Sears lights up Live Green message

Launching with Earth Hour is the retailer's new Live Green campaign, an attempt to engage consumers in a conversation about the environment and their options for go-green appliances.

This Saturday, millions around the world will turn off their lights and appliances to celebrate Earth Hour, a popular World Wildlife Foundation campaign that is meant to raise awareness about energy consumption. Sears Canada wants to extend that communication with the launch of a new Live Green program that aims to show consumers how they can make their homes carbon neutral for the rest of the year.

James Gray-Donald, AVP & sustainability leader, Sears Canada, says the new strategy is to change the minds of shoppers who don’t think of the retailer as a leader in sustainability.

‘Live Green has three pillars: making it easy for our customers to be green, become carbon neutral and nurture a culture of sustainability,’ says Grey-Donald.

Developed in-house, the Live Green message is being promoted through flyers, catalogue and retail locations. An eco-shop will highlight products that qualify under the four Live Green categories – Healthy Home, Uses Less Power (most efficient products within the Energy Star lineup), Renewable Resources (products made of organic or smart fibres), and Saves Water (low-flow toilets, for example). A carbon and cost calculator demonstrates the environmental and financial benefits of switching to replacing old appliances with new energy-smart models.

A social media campaign will be built out over the course of 2010 in partnership with WWF and Environmental Defence.

‘The first phase, which is launching for Earth Hour, includes refrigerators and tankless water heaters,’ says Gray-Donald.