Looking for the key to success in 2020? A tried-and-true tactic to build new relationships, nurture current connections, grow awareness, educate your customers, boost your digital presence, drive sales, foster leads, and stay competitive? Content marketing is your secret weapon.
A few months back, we talked about how awesome plastic is.
Yes, it is actually terrible. But its terribleness is what makes it so awesome (still with us?) in that it pushes brands up against a wall, forcing immediate change and innovative ideas.
This week, we thought it would be interesting to dive into some of the most recent ways in which brands across the globe are fast-tracking innovation to address the plastic crisis.
Image Credit: Carlsberg
Carlsberg introduces paper beer bottle. In our initial plastics EnergyWire we highlighted the Danish beer brand’s efforts to reduce their own plastic waste with the introduction of the Snap Back, which eliminated the plastic wrapping used to hold six-packs together. The move resulted in a 76 percent reduction in plastic usage compared to previous multipacks.
Now the brand has gone a step further, introducing the first-ever paper beer bottle, made with sustainable and recyclable wood fibers. The unveiling is part of Carlsberg’s Together Toward Zero initiative and, as opposed to a one-and-done effort, showcases their long-term commitment to reducing plastic waste and cutting carbon emissions.
The takeaway: A multi-pronged sustainability strategy that is evident in both the operations of the company and the product itself shows customers that a brand is genuinely committed to solving the problem, versus hopping on the bandwagon of an “of-the-moment” trend.
Los Angeles looks to pave its road with recycled plastic. The people of Los Angeles are no strangers to the problem of pollution and carbon emissions, with residents of Los Angeles County being exposed to 60 percent more vehicle pollution than the average state.
A sobering statistic, especially when one considers that the city faces a plastic waste crisis of its own (on top of the larger, global plastic problem). These obstacles make the announcement of a pilot to pave the city’s roads with recycled plastic that much more significant. The city of Los Angeles has been working with a company called TechniSoil to test out a new method for paving roads using repurposed plastic as a binder. The first pilot site of the project is on track to be constructed in downtown LA later in 2019.
The plastic asphalt will not only reduce production emissions and the cost of materials; it will also be quicker to install, and tests have shown that the plastic paving is six to seven times stronger than regular asphalt. That increased durability means less time being spent re-paving the roads in the future.
The takeaway: Tackling a global crisis in a way that helps solve everyday frustrations for residents and business owners is a win-win for everyone. Yes, consumers care about the plastic crisis. But they are also deeply and frustratingly affected by day-to-day urban infrastructure issues that have a significant effect on their quality of life. Using recycled plastic to solve day-to-day issues like poor road conditions brings the focus back home, while simultaneously showing the city’s larger commitment to the big picture.
What are some other recent initiatives brands have unveiled as a way to address the plastic crisis? We’d love to hear which ones have caught your eye.
September always seems like a magical month. There’s the back-to-school, anything-is-possible feeling of unbridled optimism that never fades, even though we have left school behind and entered into the reality of adulthood, routines, and careers. There are chilly mornings that give way to perfectly sunny and warm afternoons, leaving us uncertain about what to wear for the day, but always grateful for the sunshine as the days shorten little by little. There are the leaves that, at least here in the Northeast, transition to their colorful fall palette, a reminder that Mother Nature knows exactly what she’s doing in spite of the many climate change-related factors working so hard against her.
In celebration of American Wind Week, which kicked off on August 11th, we’re revisiting a blog post we published last year praising the many achievements of wind power. We’ve updated our thoughts from last September with a few new observations, but the sentiment stands: wind is (still) picking up speed.
Topics: Customer-Centric Marketing, Customer Engagement, customer motivations, utilities, utility communications, Utility Marketing, innovation, customer centric, KSV research, market research, marketing solutions, research, grid infrastructure, out of home, utility of the future, strategic electrification, consumer research, EnergyWire, EV
Earlier this week, a few KSV staffers were fortunate enough to attend BLD New England, a day-long conference that brought together B Corps from all over the New England region to connect, collaborate and inspire one another to expand the practice of using business as a force for good. In the lead up to this year’s event, we were honored to be able to put together BLD New England’s promotional video.
Topics: customer experience, future of energy, customer centric, B Corporation, round up, climate change, inspiration, brand value, sustainability, corporate responsibility, social responsibility, sustainability marketing, good energy, company culture, EnergyWire
If you find that question hard to answer, you’re not alone. For many energy companies, establishing a distinct personality through social media often seems like a pipe dream, especially when they have enough trouble establishing a regular presence or a consistent content marketing strategy on their social media channels. When tasked with so much else, creating a brand personality via social often feels like the extra sprinkles on a sundae—nice to have, but does it make a difference in the quality of the product?
Topics: Customer Engagement, customer experience, digital transformation, customer centric, energy marketing, utility of the future, social media, social media best practices, social media strategy, Facebook, Instagram, inspiration, brand value, EnergyWire
Ah yes, the Thursday before a long weekend. Project deadlines are still looming, but for even the most diligent of workers, the lure of a long weekend and the unofficial start to summer may be enough to allow the mind to wander, even if it is just for a little while.
Topics: future of energy, customer centric, millennials, renewable energy, round up, climate change, utility of the future, energy revolution, inspiration, sustainability, social responsibility, sustainability marketing, EnergyWire, solar
Topics: utility communications, Utility Marketing, community marketing, customer centric, Energy Wire, energy marketing, social media, social media best practices, content marketing, social media strategy, content marketing strategy, sustainability marketing