1. Sed ut perspi undomnis
oiste Natus aei
Green Marketing Edition
Presenter: Adam Freedgood
Tweet: @thegreenophobe
2. The Game:
• 30 minutes…goal: 12 Myths
• Categories:
• Green For Dummies
• Print Direct Marketing
• Digital Direct Marketing
• Triple Bottom Line
• Contestants & Ask The Audience
3. Triple
Green For
Print Digital Bottom
Dummies
Line
EASY EASY EASY EASY
MEDIUM MEDIUM MEDIUM MEDIUM
HARD HARD HARD HARD
END GAME
6. Based on a narrow set of attributes
Ignores important environmental issues
Example: saying paper is environmentally-preferable
because it comes from a sustainably-harvested forest
Not substantiated by easily accessible info
Lack of reliable third party certification
Example: paper products claiming X% recycled
content without providing evidence
Source: TerraChoice 7 Sins of Greenwashing.
7. Tips for avoiding “false dilemmas and forced
choices” in direct marketing
Source: Institute for Sustainable Communication. “Print vs digital media: false
dilemmas and forced choices.”
13. Myth?...
“Green Echo Award criteria do
not give an advantage to
organizations that fall within a
“green” or environmentally-
focused product or service
category”
14. • Not just for environmental orgs
• Winners apply “cradle to cradle” principles
• TIP: document DMA Green15 adherence
• Standard Echo performance criteria apply!
16. Myth?...
“Green Echo Award criteria do
not give an advantage to
organizations that fall within a
“green” or environmentally-
focused product or service
category”
NEXT MYTH
17. Myth?...
“Consumer behavior affects
the lifecycle environmental
impact of direct marketing as
much as other considerations
such as production and
transportation”
18. Lifecycle Carbon Footprint Distribution
Direct Marketing Medium: Catalogs
Consumer
Behavior
MATTERS!
Source: AF&PA 1/5/11 LCA For Printing & Writing Papers
20. Myth?...
“Consumer behavior affects
the lifecycle environmental
impact of direct marketing as
much as other considerations
such as production and
transportation”
NEXT MYTH
21. Myth?...
“Delivering products and
services online or in the cloud
represents a shift toward
environmentally friendly
communications compared
with traditional print-based
mediums”
22. Behind every digital communication is a server, a data
center and a consumer electronic device
Where does the ENERGY come from?
23. Major data center
operators tracked by:
• % clean energy used
• Energy transparency
• Infrastructure siting
• Energy efficiency &
GHG mitigation
• Renewables &
advocacy
Source: Greenpeace 4-2012; “How green is your cloud”?
24. “How green is your cloud?”
Activists re-brand an Apple store in this guerilla marketing maneuver
25. Is today‟s digital marketing „clean technology‟?
Source: Mountaintop Removal Coal Mining, WV, USA
http://itsgettinghotinhere.org/2007/03/14/vice-tv-on-mountaintop-removal/
Environmental impact of mountaintop removal coal mining for energy production
26. Myth?...
“Delivering products and services
online or in the cloud represents a
shift toward environmentally
friendly communications
compared with traditional print-
based mediums”
NEXT MYTH
31. Myth?...
“USPS has struggled to
implement sustainability
practices amidst declining mail
volumes that reduce revenue
available to invest in green
activities”
32. $400 million in savings since 2007
facility energy management systems
400 employee “green teams”
Consolidated I.T.
41,000 alternative fuel vehicles
green roofs and more
33. Myth?...
“USPS has struggled to
implement sustainability
practices amidst declining mail
volumes that reduce revenue
available to invest in green
activities”
NEXT MYTH
34. Myth?...
“UPS saved 3 million
gallons of gasoline per year
by reconfiguring delivery
routes to avoid left turns”
36. Myth?...
“UPS saved 3 million
gallons of gasoline per year
by reconfiguring delivery
routes to avoid left turns”
NEXT MYTH
37. Myth?...
“Green initiatives have a
long 3-5 year payback
period which puts them at
odds with the fast-paced
world of digital marketing”
38. “Cloudsourcing” solutions: GSA reduced energy
consumption by 90% and carbon emissions by 85%
$285,000 annual energy cost savings (93% savings)
39. Crowdsourcing solutions to pervasive
sustainability problems
Problem: Sustainable packaging
Solution: Starbucks Betacup Competition
multi-channel direct marketing innovation.
