Page 367 - Design for Environment A Guide to Sustainable Product Development

342 Cha pte r Ni netee n

Responsibility program under the leadership of Vice President Jim
Thomas. The program has five major aspects—Community, Asso-

ciates, Re sponsible Sourcing, Environment, and Sustainable Prod-
ucts—summarized by the acronym JCPenney CARES [4]. Among the
targets that the company has established are:

• Responsible Sourcing
Develop an environmental scorecard for private brand
suppliers and integrate it into the company sourcing sys-
tem by 2010
Develop and integrate water quality targets for private
brand suppliers’ mills and laundries into the sourcing
system by 2010

• Environment
Achieve ENERGY STAR certification for at least 200 stores
Complete two LEED-certified stores by 2009
Ensure 100% of JCPenney facilities are recycling waste in
2008
Increase purchase of certified forest products by 5% per
year through 2011

• Sustainable Products
Be a recognized source for eco-friendly products
Offer reusable shopping bags for sale in JCPenney stores
in 2008 (see below)
Reduce packaging weight by 2% by 2010
JCPenney has developed and launched Simply Green™, an exclu-
sive designation that assists customers in making environmentally
conscious purchases. A wide range of JCPenney private brand mer-
chandise—from apparel to home accessories—will bear the Simply
Green mark, highlighting merchandise that lessens the impact on the
environment. To qualify for the designation, merchandise must fall
into one of the following three categories:
1. Organic—made from at least 70% raw materials, such as
organic cotton or linen, which have been grown without chem-
ical fertilizers or pesticides.
2. Renewable—made from at least 25% renewable materials,
such as bamboo, sorona, ingeo, soy, capiz shells, or wood that
comes from certified, well-managed forests. These materials
are replenished by natural processes at a rate comparable to,
or faster than, their rate of consumption.