substance151: green is the new black

© Substance151, LLC – proprietary & confidential, do not distribute without permission

GREEN IS THE NEW BLACKA Day in the Life Baltimore Design ConferenceApril 9, 2011, Baltimore, Maryland

Ida Cheinman

Principal and Creative Director

www.substance151.com

1Tuesday, April 12, 2011

http://www.substance151.com



Design is the first signal of human intention.

As designers, we promote a positive vision of

the future, based upon the belief that many of

the environmental problems we face are, at root,

design challenges.

—William McDonough

“ “


mailto:[email protected]

mailto:[email protected]


GOOD?



x 1.5+

make less, buy less

don’t throw away

assume personal

responsibility

design for durability,

produce less

design with the end

in mind

design with alternative

materials

REDUCE

REUSE

RECYCLE

CITIZEN DESIGNER



WHAT IS OUR RESPONSIBILITY?



Unless someone like you cares a whole awful lot,

nothing is going to get better. It's not.

—Dr. Seuss, The Lorax

““



DESIGNER’S ROLE:

» Help sell stuff?

» Create change?

» Design new reality



UNDERSTANDING SUSTAINABILITY

Sustainability named one of the “jargoniest jargon” words of

2010 by Advertising Age

Three Pillars of Sustainability: Environmental/Social/Economic

» Environmental responsibility is the cost of entry

» Social purpose is having, and will continue to have, a greater impact on

the bottom line

PLANET PROFIT

PEOPLE



LADDER OF AWARENESS

5 Mindset: “green” is in your DNA

4 Process: use social and eco lens

3 Tools: apps and calculators

2 Stuff: cool new papers and techniques

1 Marketing: “green” is hot!



BREAKING THE STAUS QUO

» Sell it to your boss, your team, your clients

UPSTREAM: VALUE vs. COST

» Work with vendors who share the same philosophy

DOWNSTREAM: REDUCE/ELIMINATE WASTE

» Educate yourself, your team and your clients

PERSONAL LEADERSHIP



“SELLING” SUSTAINABILITY

» Brand Building. Future success in the marketplace will

require that companies be sustainable and have a social

purpose

» Stronger Employer Brand. Recruitment and retention of

top talent

» Investment Capital. Investors prefer investing in triple

bottom line* companies

* performance is measured based on economic value + environmental and social impact



HOW: THE BASICS

» View each project or action through a green lens

» Buy local, buy recycled and recyclable

» Print green, print double-sided, print less

» Switch to electronic invoicing, proofs and communications

» Bike to work, ride share, virtual meetings, telecommute



STRATEGIES FOR GREEN MARKETING



Green marketing is both marketing green initiatives

that your organization undertakes and doing it in an

environmentally sound way.



CORPORATE STRATEGIES

» Pro bono work and community involvement

» Charitable contributions

» Responsible business practices



MARCOM STRATEGIES

» Certifications and trustmarks

» Green marketing techniques

» Public-facing communications and campaigns

» Cause related marketing

» PR – traditional and social media



WHAT CAN YOU TALK ABOUT?

Your may be doing more than you think. Most common workplace practices:

» Company-wide recycling programs

» Telecommute/ride share/bike-to-work practices

» Greening your IT

» Fair employment practices

» Renewable energy or carbon offsets

» Community involvement

» Charitable giving

» Green building/office space



CREDIBILITY: AVOIDING GREENWASH



green*wash: (n) Disinformation disseminated by an

organization so as to present an environmentally

responsible public image. Environmental whitewash.



R



R

ORGANIZATIONS

CERTIFICATIONS

TRUSTMARKS



AVOIDING GREENWASH

Transparency: Truth and Nothing but the Truth

» Be clear and specific; use clear language

» Have a proof – any public-facing brand story must have proof behind it

» Do not exaggerate your company's efforts and successes

Authenticity: Aligning Promise with Practice

» Your brand is a promise delivered. Walk the talk. External claims must be aligned with

internal company practices.



TACTICS: PRINT COMMUNICATIONS



Print materials, besides their primary purpose of

communicating your organization’s capabilities,

can also be used to communicate its environmental

commitment.



