We know from many DMA consumer programs like DMAChoice.org and AboutAds.info that when information is available, consumers will make more informed choices.   Nike made its sustainable products and environmental data available not just to the public, but also to the industry, so that other companies and service organizations can use it to educate customers and partners, expose manufacturing sources and add value to products and services.


According to this article by Daniel Castro on the Smart Data Collective, Nike developed the Materials Sustainability Index (MSI), a metric that allows the company to evaluate the impact of using different materials in its products. Over eight years the company amassed an enormous trove of data on the environmental impact of the more than 16,000 materials used in its various products.

The Sustainable Apparel Coalition, which now maintains the MSI, includes over 80 clothing and footwear brands, retailers, suppliers and others, such as Adidas, DuPont, Gap, H&M, and Walmart.  The ultimate goal is to have cradle-to-grave environmental impact assessments of consumer goods, Castro says in his article.

Could initiatives and cross-company data collectives like this help drive a new era of transparency between brands and customers?  Is there an idea here that helps you to See Data Differently?


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This is the twelfth installment of the DMA “See Data Differently” series as part of our newly relaunched National Center for Data-Driven Marketing (NCDM).

Join us at our annual “big data” conference, NCDM: Where Marketing Meets Big Data, and SEE DATA DIFFERENTLY.

The National Center for Data-Driven Marketing program features new keynotes and exceptional speakers.  Join us at NCDM: Where Marketing Meets Big Data. December 9-11, 2013, Las Vegas, NV.


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