beyond green marketing
DESCRIPTION
Green marketing has been stained by exaggerated claims of superficial benefits to the environment – “greenwash” -- leaving a skeptical consumer public and drawing increasing regulation by the FTC.Jim Nail of Speaking Sustainability, will lead the discussion with other industry experts to provide a framework, show examples and discuss successful strategies for making sustainability a core element of your brand.TRANSCRIPT
SPEAKING SUSTAINABILITY
Green Marketing
The Good…the Bad… And Beyond
SPEAKING SUSTAINABILITY
Speakers
Jim Nail
Speaking Sustainability
Felice Kincannon
SPEAKING SUSTAINABILITY
Agenda
History of Green Marketing What’s wrong with Green Marketing Can it be fixed? Beyond…
Green Claims are Booming
Source: The 7 Sins of Greenwashing
TerraChoice, April 2009
SPEAKING SUSTAINABILITY
History of Green Marketing
1990 1994
A Short
SPEAKING SUSTAINABILITY
History of Green Marketing
1994 1996 2000
A Short
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History of Green Marketing
2010
A Short
2000
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What’s Wrong with Green?
Sayin’ it’s green don’t make it so The “fig leaf” strategy Hijacking the concept Nobody’s perfect
The Language of Green Marketing
Say it ain’t so…natural
Active ingredient: Pyrethrin
Though “natural”, pyrethrin is classified by the EPA as a “restricted use pesticide”
The “Certification” of Green
America’s Most Admired Companies The World’s Most Reputable Companies -Fortune -The Reputation Institute
The Harris Interactive Reputational Quotient World’s Most Respected Companies
-Harris Poll -Barron’s Top 10 Companies for Executive Women Top Companies for Women Executives
-DiversityInc -NAFE 100 Best Companies for Working Mothers Top 50 Companies for Diversity
-Working Mother -DiversityInc Energy Program of the Year Top Company to Work for in India
-Platt’s Global Energy -Great Places to Work Institute MBA 100 Five Best Places to Work in Sweden
-Fortune -Veckans Affarer and 10 more…
Highjacking the Concept
Nobody’s perfect
DMDM hydantoin – antimicrobial formaldehyde releaser preservative
The k-cup dilemma: Fair Trade coffee vs. unrecyclable packaging
What Went Wrong with Green?
Superficial attributes Exaggerated claims Lack of substantiation Obfuscation Oversimplification
SPEAKING SUSTAINABILITY
Can Green Marketing be Fixed?
FTC Green Guides increasing muscle General Benefits
Certifications Degradable and Compostable Recyclable Renewal Materials/Energy Carbon Offsets
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Can Green Marketing be Fixed?
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Beyond Green
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Beyond…
Product Focus Business Focus
Claims
Perfection
Goals
Progress
Brand image Transparency
Solution Facilitator
…Green Marketing… …Sustainability Communications …to…
SPEAKING SUSTAINABILITY
Marks & Spencer
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Beyond… Product…
…to touch all relevant aspects of the business
Claims… …to promote goals and strategies
Brand image… …to transparency of performance
Solution… …to involve audiences
Perfection… …to report progress
SPEAKING SUSTAINABILITY
Thank you!
Jim Nail
http://speakingsustainability.com
Felice Kincannon
www.felicekincannon.com
Q & A