The new flag logo and tagline, “More Ideas, Less Waste,” place Earth911 Media in a position to revamp the way it connects with its readers and partners.

“One of the most important elements of this strategy shift for the Earth911 Media division is the leverage it provides the brand to stay ahead of the curve in the realm of partnerships and revenue generation,” said President and COO of Earth911, Inc., Corey Lambrecht. “By re-orienting our message, tactics and design, we will remain flexible and responsive to the changing needs of the digital landscape.”

“We wanted a site and branding that reflected who we have become and the values that are important to our company and visitors,” said Earth911 Media’s Vice President, Raquel Fagan. “Our new flag will help our readers unite under a common goal: to take a stand in the fight against waste and make real changes in their daily lives.”

The update comes after an extensive research, design and testing process by Earth911′s internal Media and Platform and Applications teams that highlighted creative and effective ways the site could better capture visitors’ interests and integrate advertisers. Some of the changes include:

• Lifestyle-based information architecture and navigation
• Extensive social media sharing opportunities
• New and increased in-line native content and advertising placements

“This is a fresh opportunity to relevantly connect our advertising partners with our visitors in all aspects of their daily lives, from work and home to food and style,” added Fagan. “It’s not enough to think about living a lower-waste lifestyle on occasion — it’s part of everything we do.”

This holistic lifestyle integration is already showing its effectiveness. In 2012, Earth911.com visitors increased 53 percent, and pageviews rose by 59 percent. The improved layout and functionality will encourage this trend to continue.

“Our intuitive features make it easier than ever for readers to discover new content, share it with their own networks via social media and increase our word-of-mouth potential,” said Tony Ash, director of platform and applications for Earth911, Inc. “We specifically designed for a great user experience that would also directly correlate with our monetization strategy.”

The move to maximize Earth911.com and its content to accommodate readers’ preferences and interests will not only make the brand stronger, but allow Earth911.com to offer that much more to partners in terms of audience, outreach and interaction.

“These design choices will encourage significant traffic and network growth for Earth911 Media, benefiting not only our readers but also our partners,” said Fagan. “Our partnerships will be real-time, relevant and responsive, utilizing tools from affiliate marketing and native content to digital ads and social campaigns.”

“‘More Ideas, Less Waste’ not only applies to the content on our site, it’s our business model as well,” she added.

About Earth911 Media
Earth911 Media, a division of Earth911, Inc., operates and manages the leading digital resource on living a lower-waste lifestyle, Earth911.com. With the theme of More Ideas, Less Waste, Earth911.com and other Earth911 Media initiatives and platforms provide news, ideas, tips and information that make a difference. Geared towards helping every reader feel inspired and empowered to make simple and impactful choices in their daily lives, this suite of digital resources bring new ways for people to take a stand every day in the fight against waste.

About Earth911, Inc.
Earth911, Inc. supports the growth and goals of businesses and the information needs of consumers on topics relevant to recycling and low-waste. Through its data division, Earth911 is the technology partner for businesses to create unique consumer engagement opportunities through recycling intelligence, powered by the largest directory of recycling information in the US. Earth911 Media is a lifestyle and media publishing company that connects advertising partners with consumers in all aspects of their daily lives, from work and home to food and style. Earth911, Inc. is a wholly-owned subsidiary of Infinity Resources Holdings Corporation (OTCQB: IRHC) (OTCBB: IRHC). Infinity Resources Holdings companies provide innovative waste reduction and landfill diversion solutions for recycling and proper disposal of commercial and consumer waste streams. Visit http://www.irhc.com.

Forward-Looking Statements
This document contains forward-looking statements that are subject to a number of risks, assumptions, and uncertainties that could cause the Company’s actual results to differ materially from those projected. These risks, assumptions, and uncertainties include the following: the ability of the Company to raise capital; the ability to complete systems within currently estimated time frames and budgets; the ability to compete effectively in a rapidly evolving and price-competitive marketplace; changes in nature of telecommunications regulation in the United States and other countries; changes in business strategy; the successful integration of newly acquired businesses; the impact of technical change; and other risks referenced from time to time in the Company’s filings with the Securities and Exchange Commission.

Contact:
MEDIA CONTACT:
Jennifer Giacoppo
Sr. Public Relations Director
Earth911 Media
jgiacoppo@earth911.com
480.889.2650

It’s easy to walk away from this conference with performance anxiety. The messages coming out of ad:tech reverberate with urgency to do something new and do it quickly. Even at the expense of (gasp!) innovation.

What does that mean? Here are our favorite soundbytes from today’s speakers that particularly illustrate the direction of marketing and digital relationships with our respective stakeholders. Notice how every company that touches a consumer has a new role to fill.

Daina Middleton, CEO, Publicis Groupe’s Performics @dainamiddleton

Influence marketing/word of mouth is the oldest form of marketing, not the newest.

