beyond green marketing

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

SPEAKING SUSTAINABILITY

History of Green Marketing

2010

A Short

2000

SPEAKING SUSTAINABILITY

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

SPEAKING SUSTAINABILITY

Can Green Marketing be Fixed?

SPEAKING SUSTAINABILITY

Beyond Green

SPEAKING SUSTAINABILITY

Beyond…

Product Focus Business Focus

Claims

Perfection

Goals

Progress

Brand image Transparency

Solution Facilitator

…Green Marketing… …Sustainability Communications …to…

SPEAKING SUSTAINABILITY

Marks & Spencer

SPEAKING SUSTAINABILITY

SPEAKING SUSTAINABILITY

SPEAKING SUSTAINABILITY

SPEAKING SUSTAINABILITY

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

Jim@SpeakingSustainability.com

http://speakingsustainability.com

Felice Kincannon

www.felicekincannon.com

Q & A