04 January 2010

Pepsi drops Super Bowl ads to focus on cause (including green) marketing, and other company, industry, market, government and technology info

Top Stories

Pepsi Drops Super Bowl Ads in Favor of Cause Marketing.reliability high.
"Cause marketing, including asking consumers how they would improve sustainability and the environment, will take the place of PepsiCo’s traditional TV advertising that accompanies the Super Bowl, reports DMNews. This will be the first time in 23 years that the Super Bowl will not have an ad promoting Pepsi. Last year, Pepsi spent $33 million advertising its brands during the game." One promotion will involve giving away millions to fund projects to make the world better, including environmental projects, proposed and voted on line. From Environmental Leader. See Pepsi site here.

Eco-officers are moving into executive suites.reliability high.
"As companies grapple with climate change, try to attract eco-conscious customers and develop alternative energy agendas while complying with regulations, a new kind of administrator is moving into the executive suite to help out. Sustainability officers and green supervisors, some say, are successors to the diversity managers and innovation specialists of the 1990s -- with their focus equal parts corporate responsibility, public relations and profit." Examples of how different companies have assigned this responsibility. "Last year, fewer than 200 positions dedicated to sustainability were spread among more than 1,200 companies, according to consulting firm Hudson Gain Corp. With a 'very limited talent pool of experienced sustainability executives,' many firms plucked internal candidates who were well-regarded in other fields for the role, the report said." "President Obama signed an executive order in October requiring federal agencies to each designate a senior sustainability officer." See The Los Angeles Times.

Companies, Industries, Markets and Supply Chains

New Belgium Using Smart Grid to Time Energy Production.reliability high.
"By being tied into the smart grid in Fort Collins, Colo., New Belgium Brewing Co. will know when it makes sense to produce its own power" "a new 200-kilowatt engine that runs on diesel and/or natural gas will kick on when the city signals that power demand is peaking" "The city’s distributed energy generation program is designed to let companies and organizations that have their own generating capacity to add power back to the grid during times of peak loads. The program is part of the Fort Collins Zero Energy District, or FortZED." From Environmental Leader.

Better sewage treatment is the latest thing in clean energy.reliability high.
Discusses increasing extraction of energy from sewage. "Less and less waste, these days, is actually allowed to go to waste. Instead, it is used to generate biogas, a methane-rich mixture that can be employed for heating and for the generation of electricity. Moreover, in an age concerned with the efficient use of energy, technological improvements are squeezing human fecal matter to release every last drop of the stuff." Mentions some technologies and companies. See The Economist.

Going green: Tata Group's new mantra.reliability high.
"If globalisation was the driving factor for Tata Group in the last decade, going green may well be the buzzword for the present one." Cites activities of several group companies in the green direction. See Economic Times.

Jan. 1 Emissions Reporting Deadline Nears.reliability high.
"With large emitters scheduled to begin collecting their emissions data Jan. 1, companies are gearing up to ensure their compliance. But that hasn't stopped critics from ramping up their rhetoric. On Sept. 22, the Environmental Protection Agency announced it would require about 10,000 facilities that emit about 85 percent of the nation’s greenhouse gases to begin collecting their emissions data." "Companies that emit 25,000 metric tons of carbon dioxide equivalents are subject to the reporting rule. Failure to measure and report emissions to the EPA can result in fines of up to $37,500 per day, per violation." Legal advisors quoted urging companies to develop compliance systems. "'Companies need to understand that from the standpoint of government regulation and public opinion, the debate about global warming is over. That means it’s time for them to develop sustainability plans and carbon reduction strategies before regulators, environmental advocates, shareholders and other groups force them to act,' said Saulius Mikalonis, Senior Attorney at law firm Plunkett Cooney." From Environmental Leader.

Government and Regulation

California Climate Law Faces Opposition.reliability medium.
An initiative petition drive will begin to put a measure on California's November 2010 ballot to suspend enforcement of the state's carbon reduction law. "The 2006 law aims to return greenhouse gas emissions in California to 1990 levels by 2020, with statewide reductions starting in 2012. The bulk of the needed reductions would come from a 33 percent renewable energy standard for power companies, as well as several measures to reduce greenhouse gas emissions from fuels for cars and trucks." Opponents, who include gubernatorial aspirant Meg Whitman, say such measures would harm employment recovery. From New York Times Green Inc. blog.

New Indian govt buildings to comply with green norms.reliability high.
"New government and Public Sector Unit (PSUs) buildings will have to mandatorily comply with new green rating norms to tackle climate change threats. 'This decision was taken by the Centre two days ago to ensure that buildings are environment-friendly aiming to achieve high energy utilisation,' Farooq Abdullah, Minister of New and Renewable Energy, said" "all new buildings of government and PSUs will have to comply with the requirement of at least 3 star rating under the Green Rating for Integrated Habitat Assessment (GRIHA)." From PTI.


New Carbon Footprint Calculation Accounts For Country of Consumption.reliability medium.
"Norwegian scientists have created a new method of calculating carbon footprint that allocates the carbon produced in the country of consumption . . . ." The new study by Researchers at the Norwegian University of Science and Technology and the Centre of International Climate and Environment Research in Oslo is a "trade-linked" analysis. From CleanTechnica. More here. [Reveals that when emissions embodied in imports and exports are taken into account the U.S.'s total emissions are about double China's.]

[Crossposted from HaraBara.com courtesy of HaraBara, Inc. Copyright © 2010 HaraBara, Inc.]