Sustainable packaging: Kodak launches new environmental symbol for brand

-- Packaging Digest, 5/17/2010 11:34:52 AM

A green and yellow leaf is now starting to help educate customers about the environmentally oriented benefits of KODAK Products and Services, and to promote the company’s commitment to sustainability, says the company.

Kodak is beginning to attach this green and yellow leaf logo to marketing and advertising materials and packaging that include claims that directly address environmental improvements or programs unique to Kodak. Examples include environmental product attributes that result in unique value propositions, services that help customers manage their environmental footprint, recycle and reuse programs, and initiatives that seek to educate customers and the public about Kodak’s commitment to environmental responsibility.

The new leaf logo, for example, now appears in claims relative to the KODAK Adaptive Picture Exchange, a retail photofinishing system, uses no water, produces no chemical waste, consumes 70-90% less energy than comparable traditional minilabs.

The KODAK Printer's EnviroServices Program has also qualified to carry the leaf logo. This multi-faceted program, which includes recycling and reuse options designed to help customers in the printing industry manage their environmental footprint, prevented 20 million pounds of waste from being sent to landfills in 2009.

“We recognize that customers want to know about how companies are being responsible stewards of the environment, and how companies can help them to be better stewards themselves,” said Charles Ruffing, Director, Health, Safety, Environment and Sustainability. “Our new environmental branding logo will help us in speaking with our customers about how we can work together towards these mutual goals.”

The logo will also appear in tandem with the tagline “Kodak Cares” in communicating about corporate sustainability and environmental initiatives.

“But we won't be putting this logo just anywhere,” said Ruffing. “First and foremost, we want our products to carry the recognition of objective and respected third parties like the ENERGY STAR program, whenever possible. Only for those products that aren't covered by one of these programs will we consider applying our new leaf design.”

To highlight its sustainability initiatives, Kodak has launched a new sustainability website: kodak.com/go/sustainability – which broadly addresses Kodak’s policies and performance from the perspectives of innovation, stewardship and responsibility.

“Kodak recognizes that being a successful company and a company that contributes to the advancement of society should be viewed as not just compatible, but complementary goals,” said Ruffing. “Kodak has a long-standing commitment to sustainability, and we are eager to have conversations with our customers and others about how we can become partners in better stewardship of the world’s resources.”

On a related note, Kodak will soon be reporting on progress toward its latest set of goals in the area of environment and sustainability. The company has had such goals in place since 1998, with the current Sustainability Goals covering the areas of Social Responsibility, Product Responsibility, and Operational Responsibility.

SOURCE: Kodak

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I hope Kodak is actually committed to sustainable practices and not just "green washing" as so many other companies seem to do. So it's hard to judge whether they are being reactive or proactive in response to all the concerns towards the modern energy and environmental crisis. That being said, it is good that they have publicly come out and made it a priority to be part of the sustainable movement. Even if a company is simply doing it to coincide with the demands of society, it is still important when responding to change. Good to know that the precious memories preserved on my role of film are also helping to preserve this precious planet!

-Consumer Energy Alliance
"A balanced approach towards America's energy future"

Aaron Moline - 2010-9-6 11:59:17 EDT

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