Part 2: Food Ads and Kids

  • Researchers say food advertisers convince kids they need different food than adults. (Photo courtesy of the USDA)

Lots of people are concerned
that American children are
getting fat. More than one-
third are considered overweight
or obese. And some are pointing
the finger at those who manufacture
and advertise food for kids. In
the second part of our two-part
series on food and health, Julie
Grant reports on efforts to crack
down on food marketing targeted
at children:

Transcript

Lots of people are concerned
that American children are
getting fat. More than one-
third are considered overweight
or obese. And some are pointing
the finger at those who manufacture
and advertise food for kids. In
the second part of our two-part
series on food and health, Julie
Grant reports on efforts to crack
down on food marketing targeted
at children:

Have you ever tried going to the supermarket with a five year old? They’re cuckoo for cocoa puffs, and everything else on the shelves that’s colorful with big cartoon characters – strategically placed right at kids-eye level. So, They beg. They plead. Some even just grab what they want.

It’s called parent pestering.

Marion Nestle is Professor of Public Health Nutrition at New York University and author of several books on food politics. She says food advertisers convince kids they need different food than adults. And they want kids to pester their parents.

“I hear parents tell me all the time that the kids won’t even taste things because they say they’re not supposed to be eating that. They’re supposed to be eating chicken fingers, or things that come in packages with cartoons on them.”


Nestle says marketers are just trying to sell products – they’re not worried about obesity and other health problems caused by the processed food targeted to children. She’d like to see some big changes.

“If I were food czar, I would just say, ‘you can’t advertise to children, period.’ They’re not capable of making intelligent, adult decisions about what they’re eating.”

The Federal Trade Commission agrees the ads are a contributing factor to growing problem of childhood obesity. The FTC, the Food and Drug Administration and other government agencies will recommend changes to food marketing rules to Congress later this year.


Most people in the food and advertising industries say cutting off all marketing to kids would go way too far.

Elaine Kolish is Director of the Children’s Food and Beverage Advertising Initiative. It’s part of the Better Business Bureau. She’s been working with 16 of the major U.S. food manufacturers to change what is advertised to children.

Over the past few years, she says food manufacturers have spent millions of dollars to reformulate kids products – like cereals – to make them healthier.

“Before the initiative, cereals that were advertised to children might have had as much as 16 grams of sugar per serving. Now the maximum that anyone could have is 12 grams of sugar per serving. In fact, more of the cereals have less. So that’s a big improvement right there.”

And Kolish says advertising can actually help to get kids to eat healthier. For example, the McDonalds happy meal. Instead of offering kids French fries and a soft drink, the default happy meal now includes skim milk and apples – although it includes a side of caramel dipping sauce.

“I think now because of Burger King and McDonalds, alone, there’s probably more fruit advertising than ever before…and the sales and the trend data is really good. McDonalds has sold over 100-million orders of apple dippers in the last two years. That’s a lot of apples.”

But recent surveys at the University of Arizona and at Yale show that TV and online marketing toward children is still for foods that are not healthy for children. It’s mostly for things that are high in sugar, fat and salt.

Mary Engle is Associate Director for Advertising at the FTC. She says, for the most part, food companies have been taking foods that are bad for kids and only managing to make them less unhealthy.

“Whereas the proposal that the government group came up with is to only allow the marketing of truly healthful foods to children – foods that actually make a positive contribution to a healthy diet. So it’s much more limited which kinds of foods could be marketed to kids.”

Some food makers call the government proposal extreme. But government officials say they wouldn’t ban all ads – just those that encourage kids to eat bad food.

For The Environment Report, I’m Julie Grant.

