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Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
Sustainable Marketing is the Future
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Sustainable Marketing is the Future

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This is a compilation of 5 presentations given at the FutureM conference in Boston on October 24, 2012. The speakers were: Beth Zonis of Eco Marketing, Lisa Lillelund of Mango Networks, Laura Koss of …

This is a compilation of 5 presentations given at the FutureM conference in Boston on October 24, 2012. The speakers were: Beth Zonis of Eco Marketing, Lisa Lillelund of Mango Networks, Laura Koss of the FTC, Amy Cannon of Beyond Benign, and Mike Enberg of e-Stewards.

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  • 1. PresentSustainable Marketing is the Future FutureM October 24, 2012 Beth Zonis @bethzonis #ecomarketing
  • 2. We have only one planet, but were using the resources of five or moreClimate change is very real. Freak storms are increasinglycommon. While there are water shortages in some regions, thereare floods in others. In response, corporations are adoptingsustainability practices, and products are marketed as "green,""eco-friendly," "environmentally friendly," and "energy efficient."What does it really mean to be sustainable? How can peopledetermine which products are truly better and greener? 10/24/2012 Future M: Sustainable Marketing is the Future 2
  • 3. Agenda• Introductions• Definitions• Why Sustainable Marketing• What do you need to know?• What can you do to make a difference? 10/24/2012 Future M: Sustainable Marketing is the Future 3
  • 4. Who we are• Beth Zonis (moderator) - Eco Marketing• Lisa Lillelund - Mango Networks• Laura Koss - Federal Trade Commission• Amy Cannon - Beyond Benign• Mike Enberg - Basel Action Network 10/24/2012 Future M: Sustainable Marketing is the Future 4
  • 5. Have you ever bought a product because it was green? 10/24/2012 Future M: Sustainable Marketing is the Future 5
  • 6. AMA uses sustainability languageMarketing is the activity, setof institutions, and processesfor creating, communicating,delivering, and exchangingofferings that have value forcustomers, clients, partners,and society at large. 10/24/2012 Future M: Sustainable Marketing is the Future 6
  • 7. Sustainability is environmental, economic and social well-being for today and tomorrowInternational Institute for Sustainable Development 10/24/2012 Future M: Sustainable Marketing is the Future 7
  • 8. Everyone should do Sustainable Marketing!Every marketing decisioncan be optimized withrespect to profits, thenatural environment, andhuman well-being. 10/24/2012 Future M: Sustainable Marketing is the Future 8
  • 9. Extreme weather is increasingly costly• 1980-1995 – 46 disasters > $1 billion in damages – Total losses: $339 billion• 1996-2011 – 87 disasters > $1 billion in damages – Total losses: $541 billion National Geographic, September 2012 10/24/2012 Future M: Sustainable Marketing is the Future 9
  • 10. Corporations are doing something about it81% of the worlds largestpublic companies thatreport their greenhousegas (GHG) emissions dataand sustainabilitystrategies now includephysical threats anddisruptions from climatechange 10/24/2012 Future M: Sustainable Marketing is the Future 10
  • 11. Customers care about sustainability• Approx. 50% of people consider a company’s environmental reputation as they make product choices• 50% of Americans can name a product that they’ve chosen or dropped as a result of learning more about a company’s environmental record (up from 20% in 2008)• Millennials – the largest demographic group outside of boomers – are 2x more likely to consider a company’s environmental record before making a purchase Source: Green marketing stats that justify storytelling, Suzanne Shelton, GreenBiz.com, August 2012 10/24/2012 Future M: Sustainable Marketing is the Future 11
  • 12. Sustainability has short-term benefits• Water and Energy Savings• Increased Property Values• Improved Employee Attendance• Increased Employee Productivity• Sales Improvements 5 Economic Benefits of Green Building, EcoWorld, August 2009 Green roof on Boston City Hall 10/24/2012 Future M: Sustainable Marketing is the Future 12
  • 13. Sustainability is good in the long term tooCorporate Sustainability creates long-termshareholder value by embracing opportunities andmanaging risks deriving from economic, environmentaland social developments.Dow Jones Sustainability Index 10/24/2012 Future M: Sustainable Marketing is the Future 13
  • 14. As marketers we can make a difference…… not just in promoting ourcompanies, products andservices – but in shapingthe conversation aboutenvironmental and socialsustainability.Sustainable Marketing, by Diane Martin and JohnSchouten 10/24/2012 Future M: Sustainable Marketing is the Future 14
  • 15. Today we’ll discuss• Sustainability – What does it mean to you?• The Green Guides – Can you back up your green claims?• Green Chemistry – Do you know where everyday products come from and what’s in them?• Electronic Waste – Where do your electronics go when you’re done with them? 10/24/2012 Future M: Sustainable Marketing is the Future 15
