beyond green marketing

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SPEAKING SUSTAINABILITY Green Marketing The Good…the Bad… And Beyond

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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. But consumers are looking for brands that share their social and environmental values and leading firms have taken much more substantive operational changes that offer new opportunities for credible, effective communications. The answer is a new approach based on authentic claims, transparent support of those claims and engaging directly with key audiences in a partnership around solutions. Jim Nail of Speaking Sustainability and Felice Kincannon will lead the discussion to provide a framework, show examples and discuss successful strategies for making sustainability a core element of your brand.

TRANSCRIPT

Page 1: Beyond green marketing

SPEAKING SUSTAINABILITY

Green Marketing

The Good…the Bad…And Beyond

Page 2: Beyond green marketing

SPEAKING SUSTAINABILITY

Speakers

Jim Nail

Speaking Sustainability

Felice Kincannon

Page 3: Beyond green marketing

SPEAKING SUSTAINABILITY

Agenda

History of Green MarketingWhat’s wrong with Green MarketingCan it be fixed?Beyond…

Page 4: Beyond green marketing

Green Claims are Booming

Source: The 7 Sins of Greenwashing

TerraChoice, April 2009

Page 5: Beyond green marketing

SPEAKING SUSTAINABILITY

History of Green Marketing

1990 1994

A Short

Page 6: Beyond green marketing

SPEAKING SUSTAINABILITY

History of Green Marketing

1994 1996 2000

A Short

Page 7: Beyond green marketing

SPEAKING SUSTAINABILITY

History of Green Marketing

2010

A Short

2000

Page 8: Beyond green marketing

SPEAKING SUSTAINABILITY

What’s Wrong with Green?

Sayin’ it’s green don’t make it soThe “fig leaf” strategyHijacking the concept Nobody’s perfect

Page 9: Beyond green marketing

The Language of Green Marketing

Page 10: Beyond green marketing

Say it ain’t so…natural

Active ingredient: Pyrethrin

Though “natural”, pyrethrin is classified by the EPA as a “restricted use pesticide”

Page 11: Beyond green marketing

The “Certification” of Green

Page 12: Beyond green marketing

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…

Page 13: Beyond green marketing

Highjacking the Concept

Page 14: Beyond green marketing

Nobody’s perfect

DMDM hydantoin – antimicrobial formaldehyde releaser preservative

Page 15: Beyond green marketing

The k-cup dilemma: Fair Trade coffee vs. unrecyclable packaging

Page 16: Beyond green marketing

What Went Wrong with Green?

Superficial attributesExaggerated claimsLack of substantiationObfuscationOversimplification

Page 17: Beyond green marketing

SPEAKING SUSTAINABILITY

Can Green Marketing be Fixed?

FTC Green Guides increasing muscle General Benefits

CertificationsDegradable and CompostableRecyclableRenewal Materials/EnergyCarbon Offsets

Page 18: Beyond green marketing

SPEAKING SUSTAINABILITY

Can Green Marketing be Fixed?

Page 19: Beyond green marketing

SPEAKING SUSTAINABILITY

Beyond Green

Page 20: Beyond green marketing

SPEAKING SUSTAINABILITY

Beyond…

Product FocusBusiness

Focus

Claims

Perfection

Goals

Progress

Brand image Transparency

Solution Facilitator

…Green Marketing… …Sustainability Communications…to…

Page 21: Beyond green marketing

SPEAKING SUSTAINABILITY

Marks & Spencer

Page 22: Beyond green marketing

SPEAKING SUSTAINABILITY

Page 23: Beyond green marketing

SPEAKING SUSTAINABILITY

Page 24: Beyond green marketing
Page 25: Beyond green marketing

SPEAKING SUSTAINABILITY

Page 26: Beyond green marketing

SPEAKING SUSTAINABILITY

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

Page 27: Beyond green marketing

SPEAKING SUSTAINABILITY

Thank you!

Jim Nail

[email protected]

http://speakingsustainability.com

Felice Kincannon

www.felicekincannon.com

Q & A