News This Week: EVs, Activists & “Green” Blue Jeans

by Jun 6, 2019

News of the Week

Why VW is bringing up its emissions scandal again in new ad – AdAge

Is an apology enough to bring a brand back from scandal? In 2015, the story of the global diesel emissions scandal surrounding Volkswagen broke: VW admitted to installing “defeat devices” to “evade emissions testing.” How will the public perceive of an electric vehicle (EV) campaign from Volkswagen now?

Teen activists face U.S. government in crucial hearing over climate trial – The Guardian

Generation Z youth (born mid-1990s to mid-2000s) are some of the staunchest supporters of climate legislation today; they give us a window into how environmental reputation will affect brands in upcoming years – particularly on social media channels. In this case, youth activists argue that government inaction on climate change is unconstitutional, as it violates future generations’ rights to life and liberty. Stayed tuned for more.

How these all-American blue jeans are going green – Fast Company

It’s very “easy to imagine denim cloth as a naturally occurring phenomenon” when in reality it isn’t – the indigo dyeing process uses massive amounts of water. Wrangler (a Shelton client) is looking to change that through a new foam-dye process that eliminates nearly 99% of water, cutting down on waste and energy use, too. This is a perfect example of how sustainable innovation in one area (manufacturing) has ripple effects into other areas such as resource conservation and energy efficiency.

A Period of Change

Once upon a time, feminine hygiene was a topic simply not mentioned in polite society – and options were limited to an aisle of single-use products. Now, times are changing, and the options have grown. What once seemed like a segment of the consumer packaged goods industry impervious to change is now undergoing profound transformation. New, reusable choices are flooding the market – choices that are better for the environment and, in most cases, work better too. Fifty-nine percent of women have used or considered using them – what will that do to your business?

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Mark Smith

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