  • 16. While we’re talking, please think about• The value of sustainability to you and your organization• The stories you can tell• What you can do to make a difference 10/24/2012 Future M: Sustainable Marketing is the Future 16
  • 17. THANK YOU! Beth Zonis Principal and Founder Eco Marketing LLCwww.ecomarketingonline.com beth.zonis@gmail.com 617-501-966010/24/2012 Future M: Sustainable Marketing is the Future 17
  • 18. Doing Well by Doing Good Sustainability Initiatives Enhance your Brand Reputation Strategic Partnerships StorytellingLisa LillelundMANGO Networks - Sustainability Advisorlisa@mangonetworks.comwww.mangonetworks.com October 24th, 2012
  • 19. “Today’s CEOs are more committed than ever to creating a sustainable business.” • 93 % of Global Compact CEOs see sustainability as important to their future success. • 72 % of executives cite “strengthening brand, trust and reputation” as the strongest motivator for taking action on sustainability issues. Source: UN Global Compact-Accenture CEO Study 2010, 766 CEOs surveyed 19
  • 20. 20
  • 21. Measuring and Reporting• Annual Sustainability Reports• Carbon Disclosure Project• Dow Jones Sustainability Index• Global Reporting Initiative (GRI)• GHG Greenhouse Gas Protocol 21
  • 22. Awards and Recognition • Ranked 1st in the Dow Jones Sustainability World Index • “Environmental Contributor of the Year” Award for the 2010 Global Water Awards 22
  • 23. Major organizations are focusing on Sustainability and reducing emissions 23
  • 24. Storytelling on the website 24
  • 25. Internal focus areas for Sustainability Initiatives Zero Waste Marketing Transportation Facility GHG Core product Water Emissions Milk Sustainable Packaging Sustainable Green Ingredients Chemistry 25 (c) 2011. Stonyfield Farm, Inc. All Rights Reserved
  • 26. Environmental goals:World’s biggest company • Cut carbon emissions 25%$ 135 billion in annual sales • To be supplied 100% by renewable energy,Over 100,000 global suppliers • Create zero waste • Reduce energy use by 20-30% in the 6,600 big-box stores • 180 renewable energy projects, second largest in the U.S. for on site renewable energy production 26
  • 27. Sustainability Product Index 15 Questions for Suppliers, with examples below1. Energy and Climate: Reducing Energy Costs and Greenhouse Gas Emissions • Have you measured your corporate greenhouse gas emissions?2. Material Efficiency: Reducing Waste and Enhancing Quality • If measured, please report the total amount of solid waste generated from the facilities that produce your product(s) for Walmart for the most recent year measured.3. Natural Resources: Producing High Quality, Responsibly Sourced Raw Materials • Have you established publicly available sustainability purchasing guidelines for your direct suppliers that address issues such as environmental, compliance, employment practices and product/ingredient safety?4. People and Community: Ensuring Responsible and Ethical Production • Do you know the location of 100 percent of the facilities that produce your product(s)? 27
  • 28. Corporate Strategic Partnerships. Water Recycling Global musical artist and producer will.i.am and The Coca-Cola Company are collaborating with other iconic brands to inspire a global movement with the launch of EKOCYCLE™ -- 28
  • 29. 29
  • 30. . Corporate Strategic Partnerships 30
  • 31. Strategic Partnerships• $10 of your daily room rate is donated back to the Nature Conservancy• A tree will be planted on your behalf as part of the Plant A Billion Trees Campaign• You will also receive a 15% discount for each night of your stay 31
  • 32. Corporate Citizenship ProgramWATER FOR PEOPLEMERCY CORPS Achievement by the Numbers • $ 1 M + dollars raised by employees for our non-profit partners throughCHINA WOMEN’SDEVELOPMENT FOUNDATION 2010, including company match • 1.3 M people impacted worldwideAVINA since 2008 • 2,200 local water projects completedPLANET WATERFOUNDATION 32
  • 33. Local Volunteer OpportunitiesSolar Now solarnow.org 33
  • 34. Thank You! Lisa Lillelund MANGO Networks Sustainability Advisor lisa@mangonetworks.com www.mangonetworks.com 978-590-9212Slides designed with assistance from www.norvelljefferson.com 34
  • 35. Laura KossSenior AttorneyFederal Trade Commission
  • 36. OVERVIEW FTC and Advertising Law The Green Guides • The Basics • Claims • Enforcement
  • 37. SEC. 5, FTC ACT (15 U.S.C. §§ 41-58) Tell the truth. Have substantiation for: • Express and implied claims. Competent and reliable scientific evidence
  • 38. GREEN GUIDES BASICS How do consumers understand claims? Apply to all forms of marketing claims • Business to consumer • Business to business Not performance standards or eco-labels
  • 39. GREEN GUIDES REVIEW Public Comment Workshops Carbon Offsets/REC • Green Packaging • Green Buildings and Textiles Consumer Perception Research
  • 40. GENERAL GREEN GUIDES PRINCIPLES Consumer perception controls. Be specific. Don’t overstate attributes. Use clear, prominent qualifications.