Marketing through persuasion is out. Marketing through participation is in.

Big ideas are great but you could have 10 smaller ideas that outpace competitors more quickly.

Brian David Johnson, Intel Chief Futurist @IntelFuturist

How can you change the future? Change the story people tell themselves about the future they will live in.

Science and technology have progressed to the point where what we build is only constrained by the limits of our own imaginations.

People want their technology to have a sense of humanity.

Michael Lazerow , CMO, Salesforce Marketing Cloud

If your company is not in the cloud you won’t exist.

Susan Wojcicki, SVP, Google Ads

Life will be all digital by 2020. Dollars need to move to being digital.

We need to move as fast as users move.

Every speaker mentioned the theme of storytelling through advertising. A couple example tweets from the session:

@ConferenceBites We can no longer afford not be great storytellers.

@dkny People don’t remember ads, they remember characters and stories. So start telling stories -Tim Piper #TEDxTimesSquare

These ideas are being driven by today’s digital superheroes right out in the open, working at a furious pace to prove concepts, like Brian David Johnson of Intel and the Tomorrow Project.

The customer relationship is the new uncharted territory in this frontier land. Earth911 is one of many guides – and we really can take you where no one has gone before.

We’re here at ad:tech this week listening to companies talk about new ways to innovate the consumer experience with their brands. Here’s some of the comments that struck a new chord with us, because we can see the forward momentum in digital moving beyond just marketing to consumers — now the focus is on a long-term relationship building experience. Yes – it’s true: commitment is on the tip of every tongue!

Here are some paraphrased comments from companies who are staking their futures on consumer-centric interactions and committing their development teams, strategy & innovation leaders to the cause.

Tom Conrad, Chief Technology Officer and Executive Vice President of Product, Pandora

Advertising is about connecting customers with the aspirations and emotions of a brand.

Leave people with a lasting image, memory or experience of a brand.

80% of listening is happening in mobile environment.

Sara Ortloff Khoury, Vice President of User Experience, Insights and Analytics, Walmart Global eCommerce

Customer focused innovation is now our highest ROI contributor.

By deeply understanding the problem, you define your opportunity to differentiate.

Putting the customer in the center is no longer optional for innovation. The age of the customer calls for UXcellence.

Tim Armstrong, CEO AOL

Connecting the right story to the right person, through strategic targeting, is where the magic happens.

We must switch our message not just by time of day, but also by device.

Random tweets worth noting

Location can provide intent. User on the car lot has more purchase intent than one not.

Before you focus on content marketing get your marketing content right.

The consumer path to purchase is far from monolithic. No longer ends with purchase. 

Innovation happens quickly in this realm. (Walmart already knows what its customers’ 2016 shopping experience will offer). The most exciting thing for us to see here is how Earth911 can integrate our unique recycling & proper disposal data as a consumer touchpoint into new, improved consumer interactions for just about anything you can imagine.

Is your company ready to take on consumers in a completely new way? There are lots of guides out there, but only Earth911 has the key to this particular doorway.

SCOTTSDALE, AZ — March 21, 2013 — Earth911, Inc., an Infinity Resources Holdings company (OTCQB: IRHC) (OTCBB: IRHC), welcomed another key industry advisor to its strategic consulting team with the addition of Ed Skernolis, a 40-year veteran of the recycling industry whose legacy includes the Environmental Protection Agency (EPA), Waste Management, Inc., National Recycling Coalition (NRC), and Keep America Beautiful (KAB). As an adviser to Earth911, Inc., Skernolis will open conversations about collaborative solutions to achieving true product stewardship between members of his professional network and Earth911, Inc.

Skernolis spent 14 years with EPA, 18 years as Director of Government Affairs for Waste Management, Inc., 2 years as Acting Executive Director of the NRC, and most recently served as Senior Vice President, Recycling, for KAB before retiring at the end of 2012. At KAB, Skernolis led the creation and rapid growth of the Recycling Department, fostered significant growth in America Recycles Day and the campus-based competition RecycleMania, and oversaw creation of the K-12 Recycle-Bowl competition, the Annual Recycling Symposium, and KAB’s highly successful Public Space Recycling Initiative, which has placed almost 100,000 recycling bins in public areas around the country.

“The recycling value chain is complex and requires an understanding and appreciation for all of its moving parts to be successful within the system,” said Skernolis. “I’m looking forward to working with Earth911 to make valuable connections that will take recycling and product stewardship to new levels.”

Skernolis, now working as an environmental consultant, is a thought-leader in recycling strategies and consumer education programs to make recycling second-nature. His ideas helped innovate recycling throughout the supply chain, government and private industry by championing more streamlined recycling collection and processing and improving consumer outreach. Throughout the economic crises of the past decade, Skernolis spoke and wrote confidently about maintaining the growth of recycling programs and the long-term financial benefits to businesses as well as communities.

