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Cls greenwashing master slides final part one 1
- 1. Community-based Leadership in Sustainability presents Claiming Green: Fact or Greenwashing?
- 2. #ClaimingGreen #HamCLS #SHevents #HamOnt Community-based Leadership in Sustainability Focus on connecting future leaders, institutions, businesses, and the local community, so that we may strengthen our collaborative potential and work together to reach our individual and collective goals.
- 3. CLS Contributors #ClaimingGreen #HamCLS #SHevents #HamOnt
- 4. #ClaimingGreen #HamCLS #SHevents #HamOnt SPN Executive Board Maria Topalovic, Chair Matthew Sweet, Vice-Chair, Webmaster Jayde Liebersbach, Secretary/Tresurer, Graphic Designer Peter Topalovic, Collaborations Coordinator Jay Carter: Sustainability Coordinator Kate Whalen: Educational Programs Coordinator Liz Nield: Sustainable Hamilton Liaison Student Contributors Chitman Josan, McMaster Student Intern Candice Persich, Mohawk Photography Student CLS Organizing Committee
- 5. A group of sustainability professionals developing a network to connect existing groups and individuals working in, studying, and interested in developing a more sustainable community in Hamilton. What is SPN? Focus Areas: Community Projects Networking & Mentorship Outreach & Volunteering Education & Stewardship Hamilton is at a tipping point for environmental, economic and social change. Let’s work together toward the opportunity of a more sustainable future. #ClaimingGreen #HamCLS #SHevents #HamOnt
- 6. Want to get involved with the Network? Join our mailing list or participate in our planning team to shape the future of the SPN. Email us at: hamiltonspn@gmail.com Join the sustainability conversation and connect with us on Twitter: @hamiltonspn Facebook: facebook.com/hamiltonspn #ClaimingGreen #HamCLS #SHevents #HamOnt
- 7. Claiming Green Overview 7:00-8:30 Speaker Presentations Mike Sawchuck; Peter Baraniecki; Roger Abbiss 8:30-8:45 Break 8:45-9:15 Panel Discussion & Q&A Moderator: Sandi Stride, Sustainable Hamilton 9:15-10:00 Networking
- 8. Take Part During and After the Event Twitter #HamCLS #ClaimingGreen #SHevents Tell us how we did! Take our survey by January 29th Re-live the event HamiltonSPN.com
- 9. Sustainable Hamilton… helping to create sustainable prosperity for Hamilton and Burlington by inspiring and rewarding sustainability leadership in our business organizations.
- 10. Tonight’s Speakers: Mike Sawchuk UL Environment Peter Baraniecki The Printing House Roger Abbiss Coffeecology
- 11. Greenwashing – Seven Sins January 15, 2015 Sustainable Hamilton Mike Sawchuk UL Environment Michael.Sawchuk@ul.com 416-606-6501
- 12. What Will We Review? 1) Greenwashing – extent; what is it; 7 sins 2) Under the Lens: Claiming Green; Shelton Group Study (2014) 3) The Sustainability Communications Curve 4) Eco-Labels 5) Key Take-Aways 6) Questions 12
- 13. 1) Greenwashing … Why the Increased Demand? - People would like safer products …safer for the users, occupants and visitors of the facilities where being used …and safer for the environment 13
- 14. Growth of Green Advertising
- 15. Problem - As the market grows, so does the use of vague and misleading claims in order to drive sales - Some claims reflect honest efforts to promote products - Some are not - Result = confusion, suspicion 15
- 16. Problem
- 17. 17 Sample of Vague and Misleading Environmental Claims • Eco-safe • Environmentally friendly • Earth friendly • Earth smart • Environmentally safe • Environmentally preferable • Essentially non-toxic • Practically non-toxic • Made with non-toxic ingredients • Degradable • Biodegradable • Compostable • Environmentally safe • CFC-free • Ozone friendly • Recyclable Original Source: Kirsten Ritche, Gensler * Without substantial qualifying language
- 18. The Environmental Claims Challenge 18 • All environmental claims are contextual. • The validity of any claim, according to the U.S. Federal Trade Commission (FTC), is dependent upon how a typical consumer interprets the claim. • If the typical consumer interprets a claim in a way that makes the claim misleading, the claim is misleading. • As a result, it is difficult to provide explicit advice for making environmental claims.
