In 2004 ReBinder (then Sustainable Group) pioneered the making of responsible office products with the Original ReBinder. From that instant, making products the right way has been in our DNA. We don't consider this approach a 'project' or a 'niche market', it is the only way we've ever done it. Today we are announcing our plans for a more broad application of that approach.
There are about as many definitions of Social Responsibility (corporate or otherwise) as there are recycled icons, 'green' symbols and certifications. It's confusing, it's not authentic and the entire industry has lost trust and credibility as a result. At ReBinder we have always kept our approach simple and honest - responsible (for us) has always meant: Made in USA, using responsibly sourced materials with consideration for where those materials end up at product's end of life.
We are changing our name from ReBinder to Guided Products. Guided Products is a pioneering, cross-category brand of responsible products that break through the 'green' noise and are built with our fellow Americans in mind. The definition of Guide is "One who shows the way by leading, directing, or advising" and "One who serves as a model for others, as in a course of conduct". We are excited about this new name as it is in perfect alignment with our intentions. There are many categories where change, clarity and leadership are needed - we plan to address them.
In a marketplace filled with 'green-washing', diluted claims and confusing certifications, Guided Products will provide clarity, trust and jobs for Americans. Every Guided product will continue to be made the right way, considering environmental, social and economic factors. Guided products will perform the same function, be available on the same shelf (virtual or physical) and at the same price as comparable, less responsible products. Guided products embody American Made Values.
IT CAN BE DONE
Products made in this country can win in the marketplace. They can be price competitive. They can have amazing quality, design and function. And YES they should yield profits for the maker - it is the only way to make the products truly sustainable.
In the coming months we will begin rolling out with our new corporate brand of Guided. We are looking forward to sharing exciting news in the coming months about product availability through new distribution and new product categories. Long live capitalism.
Follow us - we are in for the fun stuff.