ot(N S  New   o)               Green Guide for                    MarketingBuild It Green WebinarApril 25, 2012Maureen Lad...
Maureen LadleyLEED AP, CGBPMember - Build It Green(510) 238-0150Maureen.Ladley@LadleyandAssociates.com                    ...
Question & AnswerPlease type yourquestions into thechat box andwe will read themfor Maureen to answer                     ...
Green Guides…• Federal Trade Commission (FTC)  – “Protecting America’s Consumers”• Since 1992, updated 2010• Green Guides ...
New…in 1992• FTC introduces “Green Guides”• Bill Clinton becomes US President• Hurricane Andrew hits South Florida• First ...
LadleyandAssociates.com
Revised in 2010• FTC updates “Green Guides”• BP Deepwater Horizon oil spill disaster• Magnitude 7 earthquake hits Haiti• A...
LadleyandAssociates.com
LadleyandAssociates.com
Potential Implications, Impacts•   Get it right at start - save time and money•   Avoid misrepresentation•   Create clear ...
Green GuidesCategories:3. General Principals5. Environmental   Marketing Claims                        LadleyandAssociates...
General PrincipalsAddresses environmental marketing claims:2. Qualifications and disclosures3. Distinction between benefit...
Checklist – General PrincipalsIs qualification or disclosure: Sufficiently clear, with clarity of language? Prominent, w...
Distinction? If the box said“Recyclable” is thatsufficient? Would it be clearwhether it was the box, thefoil or some oth...
Overstatement? Does is paragraph “qualify” the claim? Is it going anywhere other than the landfill? Does this overstate...
Environmental Marketing Claims•   General environmental benefit claim•   Degradable/biodegradable/photodegradable•   Compo...
Checklist – Env. Marketing ClaimsDoes the product, package or service offer: A general environmental benefit (directly or...
Checklist – Env. Marketing ClaimsIs product or packaging recyclable? Can it be collected, separated or otherwise recovere...
Checklist – Env. Marketing ClaimsIs a source reduction claim made? Has the product or package been reduced or is lower in...
Qualified?Sustainability Benefits:•Contains more than 99% natural ingredients*•Certified to include a minimum of 58% total...
Qualified?New Tech Shingles100% Recycled PEP Resins with additives, coloring, and UV Inhibitors                           ...
Qualified?100% Recycled EcoStudWe are proudly stocking and distributing Superior Polymer’s EcoStud Product line. This dist...
Qualified?             LadleyandAssociates.com
Third Party Endorsement/Rating                      LadleyandAssociates.com
More Information•   Federal Trade Commission:    www.ftc.gov•   FTC Part 260:    www.ftc.gov/bcp/grnrule/guides980427.htm ...
Question & AnswerPlease type yourquestions into thechat box andwe will read themfor Maureen to answer                     ...
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New green guide for marketing - build it green

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New green guide for marketing - build it green

