Estimates from eatery employees put the number at 9 out of 10 customers opting for reusable. That equates to anywhere from 500 to 1000 plates per day being diverted from landfills. If you have any concern with reusing plastic plates you can put your mind to rest. The plates are washed and sterilized before being restocked.
The food court program is part of a strategy of creating a mall that is more in-line with ecofriendy living. Their ultimate goal is to achieve a 50% reduction in waste going to landfill by next year. Very honourable.
Hopefully more malls will take heed and adapt their own green initiatives. If Oakville Place is any indication, ecofriendly living is catching on. Consumers need only be presented with the option. As Martha would say, it’s a good thing.
Ban Plastic Bags For True Eco Friendly Shopping
Posted by: | CommentsIs A Bag-Fee Policy A Step Towards Eco Friendly Shopping?
On June 1st, 2009, the bag-fee policy takes effect in Toronto and although some may say it’s a step in the right eco friendly shopping direction, I’m not so sure. The facts about the bag-fee policy are:
- Retailers must charge a minimum of 5 cents for each plastic shopping bag requested by a shopper
- If plastic shopping bags are not available, retailers must provide a free recyclable alternative (such as a paper bag or cardboard box)
- The bag charge detailing the number of bags purchased and the total amount charged must be recorded on the receipt
- Retailers must accept the use of ANY reusable container brought in my a customer (whether it be a bag, bin, box, carrier)
- Retailers are entitled to keep the money from the plastic bag charges
- The policy also bans non-compliant bags (bags that cannot be recycled – no plastic bags with string handles or metal fittings)
- The policy also bans biodegradable plastic bags as they are not accepted by the recyclers the city deals with