» Environmentally conscious printing

» Environmentally responsible papers

» And, Yes, consider alternatives to print communications

PRINT (NOT DEAD – DIFFERENT)



» Visit your company’s storage closet (landfill where all print

communications eventually go to die)

» Job planning: paper waste, inks, production techniques

(work with printer rep from the start)

» Use impact measurement tools and calculators as a part

of your decision-making process

(ex., Mohawk, Neenah, Green Leaf, re-nourish.com)

GREENER (SMARTER) DESIGN



pms # Barium

123 18 2

137 25 2

1375 32 2

151 39 2

1585 60 2

165 67 2

1655 81 2

172 94 2

Warm r ed 122 1

1788 118 1

185 114 1

192 110 2

213 34 136

259 69 952

2735 11 1010

286 8 1104

293 8 2003

300 7 3128

3005 7 3462

process Blue 7 3800

313 20 3707

3135 28 3644

320 41 3550

327 7 3325

3272 24 3675

3275 67 3363

3278 7 3090

g reen 76 3300

340 8 2851

3405 72 3096

PMS # Barium Copper Copper

347 8 2376

354 64 2680

361 10 1426

368 10 952

389 15 207

419 19 828

438 93 2063

445 88 2475

450 31 937

457 18 15

464 32 507

4625 44 3

471 53 15

492 100 712

499 105 1238

4975 73 519

506 100 712

513 22 961

5115 54 519

520 85 1239

5185 58 58

527 22 724

5255 8 736

534 81 2036

5463 5 2764

5535 57 2252

562 80 2990

569 79 3095

5747 20 603

Spot color inks contain relatively high levels of potentially hazardous metals

Parts Per Million Parts Per Million

SCORECARDS (via CELERY DESIGN COLLABORATIVE)

SUSTAINABILITY SCORECARD

PREFERRED

CAUTION

AVOID

+

!

SOURCE ENERGY IMPACTS DESTINY

Made from sustainably

harvested, renewable

resource; no known toxicity

Made with renewable

energy; very moderate

embodied energy

Fully recyclable; fully

compostable; reusable

Requires conventional or

hazardous waste landfill

Compatible with

incineration

Made with nonrenewable

energy; low embodied

energy

Made with nonrenewable

energy; high embodied

energy

Made from nonrenewable

resource; known toxic

impacts

Made from conventional

renewable resource

This is an abridged version of Celery’s Sustainability

Scorecard at the time of this writing. It is included here

to serve as a framework and a starting point for

assessing which materials and processes represent the

best choice in any particular situation. It is not intended

as an exhaustive or authoritative guide.

PA

PE

R

INK

SB

IND

ER

Y

PLA

STIC

S

PAPER INKS

BINDERYPLASTICS

Post-consumer recycled fiber Petroleum inks

Vegetable inks

CMYK pigments

Most spot pgiments

Metal containing spot pgiments

Mechanical bind (saddle stitch)

Mechanical bind (singer stitch)

Perfect bind (PUR hot melt)

Perfect bind (EVA hot melt)

Starch adhesive

Metallic pigments

Varnish

Aqueous coating

UV inks

Foil stamping

Pre-consumer recycled fiber

FSC certified virgin fiber

Conventional virgin fiber

Alternative agricultural fiber

Agricultural waste fiber

Plastic laminated paper

TCF/PCF bleaching

ECF bleaching

“Wind powered” paper

#1 PET

#2 HDPE

#3 PVC

#4 LDPE

#5 PP

#6 PS

#7 Other Plactics

Biopolymers (non-GMO)

Biopolymers (GMO)

SOURCE ENERGY DESTINY




© Celery Design Collaborative, November 2008.



ENVIRONMENTAL IMPACT OF PRINTING

printing 52%

paper 31%

ink 17%



FSC-certified

Alternative fibers

Highest PCW content

PCF

Produced with alternative energy

GREENER PAPER

FIBER + WATER + ENERGY = PAPER



GREENER PRINTING

» FSC-certified

» Waterless and UV printing – eliminates most of VOCs

(volatile organic compounds)

» Digital printing

» Vegetable-based inks

» Local

» With fair employment practices



www.substance151.com

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@substance151

@idacheinman

IDA CHEINMANPrincipal and Creative Directorsubstance151




substance151: green is the new black

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