Related Links

Interview: Sesame Street

  • Elmo is surprised when he and Rosita find a baby bird as part of Sesame Street's 40th season. (Photo by Richard Termine, courtesy of Sesame Street)

Sesame Street is going green.
The children’s program will
focus on nature education during
its 40th season with the “My
World is Green and Growing”
project. Lester Graham talked
with Carol Lynn Parente.
She’s the Executive Producer
of Sesame Street:

Transcript

Sesame Street is going green.
The children’s program will
focus on nature education during
its 40th season with the “My
World is Green and Growing”
project. Lester Graham talked
with Carol Lynn Parente.
She’s the Executive Producer
of Sesame Street:

Lester: Letters, numbers, social interaction, all things we’d expect from Sesame Street. Why nature?

Parente: We learned by having our academic research advisors that by giving love and exposure to the environment was the best way to hopefully create citizens that will want to take care of it.

Lester: What kind of things will kids be able to pick up from this effort?
Parente: Well, we want to just get them out and exploring the environment and nature in general. And that can be in whatever their environment is. So nature doesn’t necessarily have to be a camping trip, although Elmo does go on one of those in our season 40, but it can be out experiencing what is in their environment, whether it be urban or rural and –

Lester: yeah, I wanted to note that. I mean, Sesame Street is an urban setting for kids whose lives are more about concrete and asphalt than flowers and grass. How will you relate to them?

Parente: Well, when you talk about noticing your environment, those environments and habitats are all around us. So, grass for a child in a suburban big wonderful meadow or field might be what their version of grass is, but there is also grass that pops up between the concrete of the sidewalks in an urban setting. And there are habits of wildlife in every environment you’re in and getting kids to understand that is part of the fun.

[Clip from Sesame Street Episode]

Lester: Some of these environmental issues are complicated, a little scary, take global warming for example. So where do you draw the line on Sesame Street?

Parente: When we talked about how the environment affects our audience, some of the messages that are common with environmental conservationist messages like “Save the Earth” and that’s a really scary concept for very young children because it implies something is wrong and something is going to happen and you don’t what that is and what needs saving. So we really stayed away from those kinds of messages. It’s really about having fun interacting with the environment and I think for our audience, that’s where we really put the focus.

[Clip from Sesame Street Episode]

Lester: So, how often in a typical show will we hear about nature and how long will this nature education effort last on Sesame Street?

Parente: It’s definitely has a presence in every single show in season 40, which is great because it’s a really thorough, um, jump into the curriculum. We’re definitely dealing with it through all of season 40 and the science part of the environment, which it really what it is, a science and nature curriculum, will extent into season 41 as well.

Lester: Carol Lynn Parente is the executive producer of Sesame Street. Have a sunny day!

Parente: Thank you, you as well!

[Clip of Theme Song]

Related Links

Big Oil Attacks Senator Graham

  • Republican Senator Lindsey Graham from South Carolina (Photo courtesy of Senator Graham)

Tackling a climate change bill is the next big issue for Congress. And special interest groups are going on the offensive. Mark Brush reports big oil is going after Republican Senator Lindsey Graham for working with Democrats on a climate change bill:

Transcript

Tackling a climate change bill is the next big issue for Congress. And special interest groups are going on the offensive. Mark Brush reports big oil is going after Republican Senator Lindsey Graham for working with Democrats on a climate change bill:

This ad comes from the American Energy Alliance – a group backed by oil and natural gas companies.

“There are some scary stories coming out of Washington. The latest is Senator Lindsey Graham’s support for a new national energy tax called cap and trade.”

But by working with democrats on a climate bill, Senator Graham says his main goal is to make the country more energy independent.

There are people coming to his defense.
They like the fact that he’s sitting down with the other party.

Michael Couick is the President of the Electric Cooperatives of South Carolina.

“I think we’ve got to get smart folks in Congress to talk to each other, reason together. Otherwise we’re not going to be able to solve a problem, that if we don’t do anything by default we’ve got an energy policy that will not work for the long term.”

Some in the Republican Party say Senator Graham is selling out.
He was recently called a traitor at a town hall meeting in South Carolina.

For The Environment Report, I’m Mark Brush.

