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Prove Your Purpose

Research & Insights  -  Prove Your Purpose Blog

September 2, 2016   Vol. 116, No. 1
WHAT WE'RE TRACKING

Today, many consumers are looking to shop small, eat slow food and fundraise for people in their own neighborhood. And this focus on local also applies to where consumers think companies should address important issues, as 43 percent of Americans say they want companies to prioritize quality of life in their local communities (vs. 38% nationally or 20% globally). Now, one business is partnering with a nonprofit to bring a hyper-local label to a community, tackling a unique issue while empowering consumers to make educated purchasing decisions.

If you head to Ace Hardware stores in Washington's San Juan Island area, you may notice a unique label on products in the stores – one that was created specifically to address an issue of that area. The stores' manager, Randy Burgess, partnered with the Pacific Whale Watch Association (PWWA) to launch an "orca-friendly" label. What's the connection between hardware and orcas? When individuals use harmful products on their homes or lawns, those chemicals can end up in watersheds. "It just so happens that our watershed here in the Pacific Northwest has endangered orcas in it," said Michael Harris, executive director of the PWWA to Fast Co.Exist. The label helps consumers make educated decisions that directly impact their local area. The idea was initially suggested by Captain Hobbes Buchanan, owner of San Juan Island Whale & Wildlife Tours and Black Fish Tours of Friday Harbor. He said, "We know there's a big constituency of consumers especially here in the Pacific Northwest who want more information to inform their buying behavior, to make sure what they're putting on their lawn or using to clean up around their house isn't harming our endangered Southern Resident orcas – or any creature out there." The label can now be found on more than 100 cleaning and garden products in the Ace Hardware stores.

Although the "orca-friendly" label is at a grassroots stage (currently based on Burgess' knowledge of the products he carries, not scientific evidence), it shines a light on how companies can use labels to engage and activate consumers at a community level. Nearly nine-in-10 (86%) Americans say they think companies need to do a better job showing how social or environmental efforts are personally relevant – and hyper-local labels and communications can help show consumers how issues can have an impact, oftentimes right in their own backyard.


SOCIAL IMPACT

This Man Made An Airbnb For Refugees Looking For A Place To Stay (Huffington Post)
Amr Arafa is trying to create a home away from home for some of those who need it most.

Join The Fight Against Animal Poaching From Your Phone (Fast Co.Exist)
A new app allows tourists in Southeast Asia to help track and capture one of the region’s most notorious predators: animal poachers.

Nike Forms Strategic Partnership for Apparel Manufacturing in the Americas (Sustainable Brands)
NIKE, Inc. has announced a new strategic partnership with private equity firm Apollo Global Management, LLC, aimed at building a transparent and ethical apparel supply chain in the Americas.

These Hardware Stores Are Adding "Orca-Friendly" Labels To Products (Fast Co.Exist)
Inside an Ace Hardware store on the edge of Washington's San Juan Islands, some products have a new label that reads "orca-friendly," with a logo showing one of the whales that lives in the water nearby.

SUSTAINABLE BUSINESS PRACTICES

CDP to Score Companies’ Supply Chain Carbon Management (Environmental Leader)
CDP’s supply chain program will soon begin rating companies on how well they manage carbon and climate change in the supply chain.

First International Standard for Sustainable Procurement Is Almost Here (Sustainable Brands)
The number of standards for green products has grown in recent years due to increasing market demand for environmentally-preferable products, resulting in concerns over greenwashing and a need for an international standard.

Tiger Beer Turned Air Pollution Into Ink, and Had Artists Try It Out (AdWeek)
Imagine grabbing a tube of paint, dipping your brush in the black goop and gliding the brush across a canvas. Pretty normal, right? Now image that black goop is made entirely of air pollution emitted from vehicles across Asia, and you can actually use that polluted air to create a masterpiece.

Edible Food Packaging Garnering Interest from Food Companies to Reduce Waste (Environmental Leader)
Edible food packaging made of milk proteins can reduce waste and prevent food spoilage, according to US Department of Agriculture researchers who are currently developing this casein-based film.

Old iPhones Could Go For The Gold At The 2020 Tokyo Olympics (Fast Co.Exist)
The medals in the 2020 Tokyo Olympics will be maybe just a little more hard-earned than usual: The Japanese organizers are hoping to source the medals from e-waste, stripping gold, silver, and bronze from old gadgets and cellphones.

NONPROFIT MARKETING

5 Tips For Making Them Part Of The Team (The NonProfit Times)
Turning your donors into fundraisers can be seamless with the encouragement, motivation, and technology.

1 in 3 Rich Donors Held Their Philanthropy Back (The Chronicle of Philanthropy)
About one in three affluent donors said they could have given more but didn’t, in part because they wanted more information on what their gifts would achieve, according to a new survey of American donors who give $10,000 a year on average.

5 Questions to Start Planning Your Year-End Fundraising Campaign (Network for Good, Nonprofit Marketing Blog)
When I was a kid, I would start writing my Christmas list in August. I wanted plenty of time to edit and revise the draft until I was sure that Santa would understand exactly what I wanted (and which items took priority).

What Nonprofit Boards Can Learn from Corporate Boards (The Bridgespan Group Blog)
It's a given that nonprofit and for-profit boards have different motivations for doing what they do for their organizations.

Going Bananas Could Be A Good Thing (The NonProfit Times)
Increasing sales of fruits and vegetables is as simple as increasing interesting and innovative marketing. It’s that easy.


This newsletter represents a brief, weekly update of the most pertinent news articles and trending information collected from major daily papers, trade publications, newsletters and other sources.  Just click on the headline to be taken directly to the full article and source.  (Some require a free or paid subscription.) In order to protect the integrity of each article, we do not edit materials that are reprinted in this newsletter. We hope you enjoy the recap of this content and our insight of the week, but please note that the articles and information contained within this newsletter are intended to be informative and are not necessarily representative of Cone’s point of view.

   

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