How big box stores across the country are pretending to be the little guy

HSBC, one of the biggest banks on the planet, has taken to calling itself "the world's local bank." Winn-Dixie, a 500-outlet supermarket chain, recently launched a new ad campaign under the tagline, "Local flavor since 1956." The International Council of Shopping Centers, a global consortium of mall owners and developers, is pouring millions of dollars into television ads urging people to "Shop Local"—at their nearest mall. Even Walmart is getting in on the act, hanging bright green banners over its produce aisles that simply say "Local."

This new variation on corporate greenwashing—localwashing—is, like the buy-local movement itself, most advanced in the context of food. Hellmann's, the mayonnaise brand owned by the processed-food giant Unilever, is test-driving a new "Eat Real, Eat Local" initiative in Canada. The ad campaign seems aimed partly at enhancing the brand by simply associating Hellmann's with local food. But it also makes the claim that Hellmann's is local, because most of its ingredients come from North America.

It's not the only industrial food company muscling in on local. Frito-Lay's new television commercials use farmers as pitchmen to position the company's potato chips as local food, while Foster Farms, one of the largest producers of poultry products in the country, is labeling packages of chicken and turkey "locally grown."

Corporate localwashing is now spreading well beyond food. Barnes & Noble, the world's top seller of books, has launched a video blog site under the banner, "All bookselling is local." The site, which features "local book news" and recommendations from employees of stores in such evocative-sounding locales as Surprise, Ariz., and Wauwatosa, Wisc., seems designed to disguise what Barnes & Noble is—a highly centralized corporation where decisions about what books to stock and feature are made by a handful of buyers—and to present the chain instead as a collection of independent-minded booksellers.

Across the country, shopping malls, chambers of commerce and economic development agencies also are appropriating the phrase "buy local" to urge consumers to patronize nearby malls and box stores. In March, leaders of a new Buy Local campaign in Fresno, Calif., assembled in front of the Fashion Fair Mall for a kickoff press conference. Flanked by storefronts bearing brand names like Anthropologie and The Cheesecake Factory, officials from the Economic Development Corporation of Fresno County explained that choosing to "buy local" helps the region's economy. For anyone confused by this display, the campaign and its media partners, including Comcast and the McClatchy-owned Fresno Bee, followed the press conference with more than $250,000 worth of radio, TV and print ads that spelled it out: "Just so you know, buying local means any store in your community: mom-and-pop stores, national chains, big box stores—you name it."

In one way, all of this corporate localwashing is good news for local economy advocates: It represents the best empirical evidence yet that the grassroots movement for locally produced goods and independently owned businesses is having a measurable impact on the choices people make.

"Think of the millions of dollars these big companies spend on research and focus groups. They wouldn't be doing this on a hunch," says Dan Cullen of the American Booksellers Association (ABA), a trade group that represents some 1,700 independent bookstores and last year launched IndieBound, an initiative that helps locally owned businesses communicate their independence and community roots.

In city after city, independent businesses are organizing and creating the beginnings of what could become a powerful counterweight to the big-business lobbies that have long dominated public policy. Local business alliances—like New Orleans' own Stay Local!, the Metro Independent Business Alliance in Minneapolis-St. Paul and Arizona Local First in Phoenix—have now formed in more than 130 cities, counting some 30,000 businesses as members. Through grassroots "buy local" and "local first" campaigns, these alliances are calling on people to choose independent businesses and local products more often and making the case that doing so is critical to rebuilding middle-class prosperity and providing an alternative to corporate uniformity.

click to enlarge HSBC calls itself “the world’s local bank,” which belies the intent of the local movement, a campaign to urge consumers to buy locally produced goods and support independent businesses in their hometowns. - PHOTO COURTESY OF STACY MITCHELL
  • Photo courtesy of Stacy Mitchell
  • HSBC calls itself “the world’s local bank,” which belies the intent of the local movement, a campaign to urge consumers to buy locally produced goods and support independent businesses in their hometowns.

Signs that consumer preferences are trending local abound. Locally grown food has soared in popularity. The United States is now home to 4,385 active farmers' markets, one out of every three of which was started since 2000. Food co-ops and neighborhood greengrocers are on the rise. Data from several metropolitan regions show that houses located within walking distance of small neighborhood stores have held value better than those isolated in the suburbs where the nearest gallon of milk requires a drive to Target.