“Ed Skernolis brings his own personal brand of success, relationship-building and diplomacy that helped him guide organizations through decades of change in the way recycling is implemented and communicated. We’re thrilled that Earth911 will benefit from having this knowledge leader on board,” said Corey Lambrecht, Earth911, Inc. President and COO.

Skernolis received three special service awards while at EPA and received the Distinguished Service Award from the Environmental Industries Association while with Waste Management. Skernolis joins other notable advisors to Earth911: Gowri Shankar, venture partner with Naya Ventures, and digital media pioneer and former Disney executive Bernard Gershon.

Gowri Shankar is a venture partner with Naya Ventures, an early-stage venture capital firm. Shankar is an expert advisor for mobile marketing and served as a member of the founding team at Sprint PCS where he initiated both direct and online wireless sales in the early 90s. Most recently he served as president and CEO of SinglePoint, a mobile marketing agency for media companies where he pioneered interactive TV through mobile with NBC Universal, MTV, CBS and Disney.

Shankar has an established track record of building and growing companies in both Europe and India. He serves on the board for Skedi, Carbon Credits International and is an advisor to ReQall and Zoomingo.

“Earth911 is the only provider that can bring location and product disposal together in a mobile device, allowing companies to engage with their customers throughout the product lifecycle,” said Shankar. “The possibilities for Earth911 to enable customer engagement are open to the imagination.”

Bernard “Bernie” Gershon, who joined with Earth911, Inc. as an advisor in 2011, is president of GershonMedia, which provides advisory services to digital media enterprises. He’s made both the 2012 and 2013 AlwaysOn Power Players New York City list.

Gershon spent 15 years at The Walt Disney Company earning recognition as a pioneer in online and mobile video. As the senior vice president and general manager of corporate strategy, business development and technology, Gershon developed new digital businesses for the company, as well as new digital revenue opportunities for all Disney/ABC content, including broadband, wireless, cable, IPTV and VOD. Gershon was instrumental in delivering Disney/ABC content, including “High School Musical,” “Desperate Housewives” and “Lost,” to Sprint’s mobile video service. He also created, launched and distributed the 24-hour ABC News channel, ABC News Now.

Gershon served as senior vice president & general manager for ABC News, Digital Media Group and is credited with stabilizing and nurturing ABC News’ online businesses. He has also been recipient of the George Foster Peabody Award, RTNDA Edward R. Murrow Awards and numerous Webby Awards. In 2003 he was named in the top 10 of Streaming Media Magazine’s list of the Most Influential People in Streaming Media. He also serves on the advisory boards of top digital companies, including Boxee, Fwix, Row44, Woozworld, and several other companies in the mobile and online video space. He also serves on the board of SpotXchange.

About Earth911, Inc.
Earth911 gathers, distributes and analyzes localized recycling information to assist manufacturers, organizations and consumers with product end-of-life solutions. Working to increase the recycling and disposal of consumer goods since 1991, Earth911′s services enhance and support companies’ responsible waste initiatives. The Earth911 Recycling Directory is the largest and most accurate in the nation, with more than 1.6 million ways to recycle more than 360 types of materials. Follow @Earth911BizNews or visit  business.earth911.com to learn more. Earth911, Inc. is a wholly-owned subsidiary of Infinity Resources Holdings Corporation (OTCQB: IRHC) (OTCBB: IRHC). Infinity Resources Holdings companies provide innovative waste reduction and landfill diversion solutions for recycling and proper disposal of commercial and consumer waste streams. Visit www.infinityresourcesholdingscorp.com.

Forward-Looking Statements
This document contains forward-looking statements that are subject to a number of risks, assumptions, and uncertainties that could cause the Company’s actual results to differ materially from those projected. These risks, assumptions, and uncertainties include the following: the ability of the Company to raise capital; the ability to complete systems within currently estimated time frames and budgets; the ability to compete effectively in a rapidly evolving and price-competitive marketplace; changes in nature of telecommunications regulation in the United States and other countries; changes in business strategy; the successful integration of newly acquired businesses; the impact of technical change; and other risks referenced from time to time in the Company’s filings with the Securities and Exchange Commission.

MEDIA CONTACTS:

Susan Larsen
Business Communications Manager
Earth911, Inc.
480.889.2650

IRHC INVESTOR RELATIONS:
Jeff Rassas
480.463.4246

Scottsdale, Ariz., March 11, 2013 — The city of Phoenix could be known as the greenest city in the Southwest by 2020, as it undertakes an overhaul of its current solid waste management programs to increase efficiency, lower costs, boost convenience and motivate the public to take an active role in landfill diversion.