- 19. Beware of Greenwashing Green∙wash (gr n'w sh', -wôsh')ē ŏ – verb: the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service WARNING: Learn to ask critical questions or you might be selling or buying products with creative marketing rather than products with legitimate environmental benefits.
- 20. Seven “Sins” of Greenwashing • Defines the most common deceptive green claims • Recommends ways to avoid making false claims • Based on regulatory frameworks including the ASA, FTC, US EPA, and Canadian Competition Bureau.
- 21. Seven “Sins” of Greenwashing - 2007 – The Six Sins of Greenwashing - 2009 – The Seven Sins of Greenwashing - 2010 – The 2010 Sins of Greenwashing 21
- 22. Sin of Fibbing Environmental claims that are simply false.
- 23. Sin of Vagueness A claim that is so poorly defined or broad that its real meaning is likely to be misunderstood by the consumer.
- 24. Sin of Irrelevance An environmental claim which may be truthful but is unimportant or unhelpful for consumers seeking environmentally- preferable products.
- 25. Sin of No Proof An environmental claim that cannot be substantiated by easily accessible supporting information or by a reliable third-party certification.
- 26. Sin of the Hidden Trade-Off A claim suggesting that a product is ‘green’ based on a narrow set of attributes without attention to other important issues.
- 27. Sin of Lesser of Two Evils A claim that may be true within a product category but distracts the consumer from the greater environmental impacts of the category as a whole.
- 28. Sin of Worshiping False Labels A product that, through either words or images, gives the impression of third- party endorsement where no such endorsement exists; fake labels, in other words.
- 29. Applying the “Seven Sins” www.sinsofgreenwashing.org Hidden Trade Off Is the “green” claim restricted to just one, or a narrow set of environmental issue(s)? Vagueness Is the meaning of the claim specific and self- evident? Irrelevance Could all other products in this category make the same claim? Fibbing Is the claim true? Lesser of Two Evils Is this claim trying to make consumers feel ‘green’ about a product category that is of questionable environmental benefit? No Proof Does this claim provide consumers evidence that the claim can be substantiated? Worshipping False Labels Does this claim (or image) give the wrong impression of third-party endorsement?
- 30. U.S. Federal Trade Commission Green Guides 30 •Statement of Basis and Purpose provides guidance on acceptable environmental marketing claims. •All marketing claims must adhere to the guidance. •Originally published in 1992 with revisions in 1996, 1998, and October of 2012. •Contains relevant information including guidance on how to make claims with examples by type. www.ftc.gov/os/fedreg/2012/10/greenguidesstatement.pdf
- 31. 2) Under the Lens: Claiming Green Through a survey of over 1017 consumers and 41,796 head-to-head comparisons of green product claims (including certified, valid but not certified, and greenwashing/problematic claims), assess the impact that green product claims have on consumer preference and perceived brand value. Conducted by the Shelton Group in 2014 http://environment.ul.com/claiminggreen 31
- 32. Under the Lens: Claiming Green - If you have the time, and the expertise, and are able to get all the necessary information from the suppliers, then you can do your own evaluation and assume responsibility for the validity of the information and decision. - If you do not have all – the time, the expertise, and all the required information – you are at the mercy of the supplier. - Like if requiring a licensed electrician or plumber, ensure the product is certified where there is a criteria/standard. 32
- 33. Under the Lens: Claiming Green For business decision makers, certifications are critical for saving time and protecting reputation: - Certifications are thought to reduce risk and potential blow-back from bad recommendations. That is, they help insure quality. - Industry professionals don’t have the time to research every claim and there is still a great deal of skepticism about un-verified claims. That is, certifications save time in product research/selection. 33
- 34. Your Customer’s Concerns About Sustainability Issues VolumeofSustainabilityInformation DesiredbyYourCustomer Issue Specific Interest Structured Data Reporting Data Mining LCAs & EPDs User customizes verified eco- information priorities. Multi-Attribute Focus Low High 3) The Sustainability Communications Curve As your customers learn more about human health and other sustainability issues, your customers will demand additional information from you about your products and services. UL offers a variety of communication tools to meet your customers information needs. Don’t Know; Don’t Care No sustainability communication needed Achievement-Based Communication Data-Based Communication UL Environment
