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BBMG, Seventh Generation to Address Scaling Sustainability at Opportunity Green 2010

Brand Innovation Workshop Will Leverage Co-Creativity to Identify Solutions

Submitted by: BBMG

Categories: Sustainability, Green Products & Services

Posted: Sep 20, 2010 – 11:45 AM EST


NEW YORK, Sep. 20 /CSRwire/ - How do you scale sustainability? As consumers, companies and communities seek new ways to meet the world's growing needs and solve increasingly urgent social and environmental challenges, the question of taking sustainable practices to scale has moved front and center.

To help identify answers and create solutions, brand innovation firm BBMG and green cleaning pioneer Seventh Generation are teaming up at the Opportunity Green Conference for an interactive workshop on the challenges and opportunities of scaling sustainably.

In July, Seventh Generation announced a partnership with Walmart (NYSE: WMT) designed in large part to help make sustainable living more accessible to consumers nationwide, including availability of the company's portfolio of environmentally-friendly laundry detergent, dish soap, disinfecting wipes and all purpose sprays, diapers and wipes at more than 1,500 Walmart stores and on Walmart.com. The move has raised eyebrows among some of the beloved brand's passionate consumers and made waves among brand experts who view the deal as a major opportunity to positively influence consumer attitudes and behaviors in the mass marketplace.

"We believe that business is the most powerful potential instrument for positive change in the world," offers John Murphy, Sr. VP of Sales for Seventh Generation. "When a company the size of Walmart decides to do things differently, the effects are huge, and they ripple out into the world with speed and impacts that even governments can't match. Through steady, tangible progress in sustainability and education, we're confident that this will be a partnership that produces meaningful change."

At Opportunity Green, BBMG and Seventh Generation will share insights into the values, priorities and purchasing behavior of new consumers based on new research from The Collective, BBMG's private online collaboration platform. The session also will highlight the five forces shaping Co-Creativity and offer a real-world brand innovation challenge to generate ideas and concepts to reach, engage and inspire conscious consumers and mainstream consumers alike.

"Building the new economy means that sustainable brands are able to scale without losing their authenticity," says Raphael Bemporad, co-founder and chief strategy officer at BBMG. "As Seventh Generation grows its presence with mass retailers like Walmart, we are asking how the green cleaning pioneer can leverage its purpose to drive productivity, participation and positive social impact at scale."

To learn more about the Opportunity Green Conference, visit: http://www.opportunitygreen.com/
To learn more BBMG and The Age of Co-Creativity, visit: http://www.bbmg.com
To learn more about Seventh Generation, visit: http://www.seventhgeneration.com/

About Seventh Generation
Seventh Generation is committed to being the most trusted brand of household and personal-care products for your living home. Our products are healthy and safe for the air, the surfaces, the fabrics, the pets, and the people within your home -- and for the community and environment outside of it. Seventh Generation also offers products for baby that are safe for your children and the planet. For information on Seventh Generation cleaning, paper, baby and feminine personal care products, to find store locations, and explore the company's website visit www.seventhgeneration.com. To read more about Seventh Generation's corporate responsibility, visit the Corporate Consciousness Report at: www.seventhgeneration.com/corporate-responsibility/2008.

About BBMG
By integrating branding with sustainability, technology and social purpose, BBMG helps organizations embrace innovation, forge new markets, create new experiences and drive real culture change. Founded in 2003, the independently owned brand innovation firm is known for its expertise in creating brands and campaigns targeting the increasingly conscious consumer. Recent clients include Samsung, Walmart, Brown-Forman, Williams-Sonoma, Inc., Clif Bar & Co., Eileen Fisher, Harvard Kennedy School, Robert Wood Johnson Foundation and the Forest Stewardship Council, among many others. For more information, please visit http://www.bbmg.com.

For more information, please contact:

Morgen Wolf Business Development Manager
Phone: 212.473.4902 x201

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