  • 41. QUALIFICATIONS SHOULD BE: Clear Prominent Understandable • Plain language. • Sufficiently large type. • In close proximity
  • 42. TYPES OF MARKETING CLAIMS General benefits, Certifications Degradable Compostable Recycled content, Recyclable Source reduction Free-of, Non-toxic Ozone safe/ozone friendly Renewable energy, materials Carbon Offsets Refillable
  • 43. FTC CONSUMER PERCEPTION STUDY Internet study - Harris Interactive • General (“green,” “eco-friendly”) • Sustainable • Renewable (“made with renewable energy/materials”) • Carbon neutral/Carbon offset
  • 44. GENERAL BENEFIT CLAIMS - ORIGINAL GUIDES Suggest wide-reaching environmental benefits. Difficult to substantiate. Avoid or qualify.
  • 45. STUDY: “GREEN” OR “ECO-FRIENDLY” 52% - Product had specific green attributes. • Made with recycled materials – 61% • Recyclable – 59% • Made with renewable materials – 54% • Biodegradable – 53% 27% - Product had no negative environmental impact.
  • 46. FINAL GUIDES – BEWARE GENERAL CLAIMS “Highly unlikely marketers can substantiate all reasonable interpretations of these claims.” Marketers should not make unqualified general environmental benefit claims.
  • 47. QUALIFICATIONS – USE CAUTION Clear and prominent. Limit claim to a specific benefit(s). Evaluate trade-offs No negligible benefits Environmentally Improved; Now with 30% less plastic!
  • 48. GENERAL BENEFIT CLAIMS Example of recent action
  • 49. “BAMBOO FIBER” TEXTILES – ENFORCEMENT ACTION Actually rayon – Not environmentally friendly process Not biodegradable Credit: poorandpretty.com
  • 50. DEGRADABILITY – QUALIFY UNLESS: “Entire [item] will completely breakdown and return to nature within a reasonably short period of time* after customary disposal.” *1 year for items entering solid waste stream
  • 51. DEGRADABILITYUnqualified degradable claims are deceptive forproducts destined for landfills, incinerators, orrecycling facilities – products won’t decompose in areasonably short period of time.
  • 52. NEW: CERTIFICATIONS/LOGOS/SEALS
  • 53. NEW: CERTIFICATIONS/LOGOS/SEALS Endorsements Need substantiation General environmental benefit claim Clear and prominent qualification: • Refers only to specific, limited environmental benefit
  • 54. .GreenLogo For EnvironmentalExcellence
  • 55. .ACME Paint’s Own GreenLogoFor Environmental Excellence • Low VOCs
  • 56. QUALIFYING A MULTI-ATTRIBUTE CLAIM Virtually all products impact the environment. For details on which attributes we evaluated, go to www.123
  • 57. DISCLOSE MATERIAL CONNECTIONS A “connection between the endorser and the seller of the advertised product that might materially affect the weight or credibility of the endorsement.”
  • 58. “TESTED GREEN” – ENFORCEMENT ACTION Sold environmental certifications Claimed Tested Green was the “nation’s leading certification program” FTC alleged Tested Green never tested any of companies it provided with certifications, and would “certify” anyone willing pay a fee.