A growing number of independent businesses are trumpeting their local ownership and community roots and reporting a surge in customer traffic as a result. In April, even as Virgin Megastores prepared to shutter its last U.S. music emporium, independent music stores across the country celebrated the second annual Record Store Day. A simultaneous event among local music retailers featuring in-store concerts and exclusive releases, the event drew hundreds of thousands of music fans into stores, was one of the top search terms on Google and triggered a 16-point upswing in album sales, according to Nielsen SoundScan.

Surveys and anecdotal reports from business owners suggest that these initiatives are in fact changing spending patterns. A survey of 1,100 independent retailers conducted in January by the Institute for Local Self-Reliance (where I work) found that, amid the worst economic downturn since the Depression, buy-local sentiment is giving local businesses an edge over their chain competitors. While the Commerce Department reported overall retail sales plunged almost 10 percent over the holidays, the survey found independent retailers in cities with buy-local campaigns saw sales drop an average of just 3 percent from the previous year.

None of this has slipped the notice of corporate executives and the consumer research firms that advise them. Several of these firms have begun to track the localization trend. In its annual consumer survey, the New York-based branding firm BBMG found that the number of people reporting locally produced products are "very important" to them jumped from 26 to 32 percent in the last year. "It's not just a small cadre of consumers anymore," founding partner Mitch Baranowski says.

"Food is one of the biggest gateways, but we're seeing this idea of 'local' spread across other categories and sectors," says Michelle Barry, senior vice president of the Hartman Group. A report published by Hartman last year noted, "There is a belief that you can only be local if you are a small and authentic brand. This isn't necessarily true; big brands can use the notion of local to their advantage as well." Barry explains: "Big companies have to be much more creative in how they articulate local...It's a different way of thinking about local that is not quite as literal."

One way corporations can be "local" is to stock a token amount of locally grown produce, as Walmart has done in some of its supercenters. The chain's local food offerings are usually limited to a few of the main commodity crops of that particular state—peaches in Georgia or potatoes in Maine—and sit amid a sea of industrial food and other goods shipped from the far side of the planet. This modest gesture has won Walmart glowing coverage in numerous daily newspapers, few of which have asked the salient question: Does Walmart, which now captures more than one of every five dollars Americans spend on groceries, create more and better opportunities for local farmers than the grocers it replaces?

Walmart, like other chains, has learned that, with consumers increasingly motivated to support companies they perceive act responsibly, tossing around the word "local" is a far less expensive way to convey civic virtue than the alternatives. "Local is one of the lower-hanging fruits in terms of sustainability," Barry explains. "It's easier for companies to do than to improve how their employees are treated or adopt a specific sustainability practice around their carbon footprint, for example."

Rather than making direct claims using the word "local," some companies push marketing messages that work by association. One example that caught Dan Cullen's eye was a CVS pharmacy commercial that begins in a Main Street bookshop, following the owner around as she tends to her customers. The bookshop then transforms into a CVS. The bookshop owner is now the customer. The feel is still very much Main Street. "Suddenly the kind of unique, enjoyable, grassroots bookstore experience morphs into a CVS experience," says Cullen. "There's a Potemkin facade that a lot of chains are trying to put up because consumers now want something other than a cookie-cutter experience."

In another example, Starbucks recently decided to un-brand three of its Seattle locations. The first of these conversions, which reopened last month after extensive remodeling, is called 15th Avenue Coffee and Tea. All of the signage and product labels bear the new name. The Starbucks corporate logo is nowhere to be seen.

"We're continuing our commitment to delivering specialty coffee excellence while refreshing our store design approach with amplified focus on local relevance...," explained Starbucks spokeswoman Anna Kim-Williams in an interview with the Seattle Post Intelligencer. "Ultimately, we hope customers will feel an enhanced sense of community and a deeper connection to our coffee heritage."

Still another corporate strategy is to redefine the term "local" to mean not locally owned or locally produced—but just nearby. "With the term 'local' being so nebulous, it seems ripe for manipulation," notes Mintel, another consumer research firm that counsels companies on how to "craft marketing messages that appeal to locally conscious consumers" and how to avoid "charges of 'localwashing.'" The key, Mintel says, is for companies to decide what they mean by local and to disclose that clearly so as not to be accused of trying to misappropriate the term.

click to enlarge Walmart stocks a token amount of locally grown foods in some of its supercenters and displays ambiguous “Local” signs in its produce department. - PHOTO COURTESY OF STACY MITCHELL
  • Photo courtesy of Stacy Mitchell
  • Walmart stocks a token amount of locally grown foods in some of its supercenters and displays ambiguous “Local” signs in its produce department.

