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The Triple Bottom Line of “Green”
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Mike Kapalko
Sustainability Marketing Manager
SCA Tissue North America
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Tork “Green” Business Survey
• September 2009 online survey
• 1071 men and women, 18+
• Own or manage a business or make purchasing decisions for:– industrial facilities
– restaurants
– hospitals
– schools
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Some “unsurprising” results
• 97% recognize corporate green practices impact the environment
• 83% consider environmental impact
• 78% purchase green products
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Fully embraced by business
• 70% believe the role the environment in their industry will increase to some level
• 65% claim “average understanding” of issues, concerns, impacts
• 20% report “very strong” understanding
• 71% feel sustainable or recycled products have the greatest impact
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Motivating factors
• Why do you purchase green products?– 88% because I care
– 36% to appeal to green consumers
– 34% better ROI
– 28% to keep up with competition
• Financial impacts to bottom line? – 64% no change
– 22% increased revenue
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What about the general public?
• Extensive consumer behavior and thought research using Harris Interactive Polls conducted– Hygiene survey
– H1N1 survey
– “Green” consumer habits survey
– Restroom survey
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“Green” purchases over last year
more56%
same29%
less8%
never7%
more19%
same48%
less6%
never27%
BUSINESS versus CONSUMERS
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How business relays “green”
• 59% DON’T publicize green efforts
• For the 41% that do…– 62% website
– 54% employee network
– 41% in‐store signage
– 39% social media
– 27% press releases
• Of the 73% of consumers buying green, best way to be told…– 27% unsure
– 22% shelf/menu notes
– 21% signage or fliers
– 12% displaying awards
– 9% website
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How business relays “green”
• 59% DON’T publicize green efforts
• For the 41% that do…– 62% website
– 54% employee network
– 41% in‐store signage
– 39% social media
– 27% press releases
• Of the 73% of consumers buying green, best way to be told…– 27% unsure
– 22% shelf/menu notes
– 21% signage or fliers
– 12% displaying awards
– 9% website
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But is it con”green”ience?
more39%
less47%
same14%
green43%
not green9%
either48%
Would you choose a “green”or “not green” restaurant based on wait time?
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This is not greening your life
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Greenwashing a problem
• The bandwagon has left confusion in its wake
• 63% of businesses feel “green” products are to some extent, but claims are inflated
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Confusion is common
• 46% of businesses felt a certification would be beneficial, 28% weren’t sure
• 79% of businesses weren’t sure which certification was most respected in their industry
• 31% of the general public weren’t sure how to validate a green claim
• Reinforces the value of having reputable certifications that are most often requested and recognized
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Sustainability is holistic
• Clearly “green” is a driver and being adopted as a personal value
• A sustainable business must be holistic
• Triple bottom line approach
• Interwoven in approach and results
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Bad bathrooms = bad business
• 88% believe that washroom cleanliness reflects the hygiene throughout the business
• 29% would never return
• 50% would tell friends and family about a negative experience
• 46% would avoid an establishment based on bad word‐of‐mouth about restrooms
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Where would you eat?
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Where would you eat?
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Health, Hygiene, and H1N1
• Due to H1N1, a renewed focus on hygiene
• 44% of people most concerned about risks of away‐from‐home restrooms
• 54% of people prefer paper towels for drying
• 94% report they always wash hands after using the washroom
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But what about “others”?
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More risk than you know
Good16%
Bad84%
+
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Disconnect of words & actions
• 70% of adults are concerned about getting it
• 74% think it is unlikely they will get it
• 73% of businesses say it will not affect them
• Both businesses and consumers agree handwashing is best preventative measure
• 38% won’t wash their hands more often
• 48% will not get either flu shot available
• CDC estimates 40% of people will get it
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Sick is not good business
• Absenteeism costs businesses $660 per employee each year
• Absenteeism is built into staffing
• Studies show 20% ‐ 50% reduction in absenteeism with a hand hygiene program
• Also impacts health care costs for companies
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Top 10 issues in washrooms
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A different thought approach
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Shifting customer values
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What’s the (triple) bottom line?
