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. But consumers are looking for brands that share their social and environmental values and leading firms have taken much more substantive operational changes that offer new opportunities for credible, effective communications. The answer is a new approach based on authentic claims, transparent support of those claims and engaging directly with key audiences in a partnership around solutions. Jim Nail of Speaking Sustainability and Felice Kincannon will lead the discussion 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 MarketingWhat’s wrong with Green MarketingCan 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 soThe “fig leaf” strategyHijacking 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 attributesExaggerated claimsLack of substantiationObfuscationOversimplification
SPEAKING SUSTAINABILITY
Can Green Marketing be Fixed?
FTC Green Guides increasing muscle General Benefits
CertificationsDegradable and CompostableRecyclableRenewal Materials/EnergyCarbon Offsets
SPEAKING SUSTAINABILITY
Can Green Marketing be Fixed?
SPEAKING SUSTAINABILITY
Beyond Green
SPEAKING SUSTAINABILITY
Beyond…
Product FocusBusiness
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
http://speakingsustainability.com
Felice Kincannon
www.felicekincannon.com
Q & A