Arizona-based Earth911, Inc., an Infinity Resources Holdings Company (OTCQB-OTCBB: IRHC) will partner with Calif.-based Citizen Group, a branding and advertising agency, in the project that will track toward Phoenix Mayor Greg Stanton’s goal for the city of 40% landfill diversion by 2020, known as the 40 by 20 initiative.

With nearly 400,000 customers, the city’s Public Works Department devised specific goals to focus solid waste management on efficiencies and sustainability solutions. Those goals include environmental stewardship that encompasses lowering the amount of waste sent to landfills, outreach to city residents, new green initiatives at city facilities, and inventive reuse of closed landfills for projects such as city parks. Other goals include revamping the way waste is handled by the city, including diversion of organic waste to composting, improving collection services, and reducing illegal dumping and mishandling of household hazardous waste.

“We’re opening a new chapter for Earth911, Inc. with this partnership, which enables us to help major population centers to achieve aggressive goals like the Phoenix 40 by 20. With this initiative, Phoenix has an opportunity to lead comparable cities in innovative waste collection, management and consumer education practices,” said Corey Lambrecht, Earth911, Inc. President and COO.

Under the agreement, Earth911, Inc. and Citizen Group will accomplish the outreach portions of the full 40 by 20 initiative by developing a plan for communication and public education. Together, the companies will evaluate the best practices of model cities to devise a solution that will help the city achieve its 40% landfill diversion goal by increasing residents’ motivation, understanding and participation in recycling and proper disposal.

“We are thrilled to be partnering with Earth911 and the city of Phoenix,” said Robin Raj, founder & executive creative director of Citizen Group. “Our aim is to make the Phoenix region a national model for what’s possible in terms of waste reduction and diversion. We’ll do it by developing a campaign that uses a variety of modern communications – from social media to mobile to local partnerships – to get the message out and create engagement while tapping into a strong sense of mission and civic pride.”

In addition to identify gaps in recycling availability and residents’ knowledge of how to recycle, Earth911, Inc. will use its expertise in recycling data to define a strategy for best communicating about recycling to residents, including the use of mobile applications and the use of data about common consumer products.

“Our expertise in guiding companies toward true product stewardship for every consumer product combined with the city of Phoenix’s initiative creates a new playing field. Now, recycling and conserving natural resources through product-based material recovery have a fighting chance by empowering citizens with actionable information about what they can do locally and at home,” Lambrecht added.

For more details on the city’s 40 by 20 initiative visit phoenix.gov/publicworks.

About Earth911
Earth911 gathers, distributes and analyzes localized recycling information to assist manufacturers, organizations and consumers with product end-of-life solutions. Working to increase the recycling and disposal of consumer goods since 1991, Earth911′s services enhance and support companies’ responsible waste initiatives. The Earth911 Recycling Directory is the largest and most accurate in the nation, with more than 1.6 million ways to recycle more than 360 types of materials. Follow @Earth911BizNews or visit business.earth911.com to learn more. Earth911, Inc. is a wholly-owned subsidiary of Infinity Resources Holdings Corporation (OTCQB-OTCBB: IRHC). Infinity Resources Holdings companies provide innovative waste reduction and landfill diversion solutions for recycling and proper disposal of commercial and consumer waste streams. Visit infinityresourcesholdingscorp.com.

About Citizen Group
Citizen Group is an award-winning integrated marketing & communications agency dedicated to building “citizen brands.” The agency develops powerful pro-social campaigns by working with for-profit companies, non-profit orgs, and civic groups that aim to lead with their values and do well by doing good. Citizen creates deliverables across various media including broadcast, websites, social media, events, online marketing, print, identity systems, branded content, and community-based initiatives. It works closely with its clients to set realistic objectives and then holds itself accountable to deliver measurable results. Since 2006, Citizen has worked with a wide range of pro-social clients including Amnesty International, AT&T, Cisco WebEx, Franklin Templeton Investments, Major League Baseball, NRDC, Portuguese Cork Association, The Heinz Endowments, United Nations, USA Network, Walmart (sustainability program), and WWF Climate Savers. Details at citizengroup.com.

Forward-Looking Statements
This document contains forward-looking statements that are subject to a number of risks, assumptions, and uncertainties that could cause the Company’s actual results to differ materially from those projected. These risks, assumptions, and uncertainties include the following: the ability of the Company to raise capital; the ability to complete systems within currently estimated time frames and budgets; the ability to compete effectively in a rapidly evolving and price-competitive marketplace; changes in nature of telecommunications regulation in the United States and other countries; changes in business strategy; the successful integration of newly acquired businesses; the impact of technical change; and other risks referenced from time to time in the Company’s filings with the Securities and Exchange Commission.

