The Ferris Files

In the world of sustainable marketing, few tales have grown as epic in scope as the redesign of the Starbucks cup. The coffee company seems to pursue its objective with the fervor of a moonshot; an effort that started in 2008 isn’t supposed to wrap up until 2015, and the company says it’s behind schedule. What could be so complicated about refashioning a paper cylinder with a plastic lid? At the Sustainable Brands conference in Monterey on Tuesday, attendees learned just how far-reaching and complicated the effort has become. […]