Portland Renovates Federal Building with Sustainability as Priority

Portland looks to keep their Eco-friendly image alive as they build a vertical garden on the fecade of the Edith Green-Wendell Wyatt federal building in their city. The plants, which will reach 200 feet high, will be more than an aesthetic improvement for city, but will house energy saving plants as well. The vertical garden is part of a $ 330 million renovation in Portland headed by the General Services Administration that will renovate public buildings throughout the city. This specific renovation will be designed by Cutler Anderson Architects.



The building will be one of the largest, more energy efficient high-rises in America and possibly even the world. Here is an excerpt from the New York Times' article on the vertical garden's plans for sustainable success:

The G.S.A. says the building will use 60 percent to 65 percent less energy than comparable buildings and estimates a savings of $280,000 annually in energy costs. Solar panels could provide up to 15 percent of the building’s power needs. The use of rainwater and low-flow plumbing fixtures will reduce potable water consumption by 68 percent. And energy for lighting will be halved.

Another interesting plan for the building is how these plants will be watered. The developers say that they will use the rain water from the roof, along with excess plumbing water called "grey water" to water the plants.

Not a bad renovation for the rose city. Hopefully this renovation series will go beyond public buildings. What we need is for these renovations to go to the private homes of the city's inhabitants. Just think of the possibilities that the city as a whole could have in reducing their carbon footprint, creating new jobs, and saving millions on energy bills. This is the sustainability we need to create, something beyond environmental sustainability, but rather, as Werbach says in his book "Strategy for Sustainability," sustainability for social, economic, cultural AND enviornmental causes. We have the opportunity to get the ball rolling with these innovations and I believe in time we will see what a difference we can make.

But there are some big problems they are facing with the renovation as well. Many believe that the renovation will cost more than what new Eco-friendly and sustainable building are costing. But will it pay off in the end? You must think beyond initial costs when deciding if the renovation is worth the money or not. With the money they will be saving in the future, as well as the positive impact the renovation will have for sustainability, I believe it is a wise investment and will a great role model for other cities.

RecycleBank and Smarter Recycling

RecycleBank, a venture-backed company devoted to smarter recycling and living, is asking you to recycle smarter through new video series and rewarding website. Here is one reason you should check them out, "In April, 2009, RecycleBank was designated Champion of the Earth by the United Nations Environment Program. " - recyclebank.com

RecycleBank is a great tool for anyone looking to recycle with higher efficiency, reduce their carbon footprint, and start working towards a greener future. Their site has a vast amount of information on how to be smarter with your recycling, including the best ways to recycle oils and milk cartons, to name a few. But the people at RecycleBank want you to do more than just listen to their great advice, they want you to be a part of their team. The website allows for users to start an account and earn points as they make smarter decisions with their waste and strive to become more sustainable. As you earn more points you begin to win awards for your hard work. (Awards include gift cards to stores from Bed Bath and Beyond to Subway). What a smart idea for a company to make this somewhat difficult transition towards sustainable living smoother with a website that allows for you to interact and work with it all while you are rewarded for your progress.

So what can you do to make this transition? Start by watching the video series, it helps to know what exactly happens in the recycling plants in order to be more efficient in recycling. The series displays the procees from your curb towards the manufacturers who buy the material for their companies. Next, visit RecycleBank's website and see how you can start living more sustainable. Set up an account and start making a difference.

Another interesting add-on to their site is the "trees saved" and "Gallons of Oil Saved" tally. With over a combined 300 million of the two, it is no lie that what they are doing at RecycleBank is working. Now it's your turn to help the cause and see what you can do to make a difference.

Finding Your Dream - Green Job

As we discuss the numerous green strategies, brand decisions and forward thinking in Green Brand Strategy, I began to wonder how someone interested in becoming a part of this sustainable future like myself can find a job related to this field. As I searched the web for "sustainable jobs" and "green jobs" I came a cross a gold mine job searching site that is not only easy to navigate, but highly informative as well. Green Dream Jobs, a sustainable job search from sustainablebusiness.com is much like our UO job-link, but with a green thumb. The listing include everything from green architecture to solar instalation, even internships for college students and grads. Whats even more amazing then the ease of finding your dream-green job is the vast number of job posting every day. With our economy and job market in a severe slump, one would believe that a narrow and specialized job search engine like this would be a ghost town, but for Green Dream Jobs this is not the case.

The Green Dream Jobs listing is only a small part of the parent site, sutainablebusiness.com. The website is a great tool for businesses who are looking to join the sustainable movement and start reducing their corporate footprint while maintaining and exceeding their current revenues. The site provides current news on companies and practices that are working for sustainability today as well as a place for businesses to connect and interact. A must visit for any company ready to take their first step towards sustainability.

