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HSBC & Cellogreen | Case Study | Company Background:
HSBC is the world's largest banking and financial services organisation, with over 10,000 branches in 82 countries worldwide. With the current global focus on climate change and Corporate Social Responsibility, more and more companies are moving towards a environmentally friendly outlook, with a focus on becoming 'carbon neutral'. HSBC is no different, being the first major bank to go carbon neutral through the use of its Carbon Management Task Force, which achieves carbon neutrality via three main methods: Energy efficiency, 'green' electricity, and offsetting carbon dioxide emissions.
Environmentally Friendly Marketing:
With it shift towards becoming a 'green', carbon neutral organisation, HSBC has moved towards utilising green methods for its print based marketing and communications, to ensure its actions represent its ethos.
Paperless Banking:
HSBC has recently launched a 'green', paperless version of their bank accounts, communicating to customers via email and internet banking instead of via traditional mail wherever possible. On all traditional print based marketing, HSBC uses environmentally friendly FSC managed paper for all communications.
Cellogreen:
A print media campaign consisting of paper mail ran alongside the TV campaign for HSBC's Paperless Banking. Lamination is one area of print that is not generally considered to be green, but is often still required in order to maintain the professional image of print marketing. When HSBC were told of Cellogreen, Celloglas' new evironmentally friendly laminate HSBC saw it fit immediately into their objectives, and took it on for their print marketing campaigns and mailings whenever lamination was required.
Andrew Cooper from HSBC said We wanted to maintain a quality matte laminated finish whilst ensuring our green credentials. The finish [with Cellogreen] was as expected and there was no noticeable difference between this product and normal laminates.
Although paper was used in the mailing campaign, the pack was fully recyclable and the Cellogreen laminate used was environmentally friendly.
Future:
Over the long term, HSBC will continue to use green products such as Cellogreen as a high quality laminate finish, and will be able to make a virtue of the fact that it is environmentally friendly.
Andrew added: As the world moves towards a greener outlook on all products and services, this can only add to a company's reputation.
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