Well I was as shocked as anyone that a recent Ipsos survey put our humble BC retailer above North American green behemoth Whole Foods on the eco friendly scale. But that’s apparently what 1,177 adult British Columbians said, 19 times out of 20, when asked to name one retailer they thought best exemplifies an environmentally-friendly business – without a pre-determined list to choose from. (See the top 10 list below) London Drugs came in at #7, and was the only ‘general’ retailer on the list.

That certainly warmed our green hearts, as we have been working very hard to get the word out there on London Drugs’ recycling and green products with the What’s the Green Deal brand, featuring our industry-leading Bring Back the Pack and Styrofoam recycling programs. (Full disclosure, Green Briefs and Unicycle Creative is a strategic consultant for London Drugs – so neutrality is out the window here)

Hats off to all of the companies on the list – it’s a contest no one really loses. And thanks, BC. We’ll shoot for number one next time!

Top 10 Mentioned Environmentally-Friendly Retailers in BC

1. Mountain Equipment Co-op
2. Save-On-Foods
3. Starbucks
4. Thrifty Foods
5. The Body Shop
6. Real Canadian Superstore
7. London Drugs
8. Choices Market
9. Whole Foods
10. Safeway

The awards ceremony was held at a tasteful luncheon on March 16th, and the crowd clapped as enthusiastically as they could with one hand busy shoveling pan-seared arctic char and swigging glasses of surprisingly non-local Wolf Blass red.

As you might guess from the headline, London Drugs did not take home the hardware this time. Canadian Tire was the retail category winner, with substantial CSR reporting and a line of their own private label green products.

But the real winners were all of the people who work so hard behind the scenes to make sustainability happen. Too often, these unsung heroes toil away measuring obscure statistics and driving change in the darkest corners of the business world.

It’s nice to see them recognized, among their peers for their dedication and devotion. Thanks to the Globe Foundation for making that happen.

Here are all of the winners, in the various categories -congratulations to all, and maybe we’ll see you in 2014!

Not too long ago, print was the pariah of the green movement. Piles of catalogues and reams of newspapers destined for landfill seemed fated to be replaced by the electronic word. The paperless office of the future beckoned.

Well, print’s place has certainly changed. That you are reading this on your digital device is proof of that. But ink on paper has also come a long way.

Hemlock Printers recently asked Unicycle Creative for a simple brochure to remind people of the more sustainable side of printing. As one of North America’s most environmentally conscientious printers, they have some good backup for this claim, including carbon-neutral certification and a program that even lets you buy carbon offsets for you print project. And new digital technology means more precise quantities and much less waste.

The symbol we chose to deliver this message was the humble beaver. Hard-working and rooted in nature, yet certainly a consumer of fiber. In the most sustainable way.

Choose the right technology, the right paper and the right printer, and using print in your communications mix need not be a blemish on your sustainability report.

If you want to find out more about where, when and how to use print strategically, drop me a line. For more on the sustainability of print, recycled stocks and digital technology, talk to Hemlock.

If you have a tree you need taken down on your property, we have a connection for that, too.

Thanks to Apple, I now carry more computer in my pocket than all of NASA had to work with when they sent meat puppets to the moon in 1969. I take photos and video anytime, anywhere. I blog, I tweet and I have my own contacts database in ‘the cloud’.

So why, when I am attending a 21st century business networking function, would I want to exchange slices of printed, dead tree-skin just to introduce myself?

Is the business card dead?

The geek-inventors of the world have certainly tried to make it so. On my iPhone is an app called ‘Bump’ that lets me butt phones with other bump-enabled cybernauts to automatically exchange information. Attendees at technology trade shows gleefully scan each others’ coded badges, presumably so they can send them a bag full of pdf brochures. I can even buy clothing emblazoned with a QR code, allowing anyone with a smartphone scanner app to instantly price-check me like a 160lb bar-coded ham.