MEDIA CONTACTS:

Susan Larsen
Business Communications Manager
Earth911, Inc.
480.889.2650

IRHC INVESTOR RELATIONS:
Jeff Rassas
480.463.4246

Earth911, Inc. has led the industry for over 20 years with our recycling directory – the only one of its kind that is updated on an ongoing basis by a dedicated team. Now we’re creating new ways to use that data and reach consumers where they are, when they need it, and how they need it. One of these ideas was recently reviewed and awarded 4 out of 5 stars for excellence by the Environmental Leader Technology Reviews. Our entry is one part of a larger scope of ways brands can engage with consumers at the exact moment a consumer needs recycling information. We’re thrilled with our rating and we’re even more excited to show you where we are headed next!

Corey Lambrecht is Earth911, Inc. President and COO.

Earth911 talks about the issues and solutions surrounding the FTC Green Guides revisions. Join us here to explore the basics, the nuances and the strategies surrounding green marketing issues and product stewardship.

It may seem at first glance that Federal Trade Commission’s Guides for the Use of Environmental Marketing Claims (Green Guides) were designed to protect the environment, but this is far from the case. The Green Guides exist for one reason only: to protect consumers from deception in environmental marketing.

The FTC doesn’t care what you sell or for what purpose. They don’t care how your product may impact the planet. The only thing that matters to them is that your claims are truthful and easy for the average Joe to interpret.

The best (and, in the long run, the only viable) way to achieve this goal consistently is by becoming transparent in your business practices and claims.

What is transparency, and why should I care?

If you’re not familiar with the term, transparency means full disclosure. It means being open and honest about the methods, materials and procedures your company uses. Transparency fosters a climate of trust between a company and its stakeholders.

Why is this important? Because in this age of increasing interconnection and incredible information flow, it’s easy for consumers to compare and contrast their options. If they don’t like and trust your company, they’ll generally find someone else to buy from. (How many times have you clicked away from a website because it just didn’t seem trustworthy)?

Email and social media also make it easy for consumers who don’t trust a company to convince others not to trust it either. No wonder Rachel Botsman describes transparency as “the currency of the new economy!”

(For more about transparency, and how the demand for transparency helps drive sustainability, see my recent post on this blog, Transparency: Do Businesses Have Something to Fear?)

Introducing the Q.U.I.E.T. Method for Achieving Transparency

Transparency itself is a relatively simple idea. What’s not always so simple is integrating it into your marketing, especially when you’re juggling multiple projects and goals.

To help you with this task, I’ve developed a system I call the Q.U.I.E.T. Method for Transparency in Environmental Marketing.

Q.U.I.E.T. stands for:
Q – Quantify & qualify
U – Understanding sustainability
I – Integrity
E – Empathy, and
T – Third-party certification

Very briefly, here are some examples of how these elements can help your company achieve a greater degree of transparency, and meet FTC Green Guide compliance guidelines, too:

Quantify & Qualify: Whenever you make any sort of environmental benefit statement, be sure to take the time to explain exactly what it means. Use accurate numbers where possible, and explain any exceptions to your statement. This will help clarify your message and prevent consumers from jumping to incorrect conclusions.

Example: Instead of saying “New ecofriendlier box,” qualify and quantify it by stating: “Uses 25% less cardboard than our old box and made with 35% recycled paperboard.”

Understanding sustainability: Most marketers “guilty” of greenwashing aren’t intentionally trying to mislead consumers. It can come as a real shock when honest efforts are rewarded with accusations — or even litigation.

You can reduce your likelihood of committing unintentional greenwashing by learning – and implementing – as much as you can about sustainable practices. For instance, the Green Guides now require marketers to analyze any environmental trade-offs resulting from a claimed benefit. This is impossible to do without at least a basic understanding of sustainability principles.

Practice Integrity: The worst mistake you can make for your company is to start making green claims for the sole purpose of increasing market share, without considering how they will impact your brand. Don’t inadvertently put yourself in the situation General Electric did when they earned bad press by simultaneously claiming to be “part of the solution” to climate change, while donating to a think tank promoting climate change skepticism.

Defining your company’s environmental policy and following it consistently is a great first step towards corporate environmental integrity. Also, it’s wise to avoid exaggerated claims about green benefits, or claims that twist the truth.

Example: A company claims their product packaging is “recyclable.” However, 90% of people within their targeted geographic market do not have access to the type of facilities that can recycle it. Unless the company qualified the statement to something like: “Package recyclable only in the few communities where facilities exist,” the statement would be considered deceptive.

Empathize: Keep in mind that consumers vary widely in their understanding of environmental issues. Be aware of your audience’s level of environmental interest and knowledge. You may need to alter your approach depending on the sophistication of your target demographic. Use clear language that they can easily understand.

Also, be sure your statements pass muster with the very environmentally aware. One way to do this is to take a cue from companies like Xerox and Google. These companies have partnered with environmental organizations (The Nature Conservancy and Greenpeace, respectively) to work on sustainability initiatives – but you could certainly enlist the help of such organizations in your messaging, as well. Even if you’re not a huge corporation, you should be able to find a local environmental group that would be glad to work with you.

