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New directory section connects eco-friendly sellers with eco-conscious buyers
Montreal (Quebec), May 1, 2008 – Yellow Pages Group (YPG) announced today the launch of a pilot project for the EcoFinder directory section created to promote businesses that provide environmentally-preferable products or services or that have leading environmental operational practices. Throughout the month of May, residents of Laval, Saint-Eustache, Sainte-Thérèse, Terrebonne, and their respective surroundings will receive their enhanced Yellow Pages™ directory aimed at helping them lead more sustainable lives.
A recent survey conducted on behalf of YPG revealed that 93% of Quebec residents think the creation of the EcoFinder section is a good idea and 88% confirmed that they would like both a print and online version. These findings confirm consumer interest for this tool, which YPG hopes will become a leading reference for environmental sustainability.
Located right after the business pages of the Yellow Pages™ directory, the EcoFinder will be identified by a green margin. The EcoFinder highlights over 1,500 environmentally responsible businesses and provides useful information regarding municipal and association initiatives, such as RECYC-QUÉBEC’s programs to help residents and businesses improve their recycling habits. In addition to obtaining visibility within the print version, businesses will be identified on YellowPages.ca™ via an eco icon as of the end of May.
“This pilot initiative represents an extension of our mission of finding the best seller for each buyer and of our commitment to corporate social responsibility,” said Jean-Pascal Lion, Vice-President, Marketing, Yellow Pages Group. “We want to provide consumers with the most accurate resource to make informed purchasing decisions that contribute to environmental sustainability.”
A credible tool created in partnership with TerraChoice
YPG partnered with TerraChoice, a leading environmental firm and manager of the EcoLogoM program – Canada’s standard for environmental excellence – to develop a rigorous process for screening advertisers for inclusion in the EcoFinder. YPG relied on existing third-party certifications or assertions from the businesses themselves that their products, services or operational practices were considered leaders in environmental sustainability. Neither TerraChoice nor YPG certifies the businesses listed or advertised in this new section.
More than 40 categories were identified for the EcoFinder, including Ecotourism, Accommodation & Travel, Landscaping Products & Services, and Clothing, Footwear & Fashion Accessories. Businesses that were selected within these categories offer one or more of the following: ecotourism services, sustainable hostelling practices, organic farming methods, chemical-free products, and conflict-free diamonds, for example.
“TerraChoice applauds Yellow Pages Group for their vision and leadership in bringing to market a resource of environmentally-preferable businesses in selected regions across Canada,” said Scott McDougall, President of TerraChoice and its EcoLogoM Program.
Responsible consumption in Canada
A recent national poll confirmed that the environment is by far the most significant issue facing Canada today. In fact, 30% of Canadians agreed that this was the most important issue1. This level of concern among Canadians has led to a considerable rise in responsible consumption, particularly in regards to environmentally responsible products and services. Spending on eco-friendly products and services is expected to double in 2008 to reach $55 billion2.
A large number of Quebec consumers have changed their behaviour in the past year because of their concerns for the environment. This includes recycling newspapers and directories, using reusable bags and turning off their car engines while waiting3.
YPG’s new EcoFinder section will help support this growing trend by providing consumers with the information they need to identify the most eco-friendly businesses, products and services in their area.
Don’t forget to recycle!
In line with its environmental commitment, YPG reminds citizens of the importance of recycling their old directories once their new ones land on their doorstep. Yellow Pages™ directories are completely recyclable, and the outdated edition can be placed with other mixed paper as part of the municipal recycling pickup.
About Yellow Pages Group
Yellow Pages Group is Canada's largest telephone directories publisher. It publishes annually more than 340 Yellow Pages™ and residential directories. The Company owns and manages Canada's most visited online directories, YellowPages.ca™ and Canada411.ca, as well as CanadaPlus.ca™, a network of seven local city sites. Yellow Pages Group is indirectly held by Yellow Pages Income Fund (TSX: YLO.UN).
Yellow Pages Group places great emphasis on corporate social responsibility in areas such as the environment, community involvement, charitable giving and corporate governance. In 2007, Yellow Pages Group was recognized by Macleans and Jantzi Research as one of Canada’s most responsible companies. For more information, visit www.ypg.com.
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To view fact sheets about YPG’s Environmental Commitment, Responsible Consumption in Canada and TerraChoice, click here.
Access images of the directories including the new EcoFinder: Laval | Sainte-Thérèse | Saint-Eustache | Terrebonne
INFORMATION:
Cristelle Basmaji
Yellow Pages Group
514-934-6894
Roch Landriault
NATIONAL Public Relations
514-843-2345
1 Harris/Decima poll, August 2007
2 Green Brands2.5 Survey
3 Ad hoc research survey conducted on behalf of YPG in October 2007
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