Blog Archives

Can Men Be More Influenced to Embrace Sustainability as Sports Continue to Become Greener?

A Blog by SustainU
(A Green Sports Alliance Partner & Summit Sponsor)

Photo courtesy of SustainU.

Photo courtesy of SustainU.

Within the sustainability industry, there is currently a conversation on whether “green” can be thought of as masculine. The prevailing view in some sustainability circles is that “going green” is thought of as more feminine. Though making more conscious and responsible purchasing decisions has no gender-specific connotations behind it, to some, the stigma still appears to exist.

According to a new study, “Is Eco-Friendly Unmanly? The Green-Feminine Stereotype and Its Effect on Sustainable Consumption” from the Journal of Consumer Research, people identify eco-friendly practices as “feminine” practices. They also found that men might avoid sustainable behaviors and products ENTIRELY, all just to “protect their masculinity.”

In an article from Quartz covering this specific subject, the reason for this stereotype is unclear. Some point fingers at green marketing or at women just “tending to be” more responsible. However, in terms of green marketing, it seems that if masculinity has been affirmed then males will feel more comfortable “going green.”

Enter the expanding world of sustainability practices and sports. Can the increased expansion of this market help to dismantle some of these stereotypes?

Read the full blog entry here.

Email erik@greensportsalliance.org to learn more about 2017 Summit sponsorship opportunities and our Corporate Members Network.

Dow: A Much Needed Green Bright Spot at Rio 2016 Olympics

By Lew Blaustein

2016.08.04-DOW & Olympics-IMAGE

GreenSportsBlog recently spoke with Julio Natalense, Latin America’s Technology and Sustainability Leader for Dow at Rio 2016, to get the lowdown on what Dow’s sustainability/carbon involvement with Rio 2016, gain an understanding of the rationale behind Dow’s overall Olympic-sustainability strategy, and find out what kind of environmental and social legacy the company will leave after the Olympic Flame is doused on August 21.

Dow is the type of sponsor the organizers of mega-event like the Olympics, World Cup or Super Bowl crave. Why? Because after Dow pays the hefty sponsorship fees, in this case to both the International Olympic Committee and the Rio 2016 Organizing Committee, they don’t simply slap a logo on a print ad or run a series of 30 second ads. Nope. They go aggressively into activation mode, investing additional resources on the ground to put their technology to use in the service of making the Olympics host city and country cleaner and greener.

Julio Natalense, Technology Director and Sustainability Leader for Dow at Rio 2016 said the company’s global Olympics sponsorship and its activations in support of that sponsorship “makes strategic sense” on a number of levels:

  • Being an Olympics sponsor provides Dow with both a high profile Business-to-Business (B-to-B) platform in the host city and country, one it would not likely have otherwise. “Wait,” you say, “the Olympics are a Business-to-Consumer (B-to-C) sponsorship!” True but don’t underestimate its B-to-B power.
  • Dow had been involved with sports since the 1980s, providing stadia and arenas with state-of-the-art insulation, temperature control systems and more. So the environment, pun intended, is a strong fit.
  • That fit makes it easy to connect the Dow brand and values with those of the Olympics which energizes employees, helps to retain existing customers and opens the door to new business relationships. In fact, the company expects, per Natalense, to reap “$1 billion in new business over the ten years of the global sponsorship.”

Dow is bringing its Rio-sustainability story to thought-leader audiences outside of Brazil. Promoting the program was an important element of the company’s participation at the recent Green Sports Alliance Summit as well as at last December’s Sustainable Innovation in Sport Conference in Paris, which was part of the COP 21 climate conference. And one can visit http://dow.com/carbonmitigation for more information.

Read the full interview and blog post here.

Register for the 2017 Green Sports Alliance Summit here!

3 Innovative Companies Become Green-Sports All Stars

By Lew Blaustein

Rick Barry (l), PathoSans spokesperson, and Richard Kampas, PathoSans distributor. (Photo credit: Lewis Blaustein)

Rick Barry (l), PathoSans spokesperson, and Richard Kampas, PathoSans distributor. (Photo credit: Lewis Blaustein)

One of my favorite parts of any Green Sports Alliance Summit—I’ve attended four—is to walk the exhibit floors to see the start-ups, post start-ups and growth companies that are helping to build the Green Sports movement. A month ago in Houston, finding innovative companies whose stories were worth telling was easy; the challenge was choosing only three to highlight. The chosen three are PathoSans, an environmentally-responsible cleaning product that is produced on-site (i.e. at arenas, stadiums), Recover Brands, an apparel company that aspires to produce the most environmentally friendly and socially responsible products possible, and TREDAGAIN, the first upcycled tire shoe.

Read the full blog post here.
Register for the 2017 Green Sports Alliance Summit here.