Related Links

Old LCD Screens Used for Medical Treatment

  • One research team recovered polyvinyl alcohol from the computer screens, which can be used in medicine (Photo courtesy of the National Cancer Institute)

Some researchers want to recycle
a chemical in computer screens to
use it for a medical treatment.
Shawn Allee reports:

Transcript

Some researchers want to recycle
a chemical in computer screens to
use it for a medical treatment.
Shawn Allee reports:

Most LCD computer screens contain toxic mercury. The European Union will soon mandate those screens be recycled rather than thrown away.

There are other metals and chemicals in the LCD screens that are not dangerous.

Dr. Avtar Matharu is with Britain’s University of York.

His research team recovered polyvinyl alcohol from the computer screens.

It’s used in spongy pads that deliver medicine.

“We can take out Polyvinyl alcohol from the front and back of an LCD screen. We can take what effectively would be a waste resource and potentially use it in a medical application.”

Matharu says getting polyvinyl alcohol out of LCD screens is expensive compared to making it from crude oil, but he says it could be another reason to recycle rather than throw them into a landfill.

For The Environment Report, I’m Shawn Allee.

Related Links

Mining the Minerals That Power Your Gadgets

  • Molycorp's rare-earth mining pit in Mountain Pass, California. (Photo by Shawn Allee)

Politicians like to show off pictures of wind turbines, hybrid cars, and other green hi-tech.
The idea is to get more of that in America, and maybe even make more of it here. Shawn
Allee found there’s a chance all of this could be complicated by the supply of key green-
tech ingredients:

Transcript

Politicians like to show off pictures of wind turbines, hybrid cars, and other green hi-tech.
The idea is to get more of that in America, and maybe even make more of it here. Shawn
Allee found there’s a chance all of this could be complicated by the supply of key green-
tech ingredients:

I don’t know about you, but there’re a whole bunch of minerals I completely ignored in
high school chemistry.

Jack Lifton knows them by heart.

“… lanthenum, serium, neodymium…”

Lifton’s a market expert on these so-called ‘rare-earth’ minerals. And he says, even if you
haven’t heard of them, you might have them – even in your pocket.

“Without rare earths, we probably would not have portable computers and you
certainly wouldn’t have display screens today on anything – television or computer,
iPod, or iPhone, whatever.”

Rare earths make electronics light and they don’t need much power: just what wind
turbines and electric hybrid cars need.

There’s a problem in the rare-earth market, though. China’s the big supplier, but Lifton
says it might keep it’s rare-earth supplies for itself.

“In the next three or four years, you cannot make a device with a rare earth unless
it’s made in China and then the Chinese have made it very clear that their priorities
are to manufacture goods for their own consumer economy and keep the Chinese
employed.”

So, is the US gonna be left dry when it comes to green high tech? Well, there is a rare
earth mine in America, but it’s had some environmental problems.

The mine is trying to turn that around now.

Honan: “On the left is the overburden stock pile. Once you’ve seen one of those,
you’ve seen them all.”

Allee: “Big pile of rocks.”

Honan: “Big pile of rock.”

Mine manager Scott Honan’s driving me around the top of a mine in the middle of the
California desert.

He manages the mine for Molycorp. Honan’s showing me the mine’s waste water
ponds.

Honan: “Those two are fresh water.”

Allee: “Basically, you’re trying to recycle as much of this water as you can. Why is
that?”

Honan: “We have to confine all of our water activities on the site. We have to be
very efficient when we use water, we can’t afford to waste it.”

Gotta admit, this is not very sexy stuff, but Molycorp is crossing its fingers that
expensive water recycling and treatment investments pay off.

Molycorp uses water to process the rare-earth ore, and back in the 90s, the mining and
processing stopped for a while due to waste water leaks.

It’s desert, after all – and regulators didn’t want what little water there is contaminated by
a slurry of salts and mining byproducts.

Allee: “So where’re we heading, here?”

Honan: “The pit.”

Allee: “Is that what everyone calls it? ‘The Pit?’”

Honan: “Yeah. It’s about 55 acres if you look at the perimeter. From the top of the
high wall over there to the bottom, it’s about 500 feet.”