40. DMA Green15: Packaging
Encourage packaging suppliers and designers to actively manage
the environmental footprint of product packaging
Avoid the “packaging hall of shame”
41. Myth?...
“Green initiatives have a long
3-5 years payback period
which puts them at odds with
the fast-paced world of digital
marketing”
NEXT MYTH
43. All paper is not created equal
Consider lifecycle
environmental impact
when weighing
alternatives or making
the business case for
one marketing
medium over another
44. Certification programs establish a
chain of custody
avoid financial & reputational risk of sourcing illegal fiber
protect biodiversity and human rights in developing countries
add to brand value and pricing power
Image Source: www.papermartonline.com
46. Myth?...
“E-Waste is subject to
regulation today, making it
a critical consideration for
marketers designing
integrated digital
communications”
47.
48.
49. More states are requiring producers to take
responsibility for waste products
2006 2012
Source: Product Stewardship Institute. http://www.productstewardship.us/
50. Myth?...
“E-Waste is subject to
regulation today, making it a
critical consideration for
marketers designing integrated
digital communications”
NEXT MYTH
51. Myth?...
“U.S. CEOs believe that
marketing value created by
sustainability is a lesser benefit
than operational gains such as
production cost savings”
52. How Sustainability Creates Value
According to Survey of 1,500 corporate CEO’s and executives in the U.S.
Improved company or brand image
30%
Cost savings
Competitive advantage
Q: “What are the
Employee satisfaction, morale and retention greatest benefits to your
Product, service or market innovation organization in
Business model or process innovation
addressing sustainability
issues?”
New sources of revenue or cash flow
Effective risk management
Enhanced stakeholder relations
Other
2% Source: MIT Sloan Management Review. “The Business of
Sustainability.” Fall 2009. Berns, Townend, et al.
53. Myth?...
“U.S. CEOs believe that
marketing value created by
sustainability is a lesser benefit
than operational gains such as
production cost savings”
END GAME
54. Thank You for Playing!
Green Marketing Edition
the-dma.org/environment START OVER
Hinweis der Redaktion
Welcome to Mythbusters: Green Marketing Edition, the game where we explore the role that environmental sustainability plays in multi-channel direct marketing. For the next 30 minutes we will put a dozen different green marketing myths to the test. We will uncover the myths and see if they stand up to the facts about how environmentally friendly initiatives support profitability in today’s direct marketing world. Adam Freedgood is your host for today’s game. Adam is the vice-chairperson of the DMA Committee on the Environment and Corporate Social Responsibility and director of business development for Quadriga Art, a multinational firm specializing in integrated direct marketing strategies for mission-driven organizations.
First we’ll state a myth that has to do with environmental sustainability and direct marketing. Each myth falls into one of four categories. We’ll then present some factual information to help confirm or bust the myth. A myth is “plausible” if it could be true under certain circumstances that are likely to happen often. We will alternate through contestants until all 12 myths are addressed. Contestants can ask the audience for help if the answer is not apparent.
These are examples of “go green, go paperless” logos, seals and messaging we see in the marketplace. One of the marketers using the “Save the Planet” seal is a home builder. “What if all the forests suddenly disappeared…” is known as a false dilemma…there is actually more forested land in the U.S. today than at the turn of the century. Although consumer preference is a DMA-supported marketing best practice, “paperless” billing and other paperless communications options do not exemplify 3BL or “triple bottom line” thinking. “Go Green, Go Paperless” frequently fits the criteria for “greenwash”. Unless a marketer specifies the specific environmental gains that are achieved by the “paperless” option. http://d3m0l1sh3r.deviantart.com/art/Go-Paperless-Poster-312802070http://www.verdeicorp.com/Pages/owner.aspx
The “go green, go paperless” statement is typically made in a very brief and unsupported way when it is promoted to consumers. The lack of proof about how going paperless represents a “green” activity is the problem here.
