More consumers want to buy environmentally friendly products, but many are confused about what it means to be a green company - often because of unclear messaging by marketers, reports NPR. Among the companies criticized for misleading messaging is BP and its “beyond petroleum” tagline, largely because the majority of the company’s business still comes from oil. The report also cites a study released last week by Bentley College that ranked companies based on how green they are perceived to be by Generation Y. The rankings reflect consumer confusion, with Toyota ranking number one despite being a manufacturer of SUVs and Nike landing on the “worst” list despite recycling shoes and using organic materials, according to NPR.

Also:

Members of the Rockefeller family urge Exxon to take global warming more seriously and to seek alternative fuel sources, the NY Times

Wired contributing editor Spencer Reiss explains his controversial cover piece to NPR

Hybrids are soaring in , resulting in long waiting lists for consumers, reports the LA Times

Solar gadgets next for Apple? Maybe, according to TreeHugger.com

Green News for the week of 05.12.08

National Geographic launched the Greendex to measure how consumers in different countries are changing their behavior toward a goal of environmental sustainability. The results are somewhat surprising, unless you consider how the survey measures consumption. The term is used to measure how often consumers repair rather than replace items; use cold water to wash laundry; choose green products rather than environmentally unfriendly ones; and use public transit.

Brazil and India tied for the highest Greendex score, followed by China, Mexico, Hungary, and Russia. Among the wealthier nations, Great Britain, Germany, and Australia tied for the highest scores, followed by Japan, Canada, and France. US consumers had the lowest Greendex score.

Also:

Newsweek Chipotle’s business decision to use only humanely raised meat.

Nissan buzz for its electric car.

John McCain outlines to fight global warming.

Changes could be in store for green building standards.

In addition to the news story we did on the event, here is some more commentary.

AP’s Ken Thomas: “They market every night the Prius and the Toyota Camry — we’re the green car, huh? Then watch the football games, and they’re marketing the Toyota Tundra — like the biggest vehicle ever made,” Rep. Edward Markey, D-Mass., a Camry hybrid owner, said Wednesday in a speech at an environmental conference.

Larry Holdren, Pure Brand Communications: “Everyone does seem to be paying attention to issues surrounding climate change, thanks in large part to a former vice president with a Power Point presentation. Being green is hot. It’s trendy. It can help companies sell products and make money.”

WASHINGTON, DC: Edward J. Markey (D-MA), chairman, Select Committee on Energy Independence and Global Warming will serve as morning keynote PRWeek’s Target Green conference, on October 3^rd in Washington, DC.

Beth Lowery, VP energy, environment, and safety policy, General Motors is the afternoon keynote.

Remarks from the 16^th-term congressman and GM’s “chief environmental officer” will highlight the day-long event, which also features speakers from Procter & Gamble; Gap, Inc.; Discovery Communications; Treehugger.com; Canon; the US Green Building Council; AMD, Clear Channel; and the Environmental Protection Agency. To register, click here. To read more about the conference, click here.

Read more »

Greening your pitch: Using media relations and Web 2.0 technologies in the era of sustainability

Date: Tuesday, August 7, 2007
Time: 12 pm EST/9 am PST

Click Here to Register Today

Companies are going green as never before, in both operations and products. As a result, business and consumer media are focusing on sustainability, from stories about lifestyle choices all the way to a corporation’s strategy. This webcast will look into how coverage from traditional journalists and Web 2.0 advocates is helping to create a growing eco-consciousness.

Panelists will explain how coverage of sustainability and green products and companies has evolved, as well as what’s really making news in this area. Topics covered will include understanding real innovation in an area of constant change, how consumer information needs are changing, and the hottest stories in green today.

Featured speakers include:
Wendy Bounds, small-business editor,
Seth Bauer, editorial director, National Geographic’s The Green Guide
Michael Ekstract, founder and vice president, Verdant Magazine
Todd Woody, and assistant managing editor, Business 2.0

Moderator:
Keith O’Brien, executive editor, PRWeek

Sponsored by

CRT/tanaka

Greening your pitch: Using media relations and Web 2.0 technologies in the era of sustainability

Date: Tuesday, August 7, 2007
Time: 12 pm EST/9 am PST

Click Here to Register Today

Companies are going green as never before, in both operations and products. As a result, business and consumer media are focusing on sustainability, from stories about lifestyle choices all the way to a corporation’s strategy. This webcast will look into how coverage from traditional journalists and Web 2.0 advocates is helping to create a growing eco-consciousness.

Panelists will explain how coverage of sustainability and green products and companies has evolved, as well as what’s really making news in this area. Topics covered will include understanding real innovation in an area of constant change, how consumer information needs are changing, and the hottest stories in green today.

Featured speakers include:
Wendy Bounds, small-business editor,
Seth Bauer, editorial director, National Geographic’s The Green Guide
Michael Ekstract, founder and vice president, Verdant Magazine
Todd Woody, and assistant managing editor, Business 2.0

Moderator:
Keith O’Brien, executive editor, PRWeek

Sponsored by

CRT/tanaka

BERKELEY, CA: A nonprofit group called The Green Chamber has been founded “to serve the practical and legislative needs of thousands of ‘green’ businesses and organizations.” The group says it will promote green practices for members and serve as a clearinghouse for the green business movement. It will have 17 regional directors across the country. Its Web site is Thegreenchamber.org

BALTIMORE: Imre Communications has launched a green practice, which will help clients establish environmental positioning and increase awareness of environmentally friendly products, practices, and services. Imre has already worked in the green arena with clients including The Home Depot, Travelers, and CoreNet Global and has internal enviro-friendly practices. They’ve just signed a new client to the practice, Green Builder Media, a company that provides information and services about green building in North America.

Here are some pictures from our first Target Green event, held in San Francisco. All photographs were taken by Saul Bromberger.

Jeffrey Hollender, CEO of Seventh Generation, gives the morning keynote

Peter Verrengia – president and senior partner, Communications Consulting Worldwide

PRWeek editor-in-chief Julia Hood introduces a panel discussion

For more, click here.

In case you’re not prone to scanning sidebars (or if you’re only reading Target Green in a RSS reader), I have good news: PRWeek will be hosting a second Target Green conference in Washington, DC in September. More news, as it comes.