But I don’t see the technology really catching on yet. It’s hard to scan anything in the dimly-lit beer-soaked after-hours events where I prefer to network. I’m not sure I would look too good in QR checker patterned sport coat. And I can’t remember the last time I bumped someone (other than my wife).

In fact, just the other day I was at a PowerPlant 10 Green Leaders event at the Tiki Lounge in Vancouver’s retro-glam Waldorf Hotel, swapping business cards like Fred Flintstone at a Water Buffalo convention. One designer showed off a card she thought was particularly sexy, even though it wasn’t hers. We mused over whether flower-seed-infused super-sustainable paper business cards would grow if planted (see below for the answer). I handed out my usual assortment of stamped recycled rubbish from my blue-bin, which most always seems to start a conversation. And the next day, I dutifully went through my pocket full of paper, entering names and emails and following up on the many interesting conversations I had between beers.

Frankly, I don’t know if I would have taken that extra step to reach out and touch someone if, upon meeting them, their email address had magically morphed itself into my database.

So I believe the death of the business card has been greatly exaggerated. In fact, there is more opportunity than ever to create an introduction piece that goes beyond mere digital efficiency. It will never end up in a Rolodex, but if a card starts a conversation, encourages someone to remember your brand, and respectfully biodegrades afterwards, its future is secure.

Yes, the seed-paper-business card will grow if planted, but apparently you need to water it occasionally.

Vancouver’s Downtown Eastside is known the world over as a tough neighbourhood. So when we were asked to brand a redevelopment of market homes on the border of this area, we knew it would not be easy. But with a strong developer and a surprising number of community advantages, this project has become a small but effective redevelopment success story.

Salient Group, with offices right in Gastown, has used their local knowledge and love of heritage renovation to launch some of the area’s most innovative residential redevelopments. Just a bit further east, a local property lending institution was stuck with an old stratified concrete and brick building which had sat vacant for a number of years. They called upon Salient’s expertise to reconceive, develop and market the homes.

Salient called Unicycle Creative.

Establishing the story
In the original branding session, we realized there’s more to Gastown and the Downtown Eastside than you’ll see on the evening news. It is home to some of Vancouver’s most exciting new restaurants, shops and businesses.

“Our buyers are people who know this area, and may even already live or work here,” says Robert Fung, President of the Salient Group. “They see the possibilities this neighbourhood has, and they like its creative ‘edge’. So we knew we didn’t want a traditional real estate campaign with smiling people sipping lattes.”

From a sustainability perspective, the re-use of an existing building shell, the addition of density to an ‘urban village’ neighbourhood and the focus on affordability for entry-level purchasers all reflected quite positively on the development. But a purely ‘green’ angle was secondary, we felt, to the rich story of the community itself.

21 Doors. A name that opens a lot of possibilities.
Intimate. Understated. An approachable scale of community development. A limited number of buying opportunities. These are some of the qualities communicated in this unique development identity.

“We knew an over-the-top creative name would be trying too hard,” says Unicycle Creative Director Lorne Craig. “Yet branding this building with the address alone would not say enough. We wanted people to imagine sharing time in the central courtyard with their neighbours. We also wanted to respect the fact that the Downtown Eastside is already a community, and we are part of that. 21 Doors has a close-knit quality to it that we hope will continue to inspire the people that live there.”

Celebrating a ‘Community of Independents’
The LiveAt21Doors identity was designed as a combination of art and journalism, using line drawings, gritty concrete textures and a duotone colour palette. A neighbourhood map boldly features hip new local restaurants and businesses right next to Downtown Eastside landmarks like the Carnegie Centre and Pigeon Park.

A gallery of artistic photographs by project designer Arno Apeldoorn brought a fresh eye to the Gastown area, showing off the textures and light that make this historic area such a treasure. These were also used prominently in the display centre.
The traditional glossy real estate lifestyle brochure was abandoned in favour of a simple door hanger, distributed to local businesses. This piece played off the ‘door’ theme, while showcasing the many benefits of living in the Gastown/Eastside area with a bit of fun. A print ad in the Georgia Straight drove more prospects to the LiveAt21Doors.com website, setting the stage for opening day.

