Andrew Winston, co-author of "Green to Gold", discusses sustainable business strategies and trends from 2008. Learn more about Sustainable Business & Design at: http://sustainablelifemedia.com

1. Green to Gold:
Trends and Stories
Andrew Winston
Winston Eco-Strategies

2. Banks NGOs
Capital Regulators
Markets
Insurers Politicians
Shareholders Investors & “Plaintiff’s
Risk Rulemakers & Bar”
Assessors Watchdogs
Employees
Media
Idea
Communities Consumers & Company
Generators Think
Community & Opinion Tanks
The Future Leaders
(Kids)
Business Academia
Consumers Partners
& Competitors
Industry
CEO Associations
Peers Source: Green to Gold,
Suppliers Competitors Esty/Winston 2006
Business
Customers
Source: Green to Gold, Esty/Winston 2006

6. Survey on “Conscious Consumers”
Quality
Price
Product
Attributes Where Product Made
That are
“Very Energy Efficiency
Important”
Health Benefits
Convenience
0% 20% 40% 60%
Source: BBMG Conscious Consumer Report

14. Upside
REVENUES INTANGIBLES
More Certain Less Certain
Downside
COSTS RISKS
Esty/Winston, Green to Gold, 2006

17. U.S. Auto Sales – April ’08 vs. April ‘07
10%
5%
0%
-5%
-10%
Avg: (14%)
-15%
-20%
-25%
-30%

20. Six Sins of GreenwashingTM
•
•
Greenwashing
Trade off – narrow claims
No proof
• Vagueness – poorly defined
• Irrelevance – not important
• Fibbing
• Lesser of two evils

22. 28,500,000 miles
3,000,000 gallons

23. ALL SLIDES
Andrew Winston, 2006