Third-Party Certify: Nothing establishes transparency and credibility more thoroughly than earning third party approval from a recognized certifying organization. Some examples are Green Seal, the Forest Stewardship Council, and the USDA’s National Organic Program.

Just keep these three things in mind when dealing with eco-labels:

1. Be sure to do your due diligence. Verify that the certifying organization is legitimate, and choose a label that is well-recognized and respected.
2. Most eco-labels and seals are considered endorsements, so make sure your use of them complies with the FTC Endorsement Guides.
3. And remember, displaying an eco-label doesn’t mean you can rest on your laurels. You’re still responsible for quantifying and qualifying any environmental claims you make.

A Formula for Long Term Success

Together, these 5 key elements ― Quantify & Qualify, Understanding Sustainability, Integrity, Empathy, and Third party Certification ― can help you achieve greater transparency and compliance in your environmental marketing.

Being Q.U.I.E.T. is a softer approach to marketing than you may be used to, especially if you are a B2C marketer. It doesn’t allow for exaggeration, hype or twisting the truth. But what it does offer can be far more powerful in the long run.

When you quantify, qualify and certify you’re developing solid support in the form of verifiable data you can use to build credibility and use to fend off accusations.

Integrity and empathy can help you nurture and grow customer trust and loyalty – which help to support your company’s continued profitability and growth.

And deepening your understanding of sustainability helps you strengthen your grasp on the logic behind the environmental guidelines supplied by the FTC and other organizations. This enables you to quickly and easily adapt your messaging to the ever changing technological and social climate surrounding environmental issues – without risking your brand.

Put together, the Q.U.I.E.T. method is not just about compliance with the FTC’s Green Guides and other environmental marketing regulations — it’s a formula for long term success.

Anne Michelsen is a freelance copywriter and principal of Green Ink Copywriting. She offers a free monthly e-newsletter of  sustainable business and marketing tips and insights. She also authored a free white paper, “he FTC Green Guides Made Simple: A Companion Guide for Achieving Green Marketing Compliance.”

SCOTTSDALE, AZ–(Marketwire – Jan 22, 2013) – Infinity Resources Holdings Corp. (OTCQB: IRHC) (“Infinity”) today announced that its wholly owned subsidiary, Earth911, Inc. (“Earth911″), entered into an Option Agreement with Quest Resources Group, LLC (“QRG”), to acquire from QRG the remaining 50 percent issued and outstanding membership interests of Quest Resource Management Group, LLC (“Quest”) not already held by Earth911. Upon Earth911′s exercise of the option, Quest will become a wholly owned subsidiary of Earth911 and join the Infinity portfolio of companies. Earth911′s exercise of the option is targeted to occur on or before April 30, 2013.

Quest, a full service resource management consulting group, provides its customers with comprehensive sustainability programs, innovative recycling solutions and environmental protection strategies. The company currently manages waste streams at over 12,500 locations throughout the United States. Quest’s customers range from mid-size to Fortune 100 corporations within a broad range of industries including automotive, retail, transportation, education, municipal, food service, hospitality, healthcare, architecture and corporate/multi-family real estate industries. Quest was named one of Inc. Magazine’s fastest growing private companies of 2011 and ranked 8th in the top 100 environmental services companies.

Quest: Sector Leader, 65% 3-Year Compound Annual Growth Rate for YE 2011
Since its inception in 2007, Quest has posted year over year revenue growth. For 2011, Quest generated $122 million in annual revenue and a three-year revenue compound annual growth rate of 65 percent. Quest’s outlook over the upcoming years will be driven by positive industry factors that should help to enhance its industry leading position and foster its growth and cash flow.

Terms of the Transaction
The exercise price to be paid to QRG in connection with Earth911′s exercise of the option will be equal to a total of $25 million in cash plus $5 million in Infinity common stock. QRG will also be entitled to receive earn-out payments if Quest meets or exceeds certain defined targets in 2013 through 2017.

In connection with Earth911′s exercise of the Option Agreement, Quest Chief Executive Officer, Brian Dick, will enter into a five-year employment agreement as CEO and will also serve on the Quest Board of Directors. Jeff Forte, Quest President, will enter into a five-year consulting agreement with Quest. Both will enter into six-year non-competition agreements. Further details of the transaction are contained in a report filed on Form 8-K with the Securities and Exchange Commission.

Commenting on the planned transaction, Quest CEO Brian Dick said, “Earth911 has been a terrific partner for Quest from the beginning. With Infinity’s increased visibility and access to the public capital markets, we will be well positioned to accelerate our expansion plan.”