Open for success.
After the dust settled on the first weekend of sales, 19 of the 21 Doors were spoken for. The affordable price point of these homes and the intelligent courtyard design by Taylor Kurtz Architecture & Design were the real draw. But overcoming the negative perceptions of a neighbourhood in transition by putting it in full view and celebrating its diversity no doubt played a valuable part in such a successful launch.

These units were never designed to gentrify the area with million-dollar homes. They were offered as an affordable opening into one of the world’s most expensive real estate markets.

So perhaps most satisfying statistic of all is the fact that over 50% of sales went to first-time buyers. The sales team worked extra hard to make deals happen for those new home owners who love the Gastown area and want to bring their own energy to the community.

All of which makes these 21 Doors a worthy contribution to the revitalization of Vancouver’s original neighbourhood.

So how do you tell that story in a way that appeals to the fashionistas? (And still include the sustainability branding of parent company Cadillac Fairview…?)

Well, everyone loves a good discount.

By framing the ‘Green At Work’ message in a 100% OFF price tag format, Unicycle Creative got instant shopper attention and described Pacific Centre’s waste diversion rate in one clean graphic.

The team at Pacific Centre went one step further, designing an in-mall Recycled Runway Fashion Show, using local artists to create a stunning ready-to-wear-it-again collection. Unicycle designed a pair of banners to frame the show and communicate key zero waste messages.

Some of my deeper green readers may look down their noses at the idea of such a bastion of consumerism dipping a pedicured toe into the sustainability pond. But I see it this way: Shopping isn’t disappearing anytime soon. Putting sustainability on the radar of fashion shoppers is an important step in creating the conditions that will put pressure on all parts of the retail supply chain to green up their act. Zero Waste is a solid start.

It might as well look good on them.

The theme of my talk was Sustainability Literacy, and as part of this Powerpoint extravaganza, I ended up compiling a few resources for further reading. It occurred to me that some of my regular Green Briefs readers might be interested in a couple of these links as well. So here is your Sustainability Literacy reading list for the week.

5 Green Consumers You Need To Know
This is actually cheating, as it is a link back to my own blog article. But even though this list was compiled 4 years ago, the idea behind sustainability behaviour as a technology adoption curve still stands.

Global Reporting Initiative
The global standard for corporate sustainability reporting. Short-cut to the G-3 standards page for a how-to lesson in compiling your own sustainability report. Not light reading, but thorough.

The Sins of Greenwashing

My friends at the environmental agency Terrachoice started this concept over 5 years ago, and it is still going strong. This is the definitive guide to critical analysis of product claims, and while it has been criticized for being too critical, the theory is sound. Kudos for their new family-friendly site, too.

Nature’s Path Organic Sustainability Report
One of the most readable, user-friendly documents on the subject that I have yet found. Not a thick corporate tome, but practical and warm. All from a great family company that continues to buck the Big Food Corp trend. Scroll down the page to read it onscreen in a virtual-magazine format. Buy their food, too.

GreenDeal.ca by London Drugs
Another shameless self-promo, I guess. (Copy and branding by Unicycle Creative) But as an overview for a retailer who is doing some great things, it’s one client case I love to share. Green products, package take-back and even styrofoam recycling. Everyone should shop there.

Patagonia Footprint Chronicles
Ever want to know where that sweater came from? Follow along on this visually-compelling site. A great supply-chain primer for anyone wanting to understand more about the effects of globalization on manufacturing.

Sustainable Brands Conference
This is my favourite annual event for green marketing, and the people who put it on, (Sustainable Life Media) do a great job of maintaining the network of professionals all year long. Click to see my video below from the 2011 event for an idea of what it is like.

Nike Better World
OK, I know, the old Nike marketing example. But they DO a great job, despite all the money and resources they have at their disposal. I love the way they link sports to a better world, and for an inside look at how they are planning to embed sustainability throughout the organization, check out their internal launch video as well. Narrated by CEO Phil Knight, no less.

