NEWSLETTERS

RETURN TO NEWS

April 2021

The Road to Net Zero

Awareness is growing in how small actions can make a big difference if everyone participates.

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While converting consumer concern about climate change into action has been a challenge in the past, now is an opportune time for companies to come together to finally close the “intention-action gap.” Consumers are increasingly seeking attainable products and brands that align with their personal values, and industries are realizing the urgency to work together to find solutions that meet consumer expectations and global aspirations for net zero emissions by 2050.

Marketplace and Consumer Trends

Consumers have a will, but may need a better way
  • In a survey last year, 75% of respondents said they wanted to be more green-conscious, but 45% felt green products were more expensive, and 43% felt green actions take more time.
  • In addition to price, lack of awareness and trust, and confusion about sustainability claims can deter consumers from choosing sustainable brands.
  • The Conference Board recommends 3 key strategic initiatives brands can take to attract consumers to more sustainable choices:
    1. Innovate to create benefits that add real value to consumers that can reduce price sensitivity.
    2. Collaborate with other brands or industries to make sustainable solutions more affordable through shared practices and technology.
    3. Communicate and validate through certification from independent organizations, and via messages that provide concrete benefits of sustainable brand choices, e.g. amount of packaging saved.
Sustainability in Action
  • According to Nielsen the sustainability market is expected to reach $150 billion in sales in 2021. Organizations helping to close the gap between intent and action include:
    • 1% For the Planet business members commit to giving 1% of gross sales each year to approved non-profit partners.
    • 46% of consumers say seeing the 1% for the Planet logo on a product would positively influence their purchase.
    • Cloverly API helps organizations go carbon neutral or carbon negative by helping to offset environmental impact of everyday activities.
  • At Lapine, we are working closely with our clients, and organizations like 1% For the Planet and Cloverly, and we are proud to say that through our efforts we have offset 2994 mT of CO2e in 2020, the equivalent of 7.4 million miles driven by an average passenger vehicle, close to 382 million smart phones charged, and over 127,000 trash bags of waste recycled instead of landfilled.

Product Highlights

Stormcreek® Eco-Collection
With the availability of fabrics made from recycled materials, Stormcreek has upgraded 75% of their product line to include recycled components. Their Eco-Collection includes many styles made from recycled fabrics and insulation made from recycled plastic bottles. 1% from every purchase of their Eco-Collection goes to 1% For The Planet.
BEANIE_Product
Igloo® ECOCOOL™
Igloo is committed to eco-friendly initiatives, so they are taking big steps to become the most environmentally friendly cooler company on Earth. Their ECOCOOL collection — coming Earth Day 2021 — is the first of its kind to be made with recycled resin! That means they are taking post-consumer plastic — mostly discarded plastic yogurt cups and milk jugs — that would otherwise end up in landfills throughout the world and transforming it into a recycled resin used in the outside body, liner and lid of each ECOCOOL cooler, all made at their facility in the USA.
Lifestyle
Lawson Hammock
A proud supporter of 1% For The Planet, Lawson Hammock was developed out of a life-long passion for the outdoors at a very early age. Their patented Blue Ridge Camping Hammock was born out of a need for a versatile, unique, high-quality and comfortable camping alternative that wasn’t over-engineered, impractical, uncomfortable or lacking protection from bugs and the elements.
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Toadfish®
Water quality is the #1 issue threatening coastal waterways. For every product sold, Toadfish will “Put ‘Em Back™” by replanting new oyster beds to help clean our coastal waters. Toadfish offers a non-tipping can cooler that is the first of its kind un-spillable beverage cooler. Their innovative SmartGrip technology allows the can cooler to stick to any smooth surface.
6-BEANIE_Product-Lifestyle-1000x1000-1-300x300 1

Data Sources

Sources: Harvard Business Review; NASA Earth Data 2020; onepercentfortheplanet.org; sustainablebrands.com; Nielsen; ENGIE Impact Report; IBM.com; Gartner; One-Poll; The Conference Board.

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