  1. 1. ot(N S New o) Green Guide for MarketingBuild It Green WebinarApril 25, 2012Maureen Ladley, Ladley & AssociatesCGBP, LEED AP
  2. 2. Maureen LadleyLEED AP, CGBPMember - Build It Green(510) 238-0150Maureen.Ladley@LadleyandAssociates.com LadleyandAssociates.com
  3. 3. Question & AnswerPlease type yourquestions into thechat box andwe will read themfor Maureen to answer LadleyandAssociates.com
  4. 4. Green Guides…• Federal Trade Commission (FTC) – “Protecting America’s Consumers”• Since 1992, updated 2010• Green Guides help avoid “making false or misleading green claims….”• Impact: Environmental Seals of Approval, environmental claims LadleyandAssociates.com
  5. 5. New…in 1992• FTC introduces “Green Guides”• Bill Clinton becomes US President• Hurricane Andrew hits South Florida• First McDonald’s opens in Beijing• Gas is $1.05 a gallon• Average income is $30,030• Average cost of a new house is $122,500 LadleyandAssociates.com
  6. 6. LadleyandAssociates.com
  7. 7. Revised in 2010• FTC updates “Green Guides”• BP Deepwater Horizon oil spill disaster• Magnitude 7 earthquake hits Haiti• Apple releases the iPad• Gas is $2.73 a gallon• Average income is $46,326• Average cost of a new house is $232,880 LadleyandAssociates.com
  8. 8. LadleyandAssociates.com
  9. 9. LadleyandAssociates.com
  10. 10. Potential Implications, Impacts• Get it right at start - save time and money• Avoid misrepresentation• Create clear customer/client understanding• Alert to product and service labels• Spread the word to partners, suppliersNote: This presentation is marketing advice, not legal advice – when in doubt, get legal counsel! LadleyandAssociates.com
  11. 11. Green GuidesCategories:3. General Principals5. Environmental Marketing Claims LadleyandAssociates.com
  12. 12. General PrincipalsAddresses environmental marketing claims:2. Qualifications and disclosures3. Distinction between benefit of product, package or service4. Overstatement of environmental attribute5. Comparative claims LadleyandAssociates.com
  13. 13. Checklist – General PrincipalsIs qualification or disclosure: Sufficiently clear, with clarity of language? Prominent, with relative type size and proximity to claim being qualified? Understandable to prevent deception? Contrary claims not also present?Is distinction between benefits of product, package and service clearly for: Product, or Package, or Service, or Component of one?Does marketing claim overstate the environmental attribute or benefit, expressly or by implication? Are environmental benefits significant, or negligible?Is a “comparative” statement present, and if so: Is the basis for comparison sufficiently clear to avoid consumer deception? Can the advertiser substantiate the comparison? LadleyandAssociates.com
  14. 14. Distinction? If the box said“Recyclable” is thatsufficient? Would it be clearwhether it was the box, thefoil or some othercomponent? LadleyandAssociates.com
  15. 15. Overstatement? Does is paragraph “qualify” the claim? Is it going anywhere other than the landfill? Does this overstate the claim? LadleyandAssociates.com
  16. 16. Environmental Marketing Claims• General environmental benefit claim• Degradable/biodegradable/photodegradable• Compostable• Recyclable• Recycled content• Source reduction• Refillable• Ozone safe and ozone friendly LadleyandAssociates.com
  17. 17. Checklist – Env. Marketing ClaimsDoes the product, package or service offer: A general environmental benefit (directly or implied)? A broad claim (e.g. Eco-Safe, Environmentally Friendly, essentially non-toxic)? A qualifier for the claim?Is degradability/biodegradability/photodegradability claimed? Is the claim qualified, substantiated by scientific evidence? Will it decompose within a reasonably short period of time, as customarily disposed? Is rate and extent of decomposition clear?Does product or package make a compostable claim? Is claim substantiated by scientific evidence that all the materials will break down into usable compost, in a safe and timely manner? Will it safely break down in a home composting device? Does the claim mislead about the benefits if product is disposed of in a landfill? Is a municipal or institutional composting facility available in the area the product is sold? LadleyandAssociates.com
  18. 18. Checklist – Env. Marketing ClaimsIs product or packaging recyclable? Can it be collected, separated or otherwise recovered from the solid waste stream for re-use, though an established recycling program? Are there non-recyclable components to the product or package? Are the recyclable and non-recyclable clearly qualified? Are collection sites for recycling the material available to a substantial majority of area consumers?Does product or packaging claim recycled content? Have materials been recovered or otherwise diverted from the solid waste stream? During the manufacturing process (pre-consumer) or after consumer use (post-consumer)? If using pre-consumer material, is there substantiation for concluding that the material would otherwise have entered the solid waste stream? Are distinctions made between pre-consumer and post-consumer materials, substantiated? If partially made of recycled material, is amount qualified by weight, of recycled content in the finished product or package? If using recycled components (or used, reconditioned or remanufactured), is the claim adequately qualified? LadleyandAssociates.com
  19. 19. Checklist – Env. Marketing ClaimsIs a source reduction claim made? Has the product or package been reduced or is lower in weight, volume or toxicity? Have source reduction claims been qualified?Is a refillable package claim made? Is a refillable system provided for, such as collection and return of package for refilling? Is a later refill of the package by consumers with a product sold in another package? Are the refills sold in the same area as the refillable package? Does the package have an unqualified assumption that it’s up to the consumer to find new ways to fill the package?Is a claim of ozone safe or ozone friendly made? Is claim substantiated? LadleyandAssociates.com
  20. 20. Qualified?Sustainability Benefits:•Contains more than 99% natural ingredients*•Certified to include a minimum of 58% total recycled content **•Formaldehyde free*Unfaced insulation made with a minimum of 99 percent by weight natural materialsconsisting of minerals and plant-based compounds.**Certified by Scientific Certifications Systems to have a minimum of 58 percent recycledglass content with at least 36 percent post-consumer recycled and the balance pre-consumerrecycled glass content. Source: Owens Corning website LadleyandAssociates.com
  21. 21. Qualified?New Tech Shingles100% Recycled PEP Resins with additives, coloring, and UV Inhibitors Source: New Tech Website LadleyandAssociates.com
  22. 22. Qualified?100% Recycled EcoStudWe are proudly stocking and distributing Superior Polymer’s EcoStud Product line. This distributionagreement includes 1″ to 3″ Z Furring Channel, Flanged Furring Channel as well as their revolutionaryClip and Go Track and Stud. Recycled plastic studs allow for builders to easily and cheaply meet the newenergy codes coming to a city and state near you. By using plastic instead of Metal or Wood Studs andFurring Channel can be installed directly against Concrete Walls without the need of adding additionalFoam to create a Thermal Break. Plastic is not a conductor so you do not compromise the thermalperformance of the wall system using EcoStud. Another great feature is it will not rust or grow moldand mildew so for basement applications where water can be an issue this product is the one that willlast forever. EcoStud products are manufactured with 100% recycled plastic. Source: BuyLEEDLumber.com, EcoStud.com LadleyandAssociates.com
  23. 23. Qualified? LadleyandAssociates.com
  24. 24. Third Party Endorsement/Rating LadleyandAssociates.com
  25. 25. More Information• Federal Trade Commission: www.ftc.gov• FTC Part 260: www.ftc.gov/bcp/grnrule/guides980427.htm LadleyandAssociates.com
  26. 26. Question & AnswerPlease type yourquestions into thechat box andwe will read themfor Maureen to answer LadleyandAssociates.com

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