  • 59. NEW: FREE-OF CLAIMS May still be deceptive even if free of a substance Trace amounts may be okay
  • 60. NEW: NON-TOXIC “ . . . likely conveys that the [item] is non-toxic both for humans and for the environment generally.”
  • 61. NEW: RENEWABLE MATERIALS Tell which material used; why renewable. Qualify if entire product (less incidentals) is not made with renewable materials.
  • 62. NO GUIDANCE Sustainable Organic Natural
  • 63. MORE INFORMATION? http://business.ftc.gov/advertising-and- marketing/environmental-marketing www.ftc.gov 877-FTC-help lkoss@ftc.gov
  • 64. Green chemistry as a business advantage Amy S. Cannon, Ph.D. Beyond Benign www.beyondbenign.org
  • 65. $ 65
  • 66. Chemists’ Roles in Environmental Problems• Historically, synthetic chemists have not played a major role in the environmental movement.• Green Chemistry identifies synthetic chemists as the key practitioners in identifying, developing, and implementing pollution prevention technologies. 66
  • 67. Design Criteria• Solubility• Melting Point• Glass transition temperature• Mechanical Properties (Tensile Strength, Modulus, Elongation)• Refractive Index• Surface Tension 67
  • 68. Design Criteria• Solubility• Melting Point• Glass transition temperature• Mechanical Properties (Tensile Strength, Modulus, Elongation)• Refractive Index• Surface Tension• Toxicity• Environmental Impact 68
  • 69. Understanding Hazard• Intrinsic nature of hazard• Reduced hazard better than reduced exposure• Unrelated hazards Risk = Exposure x Hazard 69
  • 70. Science education…• Non-science majors science course: – Jam-packed with Environmental Science• Chemistry major: – No requirements in a Bachelor’s program – No requirements in a Master’s program – No requirement in a Ph. D. program *ONLY ONE UNIVERSITY IN THE U.S. REQUIRES ANYKNOWLEDGE OF TOXICITY OR ENVIRONMENTAL HAZARD!!! *We are changing this: Green Chemistry Commitment (www.greenchemistrycommitment.org)
  • 71. Green Chemistry is about…• Shifting roles• Design• Understanding Intrinsic Hazard• Changing education of chemists• Reducing costs• Enhancing performance• Innovation 71
  • 72. Green Chemistry is about… Shifting roles Design Understanding intrinsic hazard Changing education of chemists• Reducing costs• Enhancing performance• Innovation 72
  • 73. Reducing Costs 73
  • 74. The cost of using hazardous materials• Storage• Transportation• Treatment• Disposal• Regulatory Costs• Liability• Worker Health and Safety• Corporate Reputation• Community Relations• New Employee Recruitment 74
  • 75. Environmental Regulations 120 110 100Number of Laws 90 80 70 60 50 40 30 20 10 0 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 75
  • 76. Environmental Regulations EPACT FFCA CERFA CRAA PPA AMFA PPVA ARPAA IEREA AJA AQ ANTPA 120 ASBCAA A GLCPA ESAA-AECA ABA FFRAA CZARA FEAPRA WRDA 110 IRA EDP NWPAA NAWCA OPA CODRA/NMSPAA RECA FCRPA CAAA MMPAA GCRA 100 GLFWRA APA RCRAA WQA HMTUSA SWDA WLDI NEEANumber of Laws CERCLA 90 CZMIA NWPA SDWAA COWLDA SARA FWLCA MPRSAA BLRA 80 CAAA ARPA ERDDAA CWA MPRSAA EAWA SMCRA NOPPA SWRCA PTSA 70 SDWAA UMTRCA ESAA BLBA QGA FWPCA HMTA NCPA 60 MPRSA CZMA ESA TSCA NCA TAPA FLPMA FEPCA RCRA PWSA NFMA 50 MMPA FRRRPA CZMAA SOWA DPA NEPA AQA EQIA 40 FOIA FCMHSA CAA EPA WRPA EEA AFCA OSHA 30 FAWRAA FHSA NPAA NFMUA WSRA TA EA FWCA AEPA FIFRA PAA NHPA RCFHSA 20 BPA WLDA WA FWCAA NBRA NPS MBCA FAWRA IA FWA RHA AA NLRA AEA 10 WPA YA 0 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 76
  • 77. More environmentally benign than alternatives Perform better More economicalthan alternatives than alternatives 77
  • 78. Safety Green ChemistryPerformance Cost 78
  • 79. Green Chemical Market by Region, World Markets: 2011-2020 79
  • 80. Pfizer, Inc.: Re-design of Sertraline (Zoloft)• Use of 140 metric tons/year of titanium tetrachloride• Generation of 440 metric tons/year of solid titanium dioxide waste• 150 metric tons/year of 35% HCl waste• Need for 100 metric tons/year of 50% NaOH• Dramatically reduced the number and volume of solvents used Presidential Green Chemistry Challenge Award 2002 80
