Pure Branding collaborates with Clean Production Action and leading electronics brands on standard to reduce toxins
Posted on Tue, Oct 05, 2010
Northampton, MA — Toxic chemicals used in the production and disposal of electronics have been linked to pollution, cancer, autism and other health concerns, especially in pregnant women and children. Clean Production Action, a nonprofit sustainability advocacy organization, is pioneering an international standards alliance with some of the best-known names in computers and electronics through Green Screen, the first open source tool that helps companies find safe alternatives to chemicals of concern that they want to replace in their supply chain.
Clean Production Action has engaged Pure Branding to help build this alliance of electronics industry leaders who wish to be at the forefront of green chemistry, sustainable materials and environmentally preferable business practices. Pure Branding will create the strategy to achieve industry adoption of the new standards and help spread the message.
“Pure Branding has helped us reframe the conversation about Green Screen,” said Alex McPherson, Managing Director of Clean Production Action. “They were instrumental in shifting our focus to alignment, affiliation and collaboration throughout the industry — including top tier players — and looking at every step in the production and disposal pipeline. It’s time we phase out chemicals from our environment and our lives. Once there is recognition of what’s possible, others in the electronics industry will follow, and the result will be change that’s measurable and significant.”
“Realizing green chemistry will require many authors, champions and evangelists, the collective intelligence and ongoing effort of an industry towards a safer future,” said Pure Branding strategist Kevin Williams. “Nobody questions the need to reduce toxins. It is simply a matter of arriving at a shared understanding of how to get there.”
About Clean Production Action:
Clean Production Action is a nonprofit group advocating for the global reduction of toxins in manufacturing. Clean Production Action has established a network of manufacturers, retailers, academics and government to collaborate toward environmentally preferable products. For more information, visit www.cleanproduction.org.
About Pure Branding, Inc.:
Pure Branding is a leading consultancy dedicated to brand strategy for companies in the natural products industry. Global clients include Gaia Herbs, Traditional Medicinals, Aura Cacia, Organic India, Vitamin Angels, and Dr. Hauschka Skin Care. For more information, call 413-548-9900 or visit www.purebranding.com.