- 36. Rough History of Eco Labels Increasing Clutter >440 Labels Today 36 Year NumberofLabels 2000 20201995 400 1980 1990 20101970 Blue Angel, Germany (1978) EcoLogo, Canada (1988) Green Seal, USA (1989) Energy Star, USA (1992) WaterSense, USA (2000) GREENGUARD, USA (2001) DfE, USA (1997) LEED, USA (1994) UL Environment, USA (2010) Global EcoLabelling Network founded w/ 12 members (1994)
- 37. International Organization for Standardization (ISO) Type 1 (ISO 14024:1999) – labels and certifications/declarations affirm compliance with pre-determined, multi-attribute, lifecycle-based environmental performance requirements for products within the same category. ECOLOGO for example. Type 2 (ISO 14021:1999) – labels and declarations reflect self declaration by the manufacturer for the environmental performance claims. The environmental performance criteria have neither been defined nor accepted, and have not been independently verified. Type 3 (ISO 14025:2006) – labels and certifications/declarations present objective, quantifiable, lifecycle-based environmental information about a product in a consistent manner. Environmental Product Declarations for example. 37
- 38. Comparing Eco-Labels WARNING: Not All Environmental Claims Are Created Equal
- 39. Learn to Ask About - Validity & transparency of the standard - Standard setting process - Verification process - Attributes evaluated - Post certification compliance 39
- 40. 5) Key Take-Aways • Demands for Green/Sustainability information and transparency are increasing. • 95% of Green/Sustainability Claims are false. • Green/Sustainability and Transparency tools are widely available. • Unless you have the expertise, and the time, and all the necessary information from the suppliers, ask for proven/recognized 3rd party test results, validations, certifications.
Hinweis der Redaktion
- The Community-based Leadership in Sustainability (CLS) initiative is aimed at developing a culture of sustainability through education, community engagement, and collaboration that inspires practical implementation. We feel that to advance sustainability as a community, it is important to connect future leaders, institutions, businesses, and members of the local community, so that we may strengthen our collaborative potential and work together to reach our individual and collective goals. The central focus of the CLS initiative is to host a series of educational and networking events on topics related to sustainability. Our first event, Love your Streets: Hamilton's Changing Transportation Network, which took place November 26th, brought together nearly 200 people from diverse areas of the community.
- We want to send our sincerest appreciation to all the organizations who have contributed in various ways to and provided support to enable the organizing committee in the work they do for the event. To the wonderful people at AGH who do such a great job with the fantastic venue and catering. Not at all least, we would like to thank all of those who helped us spread the word and promote this event and the CLS initiative. Another great turnout and we could not have reached as many people as we have, without a great deal of help. And without further adieu, lead into Sandi [Kate to get blurb from Sandi] THIS SHOULD BE MOVED TO
- I want to take a moment to mention the volunteers who work to facilitate these events. The CLS Organizing Committee, which is made up of the SPN Exec Board (list names) As well as student interns from McMaster and Mohawk (List names) All wearing an SPN button, so feel free to find us with any questions or comments.
- A dedicated network of professionals, entrepreneurs, technical and creative people in Hamilton committed to a healthier and more sustainable Hamilton. Bring like-minded sustainability groups and individuals together to achieve common goals, through identifying community needs and establishing projects to help meet those needs. Promote environmental stewardship, sustainable systems thinking, provide opportunities for people to learn about and participate in sustainability projects. Take a collaborative, community driven, ground up problem solving approach in its work to further the education and training of young people and provide opportunities related to volunteer and work experiences, networking, and mentorships. What do you want it to become?