I highly recommend any one who is not only looking for a "green job" to check out this site. With the direction our sustainable thinking is going, I can only imagine that there will be more green jobs in the future that will provide more than a paycheck, but the feeling of contribution to our planet as well.

Sustainability at the U of O

I have read on multiple accounts that the state of Oregon is one of the forefront states taking on the issue of Climate change and sustainability. Being a student at the University of Oregon, I wondered what the university is doing to address this issue. After all, universities are always pushing to be the pinnacle of forward thinking, and being a university in Oregon I believed we must be striving to address this issue as well. In my search I came across the University of Oregon Office of Sustainability.

The Office of Sustainability is a campus organization that, according to their website "coordinates the various efforts on campus to provide an official stance on such an important issue. The goal of the Office of Sustainability is to coordinate the wide range of efforts on campus and to provide interdisciplinary support."

The Office of Sustainabilty offers a wide variety of information, as well as practice, that the university and its visitors can access and use. From information on how students at the university can get involved, to a self-guided tour through the campus covering all the various sustainable aspects the school has to offer. As a student in Green Brand Strategy, I find it to be a very intriguing resource that I plan on looking further into.

One interesting and useful tool their website offers is the Sustainability Database. Here, you can select from a list of campus activities and topics in your search query, and you will be directed to the the many sustainable tools our university has to offer.

I recommend visiting this website to not just the students of Green Brand Strategies, but to all students, staff and visitors alike. Climate change and sustainable practice is a very important issue we are facing, and as a university I believe we can be thought leaders and innovators in this field.

Humorous Diesel Clothing Message Has Not So Humorous Undertones

I was browsing over various "green" and "sustainable" ads around the globe to see what messages are being portrayed in the media when I cam across a campaign by Diesel clothing. The campaign is called "Global Warming Ready" and portrays models enjoying themselves in Diesel clothing set in a post-global warming world effected by raised water levels and deserts.





At first, I found the ads to be an amusing, tongue-in-cheek take on climate change, which I know is the purpose of the campaign. But as I thought about the deeper message that these ads provoke, I found it quite disturbing. The ads seem to be saying that this whole climate change issue is gonna happen no matter how hard we try to stop it, so why not sit back and enjoy it in our beautiful and luxurious clothing? I don't see these ads as green washing because they don't make any claims to be eco-friendly, but I do believe that it presents the wrong message on this issue.

NASA Sustainability Base

NASA is in the works to building what is known as the "NASA Sustainability Base," an innovative building concept that might just be the blueprint for green building in the future. The project, which has recently awarded the contract to Swinerton Inc. of San Francisco, will be built at the Ames Research Center in California, and looks to be a huge step towards sustainable building. Here are a few claims they are projecting for the project:

• "Zero net energy consumption" for the building.
• Reduce potable water consumption by over 90% when compared to an equivalent size building of conventional design.
• Significantly reduce building maintenance costs when compared to an equivalent size building of conventional design.

At their site they go into more detail about what the building will accomplish. What I find to be those most intriguing part of the design is how they will incorporate NASA technology within the the facility that "...will bring NASA technologies down to Earth and connect them with capabilities from the private sector to leverage taxpayer investment and improve the quality of life for everyone." I believe this project has huge potential to create a new way of thinking for people by incorporating these technologies into everyday life. I can't wait to see how this whole project works out.

Seven Steps in the Life Cycle of a Green Product

After discussing the life cycle of green products in class, I have been very interested in looking further into what makes a a product "green." At first I thought it was what the given product was made up of, but as looked into it I saw that it is so much more. One article I came across went in detail as to what really makes up a green product, and what I found is so much more than I would ever think of. The article is called "Seven Steps in the Life Cycle of a Green Product."



A green product is more than what it is made up of, but how it is produced, how it integrates into our lifes, and how it will reduce the carbon footprint of not just the manufacturer, but in its users as well. The article discusses the "seven steps" that go into green products. From innovation and design, to how it will "avoid the landfill." I found each step of the process to be more than just a blueprint on how to make a green product, but a blueprint on how to think differantly in creating products in general. Today, I believe a lot of people are simply creating products with their eye out to the present. "how can we reduce emissions in production?" "How can we make a product with better, reusable materials?" Don't get me wrong, all of these questions are very important to ask and are a very important step to take, but we need to think about how a product will change those who use it. The future isn't a world filled with green products, it's a world filled with green people.

Don't Kill a Message Until You try to Understand It.

Recently in class we discussed green-washing in advertisements, specifically those on the green-washing index. As we praised the best rated (most authentic) Eco-friendly ads, and tore apart the worst rated (most bogus) ones, I began to think about how someone who isn't studying advertising would react to these ads. As an advertising student, it is easy to analyze every part of the ad from what they claim to what how they cast it. But what about for the average consumer? Some of these ads are ludicrous in their claims, but if you aren't looking beyond the ad (which a lot of people don't) then what makes them seem so ludicrous to present to the public? Yes, on one hand it is your moral responsibility as an advertiser to not lie about your message, but I feel that we place too much emphasis as advertisers on what is greenwashing or not.