  • 81. Warner Babcock Institute for Green Chemistry 81
  • 82. Fabrication & Organic & Polymer Environment Physical Testing, Synthesis Biomaterials & Toxicology Lab Lab Lab Metal Oxide Research Labs Analytical Separations Research Lab and Coatings Applications Lab Supplies Chemicals & Lab WBI Scientists … Microscopy & Office Space Surface Analysis Lab X-ray Lab Learning Particle Size & Surface Thermal Analysis & NMR Multi-use Chemistry Center Characterization Lab Spectroscopy Lab Lab Lab WBI Executive Office Space Beyond Benign Cafe82
  • 83. Increased Bioavailability for a Parkinson’s Disease Drug Ultra Low Cost Non-Toxic SolarNontoxic, Environmentally Benign Hair Coloring Water Based Non Toxic Photoresist Cleaning Solutions 83
  • 84. Why Green Chemistry?Pfizer Inc.:Through our Green Chemistry initiative, which is grounded in Paul Anastas and JohnWarners 12 Principles of Green Chemistry, we are dedicated to promoting theselection and use of environmentally preferable chemicals, eliminating waste andconserving energy.It is integral to the way we do business and delivers sustainable, long-term profitabilitythrough safer more efficient processes; increased product yield that are compatiblewith protecting the environment; and the health and safety of our colleagues,customers, and the communities where we live and work.http://www.pfizer.com/responsibility/protecting_environment/greener_processes.jsp 84
  • 85. Thank you! Amy_Cannon@beyondbenign.org www.beyondbenign.orgwww.greenchemistrycommitment.org 85
  • 86. Sustainability Credibility 3rd Party Certification and Marketing Mike Enberg e-Stewards Enterprise Director menberg@ban.org
  • 87. Value of 3rd Party Certification• Decreased Information Costs for Customers• Increased Assurance of Consistent Quality• Helps Instill Better Management and Practices• Market Differentiation 87
  • 88. Branded! by Michael Conroy “The opportunity [is] to associate a company brand with systems of third-party independent certifications to show – in ways that are credible to a skeptical public – that the company is complying with the highest standards for social and environmental practices.” 88
  • 89. Got e-Waste?• This is a business problem – happily, it is one with a solution.• Your company, no matter how big or small, can make a global difference.• There are tangible benefits in doing so. 89
  • 90. Lesson LearnedHow to engage companies and individuals in a sustainability marketing program. A.I.D.A.
  • 91. 91
  • 92. 92
  • 93. In USA: 80% delivered to “recyclers” or from unsubsidized collection events are exported 93
  • 94. Exporting Harm 94
  • 95. The Digital Dump 95
  • 96. 96
  • 97. And it comes from your desktop. 97
  • 98. 98
  • 99. In this complicated and risky world…A clear need for  Awareness in the market that much of what is called “recycling” is dumping by another name.  To identify, promote and support those companies that choose to recycle properly:  An accredited, independently audited certification program that is principled but practical  A standard can provide companies and the public complete assurance their spent electronics will not be dumped on developing countries 99
  • 100. 100
  • 101. e-Stewards Enterprise Program• The e-Stewards Enterprise program recognizes and rewards companies, governments and organizations that choose to recycle their electronics responsibly.• Engage the producers as well as the processors• “Leaders Lead.” 101
  • 102. 3rd-Party, IndependentEnvironmental Certifications Risk Mitigation Reward Maximization 102
  • 103. e-Stewards Enterprises Today (partial list) 103
  • 104. The End-Product of 3rd-Party CertificationsKai LoeffelbeinUnicef’s Photo of the Year 2011 Change 104
  • 105. What You Can Dowww.e-stewards.org

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