the rise of green marketing
DESCRIPTION
Presentation by Yuda Saydun on August 7, 2009 at the Versailles Club meeting in Miami.TRANSCRIPT
The Carbon Operations Company
A Low Carbon Future: The Rise of Green Marketing
CLIMECO The Carbon Operations Company
• Full service, turn-key carbon development and advisory firm
• CDM and US expertise• Strategy Development• Outsourced Operations• Integrated Approach
• Managed over 600 emission reduction sites and dozens of industrial gas mitigation projects
• Unique approach combining carbon expertise with engineering, technologies, operations, and finance
CLIMECO The Carbon Operations Company
The Challenge
• 7.9 Billion people (20% > 2009)• 30 Trillion Kwh electricity (59% > 2009)• 21 Billion barrels of oil for transport
alone (33% > 2009)• 85 Billion tons of C02e (54% over 2008)
CLIMECO The Carbon Operations Company
Business As Usual
By 2025
CLIMECO The Carbon Operations Company
The Carbon Revolution
This needs to happen three times faster than the industrial revolution’s rise of productivity
Reducing emission’s while maintaining growth implies carbon productivity must increase
tenfold (McKinsey)
• Provide certainty• Ensure predictable increase in
energy price• No incentive to reduce emissions• Difficult to calibrate• Global harmonization?• Utilization of tax revenues?
• Provides incentive for a specific environmental outcome
• Ensures lowest-cost emission reduction
• Prices self-adjust• Balances compliance and policy
flexibility• Linkages can lead to global systems• Provides opportunities for private
sector
CLIMECO The Carbon Operations Company
Lowering Carbon Emissions
The Tax or Trade Debate
Cap-and-TradeTaxes
CLIMECO The Carbon Operations Company
The Changing Role of “Green” in the Enterprise
CLIMECO The Carbon Operations Company
Assessment Action Transformation
From CSR to the C-Suite
CLIMECO The Carbon Operations Company
Assessment Action Transformation
• Understand climate change
• Measure carbon exposure
• Assess Footprint• Company wide• At product level
• Realize impact on Company’s Bankers and Wall Street
• Create a Carbon Strategy
• Start Voluntary reporting
• Competitive dynamics
CLIMECO The Carbon Operations Company
Assessment Action Transformation
• Understand climate change
• Measure carbon exposure
• Assess Footprint• Company wide• At product level
• Realize impact on Company’s Bankers and Wall Street
• Create a Carbon Strategy• Start Voluntary reporting• Competitive dynamics
• Issue Corporate carbon commitment
• Establish ring-fenced budgets
• Learn how to participate in carbon trading
• Reduce footprint • Involve supply chain• Ensure compliance
with cap• Influence policy
development
CLIMECO The Carbon Operations Company
Assessment Action Transformation
• Understand climate change
• Measure carbon exposure
• Assess Footprint• Company wide• At product level
• Realize impact on Company’s Bankers and Wall Street
• Create a Carbon Strategy• Start Voluntary reporting• Competitive dynamics
• Issue Corporate carbon commitment
• Establish ring-fenced budgets
• Learn how to participate in carbon trading
• Reduce footprint • Involve supply chain• Ensure compliance
with cap• Influence policy
development
• Switch from offsetting to process and technology changes
• Move to Alternative energies
• Pursue Game-changing ideas (PBP)
• Explore Opportunities in low carbon products and services
• $ 4 trillion Dollar opportunity• EU estimates funding needed at
around $220 billion a year• 2009: Lack of liquidity, investor fears• Kick start from stimulus funds
• Yet, most of the funding will need to come from the private sector
• Energy efficiency already provides highest impact and ROI
The Carbon Operations CompanyThe Carbon Operations Company
CLIMECO The Carbon Operations Company
Financial Crunch:Crisis or Opportunity?
Ewing Bemiss & Co.
• Growing Consumer Awareness
• Environmental Attributes become part of competitive positioning
• Expectations for “green” growth lead companies to:• Modify their product portfolio• Scrutinize their processes and supply chains
CLIMECO The Carbon Operations Company
The “Green Imperative”
(*) Source: Lipincott Mercer, Consumer Brands and Climate Change study
CLIMECO The Carbon Operations Company
• Be genuine and congruent • Avoid backlash from “Green washing” • Establish credentials• Be aware of FTC guidelines• Integrate into business strategy and company culture
• Communicate the benefits• Company’s activities• So what?• Provide opportunities to participate • Develop targeted communications for specific segments• Awards programs
CLIMECO The Carbon Operations Company
Practical Steps
• Establish the baseline• Reduce the footprint
• Energy savings• Use high quality offsets from reliable sources to make events, venues and companies “carbon-
neutral”• Assess, validate, and implement qualifying emission reduction programs which will
eliminate the greenhouse gases and Generate addition revenue for improved ROI and faster payback
• Start now, beware of long lead times
CLIMECO The Carbon Operations Company
Leveraging Carbon Credits
CLIMECO The Carbon Operations Company
Assessment Action Transformation
Making the Low Carbon Future a Reality
“If you’re not at the table, you’re on the menu”