For example, we discussed the above listed ad by Chevron that asks people to think twice about when they drive and, like they are trying at their company, try to drive less (or at least smarter like carpooling). Most of the class stamped this ad as severe greenwashing because they are essentially asking the consumer to purchase their product (oil) less which is tough to believe from a business perspective. But if you look at the ad and compare it to the universally accepted definition of greenwashing then they are actually completely legitimate in their claim. They are not lying to the consumer nor are they boasting some unreachable claim. Chevron is actually doing what all those who support anti-greenwashing advertisers desire, a world where people try to make a differance, even if it they are only small steps.

To go back to my original question of whether a the general consumer will be able to pick apart and analyze ads as well as those who are in school studying it? Sometimes those who study a subject such as sustainable advertising forgets the mindset of the general consumer and thinks as they would viewing these ads. My advice to these people is to remember that the world isn't consited of people who think in your mind set, but rather may not be an expert in every field of knowledge. This doesn't mean you should trick the public or lie with your message, but when a company asks people to try and make small changes in their life to make a difference, don't bash them and try to stop their attempt at sustainability simply because you don't believe their message is genuine. After all, how do you know if it is or not unless you dig deeper?

And the Survey Says...

Agencies in the WPP, one of the world's largest communication services groups, released a survey called the "2009 Green Brands Global Survey." The survey, which included the countries of: The US, UK, China, Brazil, India, Germany and France, covers statistical data about its inhabitants and how they see green branding, among many other green-related topics, today and in the near future. I don't know too much about environmental activism in most of the surveyed countries, but in living in the US I found the results of some of the questions very interesting. The most interesting was that consumers in the US reported they would spend significantly less on Eco-friendly products in the following years compared to the countries of Brazil, India and China.

Here is an excerpt from the report:

"Consumers from all seven countries believe that green products cost more than comparable non-green products, and also indicate they plan to spend more money on green products in the coming year. China, India and Brazil showed significant support for additional spend: 73 percent of Chinese consumers say they will spend more, 78 percent of Indians say they'll spend more, and 73 percent of Brazilians plan to increase their green spend. The percentage of respondents who indicate willingness to spend 30 percent or more on green ranges from 8 percent (UK) to 38 percent (Brazil)."


This led me to wonder why the US, a country that I as an average consumer believed to be leading the pack on Eco-friendly attitudes, is not prioritizing green products as much as Brazil, India, and China. Perhaps we as a nation are focused more on appearing green than actually being green. Or maybe these other countries are simply being more active than the US in truly promoting sustainable living. I understand that being sustainable isn't a competition but rather a way of life, so I believe that this survey should be seen as motivation to recognize that even when we feel we are making positive effort on the green front, we should not be satisfied. We should look at what the countries that, according to this survey, are leading the pack and see how as a nation we can improve Eco-friendly attitudes to beyond a fad...which I feel in many cases for some people is what it is.

Rebuilding Green after Disaster

The U.S. Green Building Council or USGBC, has announced that they, along with the help of the Clinton Foundation Haiti Relief fund and the gracious support of the public, will help rebuild cities in Haiti after the tragic earthquake that struck the country on January 12th. Although the exact plans of the rebuilding process was not displayed, the council has had a lot of experience in this area including green rebuilding efforts in New Orleans after Hurricane Katrina. I feel this is a great opportunity to help Haiti rebuild there cities and in a way that will help with sustainability efforts.

But I don't think we should only rebuild cities to be green after disaster. Lets start with cities around the world that don't need to be rebuild for other reasons. I understand there is a lot being done rebuilding cities to be more green already, but not to a substantial amount that changes more then how the city runs, but how the people within the city act as well. Rebuilding a city is not just converting buildings into solar power and increasing public transportation, it is about the people being suastainable as well. After all, the people are what truly makes a city.

Pink Washing by Sparkletts Bottled Water

I came across a very interesting (and quite disturbing) article today on The Huffington Post. The article; "Pink Washing, The Dangers of Bottled Water," by Lisa Kaas Boyle, reveals a new form of "washing" that I had never heard of before. Pink washing, or falsely promoting your company through breast cancer awareness and charity, is being used by the company Sparkletts who sells and distributes bottled water. The company displays huge pink ribbons on the sides of their trucks as well as on their website, while also linking their brand with the Susan G. Komen for the Cure breast cancer charity. The catch? Sparkletts' plastic bottles contains chemicals that actually promote breast cancer growth as well as interfere with chemotherapy. Here is an excerpt:

"Sparkletts' bottles are made with a known hormone disrupter, Bishenol-A (BPA), that is suspected to cause breast cancer and prostate cancer, among other diseases. A recent study -- partially funded by Susan G. Komen for the Cure -- even finds that BPA interferes with chemotherapy used to treat breast cancer."