- There are a number of ways to get involved - you can join our mailing list, attend our events, volunteer with us, or become a formal member of our Core Committee. There is a sign-up sheet at the registration desk if you would like us to add you to our mailing list and keep in touch.
- During tonight's event, you will hear from speakers, who will be introduced formally in just a few minutes. We are fortunate to host this event in such a wonderful venue, with its charm, also comes squeaky floorboards. We will have a short break before the panel. We look forward to continue the conversation during the informal networking session to follow.
- Take our survey by January 29th for a chance to win a fair-trade gift basket provided by McMaster’s OPIRG office, which will be available for pick-up by one lucky participant at our next event. [kate to confirm] Sandi Stride, President and CEO of Sustainable Hamilton, is our moderator for this evening’s event. Sandi is Founder and CEO of Sustainable Hamilton. Sandi brings extensive experience not only in sustainability but also in corporate strategy, branding and marketing to her role at Sustainable Hamilton and to tonight’s conversation. She has an Honours B.Sc in Geography & Biology as well as an MBA. Her experience ranges from environmental management with MMM Group, marketing management at Unilever, founding an advertising agency, and business sustainability consulting. I’d like to turn this over to Sandi now to properly introduce Sustainable Hamilton and our speakers for tonight. Please help me to welcome Sandi [TO INSERT INTO BLURB]
- Thanks very much, Matt. Sustainable Hamilton is non-profit social enterprise based in Hamilton, that was launched in June, 2011. Our vision, like the SPN’s and our other collaborators, is to create a more sustainable, prosperous, resilient city. Our niche is to create sustainability leadership in our businesses, institutions and other organizations. We’re helping businesses to be more prosperous by being more responsible: environmentally, socially and economically. At this point, I’d like to launch directly into our presentations, and I’ll come back to explain more about Sustainable Hamilton after we’ve heard from tonight’s guest speakers.
- Mike Sawchuk Mike Sawchuk is currently the Global Sales & Business Development Manager at UL Environment. The sector of products Mike oversees includes chemicals, papers, plastics, printing operations, personal care, and renewable energy. UL Environment is a business unit of UL – Underwriters Laboratories. UL is a premier global independent safety science company with more than 120 years of experience innovating safety solutions. UL is dedicated to promoting safe living and working environments, and employs more than 10,500 employees with customers in over 100 countries. UL Environment works to advance global sustainability, as well as environmental and human health & safety, by supporting the growth and development of environmentally preferable products, services, and organizations. UL Environment’s services help clients message and market the sustainable performance of their products. Mike has a Bachelor of Business Administration from Brock University, and a MBA from McMaster. Peter Baraniecki, General Manager at The Printing House Ltd – Peter manages the Hamilton branch location – providing innovative marketing materials for companies across Hamilton and Canada. TPH has over 70 locations across Canada, all working together to offer fast reliable printing solutions. Roger Abbiss is founder of fair-trade, organic Hamilton coffeehouses My Dog Joe, Mulberry Street, Station One and Democracy. Roger also operates Coffeecology, a coffee roastery providing weekly home delivery of freshly roasted coffee packaged in returnable mason jars. 90% of deliveries are made by bicycle. Roger is a recipient of the Emerging Entrepreneur of the Year and Green Toronto awards.
- Good Morning! Thank you for making the time.
- There is a lot to cover. The presentation will be fast paced. If you have questions, feel free to interrupt – and I will either answer or let you know your question will be covered later in the presentation.
- From Section 1 (Pg. 1) of the Statement of Basis and Purpose: “The Commission issued the Green Guides, 16 CFR Part 260, to help marketers avoid deceptive environmental claims under Section 5 of the FTC Act, 15 U.S.C. 45.1 Industry guides, such as these, are administrative interpretations of the law. Therefore, they do not have the force and effect of law and are not independently enforceable. The Commission, however, can take action under the FTC Act if a marketer makes an environmental claim inconsistent with the Guides. In any such enforcement action, the Commission must prove that the challenged act or practice is unfair or deceptive.”