Corporate-oriented buy-local campaigns that define "local" as the nearest Lowe's or Gap outlet are now being rolled out in cities nationwide. Some represent desperate bids by shopping malls to survive the recession and fend off online competition. Others are the work of chambers of commerce trying to remain relevant. Still others are the half-baked plans of municipal officials casting about for some way to stop the steep drop in sales tax revenue. And many of these campaigns are modeled directly on grassroots initiatives.

"They copy our language and tactics," says Michelle Long, executive director of Sustainable Connections, a 7-year-old coalition of 600 independent businesses in northwest Washington state that runs a very visible, and according to market research, very successful "local first" program. "I get calls from chambers and other groups who say, 'We want to do what you are doing.' It took me a while to realize that what they had in mind was not what we do. Once I realized, I started asking them: 'What do you mean by local?'"

In northern California, the Arcata Chamber of Commerce is producing "Shop Local" ads that look similar to the Humboldt County Independent Business Alliance's "Go Local" ads, except they feature both independents and chains. Spokane's Buy Local program, started by the local chamber, is open to any business in town, including box stores. Log on to the Buy Local website created by the chamber in Chapel Hill, N.C., and you will find Walmart among the listings.

When billboards proclaiming "Buy Local Orlando" first appeared in Orlando, Fla., Julie Norris, a cafe owner who last year co-founded Ourlando, an initiative to support indie businesses, was excited to see the concept getting such visibility. But she soon realized the city-funded program—which provides member businesses with a "Buy Local" decal, seminars at the Disney Entrepreneur Center and a listing on its website—was open to any business in Orlando. "We sat down with the city and said, 'What you guys are doing is a real disservice to the local business movement,'" Norris says. When she complained publicly, city officials accused Ourlando of being "exclusive" by not allowing chains.

The city did agree to remove from its press materials and website a reference to a study that found that for every $100 spent locally, $45 stays in the community. The problem was that the study, conducted by the firm Civic Economics, found that to be true only if the money was spent at a locally owned business. Shop at a chain store, the analysis found, and only $13 of that $100 spent stays in the community.

The Economic Development Corporation (EDC) of Fresno County (Calif.) also appropriated the $45-stays-local statistic when it kicked off its Buy Local campaign at the Fashion Fair Mall. The figure was repeated on a television news story without any clarification that it did not apply to the types of chains visible in the background. Like the Orlando initiative, the Fresno campaign aims to boost sales tax revenue by deterring online and out-of-town shopping. It goes out of its way in every radio and TV spot to make sure people know that "local" means national chains and box stores. "Buy Local" stickers and posters are now visible on malls and chains throughout the Central Valley.

"For someone to say you are not local if you are a big box, I say baloney. They invested here," explained Steve Geil, CEO of the EDC.

"I would prefer that the county's resources were not being spent promoting Walmart and Home Depot," says Scott Miller, owner of Gazebo Gardens, a plant nursery founded in 1922. "We have a great history of being involved in community events and donating to local causes. Our plants are grown locally. We believe that our kind of business is more valuable to a community than any big chain."

When the city of Santa Fe, N.M., decided to launch a campaign encouraging people to shop locally, the Santa Fe Alliance, a coalition of more than 500 locally owned businesses that has been running a buy-local initiative for several years, signed on. At the March kickoff, Alliance director Vicki Pozzebon emphasized the economic impact of shopping at a locally owned business versus a chain. "After that, the city asked me not to push the $45 vs. $13, but just say 'local,'" Pozzebon says. Kate Noble, a city staffer who runs the program, says the city's message is shopping at Walmart is fine, as long as it's not walmart.com. Pozzebon says, "It has only diluted our message and confused people."

click to enlarge Missoula’s two farmers’ markets offer locally grown food, while Missoula’s Saturday Market (aka “People’s Market”) on Pine Street offers products mostly made in Missoula. - PHOTO BY CHAD HARDER
  • Photo by Chad Harder
  • Missoula’s two farmers’ markets offer locally grown food, while Missoula’s Saturday Market (aka “People’s Market”) on Pine Street offers products mostly made in Missoula.