Honan says Molycorp will expand the mine in a few years – just in time for when China
might stop exporting rare-earths.

The company might be jumping a tad – regulators might clamp down on the operation if
Molycorp repeats some of its past water pollution mistakes.

Still…

“I think a lot of us at the mine have a big stake in the success of this operation going
forward. A lot of us feel it’s important for our country. What we produce here is
going to drive a lot of this energy efficient technology that people are anxious about.
It’s cool to be a part of that.”

And for Honan, what’s even cooler is that someone’s talking about building a wind farm
not too far from his mine.

Honan says it’d be awefully nice if his rare-earths are in those turbines.

For The Environment Report, I’m Shawn Allee.

Related Links

Pitching Diesels as an Eco-Friendly Option

  • VW's Jetta TDI - a diesel that the EPA estimates at 40 miles per gallon (Photo by Julie Grant)

If you’re thinking about buying a cleaner, more fuel-efficient
car, you might think a hybrid is your best option. But some
automakers want people to look at an older technology when
they’re looking for green cars: the diesel engine. Julie Grant
reports:

Transcript

If you’re thinking about buying a cleaner, more fuel-efficient
car, you might think a hybrid is your best option. But some
automakers want people to look at an older technology when
they’re looking for green cars: the diesel engine. Julie Grant
reports:

Lots of automakers make diesel cars – BMW, Ford, General
Motors, Volkswagen. But they sell most of them in Europe,
not the U.S. Diesel engines have a bad rap here.

Just ask Jerry Doble; he used to drive a diesel truck.

“They’re noisy and they’re smelly and they’re hard to start in
the winter. And that’s about it, I guess.”

But Doble hasn’t seen the new diesel cars making their way
from Europe.

Mike Omotoso is an auto industry analyst with JD Power and
Associates.

He says diesel carmakers have lowered their tailpipe
emissions. They’ve put in extensive filtering systems. Plus,
the fuel, itself, is cleaner than it used to be.
Diesel used to have lots of stinky sulfur – up to 500 parts per
million – now it has only 15 parts per million.

But Omotoso says when most Americans think of clean cars,
diesels aren’t the first thing that come to mind.

“When people think of clean vehicles they think of the Prius
first, and then they think of Toyota and they think of Honda
as well. The manufacturers, especially the German
manufacturers, are having to do a job catching up to the
positive publicity of hybrids. So they have to persuade the
American public that diesels can be clean as well.”

That’s why you may have seen those Volkswagen
commercials on TV – where one neighbor has a Prius, and
the other a new Jetta TDI-diesel:

VW: “A TDI set a Guiness World Record – 58 miles per
gallon.”

Prius owner: “58 miles per gallon!”

VW: “But this baby hauls. It’s like errr…errr… What does
your Prius sound like?”

Prius owner: (sound of quietly exhaling)

VW: “Oh. That’s cool.”

There’s a couple of things going on in that commercial.
It’s pushing the diesel as a green car. It’s also trying to
dispel the image of diesels being slow and clunky. They’re
trying to push diesels as green, muscle cars.

At this Volkswagen dealership, salesman Aaron Heinlein
says these commercials are having some success.

He says the only people who used to buy diesels worked
with the railways, in construction, or on farms. But this
week, he sold a TDI Jetta to a dietician.

“She would be the customer that, if she came in four years
ago, I would have said, ‘wow, you want to look at a diesel?
Cool, I’ll show you one.’ Now it’s just, that’s the norm. It’s
the lawyer, it’s the dentist, it’s the traveling salesperson who
is in their car a lot and needs better fuel mileage that you
wouldn’t have seen four years ago.”

Diesels cars still makeup less than 1% of the market.

Americans want power and speed and that’s not how they
think about diesel engines. Things are different in Europe,
where gas is upwards of $8 per gallon and consumers are
focused on good gas mileage.

Auto industry analysts are expecting to see a jump in diesel
sales in the U.S. in the next few years.

