PASADENA, CALIF. (December 1, 2010) -- Clean Agency, a research-based consulting firm specializing in sustainable business solutions for global consumer goods companies, today opened a new San Francisco office and announced the addition of George Velarde to its executive team. The strategic location and talent acquisition allows Clean to address local demand for sustainable business solutions that fuel innovation.
We've got exciting news for consumers! The FTC has released their proposed revisions to the "Green Guides", the standards which define the specific environmental claims that marketers can make. The goal of the revised Green Guides is to increase the transparency of environmental claims on product packaging so consumers can better understand the implications of their purchases.
The proposed Green Guides caution marketers against making general claims such as "environmentally friendly" or "eco-friendly", and provide more precise requirements for the use of certain specific claims such as "compostable" and "degradable". The proposed updates also provide guidance on some new areas that were not addressed in previous versions of the Green Guides, including use of phrases like "renewable materials", "renewable energy" and "carbon offsets".
The Green Guides are currently open for public comment until December 10th, after which changes will be finalized. If you'd like to read more just click here.
Clean sponsored and attended the first annual Women In Green Forum earlier this month at the Pasadena Convention Center. The conference was an incredible opportunity to rub elbows with women from all over the world who have made sustainability the focus of their careers. Politicians, activists, actresses and entrepreneurs joined forces for a powerful 2 days that covered topics ranging from renewable energy to organic foods and beverages. Women In Green Forum's multi-disciplinary approach made the event a huge success with bold, challenging perspectives from women who influence global developments in sustainability. We can't wait to attend next year!
To learn more about the forum check out womeningreenforum.com.
Our view from the audience at Women In Green 2010.
This Saturday, Clean Agency participated in the Eco Mud Run Tour at the Rose Bowl in Pasadena!
Our team likes to think of ourselves as an active group, consistently participating in local runs and maintaining our own preferred methods of fitness, however, this event proved to challenge even the best of us. As if the 5K course around the perimeter of the bowl was not enough, the handful of obstacles - tunnel crawls, mud pits, tire obstacles, jump walls, surely kept us on our muddy toes.
All in all, we had a great time and are proud to support a group placing an emphasis on the importance of environmental awareness.
(Un)Clean Team Members Seri McClendon and Heidi Luko still smiling amidst the aftermath
This week, Clean Agency participated in the 2010 Sustainable Brands Conference in Monterey, California. This year's theme, "The Power of &" , sparked 4 days of insightful dialogue among Sustainability Executives, Brand Strategists, Designers, Innovators, Consultants and Marketers.
"& " served as the underlying theme as brand leaders from Target, Ford, EBay, Starbuck's, Williams-Sonoma, Nokia (to name a few) revealed tactics on achieving the tandem business benefits of sustainability through focus on: profitability & responsibility; business & NGO, behavior & design, smart & beautiful...
The traction these brands are achieving is evident and Clean looks forward to continuing to elevate the strategic conversation as we move towards progress with: cultural shifts & the evolving consumer, increased transparency in reporting, the importance of stakeholder identification/engagement, and the role of marketing/ communications...
Clean’s CEO, Seri McClendon received a nomination at the Los Angeles Business Journal’s “Women Making A Difference” event last week. The event honors L.A.’s most successful women business leaders. In its 19th year, the annual awards luncheon gave recognition to over 200 women making a difference in the Los Angeles community.
Seri pictured with Kalika Yap - CEO, Citrus Studios & NAWBO (National Association of Women Business Owners) member
Last week, Clean participated in the Annual Los Angeles Business Council's Sustainabiliy Summit at The Getty. An array of engaging speakers representing a variety of discipines were present for the topic, including: The Honorable Jerry Brown , California Attorney General, Joseph Pettus , Senior Vice President of Fuel and Energy, Safeway, Inc., and Adam Werbach , Global Chief Executive Officer, Saatchi & Saatchi S.
Topics of discussion included: Best practices among sustainable industry pioneers, incentives for renewable energy and financing green businesses.
The American Southwest was the chosen region for this year's GreenBuild International Conference & Expo. Clean was pleased to have gathered in the desert metropolis of Phoenix along with those leading the charge within the discipline of green building. Some sightings that are sure to stick with us: the ecoscorecard tool - easing the process of LEED scoring, Interface's 'Elephant in the Room' communications platform,as well as the event's overall recycling effort - providing 54 recycling stations staffed by over 300 volunteers.
GreenBuild 2009 takes place through the end of this week, Nov. 13th.
An inspirational day arranged by Maria Shriver & Governor Schwarzenegger with the message, "Be Who You Are.. An Architect of Change." Clean team members, Seri McClendon & Heidi Luko attended yesterday along with 25,000 women from a range of disciplines to discuss the struggles & transformations that females have endured & their impact in today's world.
As a member of the Businesses for Social Responsibility global network, Clean was counted among attendees at last week's conference held in San Francisco. Major Clean takeaway: taking inspiration from the corporations in attendance and their various investments in sustainable processes. Click here for video highlights.