One of the many anxieties surrounding the environment is the condition in which we’re leaving the planet for future generations. Hanes taps into this concern with a humorous commercial for its EcoSmart line of T-shirts, briefs and socks. Two guys stroll through a mall in seemingly similar outfits. But the voiceover reveals that James, who’s wearing Hanes EcoSmart items, is “doing his part to help the environment for future generations,” with clothing made from recycled fiber and powered by renewable energy. The less conscientious Pete, on the other hand, gets the stink-eye from various kids.
Hanes has also created an eco-portal, hanesgreen.com, which outlines the company’s recent greenification (a move that ties into our Maximum Disclosure trend). The site details key accomplishments to date and goals for the future.
Hanes appears to be trying to create a stigma around not being a green consumer. This tactic seems to be smart, especially in light of recent research (highlighted by The Guardian) suggesting that peer pressure is a key driver of green lifestyles. And Hanes manages to make the message clear without getting saccharine, alarmist or sappy.


Au Bon Pain has launched an offer that appeals to customers’ environmental consciousness as well as their money consciousness. When you order any size of take-away coffee cup without the plastic lid, you get a discount voucher of 10 baht (30 cents) toward your next purchase of a cold beverage. It seems to be a hit, with many people choosing to go lid-free.
Japan is the most anxious market among the 10 we have studied in the course of our AnxietyIndex research. The country has become an increasingly fast-paced and complex place in the last few decades, but as anxiety grows, many are seeking a simpler life and reassessing what really matters to them.
Just as temperatures started to rise after a rain-soaked June, New York City launched a campaign to encourage people to 