Can corporations succeed in co-opting "local"—or at least muddling the term so much it no longer has meaning? The Hartman Group's Barry thinks that's possible. "For many consumers, these things are not being called into question much. They say, 'Hey, it's my local Walmart or my local Frito-Lay truck.' It depends where you are on the continuum and how you define local, which is a term that is really up for grabs."

Milchen is less concerned about what he calls faux-local campaigns in cities where there is already a strong local business organization. "It's more of an educational opportunity than a problem, so long as they respond to it," he says. But in places where local enterprises are not organized, he fears these corporate campaigns may succeed in permanently defining "local" for their own benefit. Michelle Long of Sustainable Connections shares that concern: "That's my fear. People are going to do diluted versions and hold the space so that real campaigns don't get started."

Localwashing has prompted local business advocates to reconsider their language. Many are now using the word "independent" rather than "local." Controlling language is critical, says Ronnie Cummins, director of the Organic Consumers Association, which is pushing for tighter regulation of the word "organic," as well as rules governing terms like natural, sustainable and local. "We've been fighting so long without the help of federal regulators that some people have forgotten that tool."

But perhaps localwashing will ultimately make corporations even more suspect and further the case for shifting our economy more in the direction of small-scale, local and independent. "I think the fact that the chains are trying to play the local card, in a way makes it easier for us," says the ABA's Cullen. "I think people are going to recognize that these aren't authentic and that's going to make the real thing all the more powerful." The Cave:Advertising:02 Production Art:IndyLogoDingbat2002.tifB:'niformit",,"")>

Stacy Mitchell is a senior researcher with the New Rules Project (www.newrules.org) and the author of Big-Box Swindle: The True Cost of Mega-Retailers and the Fight for America's Independent Businesses.

Missoula campaign faces similar challenges

The Missoula Sustainable Business Council (SBC) launched its first major campaign last year—a grassroots effort dubbed "Think Local, Buy Local" aimed at "preserving the unique character of our community" and maintaining "the special history and culture of Missoula." After recruiting more than 250 nonprofits and businesses—including the Independent—and hosting events like May's Localfest at Caras Park, SBC Director Genevieve King calls the initiative a huge success.

"One of the reasons Missoula has been able to withstand the recession as well as we have is precisely because of how much we are now supporting our independent, locally owned businesses," says King. "I have no doubt that we've helped raise awareness in the community."

But SBC faces the same challenges of localwashing as larger markets. King says big box stores have approached the group about membership—she declines to name names—and the group's taken steps to keep the campaign honest. Specifically, SBC notes that a business must follow three criteria: It must be registered as a domestic entity with the state of Montana; more than 50 percent of the business owners or members must be Montana residents; and the business must have "substantial control over its choice of name, purchasing, operating and marketing decisions."

Even so, SBC allows businesses that don't follow its own criteria into the campaign. On the group's website, under the "Think Local, Buy Local" banner, both the Patagonia Outlet in Dillon (a national outdoor clothing and gear company) and ValPak of Missoula (a local branch of the national direct marketing firm) are listed alongside Posh Chocolat and Vital Homeopathic Center. King explains that Patagonia and ValPak are "affiliate members" who support the initiative but will not be "actively promoted" in the campaign. As for their grouping alongside other local businesses on the website? "That's something that must have been lost when we switched our servers and got a whole new design," she says. "They shouldn't be listed on there."

The inclusion of Patagonia and ValPak, even as affiliate members, speaks to the fine line being walked in any buy local campaign. King says she understands the concern of protecting the definition of a local business, but doesn't see the message getting muddled in Missoula.

"It depends on the way that it's done," she says. "It depends if there's a true, genuine effort by the company to contribute to the community, and that it's not just a marketing ploy...If a company can demonstrate that they donate a certain percentage of profit that goes back toward the community, or if they say they've made the decision to utilize local banks and local services or products, then I think there are ways it can work.

"Do I think certain companies are looking to jump on now? Absolutely," she continues. "Now that the recession is hitting corporations a lot harder, they want to sing a different tune. But anyone who's jumping on at this point, it's definitely a ploy. We just know they're not serious about it."

—Skylar Browning

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