Cotton Incorporated and DDB New York are proud to announce the launch of our new quiz “DO YOU KNOW GREEN?” on Cotton’s MysteryFabric.com and TheFabricOfOurLives.com websites.

www.mysteryfabric.com

With everyone jumping on the “green” bandwagon these days, it’s hard to figure out what’s genuinely environmentally friendly and what’s not.

“Do You Know Green?” combines the fun of a game show, the usefulness of an environmental handbook and the pizzazz of a fashion show all into one brain-teasing quiz. Through a series of challenging true/false questions, this quiz will test your knowledge of what’s “green” and what’s “not green” among the fabrics and other items you use in your day-to-day life. Our lovable characters Jane (the eco-aware cotton lover) and Susie (the mystery fabric misfit will model the “green” and “not green” virtual wardrobe pieces you’ll "win" with every right or wrong answer.

Cotton is natural, so it’s been “green” even before “being green” was ever in style. In launching this quiz, our goals are to make Cotton a credible resource in helping consumers to separate eco-fact from fiction and, very importantly, to keep cotton top-of-mind for fashionable and eco-conscious consumers.

So how well "Do You Know Green?” Play the quiz now using the link above and tell us what you think…

Be sure to click on the “Send to a Friend” option to pass this quiz along to someone you know who might be interested in being a little bit “greener.”

Lee Garfinkel
Chairman and Chief Creative Officer
DDB New York

Joseph Cianciotto
Executive Creative Director, Amplify
Chief Community Officer,
DDB New York

Posted on October 15, 2008 5:07 PM | Permalink

Given our economic climate, it’s a reasonable question to ask whether the green revolution has sputtered. Recent research indicates that consumer enthusiasm for green has waned in some areas. Yankelovich’s “Going Green 2” study found that consumers’ willingness to pay more for green alternatives has decreased. There’s evidence that companies have cut back their budgets for environmental and philanthropic initiatives, and climate change legislation will most likely stall or not be as favorable to the environment as was originally predicted.

But it’s not all bad news. According to the same Yankelovich study, environmentalism is developing among U.S. consumers — especially among Echo Boomers (ages 16-29) and GenXers (ages 30-43), who both said they are more concerned about the environment than they were a year ago. And even more mainstream consumers are responding positively to companies who successfully convey personal benefits in the green attributes of a product. A great example is Clorox Green Works’ household cleaning products that use 99 percent natural, non-petrochemical ingredients. Clorox doesn’t overtly tout the environmental attributes but instead emphasizes a “healthy home” and “living a more natural life.” First year sales have been well over $40 million.

The bottom line is that green is still quite relevant and will likely become increasingly so, continuing to change the landscape in which companies do business and consumers buy products and services. It just might be at a slightly slower rate.

Arlene Fairfield
Global Change Network, in partnership with DDB BIG
arlene@arlenefairfield.com

Posted on October 29, 2008 4:20 PM | Permalink | Comments (2)