Download - Recentre - Milk The Green Cow
![Page 1: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/1.jpg)
“The Green Marketing Triangle”
www.trinity-planning.be
The creative sustainable opportunity
![Page 2: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/2.jpg)
My program
Why? How? What?
1stofAprilHarves/ng an opportunity
in a truthful way
+ +
6thofMaiGreen includes a broad diversity
of strategies
3rdofJuneCrea/ng support
among stakeholders
![Page 3: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/3.jpg)
“Previously on Milk the Green cow”
#1
13u40 – …
A 10 minutes recap
![Page 4: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/4.jpg)
Cutoutandkeep
1. Thesinofsugges<vepictures2. Thesinofthehiddentradeoff3. Thesinofnoproof4. Thesinofvagueness5. Thesinofirrelevance6. Thesinoflesseroftwoevils7. Thesinoffibbing
“The seven sins of Greenwashing”
![Page 5: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/5.jpg)
Sustainability is all very
nice, but I’m trying
to run a business here
(the boss)
“Seven bottom-line benefits for going green”
1. EasierHiringoftoptalent2. Higherreten<onoftoptalent3. Higherproduc<vityofemployees
4. Reducedexpensesinmanufacturing5. Reducedexpensesatcommercialsites
6. Increasedrevenue7. Reducedrisk
![Page 6: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/6.jpg)
“Seven steps from dark-grey to bright-green” 1. Denialofresponsibility
2. Pretendingtobegreen
3. Compliancetoregula<on
4. Lifecyleop<mizing
5. Eco‐design
6. Newbusinessmodels
7. Nextprac<ceplaTorms
![Page 7: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/7.jpg)
1) Unique performance 2) Sharable and flattering story 3) Connection with a larger societal
movement 4) Clear and single-minded eco-benefit 5) Credible proof 6) Credible corporate intention 7) Ease & attractiveness
“Seven building blocks to build a belief system”
![Page 8: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/8.jpg)
“The practical exercise”
![Page 9: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/9.jpg)
Today #1 15 min. - Recap April session/ Program of today
#2 15 min. – Strategy based on how people think
#3 15 min. – Strategy based on product, brand and company agenda 15 min. – Application on case in group
#4 30 min. - BREAK
#5 15 min. – Strategy based on sharing responsibility and big ideal 15 min. – Application on case in group
#6 15 min. – Strategy based on business innovation 15 min. – Application on case in group
#7 15 min. – Connect the right dots
20 min. – Wrap-up (Tomas Beerthuis)
![Page 10: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/10.jpg)
Today
Astrategicanglepoint
Successful
ExamplesKickstartques<on Applica<on
![Page 11: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/11.jpg)
“Strategy based on how we think”
#2
![Page 12: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/12.jpg)
![Page 13: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/13.jpg)
![Page 14: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/14.jpg)
Whatisgonaworkbest?
If you isolate your house, you’ll save 350 Euro a year
vs.
If you isolate your house, you won’t loose 350 Euro a year
![Page 15: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/15.jpg)
Wanna fight child obesi/es?
Buyingsmallercupsisaveryeffec<vestrategy
![Page 16: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/16.jpg)
Reflective system: Controlled Effortful Deductive Slow Self-aware Rule-following
Automatic system: Uncontrolled Effortless Associative Fast Unconscious Skilled
Who are we going to address?
Routinious behaviour,
intuitive choice, habit
![Page 17: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/17.jpg)
WhatwillLindado?
Bank Clerk and ac/vist in the feminist movement
vs.
Bank Clerk
![Page 18: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/18.jpg)
Insights: Status quo bias Surreal optimism Lack to loose Tendency to social confirmation
Strategies: Anchoring (like framing) Availability (like default) Representativeness (associative)
High brainy involvement
Low brainy involvement
![Page 19: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/19.jpg)
![Page 20: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/20.jpg)
Good examples (imagine you are a bus)
![Page 21: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/21.jpg)
Good examples (imagine you are a bike)
![Page 22: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/22.jpg)
Good examples (imagine you are a newspaper)
![Page 23: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/23.jpg)
![Page 24: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/24.jpg)
“Strategy based on the company/ brand/ product agenda”
#3
![Page 25: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/25.jpg)
Companycredibility
Productexperience
Brandbelief
25
![Page 26: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/26.jpg)
The Company The Product
The Brand
posi<veandsustainablegrowth
The Buyer: his automatic system his reflective system
Give the right example
Associate with doing
good
Performance of more or less
Challenge consumption
Trojan horse
New business model
Connect brand to tribe
Develop your market
Change usage
![Page 27: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/27.jpg)
1) SETTING AN EXAMPLE
Framing Poin/ng
![Page 28: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/28.jpg)
2) ACCOCIATE BRAND WITH DOING GOOD
3rd party label Cause related partner
![Page 29: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/29.jpg)
![Page 30: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/30.jpg)
3) PRODUCT EXPERIENCE THAT BENEFITS MORE OR LESS
Less More
![Page 31: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/31.jpg)
“Break”
#4
![Page 32: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/32.jpg)
“Strategy based on sharing responsability and a big ideal”
#5
![Page 33: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/33.jpg)
The Company The Product
The Brand
posi<veandsustainablegrowth
The Buyer: his automatic system his reflective system
Give the right example
Associate with doing
good
Performance of more or less
Challenge consumption
Trojan horse
New business model
Connect brand to tribe
Develop your market
Change usage
![Page 34: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/34.jpg)
4) DEVELOP THE MARKET:
Educate Evangelize
![Page 35: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/35.jpg)
5) CONNECT TO A TRIBE:
Inclusive Exclusive
![Page 36: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/36.jpg)
6) CHANGE USAGE Switch Cut
![Page 37: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/37.jpg)
“Strategy based on business innovation”
#6
![Page 38: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/38.jpg)
7) NEW BUSINESS MODELS Social produc/on Property
![Page 39: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/39.jpg)
8) TROJAN HORSE
Tradi/ons New cool
![Page 40: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/40.jpg)
9) CHALLENGE CONSUMPTION
Sharing Treasure
![Page 41: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/41.jpg)
“Connecting the right dots”
#7
![Page 42: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/42.jpg)
The Company The Product
The Brand
posi<veandsustainablegrowth
The Buyer: his automatic system his reflective system
Give the right example
Associate with doing
good
Performance of more or less
Challenge consumption
Trojan horse
New business model
Connect brand to tribe
Develop your market
Change usage
![Page 43: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/43.jpg)
Fill in and connect the dots
Logicalbeliefsystem
Largersocietalmovement
Easeanda[rac<veness
Reliablecorporateinten<on
CredibleproofSingle‐mindedeco‐benefit
Uniqueperformance
Spreadablefla[eringstory
![Page 44: Recentre - Milk The Green Cow](https://reader035.vdocuments.us/reader035/viewer/2022062312/5552ce73b4c90581158b50b1/html5/thumbnails/44.jpg)
Thanks for your dedication!