Sustainability as a Status Symbol

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Wind farms, solar plants and who knows what else could benefit from the great American branding machine, bringing advertising dollars to project developers and revenue to communities. We might even see the day when people care more about having their name associated with the environment than a stadium. Companies pay a lot of money to attach their names to prominent places. The future home of the New York Mets will be called Citi Field, after Citigroup, and the Academy Awards takes place in Kodak Theater. It’s not a stretch to conceive of company-branded wind farms. If a company buys the output of a wind farm, why not pay some more and have your name attached to it? That’s what Steelcase is doing with its Wege Wind Energy Farm in Texas. Although marketing experts think Steelcase made a mistake by naming it after Peter Wege, the son of Steelcase’s founder, instead of after the more recognizable company name, you get the picture. Steelcase, a furniture manufacturer, prides itself on being environmentally proactive – its goal is to reduce its carbon footprint 25% by 2012. The company plans to include it in all its promotional materials. It’s unusual for a company to […]

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