But JD Power and Associates doesn’t expect all this
marketing to make a huge dent in American car sales.
They’re forecasting diesel car sales at 4% to 5% of the
market by 2016.

That’s when the new federal fuel standards take effect.

For The Environment Report, I’m Julie Grant.

Related Links

Coveting Neighbor’s Flatscreen

  • A 42-inch flatscreen TV can use as much energy as a refrigerator. (Photo by Sol Grundy, Courtesy of Wikimedia Commons)

College basketball’s big Final Four tournament is approaching, and television sales will no doubt spike, as they do with most major sporting events. These days, almost every TV sold is a flat panel. And, as Tamara Keith reports, most use more energy than the old cathode ray tube TVs:

Transcript

College basketball’s big Final Four tournament is approaching, and television sales will no doubt spike, as they do with most major sporting events.

These days, almost every TV sold is a flat panel. And, as Tamara Keith reports, most use more energy than the old cathode ray tube TVs:

Talking to Arshad Mansoor can leave a person feeling guilty. He’s vice president of the Electric Power Research Institute. It’s a non-profit study group.

Mansoor’s organization studies how much power different electronic devices use. Those flat screen TV’s everyone is buying– they’re at the top of his hit list.

“As we started bringing in flat screen, and as flat screen prices started coming down, television is one of the largest growth segments in terms of electricity use.”

And get this– a 42-inch flat screen TV can use as much electricity as a refrigerator. Talking to Mansoor got me thinking about my own power use. So, I asked him a hypothetical question that, let’s say, isn’t nearly as hypothetical as it sounds.

“So if I go through my house and replace every light bulb with a compact fluorescent and then I go buy a flat screen TV?”

“You almost wiped out all your savings with one plasma TV and one set-top box that you gained with replacing all your light bulbs with compact florescent.”

So, I guess I’m not as green as I thought! Part of the issue, he says, is that people don’t replace their 25-inch TV’s with 25-inch flat screens. They go bigger. But Mansoor isn’t saying that environmentally minded consumers should steer clear of flat panel TVs. He’s just saying they should shop smart.

For instance, LCD models use less energy than plasmas. Doug Johnson is senior director of technology policy for the Consumer Electronics Association. He insists not all flat screen TVs are energy hogs:

“The key thing really is how efficient are those new televisions and what we have in place now and what we’ve had in place since November 1st of last year is a new energy star specification at the national level that is encouraging a competition in the marketplace for energy efficient televisions.”

New energy star TVs are up to 30-percent more efficient than the last generation of energy stars. And there are now nearly 500 models on the market that meet the standard.

Katherine Kaplan leads Energy Star product development for the US Environmental Protection Agency. She says in the past the program only looked at how much power a TV used when it was turned off.

“Really, it was time to take our energy efficiency requirements to the next level and to focus for the first time on active power.”

At a Washington DC Best Buy, flat screens line an entire wall and half of another one. Richard Glenn can’t seem to take his eyes off of Kung Foo Panda playing on a big plasma TV:

“I have an old fashioned big and clunky TV.”

“And what’s making you shop?”

“Envy. I covet my neighbor’s flat screen.”

And Glenn knows that if he buys a new TV it will use more energy than his old one.

“This very nice plasma I’m looking at here like uses as much energy as a hair drier or something like that. It’s really really bad.”

But he just can’t resist. I ask store manager John Zittraur to point out the energy star TVs:

“Ahh. I think it would be harder to show you the ones that aren’t ’cause all of the ones that we’ve been getting in, I’d say for the past 6 months or so, have all had the energy star logo on it.”

Zittraur has plenty of energy-saving advice for people like Richard Glenn. First, don’t buy more TV than you need. Keep the TV’s brightness settings toned down. Plug the TV, the DVD, and all the other electronics into a surge protector. For The Environment Report, I’m Tamara Keith.

