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April 12, 2012      
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  To B Or Not To B
In the last six months, California and New York followed in the footsteps of five other states and enacted a law authorizing benefit corporations. The social enterprise world cheered, and press releases flew like confetti. Virtually every reporter referred to the new corporate form as a “B” corporation. But they made a mistake: a benefit corporation is not a B corporation. And neither is a must-do for budding social entrepreneurs. So what’s the story?
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  ALSO THIS WEEK
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  American Environmentally Friendly Buying Habits
Data from the last five years indicate that consumers are now less likely to pay more or give up convenience for green products. For instance, the percentage of U.S. adults who agreed with the statement "I am willing to give up convenience in return for a product that is environmentally safe" declined 16% in the past five years, from 56% in 2007 to 47% in 2011.
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  Pep Boys, Valvoline Incentivize DIYers to 'Close the Loop'
Auto parts chain Pep Boys is partnering with Valvoline in a marketing campaign encouraging do-it-yourself auto enthusiasts to “close the loop” on recycling used motor oil. American cars and trucks use over three billion quarts of motor oil annually, of which 200 million gallons or more is not disposed of properly. Valvoline says using NextGen helps ensure used oil doesn't find its way into the water supply, where it can have a myriad of harmful effects. Just one gallon of improperly disposed motor oil can contaminate up to one million gallons of drinking water.
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  Heineken Launches Open Innovation Challenge
Heineken launched an innovation challenge online this week asking the public to come up with new ideas for sustainable beer packaging. At www.ideasbrewery.com the company is holding a contest for ideas on the re-use or recycling of packaging, new packaging materials, or new, sustainable ways to distribute or transport packaging. The best entry will be awarded $10,000. The project kicked off on April 3 with a 48-hour live stream of Janne Kyttanen, Creative Director of Freedom of Creation and a pioneer of 3D prototyping, working to conceptualize and prototype his own solution to the challenge.
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  Inspiring Brand/Consumer Collaboration for Impact: Nestlé/Purina One [Video]
As the first pet food brand to embrace sustainability and cause through its shelter feeding program, Purina ONE beyOnd is helping to change perspectives within the pet food category and is serving as a catalyst for Nestle Purina employees to more deeply connect with, and drive, sustainability throughout the organization. Share the inspiring communications walk through with the Brand's manager.
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