“This is a total win-win,” said Corey Lambrecht, Earth911 President. “It reflects our long-term vision for building the strong recycling and sustainability firm that we have envisioned since our initial investment in Quest as a startup venture back in 2008.”

Barry Monheit, President and Chief Executive Officer of Infinity, said, “Brian is a talented entrepreneur and pioneer of the corporate recycling industry. The opportunity to work closely with Brian for years to come is exciting, as we collaborate to continue to enhance Quest’s position as an industry leader. Adding the remaining 50 percent of Quest will be the lynch pin and cornerstone of our long-term growth plan.”

About Infinity Resources Holdings Company
Infinity Resources Holdings Corp. is the parent company of Earth911 and Youchange. Earth911 currently owns a 50 percent ownership interest in Quest Resource Management Group. Collectively, Infinity’s synergistic portfolio of sustainability companies covers the full spectrum of the recycling life cycle, providing innovative waste reduction and landfill diversion solutions for recycling and proper disposal of commercial and consumer waste streams (http://www.infinityresourcesholdingscorp.com).

Since 1991, Earth911 is a leading source for a growing, enthusiastic audience across the United States who seeks recycling and green living information daily. Earth911 gathers, distributes, and analyzes localized recycling information to assist manufacturers, organizations, and consumers with product end-of-life solutions (http://business.earth911.com).

Youchange is a leader in electronics collection, e-waste tracking and re-commerce that allows consumers to donate used products and make a contribution to their favorite school or charity (http://www.youchange.com).

Quest Resource Management Group provides complete commercial waste stream management for large and mid-sized corporations in a variety of industries. Headquartered in Frisco, Texas, Quest manages the recycling effort of over 12,500 customer locations throughout the United States and Canada. Quest was named one of Inc. Magazine’s fastest growing private companies, ranking No. 928 on the sixth annual Inc. 5000 list with 2011 revenue of $121.9 million (http://www.questrmg.com).

Forward-Looking Statements
This release contains forward-looking statements that relate to future events or performance, including, but not limited to, statements regarding long-term growth and management structure. These statements include the outlook for Quest over the upcoming years, its position to accelerate its business plan, the vision to build a strong recycling and sustainability firm, and its long-term business plan. These statements reflect Infinity’s, Earth911′s, and Quest’s current expectations, and neither Infinity, Earth911, nor Quest undertakes to update or revise these forward-looking statements, even if experience or future changes make it clear that any projected results expressed or implied in this or other statements will not be realized. Furthermore, readers are cautioned that these statements involve risks and uncertainties, many of which are beyond Infinity’s, Earth911′s, and Quest’s control, which could cause actual results to differ materially from the forward-looking statements. These risks and uncertainties include, but are not limited to, risks related to consummation of the transactions contemplated by the Option Agreement, the integration of Quest into Earth911, competition in the recycling services industry, and the impact of the current economic environment.

Earth911 talks about the issues and solutions surrounding the FTC Green Guides revisions. Join us here to explore the basics, the nuances and the strategies surrounding green marketing issues and product stewardship.

If you’re going to be naked, you might as well strip on your own terms.

That’s the conclusion more and more companies – including giants like Nike, Southwest Airlines, and UPS ― are coming to when it comes to divulging the details of their actions in nearly every department, from operations to supply chain.

The proliferation of the Internet in the last couple of decades has pretty much forced the issue of transparency, and turned it into a driving force for sustainability and corporate social responsibility (CSR). Email and especially social media allows individuals and organizations to become self-appointed watchdogs, pointing out and contesting misguided or unethical behavior nearly as soon as it happens.

It’s getting increasingly impossible for companies to hide mistakes, or brush consumer inquiries aside. In fact, such actions are counterproductive, because they tend to increase indignation and backlash when the issue is finally aired. For example, when Nestle tried to have a Greenpeace video linking the company with rainforest deforestation removed from YouTube, activists responded with a campaign of Facebook protests. The backlash increased when a Nestle manager engaged in online argument, and even intensified after he apologized.

Not surprisingly, many companies are embracing transparency as a way to proactively avoid finding themselves in Nestle’s position. Sustainability reporting has been growing in leaps and bounds since it first came onto the scene in the late 1990’s; in 2011 over 50% of S&P 500 companies issued some form of sustainability report – up from just 19% in 2010. The trend continues to grow, with more and more mid-sized and smaller companies following suit in 2012.

Is transparency risky business?

Still, embracing transparency can be a scary venture. After all, it entails revealing the intimate details of your company not just to shareholders and investors, but to customers, community members, and even competitors. The risks – both real and perceived – are many.

What if customers don’t like what they find? What if the information disclosed exposes the business to additional regulatory scrutiny? What about losing competitive advantage? These fears are common, and real.

Embracing transparency

But while these fears are not unfounded, the reality of switching to a more transparent approach is easier than many business people initially imagine, says sustainability consultant Dan Dugal.