Related Links

DIGITAL TVs MEAN ANALOG TRASH

  • Digital TV is killing the analog star (Source: Zaphod at Wikimedia Commons)

In a couple of months, television
signals will be going digital. Congress
is requiring the switch. In February, if
you have an analog TV with rabbit ears,
it’ll be useless unless you get a converter
box. And even before the official transition,
people have been buying up new digital TVs.
Rebecca Williams reports the switch to DTV
has some people worried about the growing
pile of TV trash:

Transcript

In a couple of months, television
signals will be going digital. Congress
is requiring the switch. In February, if
you have an analog TV with rabbit ears,
it’ll be useless unless you get a converter
box. And even before the official transition,
people have been buying up new digital TVs.
Rebecca Williams reports the switch to DTV
has some people worried about the growing
pile of TV trash:

(sound of guy playing guitar hero)

William Borg says he’s really bad at Guitar Hero. So instead, we’re
watching one of his teenage customers play the game on a huge flat screen
digital TV.

“And this is another reason customers are after those high definition TVs
because you can really maximize the overall picture and sound quality.”

There’s not an analog TV in the place. Best Buy doesn’t sell them anymore.
You can’t buy them anywhere actually, except maybe at a thrift store.

Digital TV is killing the analog star.

“I think the end of analog TV is here.”

Megan Pollock is with the Consumer Electronics Association. She
represents TV makers and big box retailers.

“Just like record players some people will just fall in love and keep them for
as long as they can but I think in 5 to 10 years it’ll be very, very hard to find
one in anyone’s home.”

That’s right – analog TVs are gonna be museum pieces, or, more likely,
filling up landfills.

Megan Pollock says sales for digital TVs go up every year. She expects 36
million to sell next year.

In February, all broadcasters are required to switch over to digital TV. If
you have one of those old TVs with rabbit ears or an antenna, you’ll have to
get a converter box. If you’re hooked up to cable or satellite, you’re fine.
You don’t have to buy a new TV.

But TV recyclers say they’re seeing more people getting rid of perfectly
good analog TVs anyway.

Linda McFarland runs a TV and computer recycling business.

“We’re really gonna start seeing these in droves.”

We’re standing in front of seven foot tall stacks of old TVs.

McFarland says of all electronics, TVs are the least valuable. And the TVs
are full of toxic stuff. Especially lead in the cathode ray tubes.

Most of the time we export our TV waste. It ends up in Asia or Africa.
There, everyone from grandparents to little kids use acid or open flames to
melt the circuit boards to get to the tiny bits of gold and silver.

“Children are working on top of these electronic heaps and breathing
cyanide acid.”

Linda McFarland says it’s easy for recyclers in the US to make deals with
importers in other countries. They sneak the TV waste in along with much
more valuable computer parts.

“You might just stick it on containers and tell the marketplace that’s buying
from you I’ll give you two good containers for every container I give you.”

McFarland says that probably happens nine out of ten times. She wants new
laws to force recyclers to take care of TVs correctly.

That’s at the end of a TV’s life. Others want to start at the beginning. They
want TV manufacturers to do more.

Barbara Kyle is with the Electronics TakeBack Coalition. She says it’s not
just the lead in old TVs, many new digital TVs have toxic mercury in them –
and that’s hard to remove too.

“I think of the LCD TV as the poster child as to how this industry is still not
thinking about how to design with the end of life of products in mind. It’s
clearly not even in their work plan.”

But – she says some companies are getting better about taking back old TVs
for recycling. She says Sony, Samsung and LG already have good
programs. Others are just beginning.

Kyle says, whatever you do, don’t throw your old TV in the trash. She says
it’ll take some work, but you can find a responsible recycler – one that
doesn’t export waste to developing countries.

For The Environment Report, I’m Rebecca Williams.

