Beyond green marketing
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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.
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Beyond green marketing
- 1. Green Marketing The Good…the Bad… And Beyond SPEAKING SUSTAINABILITY
- 2. Speakers Jim Nail Felice Kincannon Speaking Sustainability SPEAKING SUSTAINABILITY
- 3. Agenda History of Green Marketing What s wrong with Green Marketing Can it be fixed? Beyond… SPEAKING SUSTAINABILITY
- 4. Green Claims are Booming Source: The 7 Sins of Greenwashing TerraChoice, April 2009
- 5. AHistory of Green Marketing Sh ort 1990 1994 SPEAKING SUSTAINABILITY
- 6. AHistory of Green Marketing Sh ort 1994 1996 2000 SPEAKING SUSTAINABILITY
- 7. AHistory of Green Marketing Sh ort 2000 2010 SPEAKING SUSTAINABILITY
- 8. What s Wrong with Green? Sayin it s green don t make it so The fig leaf strategy Hijacking the concept Nobody s perfect SPEAKING SUSTAINABILITY
- 9. The Language of Green Marketing
- 10. Say it ain t so…natural Active ingredient: Pyrethrin Though natural , pyrethrin is classified by the EPA as a restricted use pesticide
- 11. The Certification of Green
- 12. 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…
- 14. Nobody s perfect DMDM hydantoin – antimicrobial formaldehyde releaser preservative
- 15. The k-cup dilemma: Fair Trade coffee vs. unrecyclable packaging
- 16. What Went Wrong with Green? Superficial attributes Exaggerated claims Lack of substantiation Obfuscation Oversimplification
- 17. Can Green Marketing be Fixed? FTC Green Guides increasing muscle General Benefits Certifications Degradable and Compostable Recyclable Renewal Materials/Energy Carbon Offsets SPEAKING SUSTAINABILITY
- 18. Can Green Marketing be Fixed? SPEAKING SUSTAINABILITY
- 20. Beyond… …Green Marketing… …to… …Sustainability Communications Business Product Focus Focus Claims Goals Brand image Transparency Solution Facilitator Perfection Progress SPEAKING SUSTAINABILITY
- 21. Marks & Spencer SPEAKING SUSTAINABILITY
- 26. 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
- 27. Thank you! Q&A Jim Nail Felice Kincannon Jim@SpeakingSustainability.com www.felicekincannon.com http://speakingsustainability.com SPEAKING SUSTAINABILITY