Source: Institute for Sustainable Communication. “Print vs digital media: false dilemmas and forced choices.” http://www.sustainablecommunication.org/downloads/whitepapers/printvsdigital_false-dilemmas-and-forced-choices.pdf
Greenwashing is considered deceptive advertising by the Federal Trade Commission. Marketers are also subject to regulation by BBB and private legal action by competitors and activist nonprofit organizations such as Friends of the Earth, NRDC and EcoJustice.
We produced the Winter 2010/11 direct marketing campaign with the goal of strategically supporting the sustainability objectives of meeting our acquisition targets, serving the ongoing needs of consumers, and of being good stewards of the resources we use. Direct Marketing and Publishing Operations departments worked collaboratively guided by our internal Environmental Policy & Vision Statement to identify, implement, and track meaningful environmental choices made throughout the life cycle of the campaign season.The overall environmental benefits of the choices we made included less energy and materials consumption, more benign manufacturing, and reduced emissions. Additionally, we promoted recycling of direct marketing packages that are recyclable, saved money, upheld response rates, and met our objectives.
Source:www.the-dma.org/environment
FACT! The Green Echo is an award category that takes into account lifecycle environmental planning in marketing campaign execution. The award is judged on several criteria common to the traditional Echo Award including overall performance and creative execution.
The end-user impact portion of the environmental lifecycle for many paper products is a substantial portion of the total environmental impact from a C02 perspective. Source: AF&PA January 5, 2011 “Life Cycle Analysis presentation for printing and writing papers.” Catherine Foley et al.
Getting more consumers to recycle a product equates to measurable environmental benefit with no marginal cost to marketers.
This myth is confirmed in the case of many marketing mediums and products – catalogs and some magazines for example. Because every product, service and marketing approach has a different lifecycle environmental impact, we’ll call this myth “plausible” to avoid generalizing. Bottom line: it depends on the product but for most direct marketing approaches, consumer behavior (recycling, type of energy use, etc.) plays a big role.
Source: Greenpeace 4-2012; “How green is your cloud”? Data centers use 3% of all energy in the U.S. (doubled in past 5 years)–Carbon footprint currently ½the size of the entire air travel industry–Growth rate = 10 new coal or nuclear power plantsE-Waste – (Hardware…PCs, PDAs, Laptops, Servers, Routers, Mobile, etc.)–Pending EPA regulation: Hugely toxic. Lead. Mercury. Nasty stuff!
Source: 2008 Pitney Bowes, “The Truth About Green” – consumer attitudes survey. Source: USA EPA MSW Report.
The DMA Recycle Please logo mark helps close the perceptual gap for brands that market using direct mail.
http://www.ipc.be/en/Media/News/General%20news/USPS%20Greenhouse%20Gas%20Emissions%20Decrease%20by%20Nearly%201%20Million%20Metric%20Tons.aspxhttp://about.usps.com/news/national-releases/2011/pr11_085.htm$400mm in energy cost avoidance since FY07; potential savings: $150mm/yr2.5acre green roof and building retrofits in NYC: $1million in energy savings in first year$25mm in recycling revenue generated in 2011; recycling about 46% of solid waste for 215,000 tons.
95,000 vehicles. 69 million lbs CO2 avoided. Less time idling meant less fuel consumption. Discovery Channel’s Mythbusters tested and confirmed this myth in their own controlled experiment.
Example: outsourcing IT computer power – going from in-house dedicated servers to systems “shared” with thousands of other businesses. Source: “Google Apps: Energy Efficiency in the Cloud.” 2012. Google. http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/green/pdf/google-apps.pdf
Chain of custody graphic Source: www.papermartonline.com Who handles this in your organization? Purchasing. Production. Designers. Agency. Printer/mailhouse.
E-Waste recycling rate in the U.S. is only 15% compared with over 50% for paper products.
Retailers are profiting from recycling programs but this is one category where government regulation is catching up with voluntary efforts.
Source: Product Stewardship Institute. http://www.productstewardship.us/Electronics are a key focus in most states because today’s electronic devices contain lead, mercury other heavy metals and contaminates which are harmful to people and the natural environment at all stages of production and disposal. Electronics must not be sent to landfills…but there’s value in all that waste!
Statement: “America’s CEO’s agree that the primary corporate value created from sustainability is effective risk management.”