I find it very ironic that a company who promotes cancer awareness sells a product that is suspected to help cause the disease itself. Its bad enough that you sell a product that is that poor for the enviornment and people alike, let alone hide it behind a huge PR stunt that tells the consumer you are taking steps to cure the disease. Much like greenwashing, companies are trying to improve their image through pinkwashing while in reality do very little to help the said cause.

Here is a link to a site called "Think Before You Pink" that goes more in depth about pinkwashing and how individuals can help decide if a company truly supports a cause, or is simply trying to improve their brand image.

Sexy AND Sustainable - Heineken Gets Fashionable

Heineken is doing some cool things in being sustainable with their advertisements. You know those huge billboard ads you see in your car as you drive the highway? Have you ever thought about what happens to those ads once they've run their course and must come down? Heineken did, and they believed that putting them in a landfill is just plain wrong. Instead, Heineken is taking their billboard ads and turning them into handbags. What started as an attempt to be green has turned into a fashion statement that has received a lot of attention.



I was skeptical at first, I mean who would want to buy a hand bag made from some worn billboard ad? But what seemed as a dead-end fashion statement has turned into quite the craze. I believe what Heineken is doing is great and hopefully other companies will take advice from their decision. I'm not saying we need a new fashion line of used billboards from every beer company, but just because something might not seem recyclable doesn't mean you cannot create something desirable form it.

Cool Planet

Recycled Rice Sack Messenger Bag

While sitting at my laptop and surfing the vast World Wide Web for new and interesting issues relating to green and sustainable topics, I came across a very cool site called Cool Planet. What initially drew me into the site was its promise that found within were cool and innovative Eco-friendly products for the everyday consumer. But, upon entering the site I discovered that Cool Planet was not just a hippie-amazon.com, it was much, much more. The site contains links to numerous topics relating to Eco-friendly issues including conservation, sustainability and how to best “live green,” to name only a few. Why do bamboo? Want to more about what is happening with our water sources? Each link contains info on green lifestyles, science behind green living and technology, and links to blogs that cover everything you could ever dream about in this world of green and sustainability living.

Cool Planet is doing great things to inform the average consumer about green products and information, and does so in a clear and easily navigated manner (not to mention it looks great). Whether you consider yourself an expert on green living, or you think green washing is a new way to clean your clothes, Cool Planet is a must visit site that wont disappoint.

The Difference Between Green and Sustainability

In our ever-increasing desire to become a green and sustainable society we often dilute the meanings of these two key words to describe how we are reacting to the growing concern of global warming, diminishing resources and the impact on wildlife. Green and sustainable have become interchangeable in the world of enviornmental-activism, perhaps due to blind commercialism of the topic or just innocent ignorance. Either way, I believe it is important to properly define and understand these two key terms in order to best attack the global environmental issue at hand.

Here are my definitions of the two:

Green is the act of reducing emissions and ones global footprint in order to become environmentally friendly. This emphasizes the reduction of energy consumption and waste that has harmful implications for our planet.

Sustainable is when something or someone has zero impact on its environment and resources. In order for something or someone to be truly sustainable itmust be able to last forever within its givenenvironment.

Here is where the major difference lies between these two terms. Being green is a positive attempt to reduce ones emissions, while sustainability is having zero impact on ones environment. In terms of how these two words are applied to the business world, I believe it is more correct to be a green company than a sustainable one. I hope this helps clear the confusion on these two ideas and how they are applied to environmentalism.

Here is a link to a blog that helped me define these two terms and provides a much deeper analysis on how these two ideas relate to businesses and residential growth.

Green or Greenwashing?

Today, more than ever, consumers demand that companies incorporate sustainable and green practices into their business plans. But being green isn't such an easy topic to define. Businesses are asking themselves, how can we be green? But, more often than not when they attempt to answer this question they do so only as a PR and public branding strategy. It seems as though the question they should be asking first is, what does it mean to be green? A lot of businesses say they are green and throw a badge on their brand as though they are making a difference. In reality, a lot of these businesses that lay claim to being green make no significant progress in reducing the footprint their company makes.

Consumers care more about what a company does than what a company says. With the ever expaniding Internet at their fingertips, consumers are seeing exactly what a company does. When they are greenwashing, they will be caught, and they will be revealed. Entire websites are devoted to outing these companies, ads and false practices in the greenwashing world. People are no longer sitting back and ignoring companioes who falsey claim to being green.

Being green is not just saying you mean well, it means you taking positive steps to reduce your footprint as a company not only in respects to the environment, but with your impact on society as well.