Jewelry Company Taps into the Press Potential of Sustainability Advertising
Mike Catherall
December 05, 2006
John Hardy Jewelers has opted to offset the environmental damage caused by its print advertising by planting bamboo forests in Bali.
Print advertising, especially in glossy magazines, is notorious for its ecological damage, both from the use of paper consumed, energy used and the effects caused by the petroleum-based ink, not to mention the damage called by solvents, adhesives and fossil fuels emitted.
Instead of pulling their ads, John Hardy has decided to plant forests to compensate for the destruction. In 2006, the jeweler bought 161 pages worth of advertisements to maintain their top of mind awareness with their consumers, as well as keep 25 glossy magazines and newspapers in circulation. In total they contributed to the consumption of 406 metric tons of paper. To balance this out they will plant two hectares of bamboo for approximately seven years.
Sustainability Advertising is a hot topic right now, and the Bali-based jewelers are the latest to tap into this trend. After all, even if their efforts are more of a PR hype than anything else, the point is that something is being done, and the press alone is helping to bring the attention to the table, an issue much discussed in these columns.
Is it greenwashing? Well, sort of, as the action is generating more benefit for them out of the PR and goodwill than they are providing the earth. While ‘reforesting the world, one island at a time’ may have a nice ring to it, the reality is that it is simply relocating someone else’s resources into their own backyard.
But to be fair, something is better than nothing, and there is no harm in the pioneers of sustainable initiatives reaping a few accolades. The bamboo will provide jobs, homes for migratory birds, balance out the CO2 damage and keep the soil in check.
So good on them for addressing the issue.
This company also has a history of social and environmental projects it should be noted, including a women’s mud wall cooperative (whatever that is), midwifery programs and an organic farm to feed the 700 workers it employs.
Print advertising, especially in glossy magazines, is notorious for its ecological damage, both from the use of paper consumed, energy used and the effects caused by the petroleum-based ink, not to mention the damage called by solvents, adhesives and fossil fuels emitted.
Instead of pulling their ads, John Hardy has decided to plant forests to compensate for the destruction. In 2006, the jeweler bought 161 pages worth of advertisements to maintain their top of mind awareness with their consumers, as well as keep 25 glossy magazines and newspapers in circulation. In total they contributed to the consumption of 406 metric tons of paper. To balance this out they will plant two hectares of bamboo for approximately seven years.
Sustainability Advertising is a hot topic right now, and the Bali-based jewelers are the latest to tap into this trend. After all, even if their efforts are more of a PR hype than anything else, the point is that something is being done, and the press alone is helping to bring the attention to the table, an issue much discussed in these columns.
Is it greenwashing? Well, sort of, as the action is generating more benefit for them out of the PR and goodwill than they are providing the earth. While ‘reforesting the world, one island at a time’ may have a nice ring to it, the reality is that it is simply relocating someone else’s resources into their own backyard.
But to be fair, something is better than nothing, and there is no harm in the pioneers of sustainable initiatives reaping a few accolades. The bamboo will provide jobs, homes for migratory birds, balance out the CO2 damage and keep the soil in check.
So good on them for addressing the issue.
This company also has a history of social and environmental projects it should be noted, including a women’s mud wall cooperative (whatever that is), midwifery programs and an organic farm to feed the 700 workers it employs.
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