• Green is here to stay, values are evolving
• People demand more than silos
• Words and actions still disconnected
• Confusion is being confronted
• Focus on people and planet will lead to prosperity– consumer/employee retention
– reduced costs, increased ROI
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About the TGHC
• created to assist in providing sustainable and hygienic away from home washrooms
• top professionals and academic authorities on green building, corporate sustainability, hygiene and germ prevention
• independent feedback, advice, provide industry insight and expertise
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David Gottfried
Managing Director, Regenerative Ventures
Founder, USGBC
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The New World of Green
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We need new models
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Continuous Improvement
1. Limiting the Damage
2. Neutral
3. Restoration
4. Regeneration
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Biomimicry
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LEADERSHIP in
ENERGY and
ENVIRONMENTAL
DESIGN
A leading-edgesystem forcertifyingthe greenestperformingbuildings in theworld
Scores are tallied for different aspects ofenergy and environmentalperformance inappropriate categories including:
1. Site Planning2. Water Efficiency3. Energy Performance4. Material & Resource Use5. Indoor Environmental
Quality6. Innovation &
Design Process
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LEED-CI
LEED
LEED-ND
LEED-HOMES
LEED-CS
LEED-EB
LEED-NCexistingbuildings
commercialinteriors
newconstruction
applicationguides
neighborhooddevelopment
core &shell
• Healthcare• Laboratories• Schools • Retail• Multi-building
Campuses • Multi-family
Residential
CA
TEG
OR
IES
OF
LEE
DR
ATI
NG
SFU
TUR
E P
RO
GR
AM
S
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Green Professionals
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One Bryant, NYC
• Bank of America NY HQ
• 2 million s.f., 54 stories
• LEED Platinum– Rainwater capture
– Incredible daylight
– Recycled content
– On‐site gas plant
• 70% of energy supply
– Ice storage
– Waterless urinals
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CH2, City of Melbourne
42
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Green Homes
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Adobe Green Retrofits
• Lighting – 61% ROI
• Load management – 304% ROI
• Equipment retrofits – 61%
• Monitoring & controls – 42%
• Water management – 22%
• Waste management ‐ Immediate
• Recycled content purchases ‐ Immediate
• Green Building certification costs
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CoStar Group Study
• Study = 1300 buildings (351 million s.f.)• Rents > $11.24 p.s.f.• Occupancy > 3.8%• Sales price > $171 p.s.f. (LEED)• Sales price > $61 p.s.f. (En. Star)• LEED buildings (NBI Study)
– 25% – 30% > Energy Efficiency– Gold/Platinum = 50% better Efficiency
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WORLD GREEN BUILDING COUNCIL
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Greening of Government
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Green Companies
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Green Products
• Food
• Building industry
• Cleaning
• Clothing
• Toys
• Supplies
• Light bulbs
• Travel
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Green Product Rating Systems
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Cleantech
• Solar• Wind• Biofuels• Batteries• Green Building• Water• Waste• Smart Meters
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CellulosicEthanol
Sugar Feedsto
cks
Starch Feedstocks
ToolsSolar
NaturalGas
MechanicalEfficiency
ElectricalEfficiency
Cellulosic Future Fuels
Plastics
Water
Materials
SequestrationToolsEPC
Waste Water
Water Desalination
PVC Plasticizers
PolyurethanePolyethylene
GlassCement
Dist
ribu
ted
Sola
r
Utili
ty S
cale
Sol
ar
Coal
EfficiencyOil
HomesEngines
AppliancesPumps
LightingBatteriesMotors
Engin
eered Geotherm
al
Wind Stora
ge
Synthetic
Natural
Gas
Corn/Sugar Fuels
Wind
BuildingMaterials
Geothermal
ButanolCellul. Diesel
Cellul. GasolineCellul. Jet Fuel
KhoslaVentures Renewable Portfolio
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Green Transportation
• Walkability
• Biking
• Car‐share
• Public transit
• Green cars
• Cash for clunkers
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Green Jobs
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Green Life
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Thank you!