“Customers and even investors have been known to be quite tolerant of troubling sustainability disclosures if they are paired with a sincere statement from the business leaders prepared with a commitment and plan for improvement. Even regulatory compliance issues can be dealt with in a similar fashion. Rather than fight regulators with denial and deflecting liability, it’s the company that comes out and takes ownership of the problem – and the solution – that emerges from the incident with improved reputation and credibility.

“A famous example is that of Johnson & Johnson’s reaction to Tylenol poisoning in 1982. J&J took ownership of the problem – even though they were not truly responsible for the poisoning, and risked damage to their short term sales and damage to their brand. Yet, in the end, they emerged with improved reputation and in the long run, enjoyed much higher brand loyalty and sales of Tylenol.

“It does take courage to become more transparent. But done properly, increased transparency can give a company improved reputation, a stronger brand, increased customer and investor loyalty and in the end, translate to improved financial returns.”

Higher profits? It’s no fabrication. Multiple studies – including the CDC Global 500 Report 2011 and a 2011 study by Harvard Business School and London Business School researchers have indicated that companies that engage in sustainability and sustainability reporting also report significantly increased profits compared to companies that don’t.

The risk of losing competitive advantage is also not usually as big an issue for most companies as many fear at first. While it’s important to safeguard industry secrets, enough information can usually be divulged to satisfy the demands of stakeholders without compromising future profits. One growing trend is for entire industries to rally together to collectively improve their sustainability measures. For example, the Sustainable Apparel Coalition, a group of over 60 apparel industry companies and organizations, has developed an indicator tool (the Higg index) for measuring the sustainability impacts of industry products. This could only happen by achieving a critical mass of industry insiders who were willing to set aside their fears in favor of working towards the common good.

Ultimately, it’s a shift in attitude that enables a company to overcome its fears and embrace transparency, and the benefits that come along with it. “Transparency (should) not be an instrument for reproach, but rather (a) tool for learning,” says Michael J. Brothers, Vice President at Hill International.

By letting go of fears and focusing on positive goals and relationships, companies can focus on learning which measures work and which ones don’t. This can allow them to more reliably home in on profitable choices – while gaining credibility, trust, and authenticity, too.

What do you think? Has your company taken steps towards greater transparency? What were your biggest challenges and fears to be overcome? How do you think the process has benefited – or detracted from – your business?

Anne Michelsen is a freelance copywriter and principal of Green Ink Copywriting. She offers a free monthly e-newsletter of  sustainable business and marketing tips and insights. She also authored a free white paper, ”The FTC Green Guides Made Simple: A Companion Guide for Achieving Green Marketing Compliance.”

Earth911 talks about the issues and solutions surrounding the FTC Green Guides revisions. Join us here to explore the basics, the nuances and the strategies surrounding green marketing issues and product stewardship.

The FTC Green Guides revisions raised a lot of questions for consumer product companies. One of the options that CPGs have regarding the marketing of their products’ recyclability is to say nothing at all. Now that the oblique “Please Recycle” is discredited, do you put a negative message on a package, such as  ”May not be recyclable in your area” or avoid the topic entirely? Here are three ways the “keep your mouth shut” approach is a greater risk than full disclosure – even when the product has a low chance of being recyclable.

Risk #1: Damage to Brand Image
Once in a consumer’s hands, a product may or may not be recyclable, regardless of the material makeup of the item and its packaging, simply because recycling is local and the same recycling options don’t exist everywhere.
Risk avoidance: Empower and educate consumers on how to find recycling and you’ve kickstarted a long term solution. You’ll also make a positive imprint on consumers by activating a new touchpoint when you start the conversation about recycling and proper disposal.

Risk #2: Giving Competition the Edge
There is a competitive advantage in full disclosure of the recyclability of your product. Transparency is a buzzword nowadays because consumers are well-informed decision makers. If your competition is making recyclability claims and you aren’t there are two possibilities: they are overstating recyclability and misleading consumers, or they’ve got a headstart in winning brand loyalty.
Risk avoidance: Trust is a powerful motivator for consumers. Take the high road over competition that is non-compliant or hushed on recyclability claims and you’ll stand out with integrity.

Risk #3: Falling Behind the Trends
Many companies are working their way down the path to product stewardship and seeing positive returns. Take a cue from companies like Borders and Blockbuster who closed up shop in the past year because they resisted consumer trends. Consumers – as well as the supply chain – are demanding that products and packaging prioritize sustainable practices in all aspects of a product’s lifecycle.
Risk avoidance: Know your products’ weaknesses by gathering information on how and where consumers can recycle. A gap analysis can help product and package designers know what changes can be made to increase the likelihood that a product will be recycled. That kind of data can help shield companies from FTC actions.

Corey Lambrecht is Earth911 President and COO.