Related Links

Selling Earth Day

  • Earth at twilight. A digital photograph taken in June 2001 from the International Space Station orbiting at an altitude of 211 nautical miles. (Photo courtesy of NASA)

The first Earth Day in 1970 often gets credit
for jumpstarting the modern environmental movement.
Lately, Earth Day’s meaning might be changing a bit.
A lot of companies are running Earth Day ads and
offering special Earth Day shopping events. Rebecca
Williams reports the idea is that we can buy our way
to a better world:

Transcript

The first Earth Day in 1970 often gets credit
for jumpstarting the modern environmental movement.
Lately, Earth Day’s meaning might be changing a bit.
A lot of companies are running Earth Day ads and
offering special Earth Day shopping events. Rebecca
Williams reports the idea is that we can buy our way
to a better world:

You can’t watch TV lately without tripping over ads around Earth Day.

(Commercial montage featuring WalMart-SunChips-Home Depot)

And at the grocery store:

Campbell’s soup is wearing an Earth Day label. Campbell’s says condensing
soup means smaller, lighter cans. So, that means less waste. Of course,
they’ve been doing that since 1897. Long before Earth Day and the
environmental movement.

Even Barbie’s excited about Earth Day. She’s got a limited edition line of
accessories. They’re made from scraps of fabric that would otherwise have
been thrown away. She’s so crafty.

Of course, there’s a reason why it’s raining Earth Day ads.

“Companies advertise in ways they think people will respond.”

Tom Lyon directs the Erb Institute for Global Sustainable Enterprise at
the University of Michigan.

“Five years ago they didn’t think they were getting a whole lot of mileage
out of advertising green. Now you could say green is the new black – every
company is moving in this direction.”

Lyon says the reality of climate change has been more widely accepted in the
past couple years. People are wondering what they can do about it. And
companies are trying to tap into that.

Joel Makower has been studying green marketing for 20 years. He’s the
executive editor of Greenbiz.com. He says Earth Day marketing ebbs and
flows over the years. But he hopes Earth Day never turns into a marketing
event on the scale of Christmas.

“I think most people recognize the very clear reality that we’re never going
to shop our way to environmental health and so to the extent that Earth Day
becomes an excuse to consume, then we’ll have sent all the wrong messages.”

But Makower says a lot of companies actually are making big changes in their
practices and they should talk about that. He says Earth Day advertising
makes sense if the company’s doing something to improve all year long.
Otherwise he says it might just be a stunt.

Others think Earth Day as a marketing opportunity is probably here to stay.

Adam Werbach is the Global CEO of Saatchi and Saatchi S. It’s a major ad
agency. He says companies see Earth Day as another holiday.

“The reason that works so well this year – Easter came very early and there
was a large gap between Easter and Memorial Day so Earth Day fit in really
well so that stores could get through their Easter merchandise and start
putting green merchandise on the shelves and then move into Memorial Day.”

Werbach thinks that’s actually not a bad thing. He’s had feet in both
worlds – as a former president of the Sierra Club. More recently he’s been
a consultant for Wal-Mart. He thinks consumers should be the ones driving
companies to improve their practices.

“Our hope is of course that people who have tried these new products will
return and buy them in the next month so that in the end you’re creating a
cycle of demand for green products on shelves so that they don’t go away and
be a one time occurrence.”

But at the same time, Adam Werbach is a little conflicted. He wishes Earth
Day could be the one day of the year we could take a break.

No branding. No ads. No buying. Just Earth.

Hey… that might make a nice commercial.

For the Environment Report, I’m Rebecca Williams.

Related Links

A Lighter, Brighter Christmas?

  • Author Bob Lilienfeld suggests that we find ways to express our love for each other in less material ways. (Photo by Denise Docherty)

The message from advertisers this holiday season seems to be: buy more because you and your family deserve it. Retailers are hopeful we’ll all spend just a little bit more to make the holidays shiny and bright. The Great Lakes Radio Consortium’s Lester Graham went to the shopping mall with a guy who thinks we ought to scale back our spending during the
holidays:

Transcript

The message from advertisers this holiday season seems to be, buy more because you and your family deserve it. Retailers are hopeful we’ll all spend just a little bit more to make the holidays shiny and bright. The Great Lakes Radio Consortium’s Lester Graham went to the shopping mall with a guy who thinks we ought to scale back our spending during the holidays:


Bob Lilienfeld is one of the co-authors of a book called Use Less Stuff. As you might guess, he’s an advocate of using fewer resources, including buying less stuff during the holidays. We asked him to meet us at a big shopping mall to talk about why he thinks buying less means more.