So what’s YOUR favourite sustainability or branding link?
Share and I’ll send you a prize*

(*Quantities limited, not for resale, prize must be accepted as offered, no rainchecks, void where prohibited, and oh yeah, I may forget…)

“Well I woke up this mornin…
and my SUV had died.

And my dog ran away… to get some
free range exercise.

Then my woman she left me…
to take that long SkyTrain ride

I got them low down Crazy,
Sustainable Commuting Blues…”

That’s how my Thursday morning started as I joined the herds heading for work with the Crazy Sustainable Commute 2011. Naturally, unicycling came immediately to mind as an appropriately whacked mode of transportation, but I thought singing the blues accompanied by ukulele would top it off in a suitably twisted fashion.

This is the second year for this event that challenges commuters to find really alternative ways to get to the office. It’s also the second year that Unicycle Creative has created a promotional video for the event. If you haven’t seen the incredible chicken-powered rocket sled, you should check it out here.

I must say, riding a unicycle while playing an instrument is definitely a challenge. There were several times when I had to choose between missing a chord and missing a curb. Overall, I don’t think it’s going to replace my usual city bike. And now I wonder how I’m going to top it next year…

We wish to thank producer Shelley Stevens, Director and Cinematographer Don Barnard and our talented friend Hermann Fruhm, who was the stunt double for Dr. Von Hunn. For more information on commuting options, please visit http://www.crazyzustainablecommute.org

“Good Afternoon, Mr. Mayor, Councilors, Citizens. Thank you for the opportunity to speak today.

My name is Lorne Craig. I am a Vancouver business owner and have been for over 20 years. I run Unicycle Creative, a strategic marketing agency focused on sustainable business. I also write the GreenBriefs.ca blog on sustainability.

In other words, I am a Green Capitalist.

Unicycle Creative is one of the 395,000 small businesses that run the engine of BC’s economy, providing some 57% of private sector jobs. And believe me, I’m pedaling as fast as I can. So today I wish to speak out in favour of adopting the Greenest City Action Plan. Because for small business, green is a growth industry.

Every day I work with great local green businesses. I am also fortunate to advise regional companies like London Drugs as they implement industry-leading recycling programs.

Today I would like to talk about the value of the Greenest City brand.

Last month I attended Sustainable Brands 2011 in Monterey California, North America’s largest green branding conference. There, I discovered that Vancouver is already on the radar as a green business hub. But I believe our opportunity is even greater. One by one, world-leading brands took to the conference stage with their sustainability plans and accomplishments. And these were not the corner hemp store type of companies. These were Nike. SCJohnson. Starbucks. Adidas. Unilever.

These forward-thinking companies know that the tides of public concern, demand and legislation are steadily turning toward a more sustainable future. They also see there is money to be made. That’s why, all across the globe, corporations are investing to embed green thinking and practices directly into their operations and business models. So I think it makes sense for the City of Vancouver to do the same.

To the critics of this plan who say it ignores traditional industry sectors, I say that ‘green’ is not a ‘sector’. It is a survival strategy that runs through all businesses and sectors. From more sustainable film production, to high technology companies that enable greater efficiency, to resource companies that must do their jobs in new ways.

Our cities are where we must import food, live with pollution, deal with waste and generally start to clean up the mess. This is a time for bold goals, and municipal governments are in an excellent position to set them.

Striving to become The Greenest City in the World, Vancouver will attract the best businesses, while providing a role model for municipalities on the world stage.

But the local small green businesses of Vancouver could use more. We need more networking opportunities, quicker local procurement policy development and more small business support.

All of this could be achieved by taking Vancouver’s Green Capital brand just a bit further. Unite local green businesses under a ‘Green Capitalist’ brand extension. Organize local business trade shows and events. Let our legions of Green Capitalists proudly declare their status in the City of Vancouver and beyond.

I look forward to seeing the Greenest Cities Action Plan being approved by Council, and to be part of it as a proud citizen and Green Capitalist.

Thank You.”