5. Pollution
Eco-compatibility
Social responsability
Waste reduction organic
Insulation
Global warming Green brand Recycling
Less
Energy efficiency
consumptions
Environmental
Gas reduction Bio-fuel Kyoto
Eco-sustainability Recycling Eco-friendly
Climate changes Clean Development Mechanism
10. they try to inform consumers about
environmental problems
in order to force the demand
11. !quot;###$quot;%&#'#($quot;)*(+,#+$,,&*-./#,*012341*-*
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SE IN ESTATE TI ABITUI A
UTILIZZARE IL CONDIZIONATORE
1 ORA IN MENO AL GIORNO,
PUOI RISPARMIARE 60 EURO
A L LâA N N O . E S E G U E N D O
I 24 CONSIGLI DI ENI PUOI
DIMINUIRE FIN O AL 30%
IL COSTO DELLâENERGIA NELLA
TUA FAMIGLIA RISPARMIANDO
FINO A 1600 EURO ALLâANNO.
567683*96:;6<3=3
12. the 5 BARRIERS TO BUY GREEN
according to Mckinsey*
1
Knowledge, we often donât know about a green option
Negative perception of quality and performances of what is
2
green compared to âtraditionalâ products
3 Mistrust towards the trend according to which everything
ends up by being green⊠( itâs just perceived as green washing)
4
High prices
5 Reduced availability of real âgreenâ products
* Source: âHelping âgreenâ products growâ McKinsey Quarterly October 2008
13. the 5 GREEN MARKETING TRUTHS
according to myself ;)
1
Lack of focus on product, they ride the trend without
believing in it and without dealing with core processes
Green for green strategy, green as an end in itself.
2
It doesnât work so much, there must be a real advantage for consumers for
a short/medium period.
3 Pre-planned green noise thereâs always a deep discussion
about all those things that, at the end, everything appears not
much clear, not much usable (and quite forced)
4 Premium Prices by choice
Searching for a high positioning. Luxury for an elite
5 We should start at grassroots, otherwise it doesnât make any sense.
If we really want to do something for the environment, everybody
should be involvedâŠ
14. Green Push
Legislation
Fuel Prices
Down Turn Period
Energy Costs
Wellness
Social Effects
Cool Factor
15. Un-green Push
Comfort
Speed of life
Stress
Habits of life
Consumerism
Egocentrism
Uniformity of style
16. Legislation
? Comfort
Fuel Prices Speed of life
Down Turn Period Stress
Energy Costs Habits of life
Wellness Consumerism
Social Effects Egocentrism
Cool Factor Uniformity of style