Lilienfeld: “I want you to go back to when you were a kid. Think about the two or three things in your life, the things that you did that made you really happy. I guarantee none of those have to do with physical, material gifts. They have to do with time you spent with your family or things you did with your friend. But, it wasn’t the time you said ‘Oh, it was the year I got that train,’ or ‘the year I got those cuff links,’ or ‘when I got those earrings.’ That’s the principle difference. We’re trying so hard to be good and to let people know that we love them, but the things that we love about other people and that they love about us have nothing to do with material goods.”


Graham: “There’s a certain expection during the holidays, though, that we will get something nice for the people we love and here at this mall as we’re looking around, there are lots of enticements to fulfill that expectation.”


Lilienfeld: “That’s true, but we’ve been led to believe that more is better, and to a great extent more gifts is not better than fewer gifts. Quality and quantity are very different kinds of thoughts and we’ve been led to believe economically that quantity is more important. But, in reality it’s the qualitative aspects of life that we long remember and really are the ones we treasure.”


Graham: “Now from the news media, I get the impression that if I don’t do my part during the holidays in shopping, that it’s really going to hurt a lot of Americans, the American economy. $220-billion during the holiday season. It’s 25-percent of retailers’ business. So, if I don’t buy or if I scale back my buying, won’t I be hurting the economy?”


Lilienfeld: “It’s always been 25-percent of retailers’ business, even if you go back 30 or 40 years, and that’s probably not going to change. It comes down to your thinking through what’s good for you, what’s good for your family, what’s good for your friends and not worrying so much about what’s good for the economy and what’s good for big companies.”


Retailers are expecting sales to be better this year than last year. So, that simpler lifestyle that Lilienfeld is talking about is not widespread enough to have any real impact on the overall shopping season. But apparently the economy isn’t strong everywhere.


We talked to some shoppers about their holiday shopping plans and the idea of simplifying things. Many of them told us that the economy was forcing them to cut back on gift buying…


Shopper 1: “Well, because of my limited budget, I have to buy, like – I have a list – and I have to buy one at a time, so, being pretty poor is being pretty simple. I’m kind of already living that way.”


Shopper 2: “I don’t need to celebrate Christmas by buying people gifts. And I can give people gifts all year long. And I — Christmas is kind of sham-y to me.”


Shopper 3: “This year, yeah, my family is like, ‘Don’t get me anything.’ I’m going to do something, but hopefully it will be smaller and less expensive and all that.”


Shopper 4: “Well, I don’t feel compelled to buy something because an economist says it’s my part as an American. And I think people are going to get smarter and smarter about how they spend their money and the almighty dollar.”


With the constant messages on television, radio, the Internet and newspapers to spend, there’s a lot of persusive power by advertisers to buy now and think about the cost later.


Since Bob Lilienfeld is such an advocate of a simpler lifestyle, it makes you wonder about his own shopping habits.


Graham: “Do you ever find yourself in the shopping mall, buying stuff for the folks you have on your Christmas list or your holiday list?”


Lilienfeld: “All the time. But, what I try to do is two things. One is think about the fact that more isn’t necessarily better. But the other thing I really try and do is look for gifts that are what I call ‘experiential’ as opposed to material. Tickets. Things where people can go to plays or operas or ball games so that they have an experience. Same thing with travel. I mean, if I could give my father a gift or if I could help him afford to go somewhere, like to see me and the kids, that gift is probably worth a lot more to both of us than if I just gave him a couple of bottles of wine.”


And Lilienfeld says you don’t waste as much wrapping paper when you wrap up tickets.


For the Great Lakes Radio Consortium, this is Lester Graham.

Related Links