ASSOCIATION NEWS
Eco organisations create value New ‘eco’ organisations offer service to manufacturers ADDING value is a well-known need in virtually all business relationships and now, in the relatively new territory of sustainable manufacturing practice, environmental organisations are ďŹ nding opportunities to create value. This was the focus at the ‘Hot recycling topics’ workshops presented by PETCO in Johannesburg and Cape Town in February. PETCO, which was one of the ďŹ rst material sector associations to be formed (in 2004) and which has become a standard-bearer for the many other professional groups which have sprung up in the industry over the last few years, gave a number of the new environmental/sustainable development organisations the opportunity to address delegates at the ‘Hot Recycling Topics’ workshops. The eco groups’ ‘Pecha Kucha’* style presentations were fundamentally very short presentations on what they offered. These second-tier environmental groups comprise mainly people who are active in the increasingly important sustainable development and management areas. At this stage, the choice by the individuals concerned is a bold one – as developing a ďŹ nancially viable business entity in this area is no forgone conclusion. For many manufacturers active in the mainstream plastics, composites and rubber markets, taking responsibility for the carbon footprint and other environmental impacts of their manufacturing activity can be a grudge decision. Seasoned campaigners Andrew Marthinusen of PACSA (Packaging Council of SA) and Chandru Wadwhani of Extrupet set out the scenario initially, explaining some of the realities of the market. 36
Then the focus turned to what the new ‘eco’ players are offering. ‘Social marketing’ In a presentation titled ‘Easy does it! The story of curbside recycling programmes,’ Hugh Tyrell of GreenEdge Communications outlined how his company is using proven experience in creating effective social marketing campaigns for recycling. The municipal or corporate programmes are designed to promote behaviour change, raise awareness and participation rates in ‘at-source’ community initiatives. A high level of participation by householders is required to make a voluntary programme successful. The approach used up till now – of ‘creating awareness’ or ‘educating’ people – has met with varying degrees of success, and it has become clear that simply giving people information is not sufďŹ cient to change behaviour. GreenEdge’s approach combines media and marketing communications with psychology and sociology, into what is termed ‘social marketing’. Facts about the state of the planet, decreasing natural resources and dwindling landďŹ ll space need to be communicated and understood. However, appeals to action based only on such issues can result in guilt and negative emotions, and people may avoid thinking or doing something about them as a result. So GreenEdge has been coming up with more practical scenarios where more public participation is achieved. www.greenedge.co.za
Chandru Wadwhani of Extrupet and Andrew Marthinusen of PACSA (Packaging Council of SA), relative ‘eco veterans’ of the industry, ank Cheri Scholtz of PETCO
Woolworths is using plastic bags, in some cases from recycled vinyl material, to convey important consumer and environmental messages. In this case, shoppers are informed that a donation will be made towards rhino conservation as a result of their purchase of the bag
APRIL